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A New Beauty Section Is Coming to Nordstrom

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If you’re like me and you consider Nordstrom one of your favorite stores—I can’t leave without buying something, and the return policy/customer service is top-notch—you get giddy when the retailer announces a new concept or collaboration. Remember the K-beauty pop-up it introduced last year? SO good.

And that’s exactly what it just did. Beginning January 11, the department store will roll out a Well Beauty initiative in 38 of its 123 stores, which will be outfitted with the hottest beauty/wellness brands on the market, including Hum Nutrition, Moon Juice, Slip, The Beauty Chef, 8Greens, Aromatherapy Associates, Shiffa, Glotrition, Yuni and Kopari.

You May Also Like: Nordstrom Is Now Giving Away Free Beauty Products

Putting the spotlight on indie brands, Nordstrom hopes Well Beauty will introduce consumers to new products they wouldn’t have discovered elsewhere. Already available on Nordstrom.com, the products represent a variety of categories such as supplements, sleep enhancement, aromatherapy, and bath and body care. Expect to see everything from essential oils and scent diffusers to collagen powders and silk pillowcases.

Lisa Pineiro, founder and CEO of Glotrition (one of the brands being featured in the new initiative), says, “For a large retailer like Nordstrom to be spotlighting beauty wellness front and center in their main beauty aisle is a really big deal. I think it shows that today’s beauty consumer is much more dialed in on wellness and prevention than she is on ‘anti-aging.’ For a growing indie beauty brand like ours, a partnership with Nordstrom is a game changer.” 

We couldn’t agree more. Be sure to check it out on your next shopping trip!

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