Just last May Amazon announced the debut of a brand new members-only sales site, Myhabit.com, featuring fashion items straight from designers and boutique brands. The private site boasts products at up to 60 percent off, each of which are shown via high-quality photos. The site also has videos of the clothing on live models and free four-day shipping and returns making it viable competition for the likes of Gilt, HauteLook, Boutiques.com, and eBay’s fashion store. Now, just a few months after the launch of the private site, MyHabit has added beauty to their category offerings. I had a chance to preview the site – the first sales went live today at noon ET – and the brands lined up are stellar.
Today’s sales feature products from Oscar Blandi, Anthony Logistics, Babo Botanicals, Dr. Hauschka Skin Care, Boscia, and Tweezerman and a slew of other luxury brands are slated to follow. There’s also a curated beauty section with products hand-picked by Teen Vogue’s Eva Chen currently up on the site.
All of the beauty products are priced at up to 50% off and each product features descriptions that include any specific claims, key ingredients, directions for use, and any product precautions. Beauty products are also presented with upscale photography and a zoom feature for up-close details. Members-only shopping sites may be a dime a dozen these days, but few show as much promise when it comes to its beauty product line-up as MyHabit and given how rarely beauty products go on sale — especially staple ones from luxury brands — this is one launch that seems poised for success.