The Lip Bar has embarked on its most significant retail expansion to date through a strategic partnership with CVS.
The Detroit-based company, founded by Melissa Butler in 2012, focuses on offering high-quality, vegan, and cruelty-free products designed for a wide range of skin tones.
With the latest expansion, the 11-year-old brand will be available in 3,000 CVS locations across the United States. The brand is also in 2000 additional Target and Walmart storers.
Butler took to her Instagram page to share the exciting news in a video.
“One of the big reasons for launching in Target or Walmart is [physical] accessibility,” said Melissa Butler, CEO and founder of The Lip Bar, reports The Glossy. “If you live in a truly urban environment, you’re more likely than not to go into stores like CVS to purchase everyday essentials. And CVS was a no-brainer because they’ve invested a lot in their beauty programs over several years.”
The Lip Bar’s expansion into CVS stores will feature an assortment of their best-selling products, including lipsticks, lip glosses, and lip liners. This will include The Lip Bar having endcaps in each of the 3,000 CVS locations from September to the end of December.
“The Lip Bar’s continued success and expansion into CVS stores is an exciting representation of the continued demand for a brand that connects with its community of diverse beauty lovers at their nearest convenience. The Lip Bar is already the largest Black-owned brand in its existing retail partners, and we’re looking forward to making history with CVS,” said Lauren DeVor, director of sales at The Lip Bar.
Photo by The Lip Bar