Amazon-owned Shopbop enters the beauty category, joining the ranks of online fashion marketplace competitors Moda Operandi, and Farfetch. Shopbop kicked off the launch with a creative campaign focused on beauty as the finishing touch for every look while celebrating individuality, inclusivity, and self-expression.

The merchandise assortment is a curation of established and emerging beauty brands across skincare, makeup, haircare, beauty tools, brushes, bath, and body. Consumers can shop the category through on-site sections featuring Black-owned brands, clean beauty selects, and industry must-haves. Beauty will be fully integrated into all marketing available across all touchpoints, website, app, and social media accounts.

Beauty is an attractive category of online fashion marketplaces. The purchasing behavior of beauty provides frequency that can increase site traffic that can be leveraged to promote other categories. For existing customers, adding beauty into the merchandise mix provides convenience and the opportunity for incremental purchases.

Shopbop is currently selling 60+ brands, including coveted luxury brands like Augustinus Bader, Dr. Barbara Sturm, Vintner's Daughter, Joanna Vargas, and Costa Brazil. Acquired by Amazon in 2006, Shopbop has the competitive edge of offering fast shipping and returns and Prime membership benefits.

Amazon continues its quest to make prestige and luxury beauty work—one of the few categories it hasn't been able to crack, but not for lack of trying.

Shopbop operates on a traditional wholesale model, with brands having the option to sell on Amazon through Shopbop's storefront, The Shop by Shopbop, or opt out. While most of the beauty industry has shaken the aversion to Amazon, luxury brands have remained hesitant, turned off by counterfeiters on the marketplace and the lack of control. Shopbop Beauty may allow these brands to test the Amazon waters in a controlled way.