The brand, which launched Strawberry Eau de Parfum last month, is launching in Korea and Singapore next month, and exploring other retail opportunities globally.
“I could see through Instagram we got it into a lot of influencers’ hands,” Horwitz said. “It just snowballed into itself. We first released it as a one-off, and the fact that there wasn’t this constant supply, people did feel the need to get it. When we did run out of stock, we had to move inventory from other channels.
Horowitz credits the brand’s stability to its four-pronged approach to distribution. “We’re born out of hotels, and that’s usually where people study our brand,” Horowitz said. “We also have our retail footprint, our own stores and e-commerce,” which Horowitz said made up 68 percent of the brand’s business at the end of 2020.