Recently, The Beachwaver Co. announced its plans to re-enter retail this October after experiencing remarkable success in the digital space. Founded in 2012 by celebrity hairstylist Sarah Potempa and her sisters, Erin Potempa-Wall and Emily Potempa, the brand has earned a strong reputation for its innovative hair care and styling tools. This October, Beachwaver will expand its retail presence by launching its product lineup in Target stores nationwide, in addition to its existing partnerships with Dillard’s, Von Maur, Ulta Beauty, and Anthropologie.
Initially, Beachwaver attracted audiences through live demonstrations on QVC, where it showcased its flagship product. However, in 2016, the brand shifted to a direct-to-consumer model, believing it would facilitate better engagement and feedback. This change has yielded impressive results; in just one year, Beachwaver sold over 1.1 million units on TikTok Shop, positioning it among the top 1 percent of merchants on the platform. According to data from http://Charm.io , the brand generated more than $11 million in sales during the first half of 2024, making it the fourth-largest beauty brand by sales on TikTok.
The TikTok livestream sessions, often lasting six to eight hours, have allowed Sarah Potempa to connect with viewers and gather immediate feedback. This summer, she opened a 5,100-square-foot content studio in Brooklyn’s Domino Sugar Factory, which functions as both an office and a venue for influencer events and community engagement.
While the founders have not revealed specific sales expectations for their launch at Target, industry insiders predict that Beachwaver could achieve around $5 million in retail sales within the first three months.
Although hair tools represent over 90 percent of Beachwaver’s business, the return to retail also presents a strategic opportunity to promote its hair care line. Sarah Potempa acknowledges the challenges of selling hair care products, as they require sensory engagement—consumers want to see, smell, and feel the products before making a purchase.
