High street beauty has officially gone premium. Topshop’s beauty is five years old and thriving, J Crew’s lipsticks are a cult buy and H&M is going large on its beauty offer with a litany of launches happening in the next few months.
While Topshop kicked things off five years ago, launching its in-house make-up line on the LFW catwalk, the game changer was arguably & Other Stories in 2013, which paired a luxury Scandi aesthetic with an inviting experiential retail model. In fact, & Other Stories was intended as a beauty concept but was so appealing, it was extended to fashion. (more…)