There’s a new private brand beauty competitor

New York City-based West Elm is betting on beauty with its new private label line West Elm Water Street, according to Glossy.

The bath-focused collection, which debuts on Jan. 9 in its 100 stores and on WestElm.com, builds on the Williams-Sonoma owned brand’s roots in furniture. It features countertop accessories, vanity mirrors and hampers, but also allows West Elm to dip its toe into a select offering of bath bombs, soaps, and hand and body lotions.

“We thought we had a unique opportunity with our bath collection, because it is often an overlooked area of the home, and we wanted to offer a more comprehensive approach to it,” said Catherine Schwartz, West Elm senior vice president of merchandising. “Yes, we have had textiles before, and that’s an important part of our business, but bath and body products offer something new and different.”

Schwartz explained that the 18 new body products, which range in price from $9 to $22, tie to West Elm’s growing home scent and candle business, and are meant to connect with a newer and younger consumer.

The products were created in collaboration with Lightwell Co., a home goods company based in Houston, Texas.

To read the Glossy article, click here.