Net-A-Porter switches beauty business to affiliate model

Following reports that Net-A-Porter is closing its beauty business, the luxury e-commerce platform has confirmed that it will instead introduce an affiliate beauty selling model.

The online retailer will maintain a beauty shopping vertical on its website, though the platform will no longer manage a beauty inventory of its own, according to WWD. It will instead direct shoppers to brands' own DTC channels to complete purchases.

Net-A-Porter is said to have reduced its beauty assortment "significantly" earlier this year, with further reductions planned as the platform transitions to the new affiliate model in early 2025.

"Net-A-Porter is launching a new affiliate program for some of the world's top beauty brands," the retailer told the publication.

"Customers will be directed to partners' e-commerce channels to complete their purchases. This new program will also leverage Net-A-Porter's award-winning editorial platform Porter and community to drive high quality traffic to our partners' channels."

The company did not confirm which brands will participate in the upcoming affiliate model, though its current beauty assortment features brands such as Augustinus Bader, La Mer, Hourglass Cosmetics, Diptyque, Oribe, Noble Panacea, 111 Skin, and more.

Net-A-Porter first entered the beauty category in 2013 with an edit of luxury makeup, skincare, haircare and fragrance brands, including Aesop, Chantecaille, Sarah Chapman, 3Lab, and more.

Following this, the online platform became the first retailer to stock Charlotte Tilbury’s eponymous makeup line in 2013, as well as Dr. Barbara Sturm's eponymous skincare line in 2014. Both brands have since been acquired by Spanish group Puig.

Colour cosmetics giants Ilia Beauty and Glossier also launched on Net-A-Porter before their respective forays into Sephora.

However, the luxury market has been experiencing a slowdown in sales of late, with a number of luxury giants such as LVMH, Burberry and Kering all reporting challenges in recent trading.

It comes after fellow online retailer Farfetch closed its beauty division in August 2023 amid wider challenges at the business.

Matches was also placed into administration by Frasers Group in March this year, just two months after the British retail giant purchased the online retailer from Apax Partners for £52 million.

Despite this, luxury fashion resale platform Hardly Ever Worn It bucked the trend and ventured into beauty earlier this year, offering its B2B partners and individual sellers the opportunity to sell "never used" product that may not otherwise be sold due to small issues, such as marginally damaged packaging.

According to the brand, the newly established beauty channel had "gone off like a rocket" following its launch.

TheIndustry.beauty has contacted Net-A-Porter for comment.