Big news this week as Farfetch* enters the online beauty arena.
With leadership from Violet Grey’s Cassandra Grey and expert input from beauty tastemakers including make-up artist Isamaya Ffrench, hair stylist Jawara and model Aweng Chuol, the site is looking for a slice of the global $69 billion beauty pie.
As well as an e-concession model selling 100 brands (including the cultist cult brands – Westman Atelier, Augustinus Bader, Dr Barbara Sturm), the format leans heavily on content and community, what Farfetch brand chief Holli Rogers calls “a whole content experience”.
This includes a ‘Farfetch beauty global collective’ comprised of brand founders, industry experts, creatives and visionaries “shaping a new approach to beauty”. And also, a Beauty Global Community Platform, inviting its ‘engaged luxury customer base to feel informed, empowered and connected to multiple beauty experts and peers through authentic multi-way conversations and interactions’ according to Fashion Network. (In reality, that looks like a kind of Instagram-style section of product reviews and recommendations.)
One thing Farfetch Beauty looks to be doing is establishing itself as the go-to in hype products and brands. So it has just launched the new Off-White “Paperwork” fragrance line and I also spotted the Pat McGrath X Supreme lipsticks that sold out months ago. As with its fashion offer, it’s a site that a beauty obsessive would expect to check every day to make sure they were first in line to snap up any ‘must have’ new drops.
As any tastemaker, influencer or celeb worth their salt now has their own eponymous beauty line, it makes perfect sense that there is now a platform to house the hypest ones in one place.
The fashion-isation of beauty is complete.
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WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Farfetch Beauty
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