Cyklar, a fresh player in the body care market, is celebrating a significant milestone as it gears up for its first retail expansion. The brand is set to debut its products online at Sephora on February 22, with plans to launch in 500 of the retailer’s stores by mid-March. This expansion comes on the heels of Cyklar’s remarkable growth, positioning it as one of the most talked-about emerging brands in the body care industry.
Founded in 2023 by influential beauty YouTuber Claudia Sulewski, Cyklar quickly gained traction after a brand relaunch in late 2024, thanks to the guidance provided by Ben Bennett’s accelerator, The Center. Sulewski’s vision combined innovative product formats with alluring fragrances, capturing the attention of Gen Z and Millennial consumers. The brand’s unique offerings have resonated strongly with these younger audiences, driving its rapid rise in a competitive marketplace.
Reflecting on her journey, Sulewski emphasizes the lessons learned from her initial launch. She recognized the necessity for a rebranding, shifting to a more accessible price point—$29 for a body cream compared to $58 previously. This strategic pivot also included an ongoing commitment to product innovation, introducing items from roll-on perfume oils to exfoliating body sprays, all featuring a compelling range of scents designed to cater to diverse preferences.
The impact of the rebranding on Cyklar has been transformative. Sulewski shared her excitement about the brand’s operational readiness, highlighting improvements in the supply chain and the increasing consumer demand for their products. Industry analysts predict that Cyklar will surpass $50 million in sales by 2026. With its recent partnership on TikTok Shop, where over 200,000 products have already been sold, the brand has effectively utilized social media to reach and engage its audience.
Sulewski acknowledges that social media has been crucial for the brand’s success. By getting products directly into consumers’ hands, Cyklar has fostered a community that actively shares and promotes its narrative. At Sephora, Cyklar will stand alongside notable body care brands like Phlur and Sol de Janeiro, presenting popular items such as the Sensorial Body Wash and Vitamin C Body Oil, which come in a variety of captivating scents.
In addition to product offerings, Sulewski highlights the appeal of scent combinations across the Cyklar line—emphasizing a gender-neutral and comforting fragrance profile that features warm, woodsy notes. With a substantial following of 2.4 million subscribers on YouTube, where she shares insights into Cyklar’s journey, and 2.1 million followers on Instagram, Sulewski recognizes the overlap between her audience and Cyklar’s customer base. As the brand continues to grow, she sees the opportunity to innovate and push creative boundaries in the body care space, which she views as a thrilling challenge.