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Benefit leads further expansion of beauty category at Very

December 10, 2020

Cosmetics label Benefit is among 20 new beauty brands now available at, as the online retailer continues to expand in the category.

The launches, which support The Very Group’s plans to improve access to premium beauty brands for Very’s 3.4m active customers, also include L’Occitane, Pixi, Aromatherapy Associates, Philip Kingsley and Delilah. Across all 20 brands, approximately 800 new product lines are available now.

The move follows the unveiling of 50 new beauty and fragrance labels, including ELEMIS, REN Clean Skincare and Cowshed, in January 2020. Very now has an online beauty range comprising over 200 brands covering cosmetics, fragrance, skin care, hair care and men’s products.

This breadth of range has helped the retailer deliver strong double digit growth in the category in the last six months as self-care, in particular, proved popular during the coronavirus pandemic. It now has plans to launch even more new beauty brands in 2021.

Jeremy Stevens, category director – developing categories at The Very Group, said: “During this disruptive time for the beauty industry, we are grateful for the trust brands have put in us to help them access a whole new customer base online. Our customers love the new brands we’ve launched and have shown a real appetite for self-care over recent months, which we expect to continue.

“With the launch of even more industry heavyweights, including Benefit, we are excited about the potential in make-up as our customers have begun to move back towards categories focused on going out.”

The Very Group is partnered with CEW UK, the UK arm of an international organisation representing the beauty industry and related businesses. The retailer continues to work closely with CEW UK to host and be part of events focused on accessing an underserved customer and accelerating the growth of beauty online.


About The Very Group

The Very Group is the UK’s largest integrated pureplay digital retailer and financial services provider, with annual sales of over £2bn.

Our largest and fastest growing retail brand is, supported by the and brands.

We receive an average of 1.9m website visits every day with 82% of online sales completed on mobile devices.

We sell 1,900 famous brands, including big name labels and our own exclusive brands. We serve four and a half million customers, delivering 49 million products every year.

We exist to make good things easily accessible to more people and our aim is to be the number one destination for shoppers who value flexible ways to pay.

By offering customers the brands they love and options to spread the cost, we help them say yes when it really matters.

We have over a hundred years of history behind us, but at our heart there is a passion for change – to constantly improve what we do, to innovate with data and technology at our core and to be the best possible place to work.

For more information, visit our website or follow us on Twitter and Instagram.