After its acquisition of beauty retailer Violet Grey in January, FARFETCH has launched beauty, available to consumers in the UK, Europe, and the U.S. on Farfetch.com.
A curated selection of products merges fashion and beauty, celebrating inclusivity and individuality across all ages, races, cultures and genders. “We knew we had to offer beauty in an ‘Only On FARFETCH’ way – bringing together a diverse community of expert voices that resonate with the modern beauty customer and their needs,” said Chief Brand Officer Holli Rogers.
Skincare, make-up, hair, fragrance, bath and body, and wellbeing are all offered as part of the beauty collection. The launch campaign, entitled “Your Choice. Your Beauty. Your FARFETCH,” features Amya Powell, Aweng Chuol, Isamaya Ffrench, Nacho Penin, Olivia Francis, and Stevan Journey, plays on themes of identity and culture while celebrating transformation and emotional connection.
Alongside the launch comes the formation of the FARFETCH Beauty Global Collective, which inspires a new, modern approach to beauty through a collection of brand founders, industry experts, creatives and visionaries. Experts include the founder of Violet Grey, Cassandra Grey, make-up artists Erin Parsons and Isamaya Ffrench, hairstylist and i-D’s Senior Beauty Editor at Large Jawara, Dazed China’s Style Director Mia Kong, Dermatologist Dr. Michelle Henry, cosmetic chemist Michelle Wong, actor Nico Hiraga, and drag artist Violet Chachki.
Innovative technology is at the forefront of the beauty launch, with virtual make-up try-on and a Beauty Global Community Platform that connects consumers with industry experts through conversation and interaction. Additionally, FARFETCH is working alongside UGC creators in The Sims 4 and Roblox to explore the relationship between beauty and virtual self-expression in 2D and 3D skins.