Moda Operandi dives into beauty

Moda Operandi announced on Tuesday the launch of its beauty category.

The new beauty destination offers a unique curation of the best in beauty from both established and emerging brands, local and international. The category launches with 55 skincare, fragrance, makeup, haircare, and body care brands.

Moreover, new experiences will be introduced in the coming months including personal shopping with a group of highly-engaged private clients who equally receive a host of special benefits.

True to the company's fashion roots, Moda Operandi will leverage its relationships to provide consumers with content such as videos highlighting designers’ skincare routines and shoppable tutorials from the trendiest artists.

“There are so many beautiful products in the world—and as a former magazine editor, I have seen, tried, and written about thousands of them. But now, as Moda’s beauty director, I have the privilege of handpicking only the very best,” said Jessica Matlin, who started her role at the company in May 2022.

“If you’re familiar with Moda, you’ll know we’re all about curation. Whether fashion, fine jewelry, home, or beauty—at Moda, we don’t carry everything. We carry the best of everything. I don’t want to spend hours in an endless scroll. The glut of products and lines is overwhelming for everyone, even a beauty director. Too much of a good thing is, in fact, too much.”

The beauty category launches with a comprehensive digital marketing strategy. The editorial launch campaign features models Sylke Golding, Peng Chang, Ling Bol, and Iman Bokhari, and it was shot by photographer Vanessa Granda with an accompanying video from director Davy Gomez.

The imagery will anchor the digital shopping experience where consumers will be able to shop by category (skincare, fragrance, makeup, haircare, body, and experiences), or by brand, and thematic edits such as 'The Vacation Store' and 'The Event Edit'.

“Since the launch of Moda Operandi with runway trunkshows in 2011, we have grown over time to become a true lifestyle destination, offering a highly-curated selection of luxury brands across the ready-to-wear, accessory, home, and fine jewelry spaces. Beauty felt like the natural next step for Moda, allowing us to serve our customer's every need—across every part of her life—and truly outfit her from her house to head to toe. The launch of this category will not only increase order frequency and the cart size of existing clients, but also help us reach a new, aspirational customer demographic that shares our appreciation for impeccable curation and storytelling,” said Moda Operandi chief executive officer, Jim Gold.

“Jessica Matlin’s rich experience in beauty and cultivated relationships with the industry’s most sought-after brands, along with chief merchant April Hennig’s business insights and strategic direction, will no doubt help us successfully build the category in the months to come.”

Moda Operandi dives into beauty

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