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Beauty

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

Online luxury players continue to launch beauty, but their influence is being tested.
Moda Operandi is the latest e-tailer to enter the beauty category.
Moda Operandi is the latest e-tailer to enter the beauty category. (Courtesy of Moda Operandi.)
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BoF PROFESSIONAL

Farfetch, Shopbop and Moda Operandi – three high-end sellers of apparel and accessories online with a combined 51 years in business – have within the last year decided they could be beauty retailer, too. Each introduced its own spin on the category: sophisticated editorial content (Farfetch); superior logistical capabilities (Amazon-owned Shopbop) and a lavish, curatorial experiences (Moda, which launched its beauty shop just this week).

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