Beloved DTC Brand Jordan Samuel Skin Will Soon Sell Beyond Its Website
Cult-favorite skincare brand Jordan Samuel Skin is heading to British e-tailer Cult Beauty.
The launch marks the direct-to-consumer specialist’s first major distribution push beyond its website. Jordan Samuel Skin’s Cult Beauty presence will allow customers from around the world to purchase its products without expensive international shipping costs, handling fees and slow delivery speeds. In the United Kingdom and European Union, there will be no customs either. Outside of the United States, Canada and the U.K., where aesthetician and influencer Caroline Hirons has been a strong supporter, are the Seattle-based brand’s biggest markets.
“There are diehard Jordan Samuel fans who will accept the extra expense and extended shipping, but we know they’re such a tiny blip. The number-one question I get asked on Instagram through private messages is, ‘When are you coming to the U.K. or the EU?’” says Jordan Samuel Skin founder Jordan Samuel Pacitti. “We vetted four different retailers in the UK before deciding on Cult. With Cult, what I hear is that everybody who shops from them, whether they’re in the UK, China or the UAE, gets their packages safely and quickly. To have a company able to take over international shipping and get us to almost every country safely and quickly is a huge feather in our cap and leap forward for us in terms of visibility.”
Pacitti estimates international customers will save 15% to 25% on orders of Jordan Samuel Skin products by buying them on Cult Beauty rather than Jordan Samuel Skin’s website. The brand considered erecting its own website dedicated to the UK for British customers, but the investment required to do so didn’t make sense if it could service them easily via Cult Beauty. Jordan Samuel Skin’s deliveries to the U.K. from the U.S. can take a week to five weeks. Headquartered in London, Cult Beauty delivers packages in the U.K. within in one to three business days, and it offers free shipping on orders over 15 pounds. Across the Middle East and Asia, packages from the online retailer arrive in five to 15 business days, and it offers free shipping on orders over 40 pounds.
“The number-one question I get asked on Instagram through private messages is, ‘When are you coming to the U.K. or the EU?’”
Scheduled to be available by next month, Cult Beauty picked up eight Jordan Samuel Skin skincare products priced from 20 to 64 pounds, including value added tax, amounts roughly equivalent to the brand’s prices in the U.S. The brand’s The Italian Collection focused on body care isn’t part of Cult Beauty’s Jordan Samuel Skin selection, at least yet. In total, Jordan Samuel Skin has a dozen products priced from $22 to $72. Hydrate Facial Serum, Retinol Treatment Oil and The After Show Treatment Cleanser For Sensitive Skin are its bestsellers.
Affordability is a cornerstone of Jordan Samuel Skin that Pacitti isn’t straying from as his brand spreads from its DTC roots. “I really pride myself on being very conscious about pricing. If a product is meant to be used twice a day every day, I want people to feel they can use it twice a day every day,” he says. While adhering to Jordan Samuel Skin’s intentional merchandise philosophy, Pacitti expects the brand to release a product quarterly. He says, “We are going to be doing more skin type or targeted skin condition products, but, just because we have it out, doesn’t mean everyone needs it.”
Jordan Samuel Skin’s latest product is the $45 Siero Antiossidante Antioxidant Serum containing green tea and olive fruit extracts, and resveratrol. Pacitti views it as an alternative to a vitamin C serum, which has a tendency to sensitize his skin. He says, “It’s an insurance policy for the skin that can be used under daily SPF without the sensitizing effects and with great results. It was mainly a passionate project for myself, but I know there are a lot of others in the same boat.”
“It’s really the perfect initial launch into a retailer. It’s still online, but it’s reaching globally.”
Jordan Samuel Skin’s Cult Beauty partnership isn’t the kickoff of a broader retail expansion. In a previous position as a trainer for Kate Somerville, Pacitti, a skin therapist and former professional ballet dancer who developed an interest in skincare to address irritation caused by heavy stage makeup, noticed that retail staff can dilute a brand’s message. “I liken it to a game of telephone where you tell somebody something, and it gets a little bit different as it goes down the line. Having started in the industry doing facials and working with different product lines, and educating for a different skincare company, I would see that time and time again,” he says. “Sometimes the people selling the product weren’t always accurate about the brand, and I was there to go in to fix that up.”
Pacitti doesn’t imagine Jordan Samuel Skin ever in a chain with hundreds of doors. However, he’s open to placing the nearly 7-year-old brand in a high-profile retailer in the U.S. and possibly abroad as well to increase its exposure. In the U.S., he names QVC as a dream partner. “I have always wanted to be part of QVC. Before I became an aesthetician, I would watch Kate Somerville on QVC, and that was my education,” says Pacitti. “That’s something I would like for my brand in the next five years.” He also envisions a Jordan Samuel Skin retail location with a studio where he could perform skincare services.
The future of Jordan Samuel Skin’s distribution will depend greatly on its success at Cult Beauty. Last year, the brand’s sales closed in on $1 million, even from the prior as it dealt with out-of-stock issues stemming from a reformulation, and Pacitti forecasts they could double this year. “Being our first toe in the water with a retailer, Cult Beauty will open our eyes to the volume we could potentially do, and what it drives back to our direct business. We will see how it does,” he says. “It’s really the perfect initial launch into a retailer. It’s still online, but it’s reaching globally and, in a way, it’s an extension of Jordan Samuel Skin, which is always what I believe a retailer should be. You don’t want to go into a retailer that doesn’t align with your beliefs.”