With the holidays around the corner, J.Crew is taking extra measures to ensure shoppers have an Instagrammable season. After briefly carrying a small selection of beauty products two years ago, the retailer recently revived the section with twenty beauty brands including Lanolips, Stowaway Cosmetics, and Korean up-and-comer Peach and Lily.

The move to include beauty comes after a series of department stores and fast-fashion retailers did the same over the past year. Most recently, J.Crew-owned Madewell introduced its beauty cabinet, which includes partnerships with brands like Herbivore and French Girl Cosmetics as well as three exclusive products. British fast-fashion e-tailer ASOS took this strategy one step further by supplementing its already buzzed-about beauty selection with a cosmetics line of its own. The products are brand new, accessibly priced, and of course, Instagrammably packaged.

Beauty is rising in popularity on Instagram, where 98% of beauty brands have Instagram accounts and 74% posted an Instagram Story over the same period, according to L2’s beauty report.  Brands that were once unknown, like ColourPop and Sugarpill Cosmetics, have now become famous on the platform and beyond. This trend has quickly transformed Instagram into a discovery hub for beauty junkies, suggesting that J.Crew’s decision to spotlight Insta-famous brands could be a good one.

While jumping on the beauty bandwagon at this point in time may not help J.Crew overcome the shaky holiday season ahead, it could help the retailer regain relevance. With beauty products making their debut on Amazon, J.Crew and its rivals will need all the help they can get.

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