Beleaguered luxury retailer, Neiman Marcus, is entering the independent beauty market with ShopTheExpo, a collaboration with Indie Beauty Expo. Launching the limited-time collection over the weekend with a pop-up boutique in the NorthPark Dallas store, Neiman’s is featuring an assortment of fifteen products for sale on-line only. “With the rise in indie beauty we’ve been focused on curating an amazing assortment of under-the-radar brands,” said Kelly St. John, vice president, divisional merchandise manager for beauty at Neiman Marcus.
Brands included in the three-month sale are skincare companies, Ayuna, Beneath Your Mask, CircCell, Le Prunier, Luxe Botanics, Mahalo Skin Care, Planted In Beauty, Pour Moi, and Ranavat Botanics, the alternative Girl Undiscovered, color cosmetics from Ellis Faas, Joséphine Cosmetics, Lük Beautifood, and Sappho New Paradigm, and dental care from Swiss Smile. In November a Trending Beauty Shop will open in the NorthPark store, featuring many of these names to highlight newness. “Certainly in the industry you hear about designer and mass being challenging…[at Neiman Marcus] the niche and luxury [categories] continue to be very, very strong,” St. John continued.