Matcha, homemade deodorant, and yoni steams — all for a TV audience. Kourtney Kardashian Barker has long been an early adopter of wellness trends, and is quick to share her findings.
Born out of her own personal experience, Kardashian Barker spun that knowledge into another type of job: entrepreneur. Last year, she launched Lemme, a range of benefits-oriented gummies promising clean ingredients and eschewing virgin plastic, each priced at $30. After launching on Amazon in November, the brand is debuting at Ulta
Her business partner, Simon Huck, said that Lemme’s been just shy of five years in the making. “She set out to build a team, work with her doctors, nutritionists and create a gummy vitamin that is delicious, driven by science and uses clinically studied ingredients,” Huck said. “Kourtney’s philosophy from the very beginning was that what you leave out of your gummy is just as important as what you leave in.
Wellness and ingestibles across the board have resonated with Gen Z, Coy said. Ulta’s current assortment includes brands like Golde and Moon Juice. “We’ve seen an increase between that connection between wellness and beauty among our guests — everyone’s trying to improve their well-being and put their best foot forward,” she said. “Speaking of holistic well-being becoming a priority — it’s especially with Gen Z, which is a focus guest.
The brand has already exceeded Kardashian Barker’s expectations online, and entering third-party retail was a natural next step. “We’re big Ulta shoppers — there’s an Ulta down the street, and I told my daughter who loves Ulta that we were taking Lemme there, and she’s so excited.”Huck explained that Lemme’s customers already shop at Ulta, hence the decision to ink the exclusive retail partnership.
Her wellness journey also spawns rapid-fire product ideas. “I send at least one idea a week of a supplement, gummy or tincture that I think would be a good idea, or something that I feel is missing — certain things I feel we could combine even,” Kardashian Barker said. “I love multitasking, I love being able to combine things that make more sense together.
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