What: Farfetch has made many investments and acquisitions on its quest to dominate luxury fashion, and now it’s doing the same in beauty.

Why is it important: Following its acquisition of Violet Grey and the minority stake it took in Neiman Marcus Group the platform will launch beauty on Wednesday with an assortment of over 100 prestige brands.

Off White, which is owned by Farfetch, will launch four fragrances with the retailer, while Browns Fashion, the London-based luxury retailer, is also launching a limited beauty assortment online and in its three brick-and-mortar doors.

Farfetch is looking to differentiate itself with a gender-neutral assortment in an approach it is calling “Beauty Beyond Boundaries.” They want to be conscious of the fact that they have a diverse audience of pre-existing clients, and we expect to have a huge influx of new customers.

While Violet Grey and Browns will lean into small, curated assortments, Farfetch will fulfill orders with inventory from the two retailers, as well as its own buy. Digital activations will range from Roblox to The Sims 4, wherein content creators will create their own beauty avatars. Farfetch’s website will also include virtual try-on for makeup, starting with lipstick and later extending to complexion products.

In addition a campaign called “Your Choice. Your Beauty. Your Farfetch.” It is inaugurating the Global Beauty Collective, a committee that will aim to “educate, inspire and build a sense of community.”

Many of the brands that are on Violet Grey will be on Farfetch, sometimes with a fuller assortment.

Farfetch Goes Big on Beauty