Curology Enters Direct-to-Consumer Market
Curology is entering the direct-to-consumer market with the launch of a new online storefront known as The Curology Shop.
The company provides consumers with a survey that shares their skincare goals and medical history and will be paired with a Curology licensed dermatology provider to receive personalized products and skincare routine recommendations.
Curology’s expansion into the direct-to-consumer market coincides with the U.S. cosmetics market expansion. According to Grand View Research, Increased skincare routine awareness, creative product branding, and advertising methods are currently a driving force of the North American cosmetics industry. Advancements in environmentally friendly cosmetics are expanding the industry’s potential.
The company is making significant investments to grow product availability through a range of both e-commerce and brick-and-mortar channels, according to Justin Bersuder, Curology VP of product and core experience. Founded in 2014, Curology got its start selling personalized prescription products, and The Curology Shop’s launch follows its recent expansion into retail.
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The company began selling through Target and Target.com in December and January, respectively; in addition to unveiling a full brand refresh with a modernized look, Curology also recently introduced a Starter Set exclusive to Target.
“Curology is a complex business, sitting at the intersection of CPG and telehealth, so we need flexibility when it comes to our commerce experiences so we can deliver best-in-class experiences to our consumers and patients alike,” noted Bersuder in a statement.
The company tapped BigCommerce for the DTC storefront, choosing it in part because of the platform’s ability to integrate with its legacy tech stack.
Curology is also growing its existing ERP to access product and inventory data by integrating BigCommerce with its customer single sign-on system. This will guide all logins through its in-house account systems so the company can merge prescription and non-prescription histories.