Shiseido has confirmed its investment in online retailer, Violet Grey, as it looks to expands its e-commerce business.

“Shiseido Americas has taken a limited, minority interest Violet Grey Inc., an online luxury beauty retailer with whom several of our brands currently do business,” the company said in a statement. “Violet Grey’s unique approach to prestige beauty is well-aligned with Shiseido’s e-commerce strategy. This investment offers us the opportunity to grow our existing presence on VG’s online platform, and to gain from Violet Grey’s unique insights into the luxury beauty market.”

Launched by Cassandra Grey, Violet Grey’s ecommerce site features a highly-curated selection of luxury, prestige beauty products and combines advice from top hair and makeup artists with the convenience of e-commerce. “Since we launched we have evolved from a mood board to a multichannel content and commerce business,” said Cassandra at a recent CEW event. “We are set apart because we are the only brand that is authentically working in Hollywood, and curating beauty products based on performance on the red carpet and covers of magazines, and this makes us unique in the industry.”

Last year, rumors began circulating that Violet Grey was in talks with e-tail giant, Amazon, to form a partnership. At the CEW event Cassandra said, “We are exploring and navigating how to bring our business and our brand to Amazon and how to carve out our spot in that environment in a way that feels trusted.”

The brand has not released a statement about its new partnership with Shiseido.

According to Shiseido, the minority interest represents a limited business investment and terms of the deal were not disclosed.