Lululemon unveils its line of personal-care products as it tries to grow beyond apparel

Lululemon launches a line of personal-care products, including a dry shampoo and a deodorant.

The retailer, known for its women's athletic apparel, is venturing into new categories to expand its business.Lululemon launches a line of body-care items including a face moisturizer and lip balm.In an effort to grow beyond its core apparel business, the maker of trendy yoga pants and patterned sports bras began on Tuesday to sell personal-care products in 50 stores and online. The lineup includes a dry shampoo, deodorant, face moisturizer and lip balm.

, while digital sales surged 35%, surpassing expectations. And while analysts aren't anticipating that momentum will slow down soon, Lululemon is showing there's plenty room to thrive in new categories. "The main driver continues to be our core categories across both men's and women's," like leggings and jogger pants, CEO Calvin McDonald told analysts this month. "However, we've identified several areas of white space, where we can test the waters and bring innovation to our guests.".

Investors love it. As of Monday's market close, Lululemon shares are up more than 50% year to date, bringing the company's market value to nearly $24 billion.

Let's take it easy on the $LULU purchases .J_B_Horne

brand extensions are really risky...

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