Birkenstock is dipping its toes in the beauty business.

Tomorrow, the popular sandal maker will launch a collection of foot care products on its e-commerce site, priced between $9.95 and $49.95, to commemorate its 250th anniversary. The range includes bath salts, a pumice stone and a number of oils, creams and lotions.

In a statement, chief executive Oliver Reichert said the launch will appeal to “passionate Birkenstock fan[s]” who are looking for products that will “complement their lifestyle choices”.

Expanding into personal care is an opportunity to trade as a healthcare company focussed on foot care as well as a shoe maker, something the company has been considering since it went public in 2023; Reichert previously told Bloomberg, “We have a total addressable market of every human being.”

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