Girl Undiscovered Is Soon To Be Anything But With Launches At Free People, Revolve and Riley Rose

Retailers have definitely discovered Girl Undiscovered.

The New Zealand-based skincare brand is hitting retail shelves with a splash at Bloomingdale’s Glowhaus concept, Botanica Bazaar, Free People, Revolve and Riley Rose. Along with distribution, Girl Undiscovered is expanding its product assortment with a body care range.

“Our retail strategy [has] been a year in the making,” shares Keri Waxer, who heads up strategy and communications for Girl Undiscovered in the U.S. “We’ve been really specific and really targeted with the types of retailers that we partner with because we look at everyone as a brand partner. It’s really who shares our values, who’s aligned, who’s going to help share the story.”

Retail partners will carry the brand’s new three-piece body collection with Soaked in Sunshine body oil, multi-use beauty balm Pink Skies and Stint in the Wilderness, a body scrub-cum-mask that can be applied on wet and dry skin. As with Girl Undiscovered’s facial care products, the body care is powered by antibacterial and antioxidant-rich star ingredient Burmese thanaka tree bark extract. The oil, balm and scrub are priced at $52, $32 and $56, respectively. They are currently available on Girl Undiscovered’s website.

Girl Undiscovered body set
Girl Undiscovered body collection includes Soaked in Sunshine Body Oil and Stint in the Wilderness Body Scrub.

Though the brand started creating North American buzz at last year’s New York edition of Indie Beauty Expo, its official American debut is set for early September. At that time, Girl Undiscovered complete seven-product collection will enter Free People’s online store, and its Santa Monica and New York locations. Also planned for September are launches at online fashion and beauty e-tailer Revolve and modern apothecary Botanica Bazaar. Speaking of Botanica Bazaar, Waxer says, “They really get and evoke who the girl [in Girl Undiscovered] is. She’s very bohemian, whimsical and well-traveled.”

Girl Undiscovered’s arrival at Bloomingdale’s millennial-oriented shop-within-a-shop, Glowhaus, is expected to occur by early October. At Glowhaus, Girl Undiscovered will be carried in six doors throughout New York and the West Coast as well as online. The same month that Girl Undiscovered joins the Glowhaus lineup, the brand will roll out to the 16 locations of Forever 21’s beauty concept store, Riley Rose.

Girl_Undiscovered_Pink_Skies_Beauty_Balm
Waxer describes Pink Skies Beauty Balm as “one of those amazing go-everywhere balms. It’s great for lips, cheekbones, cuticles, heels, any rough patches. It has propolis, virgin cold pressed coconut oil and thanaka.”

It’s very ambitious,” Waxer says of Girl Undiscovered’s approach to retail. “[It’s] been a huge work in progress. [We] really want to bring excitement to the marketplace. We want people to get excited about their shopping experience and partner with these strategic retailers who really understand the brand.”

Girl Undiscovered isn’t placing all its eggs in the brick-and-mortar basket, though. Waxer’s goal is for Girl Undiscovered to generate 60% of revenue from its direct-to-consumer business and the remaining from retail relationships. The brand will leverage its online community to raise awareness among target consumers and drive sales to its e-commerce site. Part of its digital strategy is a campaign centered around Girl Undiscovered’s tagline, “What beauty should feel like.” The campaign dubbed Real Girl will showcase real girls discussing what beauty feels like to them. 

Online and off, Girl Undiscovered’s co-founder Philippa Gebbie looks forward to bringing her brand beyond her native New Zealand. “It’s been so encouraging watching the brand make waves in New Zealand,” she says. “The ingredients we have sourced from both around the world and here in New Zealand are rare and forging new ground in the skincare industry. We can’t wait for our U.S. girls to experience them.”