Walgreens to no longer carry IsaDora brand

BY Antoinette Alexander

NEW YORK Swedish cosmetics brand IsaDora, which was previously available exclusively at Walgreens, is now being offered only through

As of March 1, Walgreens no longer carries the beauty line. Walgreens launched IsaDora in 2003, joining several of its peers, such as CVS with its Lumene, a European skin care and cosmetics brand from Finland. The strategy behind such exclusive deals is to engender shopper loyalty by introducing U.S. consumers to European beauty brands and to establish the chain as a destination for beauty.

As of March, IsaDora’s products, including its new Mineral Makeup line, can be purchased through, a purveyor of beauty and personal care via the Internet. The products can also be purchased through partners and

“ is the ideal partner for us because they are extremely committed to educating their consumer and to offering them the best possible products to meet their individual needs,” stated IsaDora’s creative director Ingrid-Marie Johansson. “We’re thrilled they’ll be carrying our Mineral Makeup and summer color collections and will be working closely with on future launches including fall and holiday.”


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