Beauty Ecommerce Platform Thirteen Lune to Expand by Hundreds of Locations This Year

Chief Executive Lulu Cordero debuted Bomba Curls at 348 Target stores this month. A little over a year after launching Thirteen Lune Inc., Nyakio Grieco’s efforts to level the playing field for BIPOC-owned beauty brands are bearing fruit.
The West Hollywood-based ecommerce retailer she launched with Patrick Herning in Dec. 2020 started out with 13 skincare, hair and makeup brands and now boasts a roster of more than 120.

Products from nearly 40 of those companies can also be found at Thirteen Lune’s shop-in-shop experiences that opened last fall at 10 JCPenney department stores. And the collaboration with the legacy retailer is just starting, according to Grieco.
“We will be opening an additional 300 doors this September, and then (another) 300 doors in the first quarter 2023,” she said.

A $3 million investment from Atlanta-based Fearless Fund, announced in November, is supporting the expansion and has helped Thirteen Lune grow its team of 17.
“We’re still small but mighty, and we’ve been able to make some amazing key hires,” Grieco said.

The newcomers, who joined the company last month, are Director of Logistics and Supply Chain Allix Karas and Senior Marketing Manager Kelly Cantrell.
Brick-and-mortar growth

Thirteen Lune’s inaugural 13-brand cohort included Burbank-based Bomba Curls, a haircare brand that debuted at 348 Target stores this month. Grieco said she heard about Bomba Curls and founder Lulu Cordero through friends and acquaintances in the industry before she started the ecommerce platform and then saw the name again on lists of BIPOC-owned companies that were circulating online after murder of George Floyd in May 2020.

“I purchased some of her product, used it on my hair, my daughter’s hair and was just blown away by the efficacy of the product and her story,” Grieco said. “And so, when we did ultimately create Thirteen Lune, […]

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