Time Inc. UK’s Marie Claire UK has launched Fabled by Marie Claire, a beauty and wellness destination utilising Marie Claire’s 27 years of expertise in the beauty industry. The new online beauty store is a first-of-its-kind retail partnership with Ocado which is set to launch online this August and with a flagship West End store. Fabled by Marie Claire will offer an extensive range of premium and niche brands, such as Estée Lauder, Bobbi Brown, Urban Decay, Nars and Perricone MD, as well as exclusive content from its dedicated editorial team. 

With a name inspired by decades of beauty knowledge and heritage, Fabled will feature bespoke editorial content drawing on Marie Claire’s expertise in the field. The content, which will range from beauty trends to innovative tips and educational advice, will be curated by industry expert and dedicated Beauty Editor, Sam Dean. Found at fabled.com, the new venture will be led by Amanda Scott Managing Director of Fabled.

“We are hugely excited by the launch of Fabled and our ambition is to inspire consumers with this fresh and unique approach to the beauty retail marketplace. An increasingly confident generation of women are looking for new ways to explore and express themselves through beauty. Our new venture perfectly combines the unparalleled brand authority and influence of Marie Claire with the ecommerce expertise of Ocado,” comments Amanda Scott, Managing Director of Fabled.

In partnering with Ocado Ltd, Fabled promises to deliver online purchases within a choice of one hour time slots, seven days a week, and is designed to fit into the ‘fast-paced lives of beauty-savvy women’.

“Ownership of an amazing brand such as Marie Claire brings tremendous opportunity beyond the pages of our magazine; our influence in the beauty sector is unparalleled. We speak to thousands of women every day, so we are uniquely placed to understand and anticipate their changing needs. Fabled provides women with an exceptional online beauty destination they know they can trust and we will truly bring together content, commerce and community. We couldn’t be happier with the partnership we have created with Ocado, and the team that has been assembled to run the business is quite simply unrivalled in the sector’ says Marie Claire’s Managing Director, Fashion & Beauty, Time Inc. UK, Justine Southall.

To accompany the online offering, a concept, flagship store named Fabled by Marie Claire will open on Tottenham Court Walk, London W1 in August alongside the website launch. The store, designed by GP Studio will stock brands such as Chanel, Benefit, YSL, Clinique, Elemis and Lancôme.