It's been a little over two years since Net-a-Porter got into the competitive beauty business, selling a mix of well-known and niche products online. Now, its discount fashion offshoot The Outnet is getting into the category as well.
While it won't be selling discounted skincare and makeup per se, there will be deals for those willing to buy multiple products at once. We're talking about curated beauty sets from brands like 111 Skin, Aurelia, Lipstick Queen, Eyeko, Ren, This Works and more. Some are exclusive to The Outnet, like the 111 Skin Space Anti-Aging Combo, which includes a Space Anti-Age day cream in 50ml and Space Anti-Age night renewal cream in 50ml. On average, the products in these sets will be costing shoppers 20 to 30 percent less than retail. For instance, the Erno Laszlo Age Defying Holiday Set will cost $275 on The Outnet, while the products it contains would cost $465 elsewhere.
The sets will be available from late October (at which point Net-a-Porter will likely be fully merged with Yoox) through December — clearly meant to appeal to holiday shoppers. And given that they include a number of high-end niche and indie brands you may not find at your local department store or Sephora, it's not a bad option. But what does this mean for the Outnet's beauty business post-Christmas? That's tbd.
According to WWD, the decision to launch beauty sets followed feedback from a group of over 10,000 Outnet customers, the majority of whom said they regularly purchase luxury beauty products online. While a rep said there are currently no plans to sell beauty past the holiday season, Andres Sosa, The Outnet's director of global sales and marketing, told the trade they "aren't saying no" to one day adding beauty in a more permanent way.