Anthropologie isn’t entering wellness with a whimper.

The Urban Outfitters Inc.-owned clothing retailer is headed full throttle into the category with a new area at its Palo Alto store containing more than 100 brands and 500 products. Also showcased on its website, the wellness brands populating Anthropologie include Pursoma, Jiya Beauty, Yuni Beauty, Sweat Cosmetics, This Works, Slip, Stoned, Hum Nutrition, Cor Pendant, Keeko, The Organic Pharmacy, WelleCo, Fressko, Plant Apothecary, Happy Spritz, The Beauty Chef, Jane Inc., Matcha Maiden and te+te.

Under the direction of general merchandise manager Catherine Moellering with assistance from buyer Larah Stromberg, Anthropologie has been accelerating its beauty offerings over the past few years and incorporated wellness products in a limited selection prior to the latest upsurge. Sister chains Urban Outfitters and Free People have delved into the budding wellbeing segment in their assortments with products from Sustain Condoms, Yoni Egg and Love Triangle putting Free People on the leading edge of the wellness movement.

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