Pure Beauty

Beauty accelerator SuperOrdinary inks strategic deal with Amazon

By Becky Bargh | Published: 20-May-2021

The distribution group will help DTC brands retail their products via the online selling giant

SuperOrdinary, a distribution group and beauty accelerator that has worked Drunk Elephant and Malin + Goetz, has signed a strategic partnership with online selling giant Amazon.

As part of the deal, SuperOrdinary, founded by Julian Reis, will be the go-between for beauty brands to sell on Amazon, with offerings including forecasting, customer review management and demand planning.

SuperOrdinary’s expertise traditionally lies in beauty brands looking to penetrate the Chinese market, however, the new US-based team is made up of beauty and tech execs from L’Oréal, Chirstian Dior, Violet Grey, Augustinus Bader and Supergoop.

“Skepticism and fear of losing consumer connection have kept DTC brands away from Amazon, which, in the wake of the pandemic, has become consumers’ primary digital shopping destination,” SuperOrdinary wrote in a statement.

“SuperOrdinary believes brands need to meet consumers where they are, with one shopping cart and its new US team is architecting the Amazon presence for its brands to bring the DTC experience to Prime.”

The new partnership comes on the back of SuperOrdinary’s investment in beauty brands Good Light and Violette.

With this move, the brand aims over the next several years to compete with the likes of LVMH and other beauty conglomerates.

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