DTC Brand Finds Exclusive Retail Partner in Sephora

Mane, a sustainable haircare brand founded by celebrity hairstylist Jen Atkin, has made its entry into the brick-and-mortar space through an exclusive partnership with beauty retailer Sephora.

On Feb. 19, Mane rolled out its hot tools and hair accessories, including some new products, to 670 Sephora stores across the U.S and Canada as well as the retailer’s website.

While Mane, which debuted in February 2023 as a direct-to-consumer brand, celebrates its one-year anniversary, the retail partnership is also notable for Sephora as it continues to invest in and expand its hair care category in stores and online, according to a media release.

At the time of launch, Mane was the only hot tools brand available in all U.S freestanding Sephora locations.

In-Store Activation

Through the Sephora partnership, Mane is also expanding the digital footprint of its brand-agnostic hot tool recycling program, which was initially launched in April 2023 in partnership with beauty-focused recycling nonprofit Pact Collective. 

In stores, Mane is primarily merchandised on dedicated in-line wall displays outfitted in colorful, branded signage and positioned next to Ouai, another haircare brand founded by Atkin that comprises mostly prestige shampoos, conditioners and other hair treatment products.

A QR code printed on all of Mane’s in-store displays encourages shoppers to scan the code to donate used hot tools (regardless of brand or condition) to be refurbished or processed properly and diverted from landfills. Sephora's support grows awareness of Mane’s recycling program and reinforces its own sustainability efforts and commitment, primarily in stores. 

Sephora has its own recycling program, also created in partnership with Pact Collective, dubbed Beauty (Re)Purposed. The program invites consumers to drop off their empty, hard-to-recycle beauty and personal care product packaging at Sephora stores to be repurposed.

"Sephora's commitment to offering thoughtful brands to consumers is why we are so thrilled by this partnership, as both Mane and Sephora continue to follow an intentional approach with our product offerings and retail strategy," Atkin said in the release. 

Mane's retail collection features an interchangeable power base, The Power Bottom, and three corresponding attachments (i.e., waver styling attachment, a 1-inch curling iron and a 1.25-inch curling wand). 

Mane says other “fan-favorite” offerings will also be available at Sephora, including the Ready or Knot detangling brush, This Totally Blows compact hair dryer and The Three Way multi-use flat iron. All Mane products are priced between $12-$125.

"Sephora is thrilled to introduce Mane and continue bringing our clients innovative brands that support their unique hair care needs," said Jennifer Lucchese, vice president haircare merchandising at Sephora. "Led by dynamic founder and renowned hair stylist, Jen Atkin, Mane is committed to offering accessible, high-performing hair tools and accessories that inspire clients to feel confident in their styling routines and embrace self-expression, which aligns closely with Sephora's own values.”