Dr Roebuck’s is a clean beauty brand founded by sisters Zoe and Kim Roebuck. The brand launched in the US in 2018, where it has amassed a devout following.
Natalie Sperling, CEO of Dr Roebucks told CosmeticsDesign-Asia that its base has doubled from 1,000 to 2,000 doors in the past few months.
The brand is currently distributed in over 20 countries and has partnerships with leading beauty retailers, Sephora, Cult Beauty, SpaceNK and Shopper’s Drug Mart.
"Dr Roebuck's appealed to us because it is a brand that really lives and breathes clean beauty and its Australian lifestyle roots. We look forward to working with Kim, Zoe and Natalie to help further drive Dr Roebuck's international growth plans,” said Rachel Harris, Director of Unilever Ventures.
Future developments in APAC
The company plans to use the new funding to accelerate the brand’s market growth, enhance its infrastructure and strategically invest in product innovation and R&D.
Sperling said the firm will continue to look for partnership with reputable retailers.
“We are focused on partnering with our gold standard retailers globally to allow for a best in class experience for our customers where they can learn, trial and discover our products.”
In April, the brand launched into Europe and South East Asia through Sephora where it has seen “tremendous demand”, said Sperling.
She added that the brand sees a lot of potential for APAC will leverage on this momentum to expanding its footprint in the region.
“Australia has a strong tie to the Asia Pacific region and we feel strongly about building a dynamic business there. The APAC consumer is very sophisticated and looks to Australia as the global leader in wellness.”
Effective products, not trends
The brand also plans to launch new SKUs this year, including a cleanser moisturiser duo and a six-ingredient copper peptide serum. Each is expected to launch in summer and fall respectively.
Sperling expressed that the brand does not feel any pressure to keep up with beauty trends, instead it will focus on developing effective formulas.
“Our approach to innovation is much like founders Zoe and Kim’s lifestyle – 'minimal ingredients, maximum results' – we focus on our version of clean with intentional formulas that work, without constraint or compromise.”
She concluded: “The goal is to attract our customer and remain their go-to skin care for life.”
Unilever Ventures is the venture capital and private equity arm of personal care giant, Unilever.
Sperling believes it is the ideal partner to support its international expansion.
“Unilever Ventures is the ideal partner to support our growth because it wasn’t just about capital for us. It was important to partner with a strategic financial company that has a global footprint and a history of elevating indie brands.”