Missguided Beauty lands first on-shelf retail deal

Fast fashion brand partners with beauty retailer Superdrug to gain more traction for its fledgling cosmetics line

The new beauty range from fast fashion retailer Missguided has inked its first third-party retail deal with Superdrug.

Armed with a 148-strong line of skus, only a handful can be shopped at some 300 in-store destinations across the UK, while the full three-figure range is available via the A.S. Watson-owned retailer’s website.

Mirroring its fashion line, Missguided, founded by Nitin Passi, who has a net value of £250m, according to 2019 The Sunday Times Rich List, opted for an affordable price point for its cosmetics, with beauty skus starting from £6, with top prices at £12 for a foundation.

During the course of the pandemic, Superdrug has been deemed an essential retailer and has remained open for business throughout various lockdowns, giving Missguided a new point of sale, while its fledgling beauty gains traction in the space.

The beauty line will sit alongside Revolution, EX1, MUA, Flower and Rude Beauty.

“We’re all about our customer and she’s telling us we can do more than just give her the apparel that makes her look and feel great, she’s giving us permission to extend that to her beauty regime,” said Passi.

“And this first Missguided beauty range carries the spirit of what she knows we do best, premium quality without a premium price tag.”

The official launch, which hit Missguided’s online store in January this year, included everyday beauty essentials, from mascaras and blushers to highlighters and foundations in a respectable 25 shades.

Its offering also includes single eyeshadow pots in a buildable cream formula and a multi-purpose Dew Gloss that can be worn on eyes, lips or cheeks for a dewy look.

Treading the line between minimal make-up and some pops of colour, the products are housed in a Glossier-style packaging that gives an overriding appeal to the Gen Z consumer.

Missguided MA and brand ambassador Anna Lingis added: “I have been so impressed with the quality of the new Missguided Beauty collection.

“Prices start from as little as £6 and they have an amazing product range with an inclusive colour palette.

“I’m particularly in love with the brow and lip products but they are all brilliant formulas, long-lasting and importantly, vegan and cruelty-free.”

However, this is not the first time Missguided has tried its hand in the beauty arena.

In 2017, Passi’s fashion group entered the sector with its Babe Power scent in partnership with Per-Scent, becoming a UK best-seller.

A year later, it debuted a 4-sku line of body mists, with scents including Boy Tears, Unicorn Dream, Instant Feels and Vibe Enhancer.

Building on the momentum of its sell-out fragrance, in the same year, Missguided added three new fragrances to its perfume line: Babe Oud, Babe Dreams and Boss Babe.

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