FeelUnique is launching a pre-order service which will allow customers to buy new products a month ahead of their release, Retail Week can reveal.

The beauty etailer’s new ordering service will enable customers to pre-order sought-after items up to 30 days before their launch.

Pre-orders from the online retailer will be delivered to customers on the same day the products are put on general sale.

The service will be available on a selection of new product launches across FeelUnique’s 32,000-strong product range, which spans 500 brands.

This is the latest in a series of initiatives FeelUnique has launched to bolster its fulfilment proposition, including rolling out a next-day delivery subscription programme in July and same-day delivery offer for London shoppers in October.

Chief executive Joel Palix said: “The launch of pre-orders by FeelUnique not only demonstrates our ability to constantly augment our customer proposition, but also reflects the shift in consumer behaviour within beauty.

“Individuals now want the most iconic and must-have beauty products as they launch, and to share their experiences online. Our new pre-order service will ensure customers receive their must-have product on the day of launch, without even stepping into a store.”

The first item available for pre-order on FeelUnique will be the Venus III make-up palette from LA-based cult beauty brand Lime Crime.

FeelUnique recorded a 27% rise in full-year sales to £80m in the year to March 31, 2017.