Freemans launches beauty offer to complement growing fashion and homes ranges

Freemans, the digital department store, today (23 September 2021) announced that it has launched a new and comprehensive beauty offer to complement its growing fashion and homes ranges.

Its beauty strategy focuses on cosmetics, skincare, fragrance, and haircare, offering customers 1000s of lines available on next day delivery.  Recently recruiting established ex-Debenham’s buyer, Michelle Fox to propel this strategy forward.

The new offer will include some of the UK’s best-loved, emerging and premium beauty brands – including Elizabeth Arden, Moschino, SVR, Pur Cosmetics, Revlon and James Read. The Beauty offer will continue to evolve and expand at pace throughout AW21 and SS22.

At the same time, Freemans also announced its newly launched ‘Beauty Call’ initiative, that encourages brands – irrespective of size – to ‘pitch’ their products to the beauty team by emailing

Linda Quinn, chief merchandise officer, said: “Beauty is another important step on the journey to meet our ambition to become the UK’s online department store of choice.

“We are hugely excited to be able to launch and strengthen our beauty proposition at Freemans.  Focused on creating an exciting destination for customers that are craving somewhere new to shop beauty.

“Freemans will give customers access to a fantastic selection of both established and emerging brands.”

Freeman’s beauty pedigree was strengthened even further last year when Richard Cristofoli joined Freemans as chief customer officer. At Debenhams he had formerly been managing director, beauty, marketing and digital. Under his tenure at Debenhams the team introduced and sold more premium beauty than any other retailer in the UK.

“The beauty call initiative we’re launching today is a simple way for brands to contact the beauty team directly. We appreciate the challenges of setting up a new brand and have a range of payment terms that are designed to nurture and support these emerging brands”, added Richard.

For brands looking to be stocked on simply email: with your brand and contact details to discuss further.