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How Topicals Became Sephora’s Fastest Growing Skincare Brand
Within 12 months of going live, they weren’t just selling out their direct-to-consumer drops – they’d convinced Sephora to take a massive bet, landing a national in-store and digital launch. Plus peak season doesn’t wait—and the brands that plan early, optimize costs, and diversify their supply chain are the ones that win.
Sourcify
July 22, 2025
You Can’t Sell What You Don’t Have. How to Prepare Your Supply Chain for Peak Season
The phrase “You can’t sell what you don’t have” couldn’t be more relevant as we head into peak season. For brands that rely on product-based revenue, being out of stock during high-demand windows is more than frustrating—it’s costly. In a recent session, Stephen explored the biggest risks brands face when preparing for Q4 and how to build a smarter, more resilient supply chain strategy.
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International Container Shipping Rates
Container spot rates have declined for five straight weeks after a short-lived tariff-driven spike, with Drewry projecting continued drops in the second half of 2025 due to weak demand and policy uncertainty.
Sourcify’s insights: Volatility like this is why smart brands model freight scenarios quarterly and diversify sourcing before tariffs hit—not after.
Like What You See?
Ecommerce on Tap
Within 12 months of going live, they weren’t just selling out their direct-to-consumer drops – they’d convinced Sephora to take a massive bet, landing a national in-store and digital launch. By 2022? Topicals was Sephora’s fastest growing skincare brand, moving product every single minute at its peak.
Secrets to Their Success
Gap in the Market: Chronic skin conditions like hyperpigmentation and eczema affect people of color disproportionately – yet, most brands ignored these needs. Topicals saw this niche and owned it.
Science Meets Storytelling: The co-founders blended medical credibility with marketing brilliance. Claudia drove the science, Olamide built the brand (and community).
Not Just D2C: Unlike most startup playbooks, Topicals didn’t pour all their cash into paid ads. Instead, they went grassroots: social storytelling, university networks, waitlists. First drop? Sold out in 48 hours.
Feedback Obsession: Early criticism (like Faded’s scent)? They reformulated fast and updated customers transparently, turning potential haters into superfans.
Nailing Retail: Their Sephora pitch was a masterclass: viral social proof, insane sell-through, press buzz, and a clear Gen-Z focus.
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