Moda Operandi launches beauty

Luxury fashion retailer Moda Operandi has launched a new beauty category, offering a "unique curation of the best in beauty" from established and emerging brands from around the world.

The category features 55 skincare, fragrance, makeup, haircare and bodycare brands, with more labels set to debut later this year.

Customers can shop by product categories or brand. Items will also be merchandised cross-category across the website in edits, such as “The Vacation Store” and “The Event Edit".

In addition, Moda Operandi's relationships within the fashion industry will be used to provide consumers with an "unparalleled level of access to everything", from videos on designers’ skincare routines to shoppable tutorials with the artists responsible for creating the season’s most iconic beauty looks.

From an editorial perspective, the retailer hopes to become an "industry authority on luxury beauty and the ultimate space for discovery, inspiration and self-expression".

Jessica Matlin, Beauty Director at Moda Operandi, said: “There are so many beautiful products in the world—and as a former magazine editor, I have seen, tried, and written about thousands of them. But now, as Moda’s Beauty Director, I have the privilege of handpicking only the very best.

“If you’re familiar with Moda, you’ll know we’re all about curation. Whether fashion, fine jewellery, home or beauty. At Moda, we don’t carry everything. Every product you will see is chosen deliberately, because it is the best in its category or has something uniquely inspiring to offer."

Jim Gold, CEO of Moda Operandi, added: “Beauty felt like the natural next step for Moda. The launch of this category will not only increase order frequency and the cart size of existing clients, but also help us reach a new, aspirational customer demographic that shares our appreciation for impeccable curation and storytelling."