Highsnobiety

What do Best Buy and Moda Operandi have in common? The two diametric retailers — the former specializing in electronics and the latter dealing in luxury fashion —  might seem like polar opposites, but they both agree: the business of beauty is booming.

In-store and online, Best Buy now offers a range of beauty devices, ranging from Therabody's recently launched TheraFace to Revive's anti-aging LED light wand.

Best Buy also sells a selection of non-electronic products (think face wash and lip balm), but the category skews towards traditionally "masculine" brands such as Duke Cannon, a purveyor of comically macho products including the "Big Ass Brick of Soap" and "THICK" body wash (scented like "Naval Supremacy," whatever that means).

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On the other end of the retail spectrum, Moda Operandi will begin selling categories including makeup, skincare, and fragrance by the end of 2022.

The e-commerce platform, which allows customers to pre-order fashion straight off the runway, has appointed Harpers Bazaar alum and Fat Mascara podcast co-host Jessica Matlin as beauty director.

Moda Operandi follows in the footsteps of luxury fashion e-tailer Farfetch, which launched skincare, hair care, makeup, and fragrance in April. Over the past year, comparable platforms such as SSENSE and Net-a-Porter expanded their beauty curation to encompass skincare tools (facial rollers, gua sha stones, etc.) and niche perfumes.

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Clearly, fashion is clued in to the power of prestige beauty, a category whose sales skyrocketed in 2021. For companies like Moda Operandi, the investment makes perfect sense — customers dropping serious cash on designer clothing probably care about their skincare routines, too.

But everyone, not just the well-heeled, are beauty consumers (that toothpaste on your counter and shampoo in your shower are, in fact, beauty products). Best Buy's unexpected expansion into skincare devices and body wash is a testament to the far-reaching appeal of both prestige and mass market brands.

Whether you're hunting for couture or just looking for a new TV, you're also a buyer of beauty. Moda Operandi and Best Buy will gladly take your money.

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