From couture giants like Prada and Celine to high-street favourites like & Other Stories, beauty is no longer just an accessory to fashion—it’s a natural extension of it. With the global beauty industry valued at over $625 billion in 2023 and projected to reach $758 billion by 2027 (Statista), the synergy between fashion and beauty makes perfect business sense. It allows brands to reach a wider audience, boost revenue, and cement their lifestyle status.
Take & Other Stories, for instance, known for its Parisian-meets-Scandinavian aesthetic. The brand is set to launch an exclusive makeup capsule as part of its highly anticipated ROKSANDA x & Other Stories ready-to-wear collaboration on May 15, 2025. The collection features three striking lipsticks and nail polishes, curated personally by designer Roksanda Ilinčić, renowned for her bold colour palette and sculptural silhouettes.
“Just as a striking silhouette transforms a look, the perfect shade of lipstick or beautifully painted nails adds confidence and character,” notes Roksanda. Each shade in this collection mirrors her instinctive use of colour—bold, emotive, and effortlessly chic.
This move is not isolated. Celine Beauty, under the creative direction of Hedi Slimane, made headlines when it launched a collection of genderless fragrances in 2019, followed by the announcement of a full beauty line, including makeup, in development. Meanwhile, Prada Beauty officially unveiled its makeup collection in 2023, blending high fashion with high performance. Prada’s products—especially its satin lipsticks and refillable compacts—embody its dual identity of intellectual minimalism and forward-thinking luxury.
This crossover from fashion to beauty is driven by more than profit margins. It’s about storytelling and emotional connection. Beauty products are an accessible way for consumers to buy into a brand’s universe. A lipstick inspired by a runway collection or a nail polish named after a designer’s muse allows customers to experience the brand’s aesthetic intimately, even if they can’t afford a couture dress.
Additionally, social media and influencer culture have accelerated this shift. Beauty content is more digestible, shareable, and often more viral than fashion. A swatch of lipstick or a nail tutorial tied to a fashion label helps brands stay visible and relevant in the ever-evolving digital space.
As boundaries between categories blur, beauty is becoming an essential part of the modern fashion brand’s DNA. Whether it’s for boosting visibility, capturing new markets, or offering a more inclusive price point, the message is clear: makeup is no longer just a touch-up—it’s a brand statement.
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