Australian online beauty retailer RY has today launched MUA Shop – a curated range to create a more customer focused offering, which the company says is all about making online shopping easier and more inspiring.
RY.com.au co-founder James Patten says the company is leveraging the high pull that beauty bloggers and influencers in the beauty space have over its target market, and creating a curated range will help drive sales further. The Ry MUA (Make-Up Artist) Shop brings together 20 leading cosmetic brands specially curated by Gold Coast-based makeup artist and YouTube beauty blogger Jasmine Hand.
“The makeup category is fast becoming the highest performing area on our site ahead of electrical, and has been driven hugely by the blogging and social influencer community. The MUA Shop fills a gap in the market and will drive further sales growth for RY’s makeup range, enabling brand expansion,” according to Patten.
“The buzz around professional quality makeup including makeup that photographs well in the ‘selfie-age’ was an area we knew we would excel in. Insider knowledge from our in-house MUA’s + the help of Jasmine Hand allowed us to roll out the MUA Shop with confidence. When we first contacted our beauty database with the news of the curated shop we were met with an overwhelming response to take part in the launch. This gave us further confidence that what we are doing will change the beauty game,” says Patten.
Patten says that it’s all about making shopping the look even more easier for its online customers. “We’ve put the key ingredients for creating that professional look in our shoppers’ hands. We wanted to give the everyday makeup enthusiast access to the products professional makeup artists actually have in their kits to achieve their unique and flawless looks.”
Ry.com.au says the community of makeup enthusiasts it engages with is constantly telling it of their struggles to buy some of these niche brands from within the country. “The launch of the MUA Shop enables these hard to find professional makeup ranges easily available in the one location – saving makeup artists weeks of waiting for their sometimes smashed palettes to arrive from overseas. Many of our everyday customers may not have heard of these brands before, but the low price points on brands combined with its educational content may sway them to give it a go!”
Pattern says Ry’s aim is to stay ahead of the game and constantly add new pro brands, educational content and buying guides that help our customers easily choose their beauty products with confidence. RY intends on being the first port of call for anyone after good quality makeup.
Placed in the 2016 Power Retail Top 100 awards, RY is an Australian owned beauty online retailer, stocking high-end international cosmetic, beauty and skincare brands alongside a wide range of professional haircare lines and electronics.
The online platform was launched in 2005 and operates from headquarters in Currumbin Waters, marketing and shipping goods worldwide to a customer base of more than 300,000 members.
A decade ago, James Patten and Bradley Carr started their online business RY.com.au and today they now head Australia’s largest online hair and beauty products store. The online store now sells more than 12,000 haircare and cosmetics products, with a customer database of 300,000 and more than 200 brands. Since launching in 2005, RY.com.au has sold more than one million products. The company continues to grow, following the recent acquisition of online competitor facialco.com.au
The business is also known for its community conscience, working with local charity RizeUp in the national campaign Open Your Eyes, raising funds and awareness for those affected by domestic violence.