What: Dr Barbara Sturm Molecular Cosmetics will go live on Amazon’s Luxury Stores.

Why it is important: Dr Barabara Sturm’s line, which is sold at Harrods, Saks Fifth Avenue and Space NK, will be the first high-end skincare brand to be added to the app-only storefront.

Amazon’s Luxury Stores, launched in 2020, is set to carry established and emerging luxury beauty brands to complement the existing ‘Premium Beauty’ selection which stocks widely distributed masstige brands. The company hints at providing more independence to brands for inventory, selection, pricing and imagery in order to appeal to luxury brands hesitant to join online marketplaces.

While Amazon cites consumer demand in Europe has led to the expansion of the beauty offer for Luxury Stores, some brands may still be cautious as the e-commerce giant has had a history of grey market activity, selling goods without the approval of the trademark owner.

Amazon expands luxury beauty brand offering