Topicals, the US cult favourite skincare brand, has officially launched in the UK. The brand was the fastest-growing skincare brand at Sephora in the US in 2023, and is now available in-store at the retailer in the UK.
At the core of Topicals are products designed to help combat skin conditions such as hyperpigmentation and eczema, wrapped in Instagram-friendly packaging. The brand’s Faded under eye masks have become a particular social media favourite, mainly thanks to influencers and press trip attendees donning the recognisable pink and red masks on their socials.
LA-based Topicals’ CEO and founder Olamide Olowe has spoken at Harvard Business School and became the youngest Black woman ever to raise $10 million (£7.9 million) in funding. She also featured in Sephora UK’s post announcing the arrival of the brand in the UK – the video has had more than 50,000 views in six days.
Google Trends shows UK searches for Topicals reached an all-time high during its launch week. The brand hosted a launch party in collaboration with events company RECESS, which was attended by Love Island favourites Dami Hope and Indiyah Polack, beauty creator Kike AJ, lifestyle influencer Lisa Jemide and TikToker Kanaan Pitan.
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Topicals made headlines this month after creators on its press trip to France reportedly experienced islamophobia and discrimination at a resort. The brand was quick to react and moved its guests to another hotel. In a TikTok post, Topicals also announced it would be donating $10,000 (£7,900) to French Muslim and Black organisations to “help build local power and joy within marginalized communities”. The TikTok post has had more than 425,000 views and 69,000 likes, and the comments praised the brand for its response. Attendees at the press event to the French Alps included YouTube star Nella Rose, whose Slick Salve promo from the trip has more than 345,000 views, and TikToker Victor Kunda – his comedy clip starring Topicals’ eye masks has more than 1.7 million views.
It’s not the brand’s only press trip to make a strong impression – its December 2023 journey to Accra, Ghana is undoubtedly worth noting. #TopicalsGoneToGhana has been tagged in 91 TikToks that had close to five million views earlier this year. US creators Skylar Marshai and Temitope Ibisanmi’s Reel from the trip has had more than 252,000 views and 19,000 likes, while Sierra Rena and Kai (Knawtkai)’s video has amassed more than 1.1 million views and 97,500 likes.
The brand trip was praised for connecting with its target market through eye-catching content and working with leading Black creators from the US and the UK. Many of Topicals’ products are designed for melanin-rich skin and the company offers ingredient and treatment guidance for Black skin on its website.
Adding to the buzz around this trip, Topicals arranged a competition for three fans of the brand to join the subsequent excursion to the Alps. Micro-creators made content in a bid to win the competition – #FlyMeOutTopicals has 150 TikTok entries and the winners were announced on Instagram. Another way the brand showed it cares for the wider beauty community? In February, when its Slick Salve was out of stock, Topicals posted suggestions for other lip products to buy from Black-owned brands, including Pat McGrath, Buttah Skin and Ami Colé. The Reel has more than 92,700 views and the comments were flooded with praise – “No business does this! You’re the best,” one follower wrote.
The lessons other brands can take from Topicals’ success? Openness, inclusivity and originality goes a long way.
By Dina Zubi, CORQ news and features writer. Picture credit: Topicals via Instagram
