Sofie Pavitt, a renowned acne-focused aesthetician and founder of Sofie Pavitt Face, is set to bring her brand to Sephora, marking a significant step in her journey beyond New York. The full product line, including items like a benzoyl peroxide mask, mandelic acid serum, frozen toner discs, and a hydrating cleanser, will be available on Sephora’s website starting December 26. The brand will then debut in 363 Sephora stores across the U.S. in February, prominently featured on the retailer’s “Next Big Thing” wall.
Reflecting on the partnership, Pavitt shared her initial hesitation, acknowledging the fear of entering a major retailer. “I don’t think there’s ever a right time to go into a big retailer — it’s always scary,” she said. “But we connected on my vision for the brand. We focus on problematic skin, and Sephora offers a unique space for that.”
Pavitt, who has treated high-profile clients such as Zendaya and Lorde, attributes the success of her brand to the insights gathered from her two New York facial studios. “The reason I still do facials is because it’s our creative research. It’s our research and development lab,” she explained. The studios serve as a testing ground, with over 4,000 clients providing real-time feedback on new products. “We often give upcoming launches to our regular customers for feedback. It’s not uncommon for us to do product testing in-house instead of relying on external perception studies.”
The Sofie Pavitt Face brand is designed to simplify skincare routines. “We find out what our clients need, and a lot of the time, they’re using way too many products,” Pavitt said, emphasizing a streamlined, results-oriented regimen. Her approach challenges the often contradictory advice provided by doctors, aestheticians, and marketers. “I’m trying to make it easier for people by sticking to a simple routine,” she noted.
The brand’s clear value proposition is resonating in the market. After securing seed investment from True Beauty Ventures earlier this year, Pavitt reported a 200% revenue growth in the last 12 months. Sofie Pavitt Face originally launched in 2023 with its Mandelic Clearing Serum.
Pavitt also believes that acne is not limited to adolescents. “Acne can affect anyone at any age,” she said. “It’s not just a young person’s issue — it can happen during menopause or other life stages.” Her brand is not just about products but includes lifestyle tips and “trigger hacks” to help consumers better manage their skin.
In addition to her brand’s products, Pavitt’s engaging social media presence, with 39,000 followers on Instagram, and the brand’s eye-catching, color-coded packaging are key elements in cutting through the clutter of the skincare market.
Brooke Banwart, senior vice president of skincare merchandising at Sephora, expressed confidence in the brand’s potential. “Founded by renowned aesthetician Sofie Pavitt, this brand is committed to elevating the at-home skincare experience and maximizing results,” she said. “We believe Sofie Pavitt Face’s effective products and customized approach will be a great addition to our skincare assortment and resonate with our community.”
This move into Sephora represents a major milestone in Pavitt’s expansion plans, cementing her status as a key player in the skincare industry.
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