Borba Heads to Walgreens

Scott-Vincent Borba continues to bring his inside-out beauty message to the masses. Next month, the beauty industry maverick will launch 10 topical products, priced from $9.99 to $24.99, exclusive to Walgreens, and eight new ingestible products, priced from $14.99 to $19.99, in roughly 2,500 of its top beauty doors in January. Dedicated Borba in-store boutiques will occupy around 12 linear feet of prime beauty placement in the majority of the Walgreens stores with Borba, although smaller stores will have displays of 7.5 linear feet, according to Borba.

Borba, which is sold at around 300 doors, including Ulta, Dillard’s and CVS’ Beauty 360, could generate at least $10 million in first-year sales at Walgreens, according to sources.

The new line includes products such as Age Defying 4-in-1 Cleansing Treatment, which is designed to remove makeup, exfoliate, refine pores and have anti-aging benefits. Aside from the new topical and ingestible products, the Borba in-store boutiques will feature the brand’s mainstays, Skin Balance Water and Crystalline Drink Mix products. They will also spotlight Borba’s book “Skintervention: The Personalized Solution for Healthier, Younger, and Flawless-Looking Skin,” published by HCI Books, and a variety of kits for women in their 50s and 60s. The Borba products are now being previewed on walgreens.com.