The Potion Studio has announced its first major retail expansion into 25 Nordstrom stores across the United States, alongside availability on Nordstrom online. Formulated with a deep understanding of diverse hair needs, The Potion Studio's luxurious and clean beauty range caters to all ethnicities, hair textures, and genders.
"We are thrilled to bring The Potion Studio's curated shopping experience to more customers across the country through our partnership with Nordstrom," says Aziza El Wanni, Founder and CEO of The Potion Studio. "Expanding into 25 Nordstrom stores allows us to further our mission of empowering individuals to embrace their unique beauty and celebrate diversity."
Customers can now experience The Potion Studio's complete line of endocrine-safe hair care products in Nordstrom stores and online, designed to cater to all ethnicities, hair textures, and genders, this luxurious and clean beauty brand is the result of Aziza El Wanni's personal experiences and her passion for creating inclusive hair solutions.
Inspired by her journey with mixed-race, curly hair, El Wanni began experimenting with her own hair 'potions' at a young age, leading to the creation of The Potion Studio. "We invite everyone to discover the magic of The Potion Studio's revolutionary hair care line as we continue to celebrate diversity and inclusivity- and prove that you don’t need a 10+ step haircare routine when dealing with textured or curly hair," adds Aziza El Wanni.
Inspired by her journey with mixed-race, curly hair, El Wanni began experimenting with her own hair 'potions' at a young age, leading to the creation of The Potion Studio. "We invite everyone to discover the magic of The Potion Studio's revolutionary hair care line as we continue to celebrate diversity and inclusivity- and prove that you don’t need a 10+ step haircare routine when dealing with textured or curly hair," adds Aziza El Wanni.
In addition to the Nordstrom launch, The Potion Studio has been recognized by the 15 Percent Pledge for being selected as one of the top emerging brands. This showcases its dedication to supporting Black-owned businesses and fostering representation within the beauty industry. The haircare line also received the 2022 Small Business Grant from Pacific Retail Capital Partners, RetailBoss and a team of experts selected the finalists.
In our exclusive interview with Aziza El Wanni, she shares her inspiring journey and the vision behind The Potion Studio. Read this interview and discover the inclusive haircare products now available in-store and online that are set to elevate your hair care routine.
1. Congratulations on your recent launch into Nordstrom stores! What has the process been like working with Nordstrom to get your products into their stores and on Nordstrom.com?
Thank you so much! We've always been huge Nordstrom fans! Launching at Nordstrom has been a wonderful experience. They’ve incredibly supported our mission and the uniqueness of our natural, multifunctional products. The collaboration was focused and efficient, emphasizing how to best showcase our brand in both their stores and online. Their proactive approach helped us integrate smoothly and maintain our brand identity, making it a very positive partnership.
2. What impact do you expect this launch to have on brand awareness and sales for The Potion Studio? Do you anticipate it will help you reach new audiences?
This launch at Nordstrom is poised to boost our brand awareness and sales significantly. By being present in such a respected retailer, we're reaching a broader audience that aligns with our values of quality and ethical production. We expect this exposure to increase in-store and online sales, helping us connect with new customers and solidify our reputation as a natural, multifunctional haircare leader. This is a key step in revolutionizing beauty routines through our innovative products.
3. As a small business owner, what advice would you give to other founders hoping to sell their products in major retail stores like Nordstrom?
Launching into a major retailer involves a couple of key strategies. It's important to define your product's uniqueness and ensure it stands out in the market. Ensure your business operations are streamlined to handle increased demand and present strong sales data to demonstrate market demand to retailers.
Having a compelling brand story and high-quality, professional-looking products and packaging helps as well, but building personal connections through networking can also be vital, as relationships often lead to business opportunities. Lastly, be persistent and patient, as entering major stores can take time and may require adapting your approach based on feedback.
4. How will you manage the increase in production needs now that you’ll be supplying Nordstrom stores and your website?
To manage the increase in production needs effectively, we've taken a proactive approach by scaling up our operations in advance. We've expanded our production capacity by investing in additional facilities and equipment, ensuring we can meet the higher volume demands without compromising the quality of our products. Additionally, we've strengthened our relationships with trusted suppliers to secure a steady flow of high-quality raw materials. We've optimized our inventory management and logistics to handle increased orders more efficiently, ensuring timely delivery to Nordstrom and our online customers.
5. What’s next for The Potion Studio after this successful retail expansion? Are there any plans for further growth in 2024?
Following our successful expansion into Nordstrom stores, The Potion Studio is focused on nurturing the relationship with Nordstrom & its customers while deepening our market presence and exploring additional avenues for growth in 2024. We plan to continue enhancing our product line, introducing new formulations catering to our customers' diverse needs. This includes potentially expanding our range to include more personalized hair care solutions and additional skincare products that complement our existing offerings.
We're also considering increasing our retail partnerships beyond Nordstrom, targeting other high-end retailers who share our commitment to inclusive haircare and natural ingredients. Strengthening our e-commerce capabilities remains a priority to improve the online shopping experience and accessibility for customers worldwide.
Internationally, we are exploring opportunities to enter new geographic markets, especially with a growing demand for natural and cruelty-free haircare products.
Finally, we're committed to sustainability, aiming to further reduce our environmental impact through more sustainable packaging solutions and greener manufacturing processes. These steps will help us grow our business and strengthen our brand's impact on the market and community.
6. If there’s one key lesson you’ve learned while getting The Potion Studio into Nordstrom, what would it be?
One key lesson I've learned while getting The Potion Studio into Nordstrom is the importance of adaptability in business. While having a strong vision and mission is crucial, being open to feedback and willing to adjust your approach can make a significant difference in achieving retail partnerships.
Working with Nordstrom taught us that meeting retailer expectations doesn't mean compromising our values; instead, it means finding common ground where our brand's unique attributes align with the retailer's goals. This adaptability helped us secure our place in Nordstrom and prepared us to better handle future challenges and opportunities in the dynamic retail landscape.
7. Any final words of wisdom for other small businesses aiming to land a big retail partnership?
Be Patient & be YOU! everything will align when it needs to. Additionally, prioritize building strong relationships within the industry, as these can be crucial for opening doors and gaining valuable insights.
