Travel friendly beauty – a domain that has long been ripe for development – has just won one of the most important victories to date.
Ries, a brand whose name is derived from the word “toilet,” has been named by Sephora as the retailer’s first reusable travel bottle partner and will launch online at sephora.com on Tuesday.
“Ries is built for women and people in the way we really travel,” said Ries founder Megan Graham, who was previously Vogue’s beauty market director. “Historically bottles in the beauty industry have been built on virgin, cheap, single-use plastics. – they are not built for the functionality Ries provides.”
A member of the Sephora Accelerate 2021 cohort, Ries launched as a direct-to-consumer business in February 2022 with its essential travel bottle, which retails for $18 for 3.4 oz. bottle, or $15 for 1.7 oz. version.
“We want to make the toiletry journey a better experience,” said Graham. “It should feel like a gift and a beautiful thing that you’re doing for yourself, and not just, you know, the burden that it can often be when you’re packing. There shouldn’t be the feeling that I am half of myself, or that I am an incomplete being just because I am in motion,” the founder continued.
It was Graham’s own long and bare experience in packaging that sparked the idea for Ries, which seeks to bring a sustainable and utilitarian approach to beauty on the go.
Graham recalls: “I was working at Vogue and my vanity was almost like this coveted little beauty cabinet of its own, and yet I was still going through the same situation of putting my beauty products in little plastic bottles from Duane Reade and write on them. with a Sharpie.”
Ries’ bottles come in a forest green shade called “Escapade,” and consumers can choose from a set of pre-made labels to engrave each bottle in accordance with the intended product use at no additional cost.
While Ries’ product portfolio currently consists of the Essential Travel Bottle in its two sizes, Graham hinted that additional colors and sizes may be on the horizon. She said Sephora is exactly the retail partner she envisioned the brand would create — and category — next steps with.
“In terms of growth with Sephora, there’s so much,” Graham said. “We’re learning together and ushering in a whole new era of sustainability, reuse and figuring out what that can look like together.”
In addition to being able to purchase individual bottles, consumers can purchase Ries bundles such as The Gym Set, The Hair Set, and The Skin Set, which each consist of three bottles and start at $45.
While Graham did not comment on sales expectations, industry sources estimate Ries could make between $1 million and $2 million in its first year on the market.
“It’s just a beautiful object that can sit on your shelf with yours Frederic Malle and your La Mer and all these lovely products, but it can also be thrown in your bag and go with your Cetaphil too,” said Graham. “She can do it all.”