Alo Yoga is stretching into skincare.
The activewear specialist and fitness streaming service provider is launching Alo Glow System, a seven-product assortment of unisex face and body care products priced from $24 for Mega-C Body Wash to $88 for Radiance Serum. Rounding out the line are the $32 Enzyme Facial Cleanser, $48 Luminizing Facial Moisturizer, $28 Superfruit Body Lotion, $48 Magnesium Reset Mist and the $48 Head-to-Toe Glow Oil. The products are available for purchase starting today on Alo’s website and in its stores. Ingestibles will be added to Alo Glow on Jan. 1, the same day it will debut at Nordstrom as its exclusive retail partner.
Alo joins a burgeoning number of companies leveraging their name recognition and extending from activewear and fitness to the $500 billion-plus beauty to draw more wallet share from health-conscious customers. Last year, Lululemon’s Selfcare line landed at Sephora. In July, Therabody, formerly Theragun, released TheraOne, a collection of organic topical and ingestible CBD products. Last month, it was reported that at-home fitness giant Peloton filed a trademark application for use in cosmetics or skincare.
Alo Glow’s clean, vegan skincare and body care assortment is built around amla, a berry also known as Indian gooseberry used for millennia in Ayurvedic healing practices. “Our entire collection contains this magical super-berry,” says Alo co-founder and CEO Danny Harris. “It has the highest potency of antioxidants and vitamin C. It inspired us to redefine the beauty industry by offering products that deliver beauty from within. We wanted to get it out as soon as possible. [It] took us two years to develop, and people need good clean skincare and wellness now more than ever. The Alo Glow System is beauty from the inside out.”
The beauty venture was fully funded internally, bolstered by what has been a strong year for Alo’s multifaceted business. During the pandemic, Harris reports that Alo has increased its digital sales by more than 4X and experienced a 7X uptick in fitness streaming service Alo Moves subscriptions. It’s overall business is on track to more than double this year.
Harris believes it’s the ideal time to build upon Alo’s strengths to grow its reach and continue to evolve it into a full-fledged lifestyle player. Currently, 90% of the company’s revenues are from yoga apparel, accessories and online streaming originating through e-commerce. While clothing is expected to still account for the lion’s share of Alo’s sales, Harris points out Alo Moves will contribute earnings before interest, taxes, depreciation and amortization (EBITDA). He projects Alo Glow could generate about $25 million in sales next year, increasing to $100 million by year three.
Alo’s ascension to athleisure leader demonstrate’s Harris’s skill at successfully navigating in a crowded sector. Can he do the same for skincare? He indicates he can and contends what sets Alo Glow apart from the existing sea of skincare is its rigorous formulation standards. “We are doing beauty entirely different from what is happening in the industry today,” argues Harris. “People try to categorize what we’re doing, calling it clean beauty, but this is clean beauty to a European standard, the highest standard there is. In fact, we’ve exceeded the standard by using exotic superfoods from around the world and bringing it together. Nobody is doing what we’re doing.”
Harris co-founded Alo, which is an acronym for air, land and ocean, with Marco DeGeorge in Los Angeles in 2007. In the 13 years since its launch, Alo’s “studio-to-street” line of chic athleisure has become a favorite of stylish women and celebrities alike. Items like its cult-favorite Moto legging are sold in Neiman Marcus and Nordstrom as well as at the brand’s eight retail locations in California and New York City. Its ninth brick-and-mortar location is slated to open this month on Manhattan’s Upper East Side. In October, Alo announced its first foray into the realm of food and beverage with Sutra, a plant-based New York City restaurant created in partnership with celebrity chef Matthew Kenney.
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