The Balm is now sold at Walgreens! Gasp! Yup! I saw a display in two different stores recently. Granted it’s not the entire line but maybe come Fall 2019 they’ll be a little nook curved out for the Balm amidst the displays of L’Oreal, Maybelline, and Covergirl.
The comes as no great surprise to me as I think a lot of mid-range brands will be heading in this direction by 2020. I suspect you’ll see brands like Tarte and Too Faced branch out to mass drugstores and retailers like Walmart and Target not to mention CVS and Walgreens. My theory is they have pretty much gone as far as they are going to go online and at higher end luxury stores like Sephora. They have gained the attention of most demographics but the drugstore, well, the drugstore is sort of a new demographic to tap into and in turn to gain more followers and sales.
I’m curious if my predictions are right but I really feel like the beauty bubble is starting to crack at this point.
We’ll see how things go with the Balm being sold at Walgreens but I suspect it isn’t the only mid-range brand you’ll see at Walgreens.
What do you think?