THE WHAT? L’Oréal Professional has forged a specialty retail partnership with Sephora. Under the terms of the deal, the brand will make its debut in some 26 Sephora stores and online.

THE DETAILS Products from L’Oréal Professional’s Metal Detox, Curl Expression, Vitamino, Silver, Absolut Repair and Prolonger ranges will be sold via the LVMH-owned retailer.

THE WHY? The French beauty behemoth is branching out from its core salon distribution channel in a bid to reach a wider audience amid growing demand for professional products and believes L’Oréal Professional’s presence in Sephora will enhance the relationship between salon and client further.