Moda Operandi is aiming to become the “industry authority” on luxury beauty with the launch of its new cosmetics category.
The luxury fashion e-tailer is now offering “the best in beauty”, from established brands and cult favourites to emerging names.
The category has launched with 55 skin care, fragrance, make-up, hair care and body care brands.
The company said “more exciting labels” are set to debut later this year.
Consumers can shop products by category as well as via selective curations, such as ‘beauty essentials’ and ‘beauty bestsellers’.
Moda Operandi is also providing consumers with educational beauty videos and tutorials.
These will range from round-ups of top fashion designers’ skin care routines to shoppable tutorials of each season’s most iconic beauty looks.
More experiences will be introduced in the coming months, including private events and personal shopping with clients.
“Every product you see is chosen deliberately, because it is the best in its category or has something uniquely inspiring to offer,” said Moda Operandi Beauty Director Jessica Matlin.
“Our edit includes the established and emerging brands that we believe deserve a place in your beauty wardrobe.
“Whether fashion, fine jewellery, home or beauty, at Moda we do not carry everything.
“We carry the best of everything.”
The brand looked to top talent for the beauty vertical's official campaign imagery
Matlin, co-host of award-winning podcast Fat Mascara, joined Moda Operandi in May 2022.
She has previously served as Beauty Director at Harper’s Bazaar, Beauty and Health Director at Teen Vogue and Deputy Beauty Editor at Cosmopolitan.
"There are so many beautiful products in the world – and as a former magazine editor – I have seen, tried and written about thousands of them,” she said.
“But now… I have the privilege of handpicking only the very best."
Moda Operandi’s beauty launch campaign features models Sylke Golding, Peng Chang, Ling Bol and Iman Bokhari.
It was shot by photographer Vanessa Granda.
Founded in 2010, Moda Operandi is an e-commerce platform which enables people to buy designer fashion fresh off the runway.
The site carries more than 550 brands and designers across fashion, fine jewellery, home and beauty.
These range from Gucci to Hermès Vintage and Versace.