Dr. Muneeb Shah is taking his skin care brand, Remedy, to retail.
The brand, which debuted in 2024, is launching its first retail partnership with Target Corp. on Dec. 28 in 2,000 doors on endcaps. The move comes at a time of growth for the business, with Shah saying that from its first to second year, Remedy has grown 207 percent.
He didn’t quantify the expectations for the Target launch, but industry sources anticipate revenues to reach between $30 million and $40 million for the brand’s first year at the retailer.
“There is a lot of affinity for our bestselling products and really high repurchase rates,” Shah said. “We stratify this by product, so we have an understanding of which products people love enough to repurchase, and we try to hone products by the feedback we get.”
Currently, Remedy is sold on its website, on TikTok Shop and on Amazon. “We’re really firing on all channels,” Shah said. “Our [direct-to-consumer] is our biggest channel, Amazon is also growing rapidly and TikTok is growing in sync with the others.”
As for taking the brand to brick-and-mortar distribution, Shah noted the large portion of new potential customers that maybe aren’t as digital-native as his follower base. (On TikTok alone, he has nearly 18 million followers.)
“In the derm community, in derm offices, the reality of someone going from our office to our website to buy something is close to zero,” Shah said. “If a derm says, ‘it’s at Target,’ we can play in the same space as the other derm beauty brands. And that’s where we want to plant our flag.”
Furthermore, when the brand asked its community which retailer they shop for beauty the most at, Target was the top choice. He expects a halo effect on Remedy’s other channels, too. “Somebody might see Remedy at Target and then see something on social, then go on Amazon to buy it,” he said. “Retail is going to be an important stake for us to plant.”
According to the retailer, the feeling is mutual. “We know our guests are looking for high-performing, accessible solutions that fit seamlessly into their self care routines,” said Amanda Nusz, senior vice president of merchandising, essentials and beauty, Target. “We’re thrilled to bring Remedy to Target, reflecting our commitment to offering top brands that make expert, clinical-level skin care accessible and approachable for everyone.”
Although his key platforms might suggest a younger audience, Shah said Remedy’s core customer is around 35, with smaller amounts of Gen Z and Gen X. “I think that’s because people with more mature skin tend to have the problems that we focus toward, like dark spots or wrinkles,” Shah said. “They’ve also tried a lot of things, so they know what ingredients to look for, what’s worked and what hasn’t. There’s a bit less trial and more of a targeted search.”
Case in point: When Remedy launched a retinol hand cream on Black Friday, “It absolutely crushed it, and I was shocked,” Shah said. Conversely, pimple patches didn’t reach the same spikes “because we don’t have an audience with acne.”
“Listening to our customers and making products that solve their issues is how we build,” Shah said. “They’re also customers that are willing to spend a little bit more per product that they think they’re going to get more value out of, so it’s a good core customer to lean in on. They tend to be a bit more loyal to their brands.”
