expands beauty and fragrance offer with 50 new brands


The Very Group, the UK’s largest integrated digital retailer and financial services provider, has added 50 new beauty and fragrance brands to the portfolio of almost 200 available via its flagship brand

The beauty launches include ELEMIS, REN Clean Skincare, Cowshed, NIP+FAB, This Works, Emma Hardie and ICONIC London, while the fragrance launches include Montblanc and Coach. Across all 50 brands, around 1,320 new product lines have become available.

The move supports plans to increase access to more premium beauty brands for’s three million active customers. has grown beauty and fragrance retail sales by 78% over the last four years and will launch even more new brands in 2020, expanding its beauty offer to serve a wider customer base with enhanced ranges of cosmetics, skin care, hair care, men’s products and baby products.

Jeremy Stevens, category director – developing categories at The Very Group, said: “Our unique proposition of great brands and flexible ways to pay helps customers to trade up online. This creates a real growth opportunity for the beauty market online by opening up a whole new customer base for our brand partners.

“We’re seeing a fantastic response to the beauty and fragrance brands that have already launched on but we know our customers and broader target market want even better access to premium beauty brands. We’re looking forward to working with more leading names in beauty this year.”

The Very Group recently announced a year-long partnership between and CEW UK, the UK arm of an international organisation representing the beauty industry and related businesses. The retailer will work closely with CEW UK to host and be part of events focused on accessing an underserved customer and accelerating the growth of beauty online.