Recently, The Beachwaver Co. announced it will re-enter retail in October after achieving outstanding digital success. Launched in 2012 by celebrity hairstylist Sarah Potempa and her sisters, Erin Potempa-Wall and Emily Potempa, the brand has built a solid reputation with its innovative hair care and styling tools. This October, Beachwaver will roll out its product assortment in Target stores across the country, expanding its retail footprint to include Dillards, Von Maur, Ulta Beauty, and Anthropologie.
Initially, Beachwaver captivated audiences through live demonstrations on QVC, showcasing its flagship product. But the brand pivoted to a direct-to-consumer model in 2016, believing it offered better engagement and feedback opportunities. This shift has proven fruitful; in just one year, Beachwaver has sold over 1.1 million units on TikTok Shop, placing it among the top 1 percent of merchants on the platform. According to data from Charm.io, the brand generated over $11 million in sales during the first half of 2024, making it the fourth-largest beauty brand by sales on TikTok.
The livestream sessions on TikTok, often spanning six to eight hours. Sarah Potempa has embraced this format, allowing her to engage with viewers and gather real-time feedback. This summer, she opened a 5,100-square-foot content studio in Brooklyn’s Domino Sugar Factory, which serves as both an office and a venue for influencer events and community engagement.
Although the founders have not disclosed specific sales expectations for their Target launch, industry insiders estimate that Beachwaver could achieve around $5 million in retail sales within the first three months.
While hair tools account for more than 90 percent of Beachwaver’s business, the retail return also offers a strategic opportunity to promote its hair care line. Sarah Potempa notes the challenge of selling hair care products, which require sensory engagement—consumers want to see, smell, and feel the products before purchasing.
