Urban Outfitters enters men’s makeup category in partnership with Hims & Hers
Hims & Hers, a multi-specialty telehealth platform, announced Wednesday that it is partnering with Urban Outfitters to offer a selection of Hims products on urbanoutfitters.com.
Over the next few months, Hims & Hers and Urban Outfitters plan to roll out a selection of Hers and other Hims products to the retailer’s website, according to the press release.
Some of the first items offered by companies include products for skin care, hair loss, sexual health, supplements, and other personal care items. Especially, The Blur Stick Concealer for Men, which Hims & Hers launched in May, will be Urban Outfitters’ first foray into the men’s makeup category, the company said.
In addition to the upcoming Hims & Hers products, Urban Outfitters has already offers similar skin care, wellness and men’s grooming items. But thanks to the Hims & Hers partnership, the retailer is further expanding its offering and entering new categories.
“Our priority has been and always will be the consumer,” said Melissa Baird, COO of Hims & Hers, in a statement. “Being able to extend the reach of our products to consumers through partnering with such an iconic and inspiring lifestyle brand is incredibly exciting for us. “
The collaboration between Hims & Hers and Urban Outfitters is part of a larger trend for established retailers to partner with direct-to-consumer brands. In April 2019, Ulta started offering Madison Reed hair coloring products in over 1,200 stores and online. Last month Sephora DTC Vegamour brand added hair care products to its range. Meanwhile, Nordstrom has developed relationships with several DTC brands, including Bonobos, Everlane and Reformation, to cater to Gen Z and Millennial customers.
Partnering with a traditional retailer gives DTC companies the opportunity to take their brands offline and acquire a new set of customers, while established retailers benefit from attracting a younger set of consumers to their stores.
“Digital native consumers who visit Urban Outfitters seek the most personalized experiences that help them express their authentic identity,” said Jena Tracey, executive director of merchandising for Urban Outfitters, in a statement. “There is a great synergy between the Urban Outfitters customer and digital native consumers who are interested in Hims & Hers personalized health and wellness offerings, and we are delighted to offer such beautiful and beautiful products. high quality to the people on our site.