Claudia Sulewski Relaunches Cyklar with Expanded Product Line
Claudia Sulewski, the renowned YouTuber turned entrepreneur, has relaunched her Los Angeles-based skincare brand, Cyklar, initially introduced in October 2023 with a singular product: a moisturizing body cream. A year later, bolstered by investment from Ben Bennett of The Center and insightful consumer feedback — with endorsements from celebrities such as Billie Eilish and Kaia Gerber — Cyklar has expanded its offerings, emphasizing a sensory experience with new fragrances, sleek unisex packaging, and lower price points.
Elevating Body Care
"I just wanted to really home in on building skincare products for the body and using advanced, skincare-forward formulations," Sulewski stated, reflecting on her vision for Cyklar’s rebrand. The body cream has returned with revamped packaging derived from bioresin made from sugar cane. This innovation enabled the reduction of the price from $58 to an accessible $29, a change Sulewski expressed excitement over.
The reimagined Cyklar product line now includes:
- Moisturizing Body Cream: $29, available in four scents — Crescent (original), Bergamot Bond, Naked Neroli, and Sacred Santal.
- Body Wash: $35, oil-infused, and available in the same four appealing scents.
- Body Toning Cup: $20, designed to enhance circulation and firm the skin.
All products are available on the official website, cyklar.com, and via the affiliate platform Share-a-Sale.
Direct-to-Consumer Strategy
When asked about future retail partnerships, Sulewski stated, "I’m launching direct-to-consumer, so, for now, it’s just going to be online. I think online marketing is going to be the number-one priority for a while, as the brand is still small and certainly in its beginning stages." The brand anticipates generating $12 million in year-over-year sales, according to industry sources.
Future Developments
Looking ahead, Sulewski plans to introduce a new scent for existing products next month and anticipates unveiling an entirely new product category by the end of the year. "I’m very excited about that," she shared, although she remained tight-lipped about specific details. "Then into the new year, I’ll be continuing to tackle more specific skincare body products."
Community Engagement and Aspirations
The Cyklar rebrand not only emphasizes affordability and sensory experiences but also prioritizes environment-friendly initiatives, such as the use of sustainable packaging materials. By weaving together consumer insights with a modern aesthetic, Sulewski aims to carve out a unique space in the competitive skincare landscape.
With a growing community of supporters and a dedicated focus on online marketing, Cyklar’s resurgence signifies a major shift in how independent brands can thrive in a saturated market. The responsive approach to product development showcases the significance of engaging with consumers to create products that resonate on multiple levels.
As Cyklar continues to evolve, fans and potential customers can look forward to more innovative offerings that are both luxurious and accessible. What are your thoughts on the future of skincare brands embracing direct-to-consumer models? Share your opinions and experiences in the comments below!
For further insights, visit Cyklar’s official site and follow industry news on platforms like TechCrunch and The Verge.
