Audrer grows at Sephora: Giulia De Lellis' brand goes up to 26 stores Three years after its inception, the beauty brand doubles its turnover
Less than two years after its exclusive debut at Sephora Italia and three years after its inception, Audrer accelerates its growth path and significantly expands its presence in the retail channel. Entered in January 2025 in a selection of 5 strategic stores - Milan, Rome, Florence, Naples and Bari - as well as on the online channel, the beauty brand founded by Giulia De Lellis is now present in 26 Sephora stores in Italy. A physical expansion that travels hand in hand with significant business growth: from 2024 to today, the brand's revenue has more than doubled.
From 5 to 26 stores: Audrer's retail growth at Sephora
The expansion of the brand speaks of the speed with which Audrer has been able to conquer space in the Italian beauty market and, above all, the positive response of a constantly growing community. In less than two years, the brand transformed an initially selective distribution into a widespread presence, reaching new cities such as Turin and Palermo and strengthening its accessibility in the main Italian squares. A development path that stems from a precise vision of beauty: simplifying everyday life through essential, intuitive and performing products.
The “To Keep Things Simple” philosophy according to Giulia De Lellis
Since its launch, Audrer has built its identity around the principle of “To Keep Things Simple”, making simplicity, effectiveness and authenticity a real manifesto. This philosophy translates into multifunctional and easy-to-use formulas, designed to become quick wins in the daily routine. A goal commented with enthusiasm by the founder herself, Giulia De Lellis: “To say that I am living a daydream is perhaps an understatement. I have always imagined Audrer on the shelves of Sephora and being able to transform this vision into reality in such a short time has already been a huge achievement. Seeing the brand grow further today, with an expansion that leads us to be present in a total of 26 stores, represents an extraordinary result for me and for the whole team. Behind this growth there has been intense work, made up of strategy, attention to the product and above all great collaboration. But the most important result remains the trust of the people who choose Audrer every day.”
From the best sellers make-up and skincare to the debut in perfumes
Driving the rise of the brand are its iconic products, which have become real best sellers. In the make-up segment, Lip Jelly, the tinted lip balm with a luminous finish, and the Lip Contour long-lasting lip pencils stand out. Skincare continues to represent a foundation thanks to references such as Lip Paste and Hybrid Eye Paste, formulated to be incorporated with simple gestures into everyday facial care. Recently, the brand has expanded its horizons, also making its debut in the world of fragrances with Priscilla, the new water-based body and hair fragrance Eau De Parfum.
Audrer's future between transparency and innovation
The transition from 5 to 26 Sephora stores confirms the brand's ability to evolve rapidly while maintaining its founding values: authenticity, transparency and performance. This organic growth, supported by a constant dialogue with its community, represents only a new chapter of a project that aims to make the essential approach to beauty increasingly accessible in Italy and beyond.