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Revolve is Getting Into The Beauty Business

Spoiler alert: There will be influencers involved.
Influencer Danielle Bernstein at a Revolve event. Photo: Ari Perilstein / Getty Images

Influencer Danielle Bernstein at a Revolve event. Photo: Ari Perilstein / Getty Images

Online retailer Revolve has mastered the use of influencer marketing in fashion. (See: Last  summer's month-long Revolve House activation.) So it's only natural that the company use its expertise to get in on the beauty product market, arguably one of the most influencer-dominated consumer categories of our time. On Thursday, the Los Angeles-based e-commerce site is doing just that with the official launch of its "digital beauty market," the #REVOLVEbeauty shop.

"We have built such a strong lifestyle for our customer that the natural progression was to add beauty to our roster," Revolve's buying director, Lauren Yerkes, said of the launch via a press release. "We wanted to offer her a range of product that can get her through her day, whether she is attending an event or going to the beach."

"We know the Revolve girl comes to us to find special pieces and emerging labels, so it's natural for us to put the beauty brands we love into her rotation too," added CEO and founder Michael Mente. "Our girl will wake up, get dressed and go to bed in all her favorite products from Revolve. We'll make sure of it." 

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Revolve plans to work with a variety of influencers in the beauty space in order to make its beauty offerings more visible to consumers — specifically via social media — and we're curious to see which personalities it will choose to work with first. (The company has already tapped makeup artist Patrick Ta, model Jasmine Sanders and style influencer Marianna Hewitt as partners for the launch party.) 

As for the beauty products themselves, they'll span makeup, skin care, hair and fragrance, with a laundry list of Insta-bait brands. Established cult labels like Stila, Bioderma and Oribe will be joined by newer, buzzy brands like Ouai, R + Co and Onomie. There will also be a solid mix of pricier, high-end brands (Aesop) and more accessible ones (ColourPop). RMS Beauty, Beautyblender, Smith & Cult, Obsessive Compulsive Cosmetics, Kai, Malin + Goetz and Edward Bess will also be available on the site, among many others. Revolve shoppers, prepare for flatlays aplenty.

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