Inside True Botanicals’ 1,800-square-foot San Francisco store, customers can sniff ylang ylang, rose and sandalwood as they assemble custom scents, receive facials tailored to their skincare concerns with back-bar products not found elsewhere and check out the latest the brand has to offer at an onsite lab experimenting with various merchandise concepts in small batches.
In addition to providing reasons for shoppers to visit True Botanicals’ first brick-and-mortar location, the aromatherapy bar, spa services in three treatment rooms, product development station and free in-store skincare consultations foster deep connections between the brand and its audience. True Botanicals is concentrating on strengthening those direct interactions through its e-commerce arm and retail – stores are expected in five markets over the next five years – while shifting away from elements of its business that don’t support them as significantly.
True Botanicals’ 1,800-square-foot store is located at 524 Washington Street in San Francisco.
Beyond a venue for sales, True Botanicals’ store, which sits underneath the brand’s 4,000-square-foot corporate offices, is a hub for communication between the brand’s team and customers. The idea is to gather insights for future stores, and test merchandise and other initiatives before rolling them out to True Botanicals’ broader clientele.
Peterson describes the store as a California self-care oasis. In the window, a sign reads, “Welcome to your self-care sanctuary,” to announce the location’s intention as an escape from the busy world outside it. Conceived by interior designer Jeremiah Brent, its design is intended to create a comfortable, relaxing and inviting environment with earthy materials and plants. Peterson emphasizes engaging customers rather than racking up transactions is the main purpose.
The True Botanicals store contains three treatment rooms, an aromatherapy bar and an onsite product development lab.
Face oils are True Botanicals’ bestsellers. Its $110 Pure Radiance Oil is available in Renew, Calm and Clear options. Peterson mentions True Botanicals’ Vitamin C Booster is another stellar performer, and the brand’s Nourishing Shampoo and Conditioner are hits, too. It’s coming out with a product to supply the skin with intense moisturization for the winter months. True Botanicals’ products carry Made Safe certification verifying they’re formulated with safe ingredients.
Offline, Peterson suggests the brand is going to run pop-ups and pop-ins prior to opening additional stores. Additional stores will be located in key markets with strong True Botanicals’ followings. At the moment, Peterson says the brand isn’t seeking external funding to pay for the stores or fuel expansion generally. True Botanicals raised roughly $14 million in two rounds from investors that include Sonoma Brands, Unilever Ventures and Cue Ball Capital. The capital allowed the brand to conduct clinical trials and sign actress Olivia Wilde on as a spokeswoman.
True Botanicals expects to open stores in five markets over the course of five years.