Oribe Expanding Into New Beauty Categories


Oribe Beauty is reportedly expanding beyond its natural hair prestige brand to include makeup, skin care, body care, nail care, tools and accessories.

Oribe Beauty is debuting 18 new products across these categories in July. The brand will continue its expansion into the color and skin care segments in the future. All the forthcoming products can be found at net-a-porter.com and Birchbox.

“We saw ourselves [eventually] as a very upscale-looking pro shop,” said Daniel Kaner, president and co-founder of Oribe Hair Care. “Our brand voice [now] is familiar with certain consumers. A lot of people who are addicted to hair care products or beauty, they know [what] Oribe is. It makes sense [and] feels right to slowly move into the categories we originally thought about.”

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