Victoria’s Secret, PINK beauty line debut on Amazon

Victoria’s Secret and its lingerie and apparel PINK are debuting on Amazon. The brands are taking their beauty business to Jeff Bezos’ e-commerce platform in its first-ever wholesale test.

The collaboration will mark Victoria’s Secret’s first-ever major tie-up with another retail company to sell its products. It was said that this new partnership would build on the growth and success of the American lingerie, clothing, and beauty company’s beauty category. The alliance is also expected to deepen the brand’s connection with customers.

As per CNBC, Victoria’s Secret and PINK’s line was launched on Friday, April 29, and around 120 of their products were made available on Amazon’s stores. The brands’ lotions, fragrances, body washes, and body scrubs are now up at Victoria's Secret’s own store on Amazon.

The lingerie company’s chief executive officer, Greg Unis, said that part of the plan is to steadily expand its offering on Amazon, based on what the shoppers are looking for. This means that Victoria’s Secrets’ famous line of underwear and loungewear may also be available on Amazon at some point but there is no time frame for this.

It was said that Victoria’s Secret’s move to get into wholesale selling is symbolic as many retailers today are struggling to sell their goods with the typical direct-selling to consumers approach as well as on their own websites. By collaborating with a major retailer, the company hopes this will be an effective way to bring their products to a wide audience.

This will also allow customers to easily purchase the products without any hassles. Unis said that a lot of customers have been visiting Amazon to shop for Victoria’s Secrets’ beauty products, especially their fragrance line, only to discover that most of the items are being sold by third parties. This time, with their own storefront on the e-commerce site, people can directly buy from them and at the right prices too.

“Through customer feedback and research, we have heard consumers want to purchase VS Beauty in Amazon’s store and already search for the product on the site,” Victoria’s Secret’s CEO of Beauty said in a press release. “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.”

Carla Vernón, Amazon’s vice president of consumables categories, also welcomed Victoria’s Secret to the company by saying, "We are excited to give our customers a convenient way to shop their favorite Victoria’s Secret and PINK Beauty products. With their variety of floral, fresh fragrances and lotions, there’s a scent to make everyone feel confident and beautiful."