Facile Lands In Sephora: How This Dermatologist-Backed Brand Made “Easy Skincare” Look Easy

Facile is in its expansion era — and it’s been years in the making. But getting there wasn’t always easy (even if the brand’s name, which is French for “easy,” suggests otherwise).

This week, the dermatologist-developed brand officially lands in over 270 Sephora stores across the U.S. as part of the retailer’s “Next Big Thing” program, a major milestone for any beauty brand breaking into national distribution.

At the same time, Facile’s cofounder and CEO Danielle Nadick Levy has been named a finalist in the 2025 Business of Beauty Global Awards, selected from over 100 brands across 17 countries and five continents.

For Nadick Levy, a business strategist and self-proclaimed “beauty junkie,” the recognition is a full-circle moment. What started as a modern dermatology boutique in Los Angeles is now a growing skincare brand that’s earned the trust of consumers and industry insiders. Facile stands out for its clean, clinical formulas, clear messaging, and minimalist, no-fuss routines — designed to be approachable and look great on bathroom shelves.

But don’t call this an overnight success story.

The idea for Facile began in a doctor’s waiting room. Nadick Levy, then 26 and newly engaged, was visiting now cofounder Dr. Nancy Samolitis, a board-certified dermatologist in L.A., for a pre-wedding skincare glow-up. By the third appointment, Nadick Levy had her entrepreneurial “spark” moment.

“I was sitting in this very traditional derm office and just thought: there has to be a better way to do this,” she recalls. “At the time, your options were sterile clinics or ultra-luxe med spas. I wanted to create something that felt modern and inviting, but still grounded in real expertise.”

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She pitched Dr. Samolitis the idea of building a dermatologist-run boutique, and in 2016, the two opened Facile’s first location in West Hollywood. The space felt more like a living room than a waiting room, with curated retail shelves and a community-first approach. A second location in Pasadena followed in 2018.

Even then, Nadick Levy had a bigger vision: “I always knew I wanted to create a skincare line, but I didn’t want to rush it. The clinics became our research lab. We were learning from thousands of real conversations and seeing firsthand what products people actually needed.”

Facile officially launched its skincare line in early 2022 and from the start, it was built around three core pillars: kind, clinical and easy.

“Kind” means the formulas are clean, sustainable, and safe for sensitive skin. “Clinical” reflects the dermatologist-developed approach, backed by ingredients that are potent and proven. And “easy” is based on the brand’s core belief: that skincare should be simple and never overwhelming.

“Our whole philosophy is about making skincare less complicated,” says Nadick Levy. “We created a system that starts with the Core Four — a basic routine for morning and night — and then you build from there, depending on your skin’s needs. We want to communicate trust, but not in a sterile way.

That clarity and approachability also shows up in the product design: minimalist packaging, straightforward names, and an accessible price point that ranges from $12 to $38. “It’s intentional. Our formulas could easily sit at a luxury price point, but we’d rather reach more people and make a real impact. That accessibility is non-negotiable for us.”

Facile’s launch in Sephora marks a major turning point. After launching in Sephora online earlier this year, the brand is now available in 276 stores across the U.S. — with plans to expand even further next year.

The Sephora launch further cements the brand’s growth trajectory. To date, Facile expanded its distribution to Erewhon, Revolve, Free People, Urban Outfitters, Anthropologie, as well as select specialty shops like Happier Grocery in New York.

“We’ve been in conversations with Sephora for over two years,” Nadick Levy shares. “It’s a relationship you have to build. And once you’re in, the work doesn’t stop. Now it’s about showing up, performing, and making sure we really connect with the Sephora customer.”

It helps that Facile’s hybrid DNA — part clinical, part cool — brings something new to the shelf.

“We want people to feel like Facile belongs in their bathroom,” she says. “That it’s simple, trustworthy, and actually works."

Among its bestsellers: the Core Four + Serum, the Barely There Moisturizer and its expansion into color cosmetics with the Lip Jelly (which comes in clear, as well as a variety of tints).

While most DTC brands are just now exploring physical retail, Facile was born in real life.

“Our clinics were everything,” says Nadick Levy. “They gave us credibility from day one. We weren’t just launching a skincare brand out of nowhere, we had already built trust with thousands of patients.”

Those two brick-and-mortar locations in L.A. remain at the heart of the brand, but the roadmap is expanding.

With a background in branding and marketing, Nadick Levy approaches Facile as both a strategist and a storyteller. That dual lens is reflected in everything from the brand’s tone to its editorial content series The Skin — which spotlights friends of the brand and creative insiders who share their routines, rituals, and skin philosophies.

“It’s not just about products. It’s about connection,” she says. “That’s the whole point of The Skin — to bring in storytelling that feels personal and intentional.”

Her advice to other founders? Embrace the long game.

“Getting into Sephora is huge — but it’s just the beginning. The brands that win are the ones that keep showing up, keep adapting, and stay focused on the customer. And don’t be discouraged by a no. If you believe your brand belongs there, keep knocking.”

Next up? An exclusive new launch at Sephora this winter.

Still, Nadick Levy is careful not to overextend. “We don’t launch for the sake of launching,” she says. “We only release products we know people need. It’s a privilege to earn space on someone’s bathroom shelf and we never take that lightly.”