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Brand Architekts partners with THG Ingenuity to launch new beauty online marketplace

Sophie Smith
01 October 2021

Brand Architekts Group, the challenger beauty brand group, has launched a new e-commerce beauty proposition in partnership with THG Ingenuity.

Described by Brand Architekts, The Unexpekted Store is a retail destination that "exceeds the expectations of everyday beauty" and focuses on the "everyday and mainstream consumer". It was born due to the shift in consumer shopping habits following the pandemic.

Spanning skincare, wellness, haircare, bodycare, beauty gift and accessories, every brand and product included on the site is created and developed by a team of in-house beauty experts to combine efficacious formulations with affordable price tags. It promises to bridge the gap between brands and consumers, through a community driven platform that "fuels positivity, inclusivity and the conversations around it". 

Saif Pathan, Brand Architekts Head of Digital, said: “Reflecting the change in consumer behaviour, the creation of a new integrated marketplace has been our number one priority.

“Since January 2021 we have been working with THG Ingenuity to create a new marketplace called

“We are taking advantage of THG Ingenuity’s world leading e-commerce platform - including trading and marketing services and its sophisticated logistics and warehouse facilities to do this.”

Brand Architekts is a UK beauty brands business, that specialises in delivering innovative and exciting new beauty products to consumers. The Unexpekted Store will stock over 200 brands, including Super Facialist, Kind Natured, Dr Salts and Dirty Works.

Joanna Hutton, Brand Architekts Commercial Director said: “The Unexpekted Store will not only sell all our brands and products, but we are very excited about creating a community, whereby our mission is to break the mould of everyday beauty.

“This will then enable us to get closer to our customers and to better understand how we evolve our brands and business to better suit their needs.”

Part of the THG beauty, fashion and wellness online retail group, THG Ingenuity offers brands the opportunity to launch on its platform and leverage its know-how in technology, logistics, digital brand services and data.

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