THE WHAT? Bumble and bumble has become the latest The Estee Lauder Companies-owned brand to launch on the US Amazon Premium Beauty Store. The brand store will feature shoppable short cuts video content and a bespoke styling quiz.

THE DETAILS Corey Reese, SVP, Global General Manager, Bumble and bumble, comments, “The new Bumble and bumble brand store in Amazon Premium Beauty is a styling destination. We are excited to bring our full range of high-performing haircare products to Amazon’s expansive customer base, from our iconic styling products to our diverse range of shampoos and conditioners for all hair types and textures.”

THE WHY? The move will expand reach for the brand, bringing it to the attention of new consumers in the US.