Victoria’s Secret takes its beauty business to Amazon

Victoria’s Secret & Co. has entered into its first major wholesale deal with another retailer.

Approximately 120 Victoria’s Secret Beauty and Pink Beauty products are now available for sale on Amazon. The items, which include lotions, fragrances and body washes, are featured in a new Victoria’s Secret “storefront” on Amazon. The selection will be expanded over time based on customer feedback.

Victoria’s Secret said the collaboration is the latest example of how the company has been able to innovate and engage customers in new ways since becoming an independent company in August 2021. The retailer recently acquired a minority interest in women’s beachwear brand Frankie’s Bikinis, and entered the tween space, launching a gender-neutral, digital-only brand called Happy Nation.

[Read More: Victoria’s Secret launches digital-only tween brand]

The Victoria’s Secret beauty products on Amazon are eligible for free delivery with Prime.

“Through customer feedback and research, we’ve heard consumers want to purchase VS Beauty in Amazon’s store and already search for the product on the site,” said Greg Unis, CEO of Beauty at VS&Co. “This is a natural channel extension for us to continue growing our beauty business and meet customers where they are with the products they love.”

[Read More: Victoria’s Secret steps up turnaround with totally new look]