Fashion and lifestyle platform The Iconic has added 47 new brands to its site, including a dedicated Korean Beauty category alongside women’s and men’s designer apparel, sportswear, trend and home brands.
Korean Beauty is labelled as the fastest-growing beauty category globally, coming off the back of a surge in K-Pop music and movies. The Iconic is now home to 12 cult-favourite Korean Beauty brands, including Beauty of Joseon, COSRX, TIRTIR, Biodance and Medicube.
This comes as beauty surges ahead of fashion sales post-COVID, with research firms projecting strong growth in the category locally over the next several years. This is believed to be driven by the Lipstick Effect, where consumers trade down from costly items (like a luxurious new dress for hundreds of dollars) for cheaper options (like a luxurious lipstick that costs $50).
Other fashion and lifestyle sellers, like Myer and David Jones, have been scaling their beauty assortments in recent months as well.
The new Korean Beauty range at The Iconic will feature more than 300 products, including skincare lines, long-wearing cosmetics and masking treatments. Prices range from $5 for a sheet mask and up to $120 for luxury skincare.
According to The Iconic, the lift in its beauty assortment comes as the category is experiencing double-digit growth year-on-year.
The Iconic’s chief commercial and sustainability officer, Gayle Burchell, said K-beauty has become a global phenomenon, driven by viral trends.
“By launching a dedicated K-beauty category on The Iconic, we’re giving our customers something they’ve been asking for in their beauty routines, paired with our fast, reliable delivery and easy returns proposition.”
The Iconic has also recently welcomed several “highly anticipated” fashion brands to its assortment. This includes sustainable activewear brand TALA, founded by British entrepreneur Grace Beverley, as well as British heritage brand Barbour, New York luxury streetwear and lifestyle brand Found, and Melbourne-based label Larriet.
The platform has also added a number of “trend-focused” brands, including the likes of UK streetwear brand Represent, Duke + Dexter footwear, bohemian apparel brand Free People, contemporary London jewellery brand Astrid & Miyu, as well as elevated resort and event wear brand With Harper Lu.
“We are very intentional about the brands we bring onto The Iconic to meet shifting consumer demand,” Burchell said. “From giving emerging talent a platform, bringing our customers their favourite mainstream brands, accessing renowned global designers or trying a viral beauty product. We want our customers to shop with confidence and discover products they love, all in one place.”
In the coming months, The Iconic will bring luxury designer homewares from Missoni Home and Ralph Lauren Home onto the platform as it expands its growing home category.