Instagram Models, Rejoice! Fashion Nova Is Launching a Beauty Line

From ELLE

Fashion Nova, the ship that launched a 1,0000 Instagram posts, is expanding its business from bodycon dresses and for-zaddies-only menswear pieces, to its very own beauty line. In a Business of Fashion story that takes an in-depth look on the brand, Fashion Nova CEO Richard Saghain reveals that there’s an in-house beauty line in the works. Set to be called Nova Beauty, the range will make its debut late this year or early next. “We are transforming FashionNova.com into a one-stop shop lifestyle destination,” Saghian told BoF.

While FashionNova.com already offers a small selection of beauty products from lesser-known brands like Avatara, Bebella, and the Saghian-owned beauty brand Sam Marcel, Nova Beauty will expand greatly on that selection. Although Saghian hopes to bring on more brands that you’d commonly find at Sephora and Ulta-the story didn’t reveal exactly what we can expect.

It’s not uncommon for fast-fashion brands to expand into the beauty realm. Both Bohoo.com and PrettyLittleThing.com have launched in-house beauty brands within the past year. What sets Fashion Nova apart though is it’s utilization of the 15 million followers across its Instagram accounts and a loyal consumer that essentially gives the brand free advertising through the #NovaBabe hashtag. You can only expect Nova Beauty to recreate that same hype cycle: Fashion Nova derives its success through an army of influencers, so expect to see a lot of made-up faces on your feed soon.

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