The eCommerce brand is coming to a brick-and-mortar retailer with the addition of nail dip powder brand Nailboo to beauty supply retailer Sally Beauty stores through a partnership with Miami-based beauty and wellness company Underlining, according to a joint announcement Tuesday (May 17).
Nailboo is the “fastest-growing DTC brand in the nail category since its 2020 launch and has grown immensely in the past two years,” said Underlining Co-Founder and CEO Raz Romanescu in the joint press release.
“We’ve been able to establish a highly engaged, passionate nail community with our Nailboo Fam customers and knew it was time to move into retail, he said. “This is a huge milestone for the brand and we’re thrilled to be partnering with a retailer that shares so many synergies. Sally Beauty is not only focused on quality DIY products; they prioritize education as well.”
Nailboo dip powder products are non-toxic, cruelty-free and vegan-friendly. The company has more than 400,000 customers and has grown more than 100% per year since its inception in 2020. It plans to launch in several new categories in 2022, according to the joint press release.
The products are now available at Sally Beauty online and in more than 2,700 stores across the U.S. and Canada with three of their best-selling products: the Nailboo Dip Starter Kit, individual Dip Powder Shades and Max Gloss Polish.
“People are experimenting more at home and advancing their skills when it comes to hair and nails,” said Maryann Herskowitz, group vice president of merchandising, Sally Beauty, in the joint press release.
“We want to match consumer interest by providing the latest, most innovative products,” she said. “Nailboo’s extensive range of products quickly generated a cult following and we are sure the momentum will continue.”
Nailboo plans to launch more SKUs in Sally Beauty in the near future and will be expanding its retail footprint this year and into 2023.
Related: Sally Beauty Highlights Sales Growth in Earnings Report
In February, Sally Beauty reported that its first-quarter consolidated net sales reached $980.3 million, up 4.7% from the prior year, with a comparable sales increase of 6.1%. Global eCommerce sales were $81 million, representing 8.3% of net sales for the quarter.
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