Nordstrom is the latest department store to throw its hat into the wellness ring. In early January, the retailer introduced Well Beauty Outposts in 38 of its locations across the U.S., filled with a number of different aromatherapy, supplement, sleep, and self-care products.
The outposts are filled with 22 Well Beauty brands that are also available at Nordstrom online, including Hum Nutrition, Moon Juice, Slip, and The Beauty Chef for beauty sleep; Aromatherapy Associates, Esym, and Vitruvi for aromatherapy; African Botanics, Agent Nateur, Karma Bliss, Kopari, Nuface, Pursoma, Ranavat Botanics, Shiffa, Soap Cherie, The Organic Pharmacy, Vitajuwel Gem-Water, and Yuni for self-care; and 8Greens, Chalait, and Glotrition for supplements.
The Well Beauty Outposts are just the latest effort by Nordstrom to engage in the beauty and wellness sectors. The retailer added open-sell elements on its beauty floors in 2013 before amplifying its natural beauty assortment in 2017. Now, on the Nordstrom website, guests can find a tab for natural beauty where they can “choose clean, naturally sourced makeup and skincare for the skin-loving benefits of botanical ingredients, free of sulfates, phthalates, and parabens” and a tab for wellness where they can “craft a holistic approach to looking and feeling good with glow-boosting supplements, calming aromatherapy, and innovative wellness tools.” There are nearly 2,000 products within those categories available at Nordstrom online.
Nordstrom isn’t the first department store to tap into the beauty and wellness markets. In May 2017, Saks Fifth Avenue opened The Wellery, a pop-up shop which American Spa featured as our September 2017 cover story. The experience featured vendors from Blink Brow Bar, Bodyism, Breathe Salt Rooms, Care/of, ConBody, Decorté, Drive 495, Glow Recipe, Greyson Clothiers, HFactor, LifeThyme, Martone Cycling Co., Peloton, Ron Dorff, Skinney MedSpa, Sundays, Technogym, and Trish McEvoy. In fact, the natural beauty movement among mass retailers was an American Spa 2018 trend pick.
Among the new products available for retail, Nordstrom has mentioned a few of its favorite options include Kopari’s Sheer Oil, the Vitruvi diffuser and essential oils, a Vitajuewl gem water bottle, Yuni shower sheets, and the Slip for Beauty Sleep pillowcase, among others, seen in the image above.