Luxury ecommerce platform Farfetch has launched a beauty marketplace on its website following its acquisition of Violet Grey earlier this year.

Farfetch shoppers in the UK, Europe and the US can now purchase products from 100 brands across skincare, makeup, fragrance, bath and wellbeing categories.

These include established brands, such as La Mer and Charlotte Tilbury, as well as emerging brands like By Terry and Alpha-H.

Farfetch-owned brands Browns and Off-White already offer beauty products for their consumers that will feature on the platform. Off-White will also launch four genderless fragrances this month.

Farfetch confirmed its interest in the beauty space when it acquired luxury beauty marketplace Violet Grey in January.

As part of the beauty launch, Farfetch has also created the Farfetch Beauty Global Collective, a group of brand founders and beauty experts that will focus on transforming the beauty industry.

Beauty shoppers will also have the opportunity to connect directly with beauty experts and fellow consumers on Farfetch’s community platform. Customers can review products and share tips, while they will also have the opportunity to virtually try on products.

Farfetch will collaborate with digital beauty creators on gaming platforms Roblox and The Sims 4 to create virtual ‘skins’ and beauty avatars for players.

Chief brand officer Holli Rogers said: “Beauty is such an important way for people to be able to express themselves and their individuality – it’s transformative. We took this as an opportunity to shake up the online beauty retail experience by bridging fashion and beauty to appeal to our existing audience of fashion lovers.

“We knew we had to offer beauty in an ‘only on Farfetch’ way – combining our know-how with bringing together a diverse community of expert voices that resonate with the modern beauty customer and their needs.”

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