As beauty continues to outperform apparel, an increasing number of fashion retailers, especially in the fast fashion arena, are offering beauty brands in a bid to make their stores a one-stop destination for product discovery. Here, some of the latest retailers to get in on the beauty game.


Brands carried: J.Crew has just launched over 15 beauty brands for face, lips, nails, sets and candles including RMS, Stowaway, Apa, Milk Makeup, Nailmatic, Peach & Lily, Sara Happ, Troi Ollivierre and Make.

Brand curation strategy: Perfectly timed for the holiday season, J.Crew’s curated selection of brands are ideal stocking stuffers and complement the retailer’s trusted apparel staples. The products from its featured brands are mainly ‘color’ or ‘glow’ products.

Target audience: While J.Crew appeals to a broad age range, its typical consumers are aged 25 to 34 who appreciate style and quality in their everyday lives.

Price points: Prices range from $7 to $55 (mostly at the lower end). Cosmetic kits are priced up to $85.

Availability: J.Crew’s beauty section is available on the retailer’s website, as well as retail stores.

Brands carried: Madewell launched its Beauty Cabinet category in October with 40 products spanning skin care, makeup, bath and body, hair, aromatherapy and makeup accessories. Madewell’s site states that Beauty Cabinet features “tried-and-true products, curated by us (and photographed on us), that fall in the sweet spot between low maintenance and treat yourself.”
Brand curation strategy: Like its everyday essentials clothing, the retailer’s beauty section comprises ethically produced products made of natural ingredients, such as Herbivore Botanicals, French Girl, Ursa Major and RMS. Madewell has said it wants its beauty section to be “simple, practical and effortless.”
Target audience: J. Crew-owned Madewell’s customers are trend-driven millennials.

Price points: Products are priced between $8 and $119.
Availability: ‘Beauty Cabinet’ is available on Madewell’s site, as well as 21 retail stores.


Brands carried: carries 45 brands spanning all categories of beauty including makeup, skin care, bath and body, nails, hair and tools, and wellness. Aside from established brands, such as as Oribe, Kevyn Aucoin, Aesop, Stila, Malin + Goetz, and REN Skincare, Revolve features up-and-coming brands including Kjaer Weis, The Beauty Chef, Smith & Cult and Context.

Brand curation strategy: Revolve’s cofounder has said that the focus is on emerging beauty players, in keeping with the fashion etailer’s ethos of carrying hip, up-and-coming fashion labels.

Target audience: Revolve’s fashion-savvy customers are typically aged between 20 and 40.

Price points: Price points range from $15 to $300.

Availability: is e-commerce only. The company has said that it is investing significant resources to grow this part of their business.


Brands carried: The British apparel retailer carries more than 100 affordable, trend-driven makeup, hair and skin care brands such as Lime Crime, NYX, The Ordinary and Sister & Co. Asos also launched its own private label beauty range, ASOS Face + Body, in September, including blush, lipstick and highlighter.

Brand curation strategy: Just as Asos’ fast fashion positioning invites customers to play with different styles, so too its beauty section empowers customers to experiment with different looks.

Target audience: Asos targets the younger millennial consumer. Price points: Asos’ price points are in line with fellow fast fashion retailers, so they are highly affordable. Its private label collection is priced under $20.

Availability: Asos is an online retailer.


Brands carried: Topshop’s private label collection features seasonal beauty trends together with everyday essentials, from shimmery eye shadows and statement lips, to glow highlighters. Additionally, from November 20 to December 20, Kylie Cosmetics pop-ups are coming to seven Topshop stores in top-performing markets in the U.S., including New York, Los Angeles, Houston, Miami, Chicago, Las Vegas and Atlanta.
Brand curation strategy: Topshop views beauty as an extension of fashion. The retailer’s beauty collection, which also includes limited edition products, enables customers to have fun and experiment with a variety of looks.

Target audience: Topshop’s core customers are the trend-hungry, millennial and Gen Z crowd.

Price points: Topshop’s price points are in the $4 to $70 range.

Availability: Topshop has 510 stores (300 in the U.K.) in 37 countries.


Brands carried: Primark’s private label beauty products comprise makeup, toiletries, skin care, fragrance, tanning, accessories and men’s grooming. The retailer’s U.K. collection is extensive and on-trend, with ‘Saint or Sinner’ makeup palettes, lip kit gloss collections and glow highlighters. In the U.S., the selection is more limited.

Brand curation strategy: Value is a key selling point for Primark’s beauty category already attuned to the retailer’s low-price positioning.

Target audience: Primark’s customer is young, fashion-driven and value conscious.

Price points: Bargain beauty products. The highest price point is $4.50.
Availability: Primark operates over 320 stores in 11 countries across Europe and America. Boohoo Brands carried: Boohoo launched its own-brand beauty collection, Boohoo Cosmetics, in September. The range, which includes lipsticks, contour and highlighting palettes, primers, lip kits, glitter and setting sprays, is inspired by the latest trends, and is for ‘makeup professionals and beauty novices’ alike.
Target audience: Value-driven customer. Price points: Products range from $5 to $25. Many of the products are marked down.

Availability: Boohoo’s beauty category is only available online.