Brand Architekts Group, the challenger beauty brand group, has launched a new e-commerce beauty proposition in partnership with THG Ingenuity.<\/p>\n
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Described by Brand Architekts, The Unexpekted Store is a retail destination that \"exceeds the expectations of everyday beauty\" and focuses on\u00a0the \"everyday and mainstream consumer\".<\/strong>\u00a0<\/strong>It was born due to the shift\u00a0<\/span>in consumer shopping habits following the pandemic.<\/p>\n 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.<\/strong> It promises to\u00a0bridge the gap between brands and consumers, through a community driven platform that \"fuels positivity, inclusivity and the conversations around it\".\u00a0<\/span><\/p>\n Saif Pathan, Brand Architekts Head of Digital, said: \u201cReflecting the change in consumer behaviour, the creation of a new integrated marketplace has been our number one priority.<\/strong><\/p>\n \u201cSince January 2021 we have been working with THG Ingenuity to create a new marketplace called theunexpektedstore.com<\/span>.<\/p>\n \u201cWe are taking advantage of THG Ingenuity\u2019s world leading e-commerce platform - including trading and marketing services and its sophisticated logistics and warehouse facilities to do this.\u201d<\/p>\n