Oak + Fort is turning to beauty to grow — and eventually outdo — its fashion business.
The Canada-based retailer is applying its minimalist chic designs to makeup with the launch of Oak + Fort Beauty. The color cosmetics line, available on Oak + Fort’s web site, consists of three cushion compacts, two lip tints, two lipsticks and six nail polishes, with prices ranging from $9 to $28. The line was manufactured in Korea, where Oak + Fort founder and chief executive officer Min Kang is from.
Oak + Fort Beauty’s CC Cushion, $28.
Beauty is a growing area of focus for Oak + Fort, which started as a digital-first brand and has more than 20 brick-and-mortar locations in the U.S. and Canada. The retailer believes its beauty line has “the potential to eclipse our fashion business,” according to Shelly Wilson, formerly Oak + Fort’s chief of staff and head of e-commerce for cosmetics and home, who now consults for the brand.
“You look at businesses like Glossier, for example, that have physical locations, and they’re a multimillion-dollar business,” said Wilson. “Our expectation is that [Oak + Fort Beauty] has the potential to eclipse our fashion business and that at some point, it