Known in the past as a key launchpad for luxury beauty labels like Dr. Barbara Sturm, Net-a-Porter’s beauty vertical is switching to an editorial-style affiliate model.
Under the new format, which will begin in 2025, products will be listed on the site through editorial content that will link to brands’ sites to purchase. The Richemont-owned luxury e-tailer will no longer stock beauty products.
Among the brands on its roster that intend to stay on with the new platform are Vintner’s Daughter, U Beauty and Emma Lewisham, with the latter planning to keep a selection of products rather than their full line. Some brand founders said they had not yet been notified of the changes.
As of April 2024, Net-a-Porter had trimmed its brand roster from more than 200 in 2022 to 70, according to reporting by Business of Fashion. Many of the beauty brands removed generated less than $150,000 a year each on the platform. Currently, there are 57 brands listed under its beauty section, including lines such as Westman Atelier, Aesop, Gucci Beauty, Charlotte Tilbury and Byredo.
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Once thought of as long-term disruptors who would change the way we shop forever, multi-brand online retailers that sell cosmetics, skincare and fragrance are facing multiple headwinds.
