Net-A-Porter expands Net Sustain with launch of beauty brands

By

Barbara Santamaria

Published
Jan 14, 2020

More than 60 sustainable brands have been added to Net-A-Porter’s environmentally-friendly Net Sustain edit, including, for the first time, a number of beauty brands.

Net Sustain is the luxury retailer’s answer to the growing consumer demand for responsibly sourced, ethically made products. Launched last year, the online edit will now feature up to 100 brands.

The expanded line-up includes, for the first time, 27 beauty brands from the most internationally renowned like Tata Harper, Aesop, Dr Barbara Strum and Vintner’s Daughter to niche and up-and-coming names like Cosmydor, One Ocean Beauty, Sana Jardin and Seed to Skin.

The fashion edit continues to grow with 45 additional clothing brands, giving online shoppers more options when looking for chic sustainable ready-to-wear. To mark the launch of the next phase, 17 exclusive capsule collections will launch inspired by the cherished ‘wear forever’ pieces that form the basis of a sharp wardrobe.

Headlining the initiative are established brands Theory, Gabriela Hearst and By Malene Birger alongside emerging brands Bite Studios, Aaizel and Envelope 1976.

Consumers are assured that each product in the Net Sustain edit meets at least one of  seven attributes defined by Net-A-Porter. These take into account human, animal and environmental welfare and align with internationally recognised best practices in the fashion and beauty industries. 

“Since the launch of Net Sustain in June 2019, we have been committed to expanding in this area and enabling our customer to make informed choices. We are especially excited to launch beauty into the platform for the first time, following extensive onboarding and vetting processes,” said Elizabeth von der Goltz, global buying director.

Net-A-Porter admitted that bringing together a range of beauty products under a sustainability banner was a challenge as “terminology with sustainable beauty can mean different things to different people”.

“Net Sustain celebrates the brands that place sustainability at the heart of their business mission, and our attribute taxonomy recognizes that every brand will take a slightly different approach depending on the nature of their supply chain and their end product,” Elizabeth von der Goltz continued.

Products and brands in Net Sustain are featured in a dedicated area on site, and badged according to each pillar so that items can be easily identified. A campaign shot in London and “approached with a consideration for environmental impact” celebrates the platform’s latest arrivals.