Tapping into the demand for self-care, wellness and clean beauty products, activewear brand Alo Yoga launched its beauty line on Tuesday in nine Alo Yoga stores and on the brand’s site. It will launch at all Nordstrom stores and Nordstrom.com on January 1.
The gender-neutral Glow System line features a seven-product collection of skin-care and body products, inspired by Ayurvedic beauty. All of the products contain the amla berry, a gooseberry which is used in Ayurvedic medicine. The beauty products will be joined by a supplement that will go on sale in January.
Alo Yoga has seen sales growth during the pandemic as consumers have turned to yoga and wellness products, while trading in their workwear for athleisure. The brand reports that its revenue has increased by 123% year-over-year in 2020, with a fourfold increase in online DTC sales.
The Glow System line adheres to “higher standards than the European clean standards,” said Danny Harris, founder and CEO of Alo Yoga, referring to the products’ ingredient lists. “Your skin is your largest organ; we believe that what you put on your body is just as important as what you put in your body.” The line is free from parabens, phthalates, gluten, animal products, sulfates, mineral oil, artificial colors and dyes, synthetic fragrance, aluminum, PEGs, silicones and propylene glycol.
The beauty launch has been in development for two years and is part of Alo Yoga’s strategy of evolving into a “360-degree lifestyle brand,” according to the brand. Alo Yoga is the latest yoga lifestyle brand to launch a gender-neutral beauty line. It follows Lululemon’s 2019 launch of body, personal care and skin-care products in its stores and at exclusive retail partner Sephora.
“We’ve never considered ourselves a clothing brand, ever,” said Harris. “We just happened to enter the market with clothing.” Alo Yoga is known for its community-building wellness initiatives, such as hosting yoga classes and events in-store. It also launched a vegan restaurant by chef Matthew Kenney at its New York Flatiron location in October 2020, with a similar setup debuting at its Upper East Side location on December 9. Since the pandemic hit, its lifestyle efforts have gone digital; it has seen a more than 700% increase in subscribers to its online yoga class series Alo Moves.
Covid-19 “has fast forwarded people’s awareness” of wellness, said Harris. “Behaviors are more in-line with our values, in regard to health and wellness. People are now thinking, ‘Hey, maybe I should try to be healthy in different ways.’”