Ambitious Very expands beauty and wellness offer

By

Nigel TAYLOR

Published
Feb 9, 2022

The beauty universe continues to expand rapidly. Following recent product launches and extensions by major fashion retailers Next and Boohoo, it’s now the turn of The Very Group to trumpet its growth in the sector.

The digital fashion and lifestyle retailer said it wants to have “one of the most comprehensive self-care and wellbeing offers anywhere online”. 

So it continues to expand its range of beauty and self-care brands, which has grown 94% since the start of the pandemic, more recently adding 77 new brands, taking the category total to 159. 

Recent launches include premium vitamin producer Hello Day; beauty gel and mask maker Patchology; sustainable, natural and vegan beauty brand Beauty Kitchen; skincare brand Caudalie; and sleep wellness specialist Feather & Down.

It also plans further high-profile brand launches over the coming months. And the reason for the continued expansion is clear. Very said demand for products that help its customers look and feel their best “is here to stay… having become established during periods of lockdown”. 

Victoria Aldrich, trading director at The Very Group, explained: “The pandemic created huge interest in self-care and wellbeing.

“Most restrictions have now been lifted, but the trend is clearly here to stay. We know our customers want to trade up in these categories and we’re delighted to partner with so many big names, which are among the most innovative brands across beauty, fitness and wellness.”

She added: “Self-care isn’t going anywhere, which is why we’re in discussions to bring even more leading and pioneering brands to Very to help our customers feel fantastic whatever this year brings.”