Madewell is dipping its toes into the beauty category, launching a highly curated assortment of 40 products in 21 stores across the country beginning October 23 and online October 24. Madewell’s sister brand J.Crew has dabbled in beauty from time to time but has never made a real commitment to the category.

Head designer Joyce Lee merchandised the assortment by soliciting product recommendations from Madewell staffers, some of whom will be featured in a campaign for the beauty range. The result is an eclectic assortment of indie brands that are “natural and non-toxic” and a handful of Madewell exclusive products from Herbivore.

More retail doors getting into the beauty category is particularly good for indie brands. The growth of the beauty category in apparel retailers reaffirms that the consumer is channel agnostic when it comes to the beauty category.

Read the full article on Racked.