Victoria’s Secret Turns To Amazon To Sell More Beauty Products

Victoria’s Secret (VSCO) will now sell its beauty products on Amazon as it looks to boost sales while meeting customer demand to purchase items on the online storefront.

The lingerie company will sell about 120 different products from its Victoria’s Secret Beauty and Pink Beauty lines, which will be eligible for fast, free delivery with Amazon Prime.

Through the Victoria’s Secret storefront on Amazon, the retailer said it will bring its beauty products to more customers while enhancing the shopping experience for them.

Products that will be available on the Amazon at launch include a number of fragrance scents, including its Bombshell, Tease, Very Sexy, Love, Heavenly, and Him brands, as well as mist and lotion scents such as Love Spell, Pure Seduction, Bare Vanilla, Velvet Petals, Amber Romance, Aqua Kiss, Coconut Passion, and Midnight Bloom.

The lineup will also include specific Natural Beauty mists, lotions, body scrubs, and wash scents as well as Pink mist, lotions, body scrubs, and wash scents.

“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,” Greg Unis, CEO of Beauty at Victoria’s Secret, said in a statement. “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.”

Unis told CNBC that going forward, the company could eventually add its bras, underwear, and loungewear to the Amazon storefront based on what customers are searching for online. Unis went on to say that many shoppers are already looking for Victoria’s Secret products on Amazon.

“Amazon is a free marketplace and anybody is allowed to sell [there]. We knew there was a strong appetite by just being observant on the range of products that were already being sold,” he told CNBC.

Victoria’s Secret was spun off from Bath & Body Works as an independent company in August 2021. The Amazon venture is one of many new initiatives made by the retailer to boost revenue and garner more customers.

As of Friday at 9:54 a.m. ET, shares of Victoria's Secret were trading at $48.78, down 72 cents or 1.44%.