Meet the beauty brands moving in on fashion and lifestyle

Published: 11-Apr-2024

A reversal of luxury fashion houses moving into skin care and make-up, more beauty brands have been expanding into lifestyle categories in 2024. Here’s why

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While 2023 saw luxury fashion houses racing to launch skin care and make-up to capture a piece of the beauty industry's lucrative pie, beauty brands have been working to do the opposite.

They have been turning towards fashion and lifestyle in recent years, launching anything from homeware to hoodies to complement their product range and brand identity.

But how much success can this strategy have for brands which have solely, and understandably, focused on a beauty offering for the majority of their lifespan?

An incredible amount, in fact, argues Jonathan Fraser, Chief Strategy Officer and co-founder of advertising agency Trouble Maker, pointing

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