In Brands, Insight, Marketing, Retail

April will mark the fifth anniversary of Net-A-Porter expanding into the beauty category, and we have to say we’re happy they did. Their curation of brands and marketing through content rather then promotion makes for the perfect partnership with luxury beauty businesses.

According to Newby Hands, the company’s beauty director, who joined from Harper’s Bazaar UK in 2015, the beauty category have become significantly more important. “The reaction to it has been quite a surprise,” she told Glossy, noting that it was initially launched as more of a cart-filler option for its fashion-loving shoppers, but today beauty is bringing in more new customers than every other category.

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