Nordstrom has announced that it is the latest retailer to offer a Well Beauty section within its stores. Starting today, 38 of its stores will have a section dedicated to natural beauty products. Nordstrom will feature brands that are free of sulfates, parabens, and phthalates as well as aromatherapy and boosting supplements. Brands that will be included are Aromatherapy Associates, Hum Nutrition, Karma Bliss, and Kopari.
Brick and mortars have seen a steady decline in sales due to the growth of e-commerce and retailers have to now take an innovative approach to boost in-store sales. Retailers have found that beauty products are outperforming apparel and with the booming natural product industry, inclusion of natural beauty and wellness brands is a seamless collaboration.
With more department stores jumping on this wave, only time will tell if this will be a long term success, but for now having healthier options to choose from within these stores is one step in the right direction.