Online Exclusives

Little Brand in a Big Box

By Christine Esposito, Associate Editor | January 5, 2012

Lily.B quickly moved from start-up to the shelves of Costco and is now out to become a household name.

Any brand that makes it onto the shelves at Costco can be considered a success. But to do so after just 12 months in business is even more impressive. That’s what’s happened to Lily.B Skincare, a fledgling line created by industry veteran Liz Bishop.

Bishop—who has spent 20 years in the cosmetics/pharma industry, including a stint with Kinerase—has created Lily.B, a new skin care line based on a simple regimen formulated to cleanse, nourish and protect the skin with an emphasis on natural ingredients.

Her goal, she told HAPPI, was to keep the line simple by targeting women who were “used to doing nothing, but weren’t ready to jump to the next extreme” in their skin care regimen—aka those past the acne phase,but not ready for intensive anti-aging products either.

Currently there are five Lily.B SKUs—a rose hip-infused facial wash, hydrating serum, moisturizer, SPF 50 lotion and an eye cream.

Having debuted in June 2010, Lily.B is now in its second pilot run in 19 Costco stores.

But getting into the members-only retailer wasn’t easy.

Lily.B Skincare is getting shelf space next to mulinational brands.
When Lily.B was pitched to Costco execs, they liked what they saw, but “didn’t work with emerging brands,” according to Bishop.

Still, Bishop plugged along.

“Coming from the competitive world of beauty, you need to think big and spend as big as you can. We worked with a national firm with PR in New York, top down instead of grassroots,” she said.

A breakthrough came when Parents magazine lauded Lily/B’s Multi-Action Rescue Ultra Eye Cream—and Costco brass took notice.

The retailer brought Lily.B in for a trial run in May 2011, placing it on the shelves next to Olay and other big names in personal care.

"The first time I saw Lily.B Ultra Eye Cream on the shelves at Costco, competing alongside powerhouse beauty brands, I knew the hard work was starting to pay off and I was on the right track,” Bishop said.

According to Bishop, at the end of the promotion, Lily.B had met 80% of its revenue goal, and did so without an advertising campaign or celebrity face fueling interest.

Costco is now trying to find out if Lily.B can replicate its performance in another 20 stores—and has this time put the brand on a coveted end-cap.

As she waits to see the outcome of this latest run in Costco, Bishop hasn’t been sitting idle in her quest to make Lily.B a household name.

For instance, Lily.B is sold on the Military Shopping Channel, a new QVC-style online endeavor from TV retail guru Kevin Harrington that sells wares to military families only, and it was in the talent lounge at the 45th annual Country Music Awards in Nashville.

The brand is also sold on and at a handful of local brick and mortar beauty stores.

Plus, Bishop said Lily.B is in talks with a “high-profile” ambassador or spokesperson, which she said will help “open more doors.”

Having worked with large firms as well as at some start-ups, Bishop knows the long, hard road that all skin care brands face.

“My days have never been longer, the hurdles have never been higher,” Bishop said. “You have to be believe what can get accomplished. You need a plan and preparation...We never saw Costco coming. That fuels my fire.”


Related End-User Markets:

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Defining Clean Skin

    Defining Clean Skin

    Nava Dayan PhD, Dr. Nava Dayan LLC||February 1, 2017
    A look at the issues, research and history surrounding this controversial topic.

  • Linked In

    Linked In

    Christine Esposito , Associate Editor||February 1, 2017
    Through virtual reality, apps and connected devices, beauty and personal care brands can strengthen their customer relations

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.