The Real Real launches beauty category

Luxury resale e-commerce site, The Real Real, has made its first foray into beauty this week. Without making any big announcements, the retailer has quietly added skincare and cosmetics to its assortment. 

Contrary to The Real Real's consignment-based business model, the beauty products are being sold as new. In-line with the site's sustainable luxury positioning it will sell predominantly 'clean' beauty from the likes of Pai Skincare, Rahua, Kahina Giving Beauty, Olio E Osso, Grown Alchemist and more. 

“We are testing a curated selection of beauty products both online and in our brick-and-mortar locations with the goal of really completing the customer journey,” The Real Real chief merchant Rati Levesque told WWD. “We want luxury consumers to view us as a trusted destination to find the most covetable selection of luxury products across all categories from clothing to beauty. Right now we are in the early stages, but plan to invest more heavily in the category in coming months.