The Sephora effect: can new brand Farmacy generate sales of US$6.5 million in a single year?

The Sephora effect: can new brand Farmacy generate sales of US$6.5 million in a single year?

A new brand, developed by plant enthusiast Mark Veeder, is predicted to generate sales of US$6.5 million after Sephora agreed to stock the eight-sku line in 140 stores.

Farmacy, which hit shelves earlier this month, is an all-natural line based on an original active ingredient, which Veeder discovered in his back yard. Echinacea Green Envy, a new variety of the more common Echinacea purpurea, was discovered by Veeder in 1999 and subsequently patented.

Having decided to develop a skin care line using his ingredient, Vedeer signed a licensing agreement with David Chung, owner of Engelwood Lab and producer of high-tech skin care line 3Lab, in May 2014 to develop the Farmacy brand, attracting attention – and an in turn an exclusive retail agreement – from Sephora.

Farmacy was launched on QVC on September 8, selling 1,000 bottles of anti-aging serum in eight minutes flat. Early indications suggest the line will enjoy similar success at Sephora, where it went on sale for the first time on September 18. Veeder is said to have plans to develop the brand, launching further lines, each based on a single ‘hero’ ingredient sourced from around the globe.

 

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