The RealReal is testing a beauty collections
Women’s Wear Daily published an article on April 30th, 2018 announcing that RealReal is now selling beauty products in their stores. The RealReal, an e-commerce site selling luxury consignment clothing and accessory items, has been selling beauty products in their Brick-and-Morter store in Manhattan and their pop-up location in Las Vegas as well as online since the holiday season. Even though they are in the early stages of this venture, the company has high hopes to become a one-stop shop for everything luxury in fashion and beauty and plans to build this side of the business soon.
Ravi Levesque, Chief Merchant at RealReal, told Women’s Wear Daily, “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.”
The beauty products consist of clean and luxury beauty items directly from brands such as Pai Skincare, Rahua, Ellis Brooklyn, Babo Botanicals, Joanna Vargas, In Fiore, Maison Louis Marie, Kahina Giving Beauty, Olio E Osso, Julisis, Uma Oils, Grown Alchemist and Cap Beauty. Founder and chief executive officer, Julie Wainwright claims that these brands want to sell their products to Real Real and reassures customers that there is no third party involved with these items. While their clothing and accessories tend to be second hand, these beauty products are freshly new items waiting for the consumers to purchase.
A business move like this could do a lot for RealReal like attract customers into the stores and build and expand their brand. While Wainwright started the business as a consignment company, the focus of RealReal and the underlying thread connecting the new beauty collections with the clothing and accessories items is luxury. With Wainwright teasing partnerships with beauty and home brands, that seems to remain RealReal’s focus.