Moda Operandi is expanding into the beauty section with its launch of “best in beauty,” a curated selection of products from popular and emerging beauty brands.

The eTailer plans to tap into its deep relationships in the fashion realm to give its customers access to everything from videos highlighting designers’ skincare routines to shoppable tutorials with the artists responsible for creating iconic beauty looks.

“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,” said Jim Gold, chief executive officer at Moda Operandi. “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,” he added.

The company’s expansion into the beauty space comes nearly eight months after the appointment of Jessica Matlin as its beauty director. The new offering currently gives shoppers access to a total of 55 skincare, makeup, fragrance, and body care brands. And in the coming months, the company plans to roll out unique experiences such as private events, bespoke seasonal gifts, and personal shopping.

“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,” Gold said.