Farfetch advances into beauty, launches Off-White fragrances

Farfetch Group continues its foray into the beauty category by launching a Beauty marketplace on its e-commerce platform, entering physical retailer through its Browns boutique and debuting its own products - starting with an ageless, genderless collection of fragrances under its Off-White label.

Farfetch's e-commerce site today launched a new beauty vertical that sells more than 100 established and newer brands including household names such as Charlotte Tilbury and Dr. Barbara Sturm across the makeup, skincare, hair, fragrance and grooming categories. This marks Farfetch's continued expansion into beauty retail, after it acquired online beauty retailer Violet Grey in January this year. Founder Cassandra Grey has also become a global advisor for Farfetch Beauty, providing overall strategic and creative direction for the brand. As with its fashion vertical, brands that are feature on Farfetch will pay a commission, but manage their own back-end logistics and inventory.

Farfetch is also introducing beauty into its physical retail portfolio, by launching a curated selection of independent brands including Alpha-H and Charlotte Mensah in its luxury boutique Browns, which has stores located in London's trendy West and East neighbourhoods. Just as with its fashion selection Browns will operate the beauty category on a wholesale business model. In its Browns East location the boutique will also launch The Beauty Pod, which will feature a changing edit of products, while across both locations customers can receive treatments with partner brands such as Sunday Riley.

Farfetch's fashion incubator the New Guards Group, which it bought in 2019 and owns emerging brands such as Palm Angels, has also launched a beauty vertical for the fashion brand Off-White, starting with a four-piece collection of fragrances called Paperwork, with nail polish and makeup following in May.

To complement the launch of beauty across its businesses, the Farfetch platform is also investing in its community by finding new ways to engage virtually. For one thing it has launched a global beauty community forum where fans can exchange reviews, tips and make-up looks. As Farfetch explains, users who join have the opportunity to earn discounts, test samples, get inspired and meet its collective of industry experts. It is also going beyond its own platform, however, and tapping into the growing virtual gaming community by collaborating with creators. Across the Sims and Roblox platforms Farfetch has selected individuals who are known for their diverse fan base and unique expression, encouraging them to create "skins" for their avatars that are inspired by real-life beauty looks.