Savannah Sachs, Tula | Glossy 50 2022

After joining Procter & Gamble’s growing prestige beauty roster in January this year, Tula Skincare has been in rapid expansion mode with Savannah Sachs at the helm. As the skin biome-focused brand continues to add new product launches to its lineup, it’s doubling down on its wholesale partnerships. Already in Ulta Beauty and Target, it made its way into Sephora in April after first launching with Sephora Canada last year. With the backing of a large conglomerate, it’s also ramping up its international distribution. In August, it launched in the China market while staying true to its cruelty-free promises by using cross-border e-commerce. 

Which products have been your strongest sellers this year? 

“Among the big moves we made this year were to focus on category expansion and to lean into one of the biggest trends — and, I would argue, fundamental shifts — in the beauty landscape, which is the ‘skinification’ of everything. What we wanted to focus on is, ‘Where do we know probiotic extracts can offer breakthrough innovation in beauty?’ That meant continuing to lead in this hybrid skin-care-complexion space. We launched our Radiant Skin Brightening Serum Skin Tint in August, and we were humbled and blown away by the customer reception. It’s performing even better than we would have hoped, especially at retail.”

How has the acquisition by P&G in January impacted Tula’s scaling and expansion? 

“On the R&D and formula innovation and microbiome research dimension, P&G has some incredible resources and depth of expertise that we can now tap into. The other big thing that has been exciting is being surrounded by peer brands and peer leaders, including Farmacy, Ouai and First Aid Beauty. We can continue to innovate and raise the bar together.”

Has your wholesale expansion allowed you to reach a new type of customer? 

“We raised the bar this year by leaning into our omnichannel strategy and on brick and mortar this year. We’re now in 2,200 doors, which is over 50% year-over-year growth, in terms of door count. A big piece of that was our launch at Sephora, [enabling] us to reach that more ‘skintellectual,’ often more urban customer.”

What international markets do you see as your biggest sources of potential growth?

“We’re thinking holistically about our growth across markets, and our top priority continues to be North America. We’re now in four markets outside of North America: Australia, New Zealand, the U.K. and China. China is obviously one of the biggest long-term opportunities. It’s also a really complex market, and you need to be incredibly thoughtful about how to localize the brand and how to build a strong foundation for the long run.”

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