Very brings on 20 new cosmetics brands as it ramps up its beauty offering

Benefit Cosmetics, L’Occitane and Philip Kingsley are among the retailer's latest line-up, providing more than 800 products for shoppers to browse

Customers can shop Benefit Cosmetics' fan favourite ranges including Hoola Bronzer, the POREfessional and Gimme Brow

Online retailer Very is pushing ahead with its plans to grow its beauty business with the addition of 20 new cosmetics brands to its line-up.

Benefit Cosmetics, L’Occitane, Pixi, Aromatherapy Associates, Philip Kingsley and Delilah have joined the roster of beauty brands available to the e-tailer's 3.4m customer base, offering around 800 new cosmetics, skin care, hair care and fragrance products for customers to browse as online beauty sales continue to soar during the Covid-19 pandemic.

Jeremy Stevens, Category Director at The Very Group, said: “During this disruptive time for the beauty industry, we are grateful for the trust brands have put in us to help them access a whole new customer base online.

“Our customers love the new brands we’ve launched and have shown a real appetite for self-care over recent months, which we expect to continue.


“With the launch of even more industry heavyweights, including Benefit, we are excited about the potential in make-up as our customers have begun to move back towards categories focused on going out.”

The latest expansion follows the group's return to profit, seeing double digit growth in its beauty category in the last six months as consumers invested in self-care, while earlier in January it brought on more than 50 new brands in the category including Elemis, REN Clean Skincare, Cowshed, This Works and Iconic London. now offers more than 200 beauty and personal care brands in its portfolio, including cosmetics, fragrance, skin care, hair care and men’s products.

Read Cosmetics Business' exclusive interview with Stevens on how the retailer plans to further grow its beauty category into 2021 and beyond here.