Net-A-Porter reveals trends that have shaped the business as it celebrates 10 years of beauty

6.5 million beauty products have been sold at Net-A-Porter over the last decade, a new report has revealed. This month marks the 10th anniversary for beauty at Net-A-Porter. In a presentation, hosted by the luxury retailer this afternoon, Net-A-Porter said that is has sold an average of 1,800 beauty items daily since it launched the category in 2013.

Over the last decade, Net-A-Porter's product assortment has expanded from 150 to over 5,000 products - spanning skincare, haircare, fragrance, makeup and bodycare.

Newby Hands, Global Beauty Director at Net-A-Porter, labelled the beauty category as a "natural extension to its fashion offering, allowing customers to purchase a full look on site".

"We've been assessing our offering over the past year. Shopping for beauty can be overwhelming, that's why curation is key for us," said added.

The presentation identified a number of new and continuing beauty trends at Net-A-Porter, whilst acknowledging serums as its bestselling category. An increased interest in beauty devices has also driven sales, which began to surge during the COVID-19 lockdowns and has continued since.

In addition, Net-A-Porter customers are seeking shorter but more technical beauty routines. It emphasised that this desire for simplicity is "different to the luxury beauty industry of 10 years ago".

Across the makeup category, the "most significant change" refers to where customers are finding inspiration. According to the retailer, its customers are now much more engaged with social media compared to 10 years ago.

However, one makeup trend that has been consistent at Net-A-Porter is the colour pink. This particularly applies to lip products, but also eyeshadow as the second favourite shade behind neutrals.

The retailer also noted its beauty advent calendar as the number one bestselling beauty product at Net-A-Porter. Later in the presentation, it was revealed that this year's calendar is going to be "even more exciting and very different".

Last year, Net-A-Porter's beauty advent calendar returned for its fifth consecutive year. With 12 full size and 13 travel size products, the calendar featured the retailer's cult-favourite brands, including This Works, Dr. Barbara Sturm and Charlotte Tilbury.