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Victoria’s Secret Opens Beauty Shop on Amazon

Victoria's Secret opens a storefront on Amazon to sell its beauty products.

Victoria’s Secret & Co. is bringing its Victoria’s Secret Beauty and PINK Beauty products to Amazon as the newly independent company looks to expand its brand presence beyond its own stores and website.  

Close to 120 different beauty products are now available in Victoria’s Secret storefront on Amazon, something the company said its customers had been asking for: “Through customer feedback and research, we’ve heard consumers want to purchase VS Beauty in Amazon’s store and already search for the product on the site,” said Greg Unis, CEO of Beauty at VS&Co in a statement. “This is a natural channel extension for us to continue growing our beauty business and meet customers where they are with the products they love.” 

Brands, even established ones with high consumer awareness, are increasingly bending to customer demand and selling on third-party marketplaces like Amazon and Walmart, tapping into the convenience and speed these platforms offer. For its part, Amazon has worked hard in the past few years to make the opportunity appealing to companies by allowing them to bring their aesthetic and storytelling to the “Everything Store” through programs like the branded “storefronts” Victoria’s Secret is employing.  

The Amazon launch is the latest in a series of new initiatives for Victoria’s Secret since former parent company L Brands spun it off into a standalone company. Other recent moves have included the debut of a new digital-only tween brand and a joint venture with its local manufacturer in China to fuel growth in that region.

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