Feelunique is rolling out a new service called Unlimited Delivery, which will allow shoppers to pay an annual fee for free next-day delivery.

The beauty etailer is following in the footsteps of Amazon and Asos with the launch of a subscription service, allowing its shoppers to pay an annual fee of £8.95 to access free next-day deliveries.

There is no minimum order value to qualify for next-day delivery with the subscription programme and it will extend across all of the beauty retailer’s 25,000-strong product offering.

Unlimited Delivery will initially be available for UK shoppers, and a spokeswoman for the retailer declined to comment on further roll-out of the offer across Feelunique’s other territories.

Chief executive Joel Palix said: “In a world where rapid fulfilment is pivotal to successful online retail – and free and fast delivery services are increasingly being offered by world-leading etailers – Feelunique is thrilled to be Europe’s first pureplay online beauty store to offer unlimited next-day delivery.

“Our Unlimited Delivery customers can now rely on Feelunique if they need a last-minute gift or have run out of their favourite beauty product to get their order delivered to them the very next day as many times as they like.”

The beauty retailer acquired beauty etailer and social media platform The Beautyst in April to drive its expansion in France, where it has four standalone stores.