Luxury fashion meets growing beauty market: Farfetch launches virtual Beauty portfolio

25 Apr 2022 ---Online luxury retailer Farfetch is expanding into cosmetics and personal care by unveiling its virtual Beauty segment across its portfolio which includes previously acquired Browns and Off-White. This move sees the retailer moving into the fast-accelerating beauty market.

The company hosts over 100 beauty brands, with Browns offering a “highly curated, conscious, and inclusive selection of skincare, makeup, hair, fragrance and men’s grooming products.”

Additionally, Milan-based Off-White introduces Paperwork, a line of genderless fragrances. Further expansions include the creation of The Farfetch Beauty Global Collective.

Acquisitions and new offerings
The business expansion follows the acquisition of Violet Grey, a beauty and cosmetics company which brings a curated selection. These will now be available through Farfetch. 

The company offers luxury beauty products for consumers “across ages, races, cultures, and genders” with Violet Grey, Browns and Off-White.The global Luxury Beauty market is estimated at around US$ 69B. Credit: Off-White. 

Farfetch targets the global luxury beauty market, which the company shares is the second-largest category with the global personal luxury market.

The Beauty platform is designed to enable Farfetch to offer a selection of industry’s “most sought-after products,” including global brands and indie brands together. Farfetch Beauty is also noted to provide virtual try-on for makeup. 

Genderless and non-conformity themes
Browns Beauty plans to unveil quarterly themes to be explored online and offline. 

Brown’s launch “Big Little Rituals” emphasizes the theme of community. This sprung from its new Browns Beauty Community, comprising a network of creatives across the beauty industry. 

On the other hand, Off-White launched four gender-neutral fragrances for its Paperwork beauty category. The four Solution fragrances are floral, earthy and citrus based.  

Paperwork is inspired by luxury fashion designer and founder of Off-White Virgil Abloh, to celebrate themes of diversity, non-conformity, and self-expression to change traditional ideas of beauty. 

Edited by Venya Patel