Mane makes Sephora retail debut in North America

By

Jennifer Braun

Published
February 19, 2024

Hair care brand Mane, founded by celebrity hairstylist Jen Atkin, announced on Monday its retail debut with Sephora.

As part of the partnership, Mane’s innovative hair tools are now available in over 600 Sephora stores across the United States, Canada, and online at sephora.com.

The move follows a successful direct-to-consumer launch in February 2023. The partnership with Sephora, coinciding with Mane's one-year anniversary, signals a significant investment in the brand as Sephora aims to expand its hair category both in-store and online.

Mane's entry into Sephora stores signifies a milestone, with the brand becoming the only hot tools brand available in all U.S free-standing Sephora locations upon launch. This retail debut also brings forth new product offerings alongside Mane's popular hair care tools.

Mane's retail collection at Sephora features an interchangeable power base, The Power Bottom, along with three styling attachments, priced at $50 each. Additionally, fan-favorite products such as the Ready or Knot Detangling Brush and The Three Way Multi-Use Flat Iron will also be available, among others.

"I'm so proud that Mane will be available at Sephora to bring our products to anyone and everyone looking for effective and accessible hair tools," said Atkin. "Sephora's commitment to offering thoughtful brands to consumers is why we are so thrilled by this partnership, as both Mane and Sephora continue to follow an intentional approach with our product offerings and retail strategy.”

Moreover, within Sephora, Mane will expand its hot tool recycling program, introduced in April 2023. Through a QR code on in-store displays, customers can donate used hot tools of any brand or condition, contributing to sustainability efforts by refurbishing or properly processing these tools to divert them from landfills.

"Sephora is thrilled to introduce Mane and continue bringing our clients innovative brands that support their unique hair care needs," said Jennifer Lucchese, VP haircare merchandising at Sephora.

"Led by dynamic founder and renowned hair stylist, Jen Atkin, Mane is committed to offering accessible, high-performing hair tools and accessories that inspire clients to feel confident in their styling routines and embrace self-expression, which aligns closely with Sephora's own values. We look forward to welcoming this brand to our Sephora community and know that it will be a wonderful addition to our growing hair assortment."