Revolve's Beauty Boom: How Trends and Social Media Are Shaping Online Retail
Revolve’s beauty division is experiencing rapid growth, six years after its debut in the category. Initially launching in 2018 with a small selection of curated brands, Revolve has since expanded its beauty offerings to include over 350 brands. Under the leadership of Trudy Arnold, who joined as director of beauty and home in 2022, the company has strategically focused on product assortment, pricing, and marketing to meet customer demand and capitalize on emerging beauty trends. Arnold’s approach combines consumer data and social media insights to offer a mix of popular, clean, and niche brands that appeal to Revolve’s loyal customer base.
A key component of Revolve’s beauty strategy is its product assortment, which emphasizes internet-buzzy brands like Charlotte Tilbury and Dibs Beauty, as well as clean and earth-conscious labels. These types of brands are in high demand with Revolve’s shoppers, who favor products that align with both trends and sustainability. Additionally, Revolve’s pricing strategy focuses on “masstige” products—affordable yet high-quality items that appeal to a broad audience—while still offering a selection of prestige beauty brands that are popular on social media and trending in the market.
Effective marketing is another pillar of Revolve’s beauty growth. The brand has embraced social media, with impressive results from launching its beauty line on TikTok Shop. To further build buzz, Revolve has hosted influencer events and released beauty boxes, such as the popular Summer Beauty Bag, which sold out within weeks. Moving forward, Revolve plans to enhance the beauty shopping experience through new brand partnerships, exclusive events, and site improvements, aiming to replicate the success of its ready-to-wear business in the beauty space. With a focus on cultural relevance and digital engagement, Revolve is shaping the future of online beauty retail.
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