Since we entered the COVID-19 pandemic over two years ago, our perception of beauty has changed drastically. After spending months on Zoom staring at ourselves, and having had countless of alone time to take care of our skin and health, the beauty industry is booming.

We've already seen plenty of celebrities launch their own beauty ventures, including Selena Gomez's Rare Beauty, Ariana Grande's R.E.M. beauty, and Halsey's About Face, as well as luxury brands, influencers, and so on. Basically, everyone knows there's plenty of money to be made in makeup and skincare.

Now, online retailer Farfetch is launching its own beauty venture through an "Only on Farfetch" experience. The offering will include skincare, make-up, hair, fragrance, bath and body, as well as wellbeing.

In addition to just its beauty platform, Farfetch has also formed a "Beauty Global Collective," which is a community of brand founders, industry experts, creatives and visionaries in the industry, constantly changing the game when it comes to beauty. The group includes Isamaya Ffrench, who recently left her gig at Byredo after launching the label's make-up line, as well as Erin Parsons, Violet Chachki, dermatologist Michelle Henry, and plenty of others.

Of course, to launch the Farfetch Beauty leg the label has also put together a campaign under the slogan "Your Choice. Your Beauty. Your Farfetch." which features Aweng Chuol, Isamaya Ffrench, Olivia Francis, and more.

"Pushing the boundaries between physical and digital to further enhance our perception of beauty, we’ve empowered digital beauty makers in Roblox and The Sims 4 to create inclusive skins and expressive beauty avatars for Farfetch,” said Holli Rogers, the label's Chief Brand Officer.

The Farfetch Beauty selection is now available to shop online, with brands like Dr. Barbara Sturm, Agustinus Bader, La Mer, and plenty of others on the front line, as well as Off-White™'s first fragrance 'PAPERWORK.'