Marie Claire launches beauty retailer with Ocado

Marie Claire has launched an online beauty brand using Ocado’s eCommerce platform.

The new retailer will sell products from Estée Lauder, Bobbi Brown, Urban Decay, Nars and Perricone MD while offering customers editorial content, curated by beauty editor Sam Dean.

The online retailer will also be supported with the launch of a West End flagship store. Both the store and eCommerce site will open in August.

Fabled’s partnership with Ocado will offer customers a seamless shopping experience, as well as the grocery e-tailer’s famous fulfilment options of one-hour time slots, seven days a week. Ocado also provides eCommerce infrastructure for the online kitchen and dining store, Sizzle, and for pet supplies retailer, Fetch, which launched two years ago and bought in £30-£40 million in sales last year.

Fabled said Ocado's next-day eCommerce proposition is “designed to fit into the fast-paced lives of beauty-savvy women”. While Fabled is a standalone website, Ocado customers will be able to attach Fabled orders to any Ocado deliveries they already have booked. 

“An increasingly confident generation of women are looking for new ways to explore and express themselves through beauty which is why we are hugely excited by the launch of,” said Amanda Scott, MD of Fabled. “Our ambition is to inspire consumers with this fresh and unique approach to the beauty retail marketplace, which perfectly combines the unparalleled brand authority and influence of Marie Claire with the eCommerce expertise of Ocado.”

Marie Claire’s MD of fashion and beauty, Time Inc. UK, Justine Southall, added: “We speak to thousands of women every day at Marie Claire and have done for the past 27 years, so we are uniquely placed to understand and anticipate their changing needs. provides women with an online beauty destination they know they can trust and we look forward to seeing the response we get from them."

Ocado's managing director of general merchandise, James Matthews, discussed the Marie Claire partnership at RBTE 2016.

"It has a different fascia, but has access to the technology and logistics of Ocado and the customer has the same one-hour delivery slot for these categories," Matthews said at the show in March.