From Topshop to & Other Stories, H&M to Zara, there’s a great selection of high street stores with their own beauty brands. But as ever in the world of beauty, there’s always room for one more, and River Island is ready to step up.
The long-standing high street hero has just signed a seven-year deal with KMI Brands, who are behind Ted Baker Beauty. They will be making their own-brand cosmetics for the first time in its 72-year history, marking a new move for the youthful brand, which had previously only sold fragrances and a small selection of beauty products from other brands.
As well as creating a new selection of own-brand beauty products, the River Island’s fragrances will also be distributed outside of its retail stores and sold in wholesale, which has also never happened before.
Brand director at KMI Brands, Claire Green, commented on the new move, saying: ‘Discovering the heritage of the River Island brand has been a joy.’
She continued: ‘The brand is renowned for stylish, accessible and inclusive fashion and translating this to a dynamic beauty category with experience and purpose at its core is an exciting opportunity to develop further.’
Theodore Sheppard, international and business development head at River Island added: ‘River Island are excited to enter into a partnership with KMI to design and develop our beauty and grooming ranges across our women’s, men’s and kids’ categories.’
‘As a specialist in the field, KMI have extensive experience as well as a strong understanding of brand values. This makes them an outstanding partner to take River Island forward in these categories which we believe will deliver significant growth in the coming years.’
As there’s no word on when we can expect the new products to drop, why not browse some other high street beauty heroes in the mean time? Our favourites have to be from & Other Stories and Zara, who do amazing summery fragrances at a fraction of the price of higher-end perfumers.