Farfetch Limited, the global luxury fashion platform, has announced it will acquire luxury beauty retailer, Violet Grey, for an undisclosed sum. Since its launch in 2014, Violet Grey has become a launchpad for luxe beauty brands. The acquisition sets up Farfetch for its entry in the beauty category planned for 2022, which looks to appeal to its mainly Gen Z and millennial audience.

Violet Grey looks to leverage Farfetch technology, global logistics and operations to drive its online and Los Angeles-based retail store. Upon completion of the deal, Violet Grey founder, Cassandra Grey, will become a global advisor for Beauty on the Farfetch Marketplace and Co-founder of NGG Beauty where she will work to incubate and accelerate new brands. She will also be Chair of Violet Grey, providing overall strategic and creative direction and continuing to build the community that Violet Grey. Niten Kapadia, previously VP Operations, Farfetch, will take on the role of Managing Director for Violet Grey.

“The acquisition of Violet Grey is an important step ahead of the launch of Beauty on Farfetch later this year and will form part of our overall beauty strategy ‘palette’. It will enable us to offer our informed and engaged customers a curated selection of the industry’s most sought-after products on the Farfetch Marketplace, joining a world of beauty brands, from the iconic leading global brands, to smaller brands with a cult following,” said Stephanie Phair, Chief Customer Officer, Farfetch.

“We’ve had our eye on Farfetch since its inception and I have long admired [Farfetch founder Jose Neves’] love of fashion and his inspired mission to connect curators, creatives and customers in a way that revolutionizes the consumer experience and meets us wherever we are. Myself, Sarah Brown and our band of beauty editors could not be prouder or more eager to bring our love of beauty and discerning eye to the Farfetch ecosystem. Most of all we are honored to now get to learn from José, Stephanie Phair, Holli Rogers, and all the other amazing Farfetchers,” said Cassandra Grey, Founder of Violet Grey.