Fashion Nova, the ship that launched a 1,0000 Instagram posts, is expanding its business from bodycon dresses and for-zaddies-only menswear pieces, to its very own beauty line. In a Business of Fashion story that takes an in-depth look on the brand, Fashion Nova CEO Richard Saghain reveals that there’s an in-house beauty line in the works. Set to be called Nova Beauty, the range will make its debut late this year or early next. “We are transforming FashionNova.com into a one-stop shop lifestyle destination,” Saghian told BoF.
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While FashionNova.com already offers a small selection of beauty products from lesser-known brands like Avatara, Bebella, and the Saghian-owned beauty brand Sam Marcel, Nova Beauty will expand greatly on that selection. Although Saghian hopes to bring on more brands that you’d commonly find at Sephora and Ulta—the story didn’t reveal exactly what we can expect.
It’s not uncommon for fast-fashion brands to expand into the beauty realm. Both Bohoo.com and PrettyLittleThing.com have launched in-house beauty brands within the past year. What sets Fashion Nova apart though is it’s utilization of the 15 million followers across its Instagram accounts and a loyal consumer that essentially gives the brand free advertising through the #NovaBabe hashtag. You can only expect Nova Beauty to recreate that same hype cycle: Fashion Nova derives its success through an army of influencers, so expect to see a lot of made-up faces on your feed soon.