Interestingly, a number of bricks and mortar retailers have been investing in launching marketplaces, specifically to support the growth of indie beauty brands. Since the pandemic, ecommerce has seen a significant growth, with consumers spending more time working from home, online, prioritising their health, beauty, and wellbeing. A direct outcome has resulted in the growth of online marketplaces and as a growing sector, it’s essential that brands consider this part of their ecommerce strategy.
So which marketplaces?
Debenhams
With aspirations of becoming the UK’s number one online department store, Debenhams has launched a marketplace to support growing indie beauty brands. Debenhams was brought out by Boohoo in early 2021 – it disappeared from the high street and built a strong online presence. With their strong former reputation they established a high level of traffic from health and beauty customers and according to Boohoo, the acquisition of Debenhams allows them to capitalise on accelerating their shift to online retail, with their marketplace representing a major growth opportunity to build their presence in the beauty arena. Debenhams is currently the number two retailer of skincare products in the UK and has the largest market share in make-up products. Mirakl, which provides the digital framework for a few major retailers’ marketplaces including Urban Outfitters and Carrefour, says that marketplaces grew by more than 80% in 2020.
Superdrug
UK and Ireland high street health and beauty products retailer Superdrug launched a new e-marketplace for hundreds of new vendor partners in November 2022. Fully integrated with its main website, Superdrug.com, the move allows the retailer to offer an extended range that includes many new homegrown, female-founded, sustainable, and inclusive brands. Their USP is to promote diversity by supporting entrepreneurs and small businesses in the health and beauty market – and a lot more besides. This includes their ability to extend the range Superdrug buyers can purchase in a risk-free way to their bricks and mortar business whilst broadening and strengthening their overall offering.
Boots
Early Spring 2023, Boots launched a new online marketplace welcoming third party brands into their digital offering. This is part of Boots’ ongoing digital strategy to rapidly extend the range of the UK’s most visited health and beauty website and explore new and diverse categories for their customers. Powered by Mirakl – the industry’s first and most advanced enterprise marketplace SaaS platform – customers can enjoy a single checkout for mixed baskets and access all the benefits of shopping with Boots – including utilising their Boots Advantage Card points.
Amazon
Amazon is currently the largest online marketplace in the world. Amazon Premium Beauty (formerly called Luxury Beauty) is an exclusive program that allows select brands to sell their products on Amazon’s platform within their gated “premium beauty” category. Brands can apply to be a part of Premium Beauty, and sellers who are invited to the program can list their products in this exclusive category. For brands, the program offers access to a huge audience actively looking for high-quality beauty products. Being a part of this program increases a brand’s visibility and credibility on Amazon, which can lead to higher sales and customer loyalty.
Marketplaces add an extra dimension to a brand’s sales strategy, and are an important consideration when selecting channels. As an international beauty brand consultancy, we support our clients in growing their brands across market. If you are looking for support with planning your retail strategy, or in getting your brand to market, Get in Touch.
We love partnering up with award-winning beauty and wellness brands, well-established companies, retailers, investors, trade bodies to bring your ideas to life. With over 60 years combined experience in building brands we know what it takes.
As a beauty brand consultancy, we support you in taking your business to the next level through strategy, brand management, product development. Introducing our 3 C’s – we draw upon years of Clarity, Creativity, Commerciality to deliver your results. We design brand identities and visual elements, create products, develop go-to-market strategies to help you to engage with your ideal customers. We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
We work with clients based in different corners of the world – from the UK, to Africa, Sri Lanka, Australia, the Middle East and across Europe. Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’