Fast fashion retailer Missguided has expanded its beauty range with the launch of its first fragrance.
The fashion etailer will be selling the perfume, entitled Babe Power, across its online offer and in store.
The retailer, which called in City advisers Rothschild to explore a possible sale or float this month, collaborated with perfumer Per-Scent to develop the fragrance.
The fragrance will also be available at “selected national beauty retailers nationwide” next month.
Missguided, which posted a 53% drop in full-year EBITDA in December after ploughing investment into its business, launched a capsule beauty range targeted at millennial shoppers in partnership with Boots last October.
The retailer, which opened its first store in Westfield Stratford, is understood to be eyeing stores in Liverpool, Newcastle and Bristol and is opening its second bricks-and-mortar store in Bluewater in Kent this summer.