Premium Amazon-owned e-tailer Shopbop has unveiled its first beauty offering. Shopbop Beauty will range a selection of cult-favourite and emerging beauty brands across skincare, haircare, cosmetics, body, and beauty tools. Popular brands include Ouai, Olaplex, Briogeo, Dr. Barbara Sturm, and Augustinus Bader.

The expansion into beauty follows in the footsteps of numerous similar fashion e-tailers. In January, Farfetch acquired specialty beauty retailer Violet Grey, before launching their own luxury beauty marketplace shortly after in April. In May, Moda Operandi announced a forthcoming makeup, skincare, and fragrance assortment this year.

The addition of a curated beauty section to its portfolio, is in line with Shopbop’s goal to provide shoppers with a one-stop shop for head-to-toe. In keeping with industry shifts and trends, on-site sections include clean beauty, black-owned brands, and industry favourites.

The average Shopbop customer fits in a prestige beauty buying cohort and is loyal to the retailer. The e-tailer reports about a third of its customer base visits its site daily. Annually, it draws around 150 million visits. Shopbop’s Truly Yours loyalty program members, who get early access to deals and new arrivals, contribute over half of its sales. 

Currently, Shopbop Beauty is available in the US.