Oak + Fort Hopes New Beauty Line Will ‘Eclipse’ Fashion Business

Oak + Fort Hopes New Beauty Line Will ‘Eclipse’ Fashion Business

Oak + Fort is turning to beauty to grow — and eventually outdo — its fashion business.
The Canada-based retailer is applying its minimalist chic designs to makeup with the launch of Oak + Fort Beauty. The color cosmetics line, available on Oak + Fort's web site, consists of three cushion compacts, two lip tints, two lipsticks and six nail polishes, with prices ranging from $9 to $28. The line was manufactured in Korea, where Oak + Fort founder and chief executive officer Min Kang is from.
Beauty is a growing area of focus for Oak + Fort, which started as a digital-first brand and has more than 20 brick-and-mortar locations in the U.S. and Canada. The retailer believes its beauty line has "the potential to eclipse our fashion business," according to Shelly Wilson, formerly Oak + Fort's chief of staff and head of e-commerce for cosmetics and home, who now consults for the brand.
"You look at businesses like Glossier, for example, that have physical locations, and they’re a multimillion-dollar business," said Wilson. "Our expectation is that has the potential to eclipse our fashion business and that at some point, it becomes its own stand-alone company because we really believe in it. We believe in the quality of the product we want to educate our customers on the quality of the product and how important skin care is. It’s not just, 'Here’s a nice accessory to go with the fashion.' That’s not what we’re thinking. We’re looking at this as a separate organization and a separate business that complements, but has the ability to stand completely on its own."
Oak + Fort Beauty will drop new products on a monthly basis. A skin-care line spanning creams, lotions, serums and face masks is expected in the spring.
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