has added 50 new beauty and fragrance brands to its portfolio as part of its plans to expand its premium beauty offering. The launches include brands such as Elemis, Cowshed, Nip+Fab, This Works, Emma Hardie and Iconic London. The fragrance launches include Montblanc and Coach. has grown its beauty and fragrance retail sales by 78% over the last four years.

Category director at The Very Group, Jeremy Stevens said: “Our unique proposition of great brands and flexible ways to pay helps customers to trade up online. This creates a real growth opportunity for the beauty market online by opening up a whole new customer base for our brand partners.

“We’re seeing a fantastic response to the beauty and fragrance brands that have already launched on but we know our customers and broader target market want even better access to premium beauty brands.”