Fast-fashion etailer Missguided has launched a beauty range, targeted at its core millennial customers, competing with the likes of Topshop.
Missguided launched the collection, which is available online and at Boots stores, yesterday.
It features on-trend cosmetics, such as contour kits, at relatively low price points, and is positioned to cater to Missguided’s core customers: those aged in their teens to their early 20s.
Boss Nitin Passi said: “As a brand we are continuously looking at ways of evolving and widening our offer for our target customer.
”Working on a capsule beauty collection with a brand like Boots has allowed us to dip our toe into the own brand beauty market whilst benefiting from the experience and reach of one of the biggest beauty retailers in the UK.”
Etail rival Asos sells branded cosmetics but does not produce its own line.
Beauty is a lucrative area for fashion retailers, with many department stores focusing their efforts on the high-margin category of late.
Missguided is due to launch its first physical store at Westfield Stratford City next month.