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For years, customers have fiercely debated whether the quintessential Birkenstock sandal is cute or ugly? Well, regardless of which side of the debate you come down on, the retailer has established itself as a mainstay in the accessories industry.
And now, it’s ready to get its foot in the personal care door with a collection of foot care products called Care Essentials.
Priced between $9.95 and $49.95, the collection features a range of bath salts, pumice stones, oils, creams, and lotions—all launched just in time to mark the retailer’s 250th anniversary.
“Looking at our archive and at what Carl Birkenstock wrote back then in the late ’40s, we had foot care always as a pillar of foot health…We see simply, now that we’re celebrating the 250 years, the perfect occasion to simply extend and complete our 360 approach to foot health with this collection,” Quentin Ojeda, director of Birkenstock Cosmetics, told WWD.
It isn’t Birkenstock’s first foray into beauty; the company released a skin care line back in 2019. And with its latest collection, the brand is only looking to expand its beauty footprint.
But if you think shoes and beauty don’t mix, think again. Brands like Converse, for instance, have introduced special collections in partnership with beauty brands like Millie Bobby Brown’s Florence by Mills. And Pharrell Williams’s Humanrace, initially launched as a skin care line, also sells sneakers in collaboration with Adidas.