FARFETCH Group announces beauty portfolio launch


April 18, 2022 | By RetailME Bureau

FARFETCH Limited (NYSE: FTCH), the luxury fashion e-tailer announced the launch of beauty across FARFETCH Group companies, Browns, Farfetch.com and Off-White™. This follows the acquisition of luxury beauty retailer, Violet Grey earlier this year, which brings industry expertise as well as a curated selection to be offered on Farfetch.com, and expands the beauty curator’s reach to extend to FARFETCH’s global customer base.

The launch of beauty on Farfetch.com will enable FARFETCH to offer its informed and engaged customers a curated selection of the industry’s most sought-after products, bringing together iconic global brands and indie brands to transform the beauty retail experience, creating an environment that offers beauty beyond boundaries. FARFETCH Group’s expansion into Beauty provides an opportunity to target the growing global Luxury Beauty market, estimated to be almost $USD 69 billion and the second largest category within the global Personal Luxury market, after Leather Goods, and ahead of Apparel.

Together with Violet Grey, Browns andOff-White™,Farfetch.com will provide a curated edit of the best luxury beauty products to serve customers across ages, races, cultures, and genders in an ‘Only onFARFETCH’ way. As a marketplace, FARFETCH is uniquely positioned to be able to offer multiple points of view and voices in this important category led by the FARFETCH Beauty Global Collective, featuring Founder of VioletGrey, Cassandra Grey, Erin Parsons, Isamaya Ffrench, Jawara, Mia Kong, Dr. Michelle Henry, MichelleWong, Nico Hiraga, and Violet Chachki.

FARFETCH Beauty offers customers an immersive crossover between fashion and beauty, leveraging the platform’s innovation capabilities to offer exciting features for customers such as virtual try-on for the make-up category.

With this expansion into beauty, Browns takes its community on a beauty journey that’s as unique as its renowned fashion offering. As with the luxury retailer’s celebrated approach to fashion, Browns Beauty is all about the edit, with products from the best in beauty—from the established to the emerging—selected on account of their conscious, clean, iconic, inclusive or innovative credentials. Browns Beauty will be brought to life through quarterly themes, which will be explored in a 360 degree manner both on and offline; always inspiring, unquestionably memorable, and distinctly Browns. For launch, ‘Big Little Rituals’ celebrates the theme of community, joining forces with the newly-established Browns Beauty Community—an eclectic, creative beauty network comprising talent from across the beauty industry and beyond. The Beauty Pod, a consistent location for beauty in Browns East, will be home to a regularly-rotating edit of the best in beauty, seamlessly blended to promote discovery and inspire trial. With world-class customer service from brand-neutral Beauty Specialists, customers can expect personalised advice and perfectly tailored product recommendations from true beauty experts in-store and through email and live video chat. In addition, Browns East and Browns Brook Street will each play home to highly curated in-store experiences and residencies with niche and cult beauty experts, with treatments specially curated forBrowns.

Off-White™ “Paperwork” is a beauty collection (re)imagined as an innovative toolkit designed to celebrate diversity and inspire self-expression; it invites all human beings to amplify their individuality and celebrate their potential, employing playful technology and a non-conformist ethos to empower personal expression, pushing everyone to expand its potential beyond traditional beauty.Off-White™ “Paperwork” will launch on April 20th with Solution, four genderless “Paperwork” fragrances that introduce the revolution, initiating a playful and progressive dialogue.

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