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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Fast-Fashion Retailers Can’t Crack Beauty

Stores like H&M, Zara and Primark are experimenting with selling makeup, hair care and fragrances. But as past experiments show, beauty is a tricky beast for mass retail.
Primark's beauty section
The beauty selection at Primark is vast, and carries multiple lines of private-label skincare resembling viral brands like Bubble and Summer Fridays. (Primark)

LONDON —

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Further Reading

Richard Dickson Has Assembled a Dream Team at Gap. Can They Deliver?

With the hiring of Reed Krakoff and John Demsey this week, and Zac Posen last year, the retailer’s top ranks are a who’s who of fashion and beauty industry talent. But boosting sales and breaking into new categories such as accessories and beauty would be a tough assignment for anyone.

Gap Taps Reed Krakoff and John Demsey to Lead Push Into Accessories and Beauty

Gap Inc. said it plans to launch beauty at Old Navy this fall in 150 stores, including some in the form of shop-in-shops. Accessories will encompass handbags, jewellery and leather goods across its portfolio. But venturing into new categories will pose a risk for a retailer still in the early innings of a turnaround.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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