Cosmetics label Benefit is among 20 new beauty brands now available at Very.co.uk, as the online retailer continues to expand in the category.
The launches, which support The Very Group’s plans to improve access to premium beauty brands for Very’s 3.4m active customers, also include L’Occitane, Pixi, Aromatherapy Associates, Philip Kingsley and Delilah. Across all 20 brands, approximately 800 new product lines are available now.
The move follows the unveiling of 50 new beauty and fragrance labels, including ELEMIS, REN Clean Skincare and Cowshed, in January 2020. Very now has an online beauty range comprising over 200 brands covering cosmetics, fragrance, skin care, hair care and men’s products.
This breadth of range has helped the retailer deliver strong double digit growth in the category in the last six months as self-care, in particular, proved popular during the coronavirus pandemic. It now has plans to launch even more new beauty brands in 2021.
Jeremy Stevens, category director – developing categories at The Very Group, said: “During this disruptive time for the beauty industry, we are grateful for the trust brands have put in us to help them access a whole new customer base online. Our customers love the new brands we’ve launched and have shown a real appetite for self-care over recent months, which we expect to continue.
“With the launch of even more industry heavyweights, including Benefit, we are excited about the potential in make-up as our customers have begun to move back towards categories focused on going out.”
The Very Group is partnered with CEW UK, the UK arm of an international organisation representing the beauty industry and related businesses. The retailer continues to work closely with CEW UK to host and be part of events focused on accessing an underserved customer and accelerating the growth of beauty online.