For the Wellness Briefing, Glossy checked in with Amy Bi, VP global brand of Estée Lauder-owned Deciem, to learn about NIOD’s launch into Sephora. Additionally, Happy Health secures $75 million to scale its FDA-cleared sleep tracker ring, SoulCycle partners with Celsius, and better-for-you period brand Rael takes on growth investment. Known for its peptide skin care, NIOD enters Sephora with splashy wellness event at L.A. hotspot The Grove
NIOD, the 11-year-old skin-care brand from Estée Lauder-owned Deciem, is leveraging its wellness positioning as it enters retail for the first time through a partnership with Sephora.
On Monday, the brand hosted a consumer launch activation at Los Angeles Caruso property The Grove that included cold plunges, mini cryotherapy facials, skin assessments, smoothies and sampling, all hosted by American DJ Steve Aoki.
The event was positioned directly in front of Sephora and, according to NIOD, more than 100 people participated in a 3-minute cold plunge, which was guided by Aoki, NIOD’s new brand partner. More than 1,000 people interacted with the pop-up.
“It was a wonderful group of new consumers, cult followers [of NIOD] and Steve [Aoki] followers that all came out in a really interactive way,” said Amy Bi, VP global brand of Estée Lauder-owned Deciem. “The philosophy of NIOD is about long-term health and optimization. … We thought [wellness activations like cryo and cold plunges] were perfect elements to bring into this overall message around long-term health and the overall notion of longevity.”
