Luxury online retailer Farfetch offers a beauty range to consumers in the UK, Europe and the US, following the acquisition of luxury cosmetics retailer Violet Grey.
Described as “beauty beyond borders”, Farfetch Beauty will offer more than 100 gender-neutral brands ranging from leading global names like Chanel, Charlotte Tilbury, Gucci, Tom Ford and La Mer to indie brands like African Botanics, Westman Atelier, Alpha -H, Votary and Allies of Skin are enough.
The beauty range includes products from the areas of skin care, make-up, hair, fragrances, bath and body as well as wellness. The goal is to appeal to customers of all ages, backgrounds, cultures and genders,” explains Farfetch, to create a one-stop shop for the next generation of luxury fashion and beauty shoppers.
With an ethos of ‘Only on Farfetch’, the e-commerce platform will showcase an intense crossover between fashion and beauty, offering a curated selection of beauty products as well as content and community voices through its newly launched Beauty Global Collection featuring brand founders, industry experts: insiders, creatives and visionaries to offer a new approach to beauty.
Farfetch wants to shake up the online beauty trade
Farfetch explains that his entry into the beauty space should also be driven by the community and his innovative skills. The e-commerce platform invites customers to join the Beauty Global Community Platform, where they can create their own editions, test and review new products, and meet like-minded beauty lovers to share tips, inspiration and recommendations.
Farfetch is also introducing Roblox digital activations for The Sims 4, allowing content creators to create their own beauty avatars. Virtual make-up tests are also to be offered.
“Beauty is such an important way for people to express themselves and their individuality – it’s transformative,” said Holli Rogers, Chief Brand Officer at Farfetch. “We took this opportunity to disrupt online beauty retail by transforming fashion and beauty together to appeal to our existing audience of fashionistas.”
This translated post previously appeared on FashionUnited.uk.