The ultra-luxe beauty arm of Net-a-Porter may be no more.
According to WWD, the "luxury e-commerce platform’s beauty arm has been ailing for some time, and a pivot toward ultra-luxury price points earlier this year was enacted as a Hail Mary effort to resuscitate the business."
WWD also reports that "in November the e-tailer’s market director Libby Paige laid out a project called "New Luxury," sharing plans to double down on luxury brands that perform well and trim those that don’t. As part of the shift, the source said the e-tailer trimmed its beauty assortment 'significantly' this past winter."
With brands like LYMA, Le Labo, La Mer, Augustinus Bader and more, Net-a-Porter's highly curated beauty selection has been impressive since it launched in 2013. At that time, the global e-tailer called the section "The Quintessential Edit." It kicked off sales with "brands such as 3Lab, Aesop, Beauty Works West, Chantecaille, Ilia, James Read, Joya Ames Soeurs, Le Métier de Beauté, Natura Bissé, Philip B and Sarah Chapman."
"The move is a natural evolution of our business," said Net-a-Porter Managing Director Alison Loehnis at the time of the beauty launch. "We have already established ourselves as a truly global fashion destination and have a super sophisticated, discerning customer with an appetite for newness and the latest trends that extends beyond fashion.”
Known for its 24/7 customer service and signature luxury packaging, Net-a-Porter has express worldwide shipping to more than 170 countries. Same-day delivery is available in Manhattan, London and Hong Kong.
