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September 17, 2013 4:28 pm

Net-A-Porter Conquers Beauty on E-Tail Site

By Jaclyn Saumell, Photo Credit:

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Identified for selling the season’s most coveted Christian Louboutin pumps, Valentino dresses and other luxury pieces, designer e-tailer Net-a-Porter has made the natural progression from fashion and accessories to selling beauty products.

Since its debut in ‘00, Net-a-Porter has gone from a small online retailer to an international beacon of decadent consumer goods. As of March 20, 2013 the site is complete with beauty products ranging from a $15 hairbrush cleaner to a $715 facial serum.

Combined with their menswear site,, and designer discount site,, Net-a-Porter Group has the market cornered, offering everything fashion lovers want.

In an interview with Women’s Wear Daily, Managing Director of Net-A-Porter, Alison Loehnis explained why the company decided to pursue this endeavor.

“The proposition is really where the beauty-meets-fashion aspect and we see it as so symbiotic with the rest of our offerings. As we’ve developed our content, beauty is such a big part of fashion,” said Loehnis.

However, Net-a-Porter Group will not change its original business model toward the beauty industry. Loehnis told WWD the company would maintain a fashion-oriented focus. Simply, the site now provides shoppers the opportunity to purchase apparel, accessories and cosmetics to complete their “look” all at one location.

According to, the new section features a limited number of brands such as Natura Bliss serums, James Read self-tanner, Le Metier De Beaute lipstick and more. Specific product lines include skincare, hair care, bath and body, fragrance and cosmetics. Aside from their $715 serum, reasonably priced beauty products are also available with items such as $24 lipsticks and $33 eyeliner pencils.

Unfortunately, these products are not available for purchase in every country. In a March 20, 2013 online article update, Vogue Australia reported that the company is still working on making their new range of beauty products available to customers in Australia.

The company’s current limited merchandise listings and international restriction does not make this beauty newcomer an immediate risk for Sephora and other beauty-based retailers. However, Loehnis stated that a new release of available products might be in the works, “the index will always be kept tight and rolled out gradually.”

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