The luxury resaler is testing the market for beauty products.
The RealReal started off small. It opened online as a luxury consignment store that concentrated on selling designer brands. As it has expanded, The RealReal opened a pop-up store in Las Vegas and another location in Manhattan’s SOHO. The RealReal began selling beauty products during the holiday season and has continued to sell beauty products quietly at both brick and mortar locations.
According to Rati Levesque, The RealReal’s chief merchant, The RealReal is testing a selection of beauty products. Still in its initial phase of testing The RealReal hopes to provide a curated selection of products in every category. The RealReal sells new products direct from the manufacturer each of their locations. The RealReal focuses on selling clean beauty brands like Ellis Brooklyn, Babo Botanicals, In Fiore, Maison Louis Marie, Grown Alchemist, Cap Beauty, Uma Oils, and more.
The luxury consignment store is one store among many who are moving into the beauty market. Forever 21, Free People, Madewell, and Anthropologie have also started selling beauty products marketed to appeal to millennials. Selling beauty products will attract customers to a brick and mortar store and establish a brand. Positioning themselves in the beauty market is likely the reason why The RealReal has decided to start selling beauty products.
Julie Wainwright, the founder of The RealReal, has received more inquiries from beauty and home brands that want to sell new products through the retailer. The line between new items and used luxury items has started to blur at the luxury consignment store. It will be interesting to watch The RealReal’s progress as they integrate more new products into their store in the future when their entire philosophy of selling luxury used items was the reason for founding The RealReal and has controlled their marketing campaigns.