What: Amazon-owned Shopbop became the third high-end fashion e-tailer this year to get into beauty.

Why it is important: Amazon is trying to generate traffic to their Shopbop site by launching a beauty category that they hope will generate traffic to the site to buy other luxury goods.

The e-tailer isn’t taking on no-name brands; most of the beauty lines it’s carrying already have high brand awareness or some interest surrounding them, like Dr. Barbara Sturm or Vintner’s Daughter.

Shopbop’s homepage features a beauty takeover, with the picture of youth and diversity: models with (what appears to be) foundation-free complexions and eyelids painted in bright blue, purple, orange and pink. It’s showcasing the modern, undone way to wear makeup now, as they are trying to attract younger customers.

Amazon breaks into prestige beauty with Shopbop