After Exiting CVS, Dermatologist-Founded Fig.1 Heads to Sephora

Why It Matters

The shift to Sephora underscores a broader move toward specialty retailers for clinically backed, affordable skincare, reaching younger, digitally native shoppers. It also reinforces Sephora’s strategy to broaden its expert‑led, price‑accessible portfolio.

Key Takeaways

• Fig.1 leaves CVS, launches online at Sephora March 2026.
• Eight products debut, retinol line drives 31% sales.
• Retinol sales up 167% YoY, level‑2 up 458% YoY.
• Price $26‑$66 fills gap between drugstore and luxury.
• Projected $2‑$3M first‑year revenue from Sephora.

Pulse Analysis

The beauty landscape is undergoing a notable realignment as brands that once relied on drugstore distribution pivot toward specialty retailers. Fig.1’s exit from CVS reflects the post‑pandemic slowdown of mass‑channel skin‑care, while its partnership with Sephora taps into a discovery platform prized for curated, expert‑led offerings. This transition aligns with broader industry data showing a 6% rise in mass‑channel skin‑care sales in 2025, yet consumers increasingly seek differentiated, clinically validated products that stand out on digital shelves.

Fig.1’s product strategy leverages a tiered retinol system that has become its growth engine, accounting for nearly a third of overall sales. The brand’s level‑2 retinol, priced at $66, delivers a potency‑to‑price ratio that rivals three‑figure dermatologist products, driving a 458% YoY surge. By pricing its eight‑product line between $26 and $66, Fig.1 occupies a sweet spot that appeals to both budget‑conscious shoppers and those willing to invest in performance skincare, filling a gap that many prestige brands overlook.

For Sephora, onboarding Fig.1 expands its portfolio of dermatologist‑backed, affordable innovations, reinforcing its appeal to a younger, digitally native demographic. The projected $2‑$3 million first‑year revenue illustrates the commercial potential of this partnership, while the brand’s online‑first launch leverages comparative shopping tools that highlight its value proposition. As Fig.1 eyes future brick‑and‑mortar expansion, its success could signal a broader trend of clinically credible, mid‑priced brands using specialty retailers as launchpads before scaling into physical locations.