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Freemans launches full beauty offer and issues call out for brands

Lauretta Roberts
23 September 2021

Digital department store Freemans has launched a full beauty offer, taking in big names and emerging brands across cosmetics, fragrance, haircare and skincare, and has issued a call for brands to pitch their products to the beauty team.

Freemans recently hired former Debenhams beauty buyer Michelle Fox to propel its beauty strategy and brands already secured, include Elizabeth Arden, Moschino, SVR, Pur Cosmetics, Revlon and James Read. 

The beauty offer will continue to evolve and brands, large and small, wishing to be stocked on the site are invited to join the call by emailing

Linda Quinn, Chief Merchandise Officer at Freemans said of new launch: “Beauty is another important step on the journey to meet our ambition to become the UK’s online department store of choice.

“We are hugely excited to be able to launch and strengthen our beauty proposition at Freemans.  Focused on creating an exciting destination for customers that are craving somewhere new to shop beauty. Freemans will give customers access to a fantastic selection of both established and emerging brands."

Freemans' beauty pedigree was strengthened even further last year when Richard Cristofoli joined Freemans as Chief Customer Officer. At Debenhams he had formerly been Managing Director, Beauty, Marketing and Digital. Under his tenure at Debenhams the team introduced and sold more premium beauty than any other retailer in the UK.

“The beauty call initiative we’re launching today is a simple way for brands to contact the beauty team directly. We appreciate the challenges of setting up a new brand and have a range of payment terms that are designed to nurture and support these emerging brands,” Cristofoli added.

As well as adding beauty, Freemans has been upping its fashion and lifestyle credentials by introducing new designer partnerships with names such as Julien Macdonald on fashion and lifestyle and former fashion designer Henry Holland on interiors.


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