Dr. Idriss Skincare jumps onto Sephora shelves
Dr. Idriss Skincare, a science-backed skin care line founded by board-certified dermatologist Dr. Shereene Idriss, is making its retail debut at Sephora.
The brand’s entire collection will be available at approximately 300 Sephora stores nationwide and will be available on the beauty retailer’s website and app beginning March 28.
“An educated nerd is an empowered nerd! I'm excited to bring my in-office experience
and clinical formulas to Sephora. We're stepping into the big leagues and redefining the mold of what a ‘doctor brand’ is supposed to be,” said Dr. Shereene Idriss, founder of Dr, Idriss Skincare.
In 2018, Idriss began posting informational videos to her social media channels and quickly gained a following as the #PillowtalkDerm. Since then, she’s expanded to a YouTube channel and TikTok account, which have am amassed more than three million followers, which she refers to as 'Skin Nerds.’
[Read more: ZitSticka’s acne-fighting products hit CVS Pharmacy stores]
Products Sephora shoppers will be able to purchase from the brand include the Major Fade Solution System, which consists of the Major Fade Flash Mask, Major Fade Hyper Serum and Major Fade Active Seal. In addition, the Depuffer also will be available, as well as additional items slated to roll out later in the year.
“Expansion into Sephora is the natural next, exciting step in Dr. Idriss’ omnichannel strategy. Having hundreds of brick-and-mortar stores for Skin Nerds to try products in real life and learn about skincare from Beauty Advisors creates a new level of access to Dr. Idriss for our community,” said Ariel Gold, CEO of Dr. Idriss Skincare.
With this retail expansion, Idriss looks to continue to demystify the skin care world, as well as cosmetic procedures, as well as diminish fear-mongering and offer simplified solutions to consumers, the brand said.
