The Beauty Industry at the Forefront of the Platform Revolution
In recent years, the global beauty industry has been valued at $532 billion and is set to grow 5-7% annually to reach or exceed $800 billion by 2025. Find out how Mirakl Platform Pioneers in the beauty sector Superdrug, Perfume’s Club, and Douglas are winning big thanks to their marketplaces.
Online beauty marketplaces on the rise
Beauty eCommerce is rapidly on the rise. In April last year, McKinsey reported that beauty-product brands and retailers with scaleable inventory and shipment operations were seeing e-commerce sales twice as high as pre-pandemic levels.
The generation of shoppers inspired by vloggers and celebrities are open to shopping online. Rihanna’s Fenty Beauty line counts 10.5 million Instagram followers. She has also tapped into a trend for “clean formulas that are vegan, cruelty-free, gluten-free and earth-conscious” with the launch of the Fenty Skin range.
Beauty retailers that have already committed to, or are planning step up their digital transformation will reap the most benefits from the current eCommerce opportunity. The marketplace model allows them to scale their product offering at speed through third-party suppliers so they can guarantee the diversity of products and brands customers want.
Mirakl beauty Platform Pioneers leading the pack
Superdrug launches marketplace with 300 seller brands ready to go
In late 2022, Superdrug, leading UK health and beauty retailer, officially launched its Mirakl-powered Marketplace with 300 brands ready to sell on the platform, which aims to promote diversity within the industry and remove barriers to market entry for innovators.
The Superdrug Marketplace will bring an entire new range of undiscovered, affordable products to UK consumers for the first time, with a focus on growing trends including homegrown, female-founded, sustainable and inclusive new brands. Brands launching on the new Marketplace include cruelty-free ethical skincare range Up Circle, UK brand Nature Spell, Women’s razor brand FFS Beauty and Beauty Lovers favourite, Jecca Blac. The platform aims to double the number of products available on Superdrug.com.
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Perfume’s Club aims to reach 1 million products in 2 years
Leading Spanish online beauty retailer Perfume's Club also transformed its digital platform into a marketplace with the goal of curating the largest and best offer of both beauty and wellness products on the market for its customers. The marketplace, which is available in Spain and will soon expand to other markets, has already onboarded 60,000 new products from beauty and wellness brands, a substantial first step towards the goal of adding 1 million products in the next two years to make Perfume's Club the largest platform in its sector. Perfume’s Club has also started selling new categories including pet care, sports & fitness, children and jewelry. The platform offers a low-commission, transparent model for sellers.
The Douglas Marketplace: a digital revolution in European beauty retail
Douglas, a leading European beauty retailer, successfully launched its marketplace at the end of 2019. The company aims to establish itself as the leading beauty marketplace in Europe and become the top online beauty destination.
Currently, the platform is live in Germany, Poland, Austria, the Netherlands, and France. As a result of the marketplace's success, Douglas has transformed from an omnichannel retailer to a digital-first beauty platform.
Since its launch, the company has significantly expanded its marketplace offering by starting with a small group of carefully selected trading partners and now offering over 155,000 products from more than 200 partner brands.
“With the excellent support of our partner Mirakl, Douglas has become the leading beauty platform in Europe with more than 155,000 products. The partner program is a key strategic pillar of our platform strategy and an enabler for achieving sustainable success,” says Vanessa Stützle, former Chief Digital Officer at Douglas.
Over the past two years, Douglas eCommerce sales have doubled to around €1.2 billion and the number of new eCommerce customers has increased by 12%.
Are you a beauty retailer trying to boost your eCommerce strategy? Contact the Mirakl team to kick-start your marketplace strategy today.
