Farfetch has launched a beauty destination for consumers in the UK, Europe and the US, following the acquisition of beauty retailer Violet Grey earlier this year.
Farfetch Beauty is being described as “beauty beyond boundaries,” and will offer more than 100 gender-neutral brands The beauty offering spans skincare, make-up, hair, fragrance, bath and body, and wellbeing, with the aim of serving customers across “all ages, races, cultures and genders,” explained Farfetch.
The ‘Only on Farfetch’ ethos will see the e-commerce platform showcasing an immersive crossover between fashion and beauty, selling a curated selection of beauty products, alongside content and community voices through its newly formed Beauty Global Collection featuring brand founders, industry experts, creatives and visionaries to offer a new approach to beauty.
The Collective consists of experts in their field including founder of Violet Grey Cassandra Grey, make-up artists Erin Parsons and Isamaya Ffrench, hairstylist and i-D’s senior beauty editor at large Jawara, Dazed China’s style director Mia Kong, dermatologist Dr. Michelle Henry, cosmetic chemist Michelle Wong, actor Nico Hiraga, and drag artist Violet Chachki, who will share their exclusive edits.
Farfetch states its entry into beauty will also be driven by community and its innovative capabilities. With the e-commerce platform inviting customers to join the Beauty Global Community Platform, where they can create their own edits, test and review new products, as well as meet like-minded beauty lovers to share tips, inspiration and recommendations.
Farfetch is also introducing digital activations with Roblox to The Sims 4, allowing content creators to create their own beauty avatars, and the website will include virtual try-on sessions for makeup.
