The Iconic is not leaving any stone unturned, launching a new beauty destination for Australian and New Zealand shoppers.
The launch of the hub follows the business' recent investments into an online outlet destination and further expansion into the sports and activewear space.
The Iconic’s new beauty destination will launch with over 80 brands across skincare, makeup, haircare, body, grooming and fragrance categories.
Consumers will also be able to shop the beauty range using the retailer's Considered filter, allowing shoppers to choose more sustainable products.
The Iconic CEO Erica Berchtold said that the launch of the beauty hub has been accelerated due to the pandemic.
"As a retailer dedicated to redefining the way Australian and New Zealanders shop, 2020 has seen us introduce an incredible amount of newness.
"From a sport assortment that is one of the most comprehensive ANZ wide, onboarding over 200 new brands, to the
launch of The Iconic Outlet, we are thrilled to officially welcome The Iconic Beauty to our ever expanding assortment.
"Having pioneered fast and on-time delivery, free returns and the best curation of fashion, sport and kids brands, beauty is a natural progression for The Iconic.
"It’s a category our customers have been asking for and an initiative we have been working hard on delivering for some time, before accelerating its launch in response to COVID-19.
"Complete with the same seamless and inspiring shopping experience our customers know and love, The Iconic Beauty will allow our shoppers to access their favourite local and international beauty brands, alongside our world-class assortment of fashion, sports, kids, and wellness.
"It's so rewarding to finally see The Iconic Beauty come to fruition, and we can't wait to welcome even more of our customer’s favourite beauty brands in the coming weeks and months," she said.
The Iconic Beauty will launch with an introductory assortment of brands including Napoleon Perdis, Aesop, Dyson, L’Occitane, and Foreo with more to be added in the coming months.
The announcement of the new beauty destination sits alongside the retailer's wellness offering of supplements, personal care and sexual wellness products.