Moda Operandi Forays into Beauty

The luxury fashion e-commerce website Moda Operandi launched the beauty category including 55 skincare, fragrance, makeup, haircare, and body care brands.

Moda Operandi is an e-commerce platform transforming the way people discover and shop for designer fashion. “Since the launch of Moda Operandi with runway Trunkshows in 2011, we have grown over time to become a true lifestyle destination, offering a highly-curated selection of luxury brands across the ready-to-wear, accessory, home, and fine jewelry spaces. The launch of this category will not only increase order frequency and the cart size of existing clients, but also help us reach a new, aspirational customer demographic that shares our appreciation for impeccable curation and storytelling,” said Moda Operandi Chief Executive Officer, Jim Gold.

It is understood that Moda Operandi hired Jessica Matlin as director of beauty last year. And Moda Operandi stated in the announcement of the launch of beauty category that Jessica Matlin’s rich experience in beauty and cultivated relationships with the industry’s most sought-after brands, along with Chief Merchant April Hennig’s business insights and strategic direction, will no doubt help Moda Operandi successfully build the category in the months to come.

There are 300 SKUs and a brand matrix for the beauty category on Moda Operandi’s official website, including luxury skincare brands like La Mer and Sisley-Paris as well as cult favorites like Vintner’s Daughter and The Beauty Sandwich.

In China, the e-commerce platform foray into the beauty category is a must-trend. Guoyuan Securities and Hongta Securities data show that in the first half of 2022, the total GMV of the beauty category on the Ali-related and Douyin platforms reached 122.487 billion yuan (about $18.1 billion) and 40.209 billion yuan (about $5.9 billion), respectively. Take the fast-growing e-commerce Douyin (Chinese version of TikTok) that is involved in Beauty as an example, during the Chinese 618 Shopping Festival in 2022, beauty category sales of 7.021 billion yuan year-on-year growth of 126% on Douyin platform according to Feigua data. Lancôme, Estée Lauder and L’Oreal have also opened flagship stores in Douyin. Another platform, Kwai, has also emerged in the beauty category. Data from Kwai shows that in the past year, the overall trend of beauty video content play times is growing, with 37.3% year-on-year growth in March 2022. Among them, skincare, hairdressing and color cosmetics have the highest overall broadcast volume and maintain a high growth rate.



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