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Farfetch to Close Beauty Division

The luxury marketplace had hoped to take a “leading position” in the space when it launched cosmetics, skin care and hair care in April 2022 but found it harder than expected to attract shoppers.
A diptych of Browns and Violet Grey
Farfetch is winding down its beauty division, including closing the beauty arm of Browns and removing Violet Grey from its marketplace. (Instagram/@brownsfashion/@violetgrey)

Farfetch is shutting down its beauty division at the end of the month to focus on improving sales of luxury fashion on its marketplace, according to an internal email viewed by

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Further Reading

Why It’s So Hard for Fashion Retailers to Succeed in Beauty

It’s hard to break into beauty, on or offline, even if you’re owned by Amazon. As retailers from Trader Joe’s to Moda try to establish dominance in a category with endless points of distribution, it takes more than just populating your site or shelves with bottles and tubes of skin care to get shoppers to see you as a viable seller of beauty. It takes authority, and usually, exclusive focus (Sephora and Ulta Beauty aren’t trying to sell fashion, after all).

Can Farfetch Compete in Beauty?

The luxury fashion platform is coming at beauty from all sides — as a marketplace, a retailer and with its own brands, starting with Off-White.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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