Brand news: Mary Kay; Space NK x Glossier; L’Occitane; Coty; Woo Woo

Mary Kay expands into Denmark​

US-based beauty brand Mary Kay has expanded into Denmark in partnership with distributor Lesley Cosmetics.  
The brand noted that Denmark is known for its strong focus on gender equality and women's rights, and that the country’s demand for innovative opportunities for women is ever-present.

According to Mary Kay Europe President Tara Eustace, the expansion “not only represents an amazing growth strategy in Europe but also reaffirms our commitment to providing women with unparalleled opportunities for empowerment and entrepreneurship.”

Glossier partners with Space NK for UK and Ireland​

Space NK will become Glossier's largest retail partner in the UK and Ireland, with plans to stock the brand in 48 stores from June.

The partnership will expand Glossier’s presence in the UK. Currently, the brand has a retail partnership with Sephora and one flagship store in London.

Head of makeup at Space NK, Suze College, said that for many customers, the launch of Glossier at Space NK will be the first time that they will have the chance to try the products in real life.

Meanwhile, Glossier CEO Kyle Leahy, stated: “We’re thrilled to continue to scale our omnichannel strategy in the UK with the iconic British retailer, Space NK. Expanding our reach beyond London has been a key goal as we strive to meet our UK customers where they are, whether that’s online or in-store.”

Woowoo launches in Bluemercury​

British intimate care brand WooWoo has expanded into US retailer Bluemercury and will enter its 24 brick and mortar stores as well as online at bluemercury.com.  

The products on offer will include the brand’s most popular offerings, including its Tame It! Vegan In-Shower Hair Removal Cream.

WooWoo has been trailblazing in the intimate care category and products include pH-balanced, dermatologist tested wax strips, body scrub, washes, wipes, oils and hair removal creams formulated to maintain a healthy intimate biome.

The news follows the brand’s previous retail partnerships with Free People, Anthropologie and Amazon.

L’Occitane Group: set to privatise company​

The former CEO and controlling shareholder of L'Occitane Groupe S.A, Reinold Geiger, has made an offer to buy out the remaining shares, with the intention to privatise and delist the Company from the Hong Kong Stock Exchange.

The business said this would offer the business more flexibility and stated that this was “particularly important because competition in the global skincare and cosmetics industry continues to intensify with the entry of new international and local brands.”

Coty signs license with model Lena Gercke​

Coty has signed a long-term license agreement with German TV presenter and model Lena Gercke to develop, produce, and distribute LeGer’s debut fragrance.

Chief brands officer consumer beauty, Stefano Curti, said Gercke’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany. “Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her,” he said.

The new LeGer fragrance is expected to launch in the DACH region this summer.