Oak + Fort’s New Beauty Line Would Like To Be The Next Glossier
Canadian company Oak + Fort got its start eight years ago as a little boutique in Vancouver. Over the years, the brand’s minimalist aesthetic and thoughtful attention to design have earned them many fans and today, Oak + Fort has 18 brick and mortar locations across North America. Their inventory has also expanded, with the company offering both men’s and women’s apparel, home items and most recently, beauty.
Launched late last week, Oak + Fort Beauty is described on their Instagram page as a “modest and concise line designed to enhance your natural, undefined beauty.” Founder and CEO, Min Kang had the products manufactured in his native Korea and you can see influences of K-beauty in the collection, such as the inclusion of cushion compacts. Currently, the only other products in the line-up are two lip tints, two lipsticks and six nail polishes, but the brand says it will be dropping new products on a monthly basis and a skin-care line is expected this Spring.
It’s not unusual for an apparel company to tap into the beauty market. This summer, Urban Outfitters came out with their own beauty line, Ohii and brands like Topshop and H&M have created their own makeup products for years. Oak + Fort, however, wants their cosmetics line to be somewhat different. “It’s not just, ‘Here’s a nice accessory to go with the fashion.’ That’s not what we’re thinking,” Shelly Wilson, former chief of staff and head of e-commerce for the brand’s cosmetics and home divisions, told WWD. “We’re looking at this as a separate organization and a separate business that complements, but has the ability to stand completely on its own.”
She adds that the company thinks their new beauty line has the “potential to eclipse our fashion business” with Wilson giving the example of Glossier, a brand that’s turned their own physical locations into a multimillion-dollar business.
Currently, Oak + Fort’s beauty products range in price from $9 to $28.
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Launched late last week, Oak + Fort Beauty is described on their Instagram page as a "modest and concise line designed to enhance your natural, undefined beauty." Founder and CEO, Min Kang had the products manufactured in his native Korea and you can see influences of K-beauty in the collection, such as the inclusion of cushion compacts. Currently, the only other products in the line-up are two lip tints, two lipsticks and six nail polishes, but the brand says it will be dropping new products on a monthly basis and a skin-care line is expected this Spring.
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It's not unusual for an apparel company to tap into the beauty market. This summer, Urban Outfitters came out with their own beauty line, Ohii and brands like Topshop and H&M have created their own makeup products for years. Oak + Fort, however, wants their cosmetics line to be somewhat different. "It's not just, 'Here's a nice accessory to go with the fashion.' That's not what we're thinking," Shelly Wilson, former chief of staff and head of e-commerce for the brand's cosmetics and home divisions, told WWD. "We're looking at this as a separate organization and a separate business that complements, but has the ability to stand completely on its own."
She adds that the company thinks their new beauty line has the "potential to eclipse our fashion business" with Wilson giving the example of Glossier, a brand that's turned their own physical locations into a multimillion-dollar business.
Currently, Oak + Fort's beauty products range in price from $9 to $28.
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