Even in its earliest days, the Alo yoga apparel line was conceptualized as a lifestyle brand.

“In my first conversation with the founders, we talked about how Alo was going to be the embodiment of lifestyle and wellness,” said Alyson Wilson, VP Brand Innovation at the Los Angeles-based company, which was founded in 2007.

Fast forward to December 2020, when many consumers sought self-care options, and Alo entered beauty with the launch of Glow System, a seven-item line predicated on the amla berry and other clean ingredients. Today, Alo also plays in hair care and recently unveiled its Daily Sun Shield SPF Moisturizer SPF 20, the 19th SKU in the Alo beauty/wellness non-apparel category, and its first SPF product.

“It’s a natural progression for us to provide skin care that has sun care in it,” said Alyson of the product, which is priced at $38. “We always had a goal of creating a mineral, zinc-based daily SPF that will give a nice glow and a little beauty boost, and that has all the amazing botanicals we use in our other products. It’s a good daily go-to in the morning.”

The SPF launch coincides with Alo beauty’s foray into international brick-and-mortar; Canadian department store Holt Renfrew will retail most of its beauty line at all seven of its doors in Toronto, Calgary, Vancouver, and Montreal.

“It’s a wonderful partnership,” said Alyson, adding that the beauty and wellness products will be merchandised alongside Alo apparel in Holt Renfrew stores.

Alyson said additional products for Glow System are in the works, and will be revealed later this year, and will continue to revolve around the amla berry.

“It’s such a potent antioxidant that works so well in skin care,” she said. “It’s known much more in India where it’s used in a lot of skin and hair care products. When we started to build the line, we knew we wanted it to be clean, performance-based luxury, and to be unisex.”

A top seller is the $12 Lasting Lip Balm. “Everyone who comes into our stores grabs one,” said Alyson, explaining that Alo has several freestanding stores in Southern California, New York, Miami and Austin. Other popular Alo items are the best-selling Head-to-Toe Glow Oil, Magnesium Reset Spray, Mega-C Body Wash, and Supernatural Deodorant.

Certainly, the success of the beauty line has been fueled by Alo apparel wearers, known for their loyalty to the brand.  But Alyson said that the beauty offering also has “an incredible adoption outside of Alo channels.

“People are coming into our stores for it,” she said.

The brand has leveraged its expansive social media presence and multi-channel distribution system to retail the Alo Glow System, which is available on the brand’s e-commerce site as well as in Anthropologie, Bloomingdale’s, Blue Mercury, Credo, Neiman Marcus, Nordstrom, Revolve, and Saks Fifth Avenue.

“Alo has a really loyal and aligned following,” said Alyson. “Our community is strong together. When we start exploring something new outside of what we’re known for, the reception is really wonderful. We understand that what we do is part of the story that is embedded in the brand and we’ve been dedicated over the years to bringing that message of mind-body-wellness into our community.”