FARFETCH to acquire cult favourite luxury beauty destination Violet Grey

Transaction precedes launch of FARFETCH’s broader Beauty proposition later in the year

LONDON, U.K. January 28th, 2022 – FARFETCH Limited (NYSE: FTCH), the leading global platform for the luxury fashion industry, today announced it will acquire luxury  beauty retailer, Violet Grey, for an undisclosed sum. Since launch, Violet Grey has become a renowned beauty destination and elevated content channel, and been the launchpad for many of today's most iconic global beauty brands. The company has built a devoted community who love the brand for its expertise and the trust they’ve built amongst customers. The acquisition comes ahead of the launch of Beauty on the FARFETCH Marketplace, which is scheduled for later in the year.

The acquisition of Violet Grey brings industry expertise as well as a curated selection of products to be offered on the FARFETCH Marketplace, and expands the beauty curator’s reach to extend to FARFETCH’s global customer base. Violet Grey will also leverage Farfetch Platform Solutions’ expertise in technology, global logistics and operations in continuing to drive its standalone business, comprised of VioletGrey.com and its Los Angeles retail store. Upon completion, Violet Grey founder, Cassandra Grey, will become a global advisor for Beauty on the FARFETCH Marketplace and Co-founder of NGG Beauty where she will work to incubate  and accelerate new brands. Grey will also be Chair of Violet Grey, providing overall strategic and creative direction and continuing to build the community that Violet Grey is known for. Niten Kapadia, previously VP Operations, FARFETCH takes the role of Managing Director for Violet Grey. Completion is subject to customary closing conditions, including the consent of Violet Grey’s existing shareholder base.

FARFETCH’s beauty proposition, which is due to launch later this year, will offer FARFETCH’s extensive Millennial and Generation Z luxury audience a unique experience for discovering and shopping for beauty. It will allow customers to access insights and expertise from multiple beauty experts and communities, including the Violet Grey community.  For brand partners, FARFETCH’s expansion into Beauty provides an  opportunity to reach FARFETCH’s millions of engaged luxury customers through co-branding and marketing opportunities to target the global Luxury Beauty market, estimated to be almost $USD 69 billion and the second largest category within the global Personal Luxury market, after Leather Goods, and ahead of Apparel[1]

Stephanie Phair, Chief Customer Officer, FARFETCH said:

“The acquisition of Violet Grey is an important step ahead of the launch of Beauty on FARFETCH later this year and will form part of our overall beauty strategy ‘palette’. It will enable us to offer our informed and engaged customers a curated selection of the industry’s most sought-after products on the FARFETCH Marketplace, joining a world of beauty brands, from the iconic leading global brands, to smaller brands with a cult following. 

Our aim for Beauty on FARFETCH is to provide the world’s most expansive, curated edit of the best products to serve customers across ages, races, cultures and genders in an ‘Only on FARFETCH’ way. We’ll be able to show our customers an immersive crossover between fashion and beauty, leveraging our innovation capabilities to offer exciting features for our customers. FARFETCH will bring together niche and global brands to transform the beauty retail experience, creating an environment that offers beauty without boundaries.

As a Marketplace, we are uniquely positioned to be able to offer multiple points of view and voices in this important category, so customers can find the products and expertise that speak to them. The addition of Violet Grey and Cassandra Grey joining the team will form an important element of this overall strategy. Cassandra has built true authority in the beauty industry and has an incredible, intuitive understanding of where beauty is going and what customers want.”

Cassandra Grey, Founder of Violet Grey said:

“VIOLET GREY was founded with a simple, straightforward mission - to enable customers to feel confident in their purchase decisions.  Our product is trust and we have earned that trust simply by partnering with those who are the best at what they do.  This is our not-so-secret sauce, we partner with the best beauty experts to curate the best beauty brands, to ultimately serve a community of customers who subscribe to the notion that only the best will do.  

We’ve had our eye on FARFETCH since its inception and I have long admired José’s love of fashion and his inspired mission to connect curators, creatives and customers in a way that revolutionizes the consumer experience and meets us wherever we are.  Myself, Sarah Brown and our band of beauty editors could not be prouder or more eager to bring our love of beauty and discerning eye to the FARFETCH ecosystem.  Most of all we are honored to now get to learn from José, Stephanie Phair, Holli Rogers, and all the other amazing Farfetchers.  Now if you will excuse me, I am going to go call my mom and tell her I’ve made it in the world.” 


Media Contacts:

Susannah Clark

VP Communications, Global


+44 7788 405224


Brunswick Group


US: +1 (212) 333 3810

UK: +44 (0) 207 404 5959


Investor Relations Contact:

Alice Ryder

VP Investor Relations



About Farfetch

Farfetch Limited is the leading global platform for the luxury fashion industry. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, Farfetch began as an e-commerce marketplace for luxury boutiques around the world. Today, the Farfetch Marketplace connects customers in over 190 countries and territories with items from more than 50 countries and more than 1,400 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform. Farfetch’s additional businesses include Browns and Stadium Goods, which offer luxury products to consumers, and New Guards Group, a platform for the development of global fashion brands. Farfetch offers its broad range of consumer-facing channels and enterprise level solutions to the luxury industry under its Luxury New Retail initiative. The Luxury New Retail initiative also encompasses Farfetch Platform Solutions, which services enterprise clients with e-commerce and technology capabilities, and innovations such as Store of the Future, its connected retail solution.


For more information, please visit www.farfetchinvestors.com



VIOLET GREY is a content and commerce destination that connects with beauty consumers through a global community of content creation, product curation, and Hollywood beauty culture. A force rooted in beauty, VIOLET GREY encompasses authority and celebrity, and an obsession with cutting edge innovation. Their unique offering includes niche labels, legacy brands, and exclusives, and their premium video content reimagines a mobile-first content and commerce experience.

Equally authoritative and authentic, VIOLET GREY enlists the expertise of beauty editors, dermatologists, makeup artists, estheticians, hair stylists, and celebrities to test and evaluate the performance and presentation of all product considerations. Only products deemed best-in-class by over 70% of experts are VIOLET CODE APPROVED and added to THE SHELVES. This industry-coveted accolade drives VIOLET GREY's distinct narrative, partnership selections, and in-house productions.

For more information, please visit www.violetgrey.com 


Forward Looking Statements

This  press  release  contains  forward-looking  statements  within  the  meaning  of  the  Private Securities  Litigation  Reform  Act  of  1995.  All  statements  contained  in  this  release  that  do  not  relate  to  matters  of  historical  fact  should  be  considered  forward looking statements, including, without limitation in relation to Farfetch’s acquisition of Violet Grey, and/or  the  possible  future  opportunities  and  benefits  thereof,  and/or  the  terms thereof,  and/or  whether  such  transaction  will  reach  closing, and/or Farfetch’s broader beauty proposition and  assumptions  underlying all  such  statements,  as  well  as  statements  that  include  the  words “expect,”  “intend,”  “potential”,  “plan,”  “believe,”  “project,”  “forecast,”  “estimate,”  “may,”  “should,”  “anticipate”  and  similar  statements  of  a  future  or forward-looking  nature.  These  forward-looking  statements  are  based  on  management’s  current  expectations.  These  statements  are  neither  promises  nor guarantees,  but  involve  known  and  unknown  risks,  uncertainties  and  other  important  factors  that  may  cause  actual  results,  performance  or  achievements  to  be materially  different  from  any  future  results,  performance  or  achievements  expressed  or  implied  by  the  forward-looking  statements,  including  the  factors  discussed under  the  caption  “Risk  Factors” in  our  Annual  Report  on  Form  20-F  filed  with  the  U.S.  Securities  and  Exchange  Commission  (“SEC”)  for  the  fiscal  year  ended December 31, 2020,  as such  factors may be  updated from time  to time  in our  other filings  with the  SEC, which are  accessible on  the SEC’s  website at  www.sec.gov and the Investors page of our website at www.farfetchinvestors.com. In addition, we operate  in a very competitive and rapidly changing environment, and new risks emerge  from  time  to  time.  It  is  not  possible  for  our  management  to  predict  all  risks,  nor  can  we  assess  the  impact  of  all  factors  on  our  business  or  the  extent  to which  any  factor,  or  combination  of  factors,  may  cause  actual  results  to  differ  materially  from  those  contained  in  any  forward-looking  statements  that  we  may make.  In light of  these risks, uncertainties and assumptions, the forward-looking events and circumstances discussed in this  release  are inherently uncertain and  may  not  occur,  and  actual  results  could  differ  materially  and  adversely  from  those  anticipated  or  implied  in  the  forward-looking  statements.  Accordingly,  you should not rely upon forward-looking statements as predictions of future events. In addition, the forward-looking statements made in this  release  relate only to events or information as of the date on which the statements are made in this  release. Except as required by law, we undertake no obligation to update or revise publicly  any forward-looking statements,  whether  as a result of  new  information, future events or  otherwise, after the  date on  which the statements  are made or to reflect the occurrence of unanticipated events.


[1]  Bain Altagamma Luxury Study 20th Edition, November 2021. 2021E global market size for Luxury Beauty: €60B ($68.9B using USD/EUR exchange rate as of 11 November when the report was published

Susannah Clark
VP Communications, Global
Brunswick Group
Alice Ryder
VP Investor Relations