Sephora wants in on the wellness device market.
Today, the specialty retailer has introduced 13 products from HigherDose to its online assortment. Co-founders Katie Kaps and Lauren Berlingeri view the at-home recovery tool brand’s Sephora launch as a watershed moment in their mission to bring infrared to the masses and make biohacking broadly available.
While it’s an open question whether Sephora’s beauty-centric clientele is ready to plunk down nearly $700 for a crystal-infused recovery mat, the duo is bullish on their adoption of advanced wellness modalities and are easing that adoption with education.
HigherDose has developed tutorials and detailed content on its product listings for Sephora’s website to inform customers about its products. It will also be working with influencers on the Sephora Squad—the retailer’s chosen community of content creators—and other beauty experts to convey the benefits of the products and how people can incorporate them into their daily routines.
Priced from $29 to $699, HigherDose’s products at Sephora include Infrared Sauna Blanket, Infrared PEMF Go Mat, Red Light Face Mask, Red Light Neck Enhancer, Infrared Sauna Blanket Insert, Sauna Blanket Bag and Supercharge Copper Body Brush. They’ll be accompanied by ingestible and skincare offerings Chill Chews, Detox Drops, High-Dration Powder, Glow Serum, Get Salty Spray and Serotonin Soak Salt. HigherDose’s Infrared Sauna Blanket and Infrared PEMF Go Mat, both $699, are the second-most expensive items for sale on Sephora’s website. At $1,900, Shani Darden’s Deesse PRO LED Light Mask is pricier than them.
While awareness and adoption of biohacking has exploded since HigherDose launched in 2016—people can now visit a wellness center for a cold plunge, infrared sauna and IV drip in almost every major American city—wellness products have been challenging sells at beauty specialty retailers such as Sephora. However, Berlingeri is confident that beauty and biohacking go hand-in-hand. “We’re introducing a new way to ignite glowing skin through detox, recovery and longevity,” she says.
Despite wellness proving to be difficult at beauty retail, Sephora remains keen on becoming more than just a makeup, skincare and fragrance venue. Last week, it premiered sex toy brand Smile Makers online, and its Instagram posts announcing the launch went viral—and ruffled many consumers’ feathers who demanded that Sephora “stick to makeup.”
Cindy Deily, VP of skincare merchandising at Sephora, is excited to establish Sephora’s presence in the emerging wellness tech category with HigherDose. “HigherDose offers to take products designed to boost vitality and make clients feel their best from the inside out, guided by biohacking technologies,” she says. “We look forward to introducing this unique brand to our Sephora community and know that it will be a great addition to our assortment.”
HigherDose began as the first infrared sauna destination in Manhattan and quickly grew to several locations across New York City, notably encompassing partnerships like one with high-end hotel 11 Howard. The company also operated a Brooklyn spa, where it provided services like a lymphatic drainage massage featuring a body wrap and infrared sauna stint.
HigherDose’s growth accelerated when it expanded beyond services to wellness products distributed via direct-to-consumer channels. At the height of the pandemic, sales of HigherDose’s signature Sauna Blanket skyrocketed 400%.
HigherDose raised $50,000 in angel funding in 2016, which was put toward opening its first spa location. It raised $1.2 million in 2017, and the capital was integral to paying for the development of the Sauna Blanket.
Berlingeri and Kaps share Sephora was “always a goal” as a retail partner. “This is a big milestone for our company,” says Kaps. There are already plans to deepen the relationship between Sephora and HigherDose. Next month, the brand will expand to Sephora UK online.
Beyond Sephora, HigherDose is carried by retailers and e-tailers such as Goop, Nordstrom, Saks Fifth Avenue, Neiman Marcus, Harrods, Bergdorf Goodman, Revolve, CurrentBody and Bluemercury.
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