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Nigel TAYLOR Published
February 7, 2025
The UK’s hot beauty market has just got warmer by a few more degrees with news that Freemans is greatly expanding its category offer.
The digital department store has introduced 800 new SKUs from well-known beauty brands in time for the upcoming spring/summer season.
This follows Freemans’ announcement in AW21 it would be launching a full and comprehensive beauty offer to complement its home and fashion ranges “marking a further step forward towards Freemans’ ambition of becoming the digital department store of choice”, it said.
Going into spring/summer, the retailer has now listed Olay, Diego Della Palma, Lord & Berry and Nude By Nature, Charles Worthington, Sanctuary Spa and St Tropez, as well as smaller niche and start-up brands including Fabulous Me Company’s Nancy Sorrell Cosmetics.
At launch in AW21, brands included Elizabeth Arden, Moschino, SVR, Pur Cosmetics, Revlon and James Read.
Meanwhile, Freemans said it has also reintroduced its ‘Beauty Call’ initiative that offers existing and upcoming brands the opportunity to discuss selling on its website.
“Simple to do and open to anyone, irrespective of size”, brands can email [email protected] with details of their product ranges. Then the beauty team at Freemans will pick up and contact those enquiring.
Chief merchandise officer Linda Quinn said: “A very healthy AW21 along with some more great brands for SS22 shows that this mix of well-known names, exclusives and niche offerings is paying dividends. We are looking for more brands, big or small to partner with us and be part of the ongoing growth story that is Freemans Beauty.”