Since costume jewelry line Stella & Dot launched in 2003, it has grown into a massively popular mega-brand and changed the way we think about social selling programs. Now, with the launch of Ever, its much-anticipated anti-aging skincare line, the company is branching into the beauty world in a big way.
The company, best known for statement necklaces sold through direct sales will widen its scope with the introduction of a skin-care regimen called Ever. The effort will stand alone as a separate selling opportunity, complete with its own starter kit for sales representatives, or “specialists.”
Jessica Herrin, CEO of Stella & Dot who launched her accessories company as Luxe Jewels in 2004, began thinking about adding skin care as another pillar of the business several years ago.
“It coincided with me being in my late 30s. I was on a personal journey for skin care that was naturally derived but effective,” said Herrin, who is now 42.
She sought to create a luxurious skin-care line with a natural bent that was backed by clinical results. Her move into the beauty realm was aided by the addition of Leslie Blodgett, executive chairman of Bare Escentuals, who joined Stella & Dot’s board in 2011.
The result is a formula that relies on LSR10, a magnolia-based bioactive complex designed to reduce the signs of aging and inflammation. The 12 items in the line are free of parabens, sulfates, phthalates, propylene glycol, hydroquinone, chemical sunscreens and synthetic fragrances and colors. The product regimen, which is designed to last 60 days, is said to deliver measurable results within a month.
Ever is the third category pillar in Herrin’s business. She launched Keep Collective, a charm bracelet concept, in August last year.