Hermes has announced it’s expansion into the beauty world. The French fashion house is following in the footsteps of Dior and Chanel and asserting their place in the lucrative skin care and make-up market. “It’s a big market that’s already full of strong players, and therefore we have to find our place in it,” Hermès chief executive Axel Dumas told the Business Of Fashion. The highly anticipated women’s beauty products are expected to launch globally in 2020.
Already synonymous with fine-crafted leather goods – the Birkin bag is a cult classic – Hermes also has a successful fragrance collection. Their most popular release is the heady woody scent of Twilly d’Hermès. The power move makes sense for the brand and marks a growing trend – in February Gucci also confirmed they were entering the fray with a make-up line. “It’s quite exciting: It’s a new activity, with all the risks that involves, so we will deploy it progressively, initially in our own stores mainly, in a limited distribution so that we can learn,” Dumas said of the brand’s entry into makeup and skincare.
Watch this space.
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