Digital department store, Freemans.com announced today (26 October 2026) that SS26 beauty sales grew eight times faster than the wider UK market, driven by 40-something, women, who are seeking alternative, edited and age-appropriate curated offers.
While the average growth for the UK beauty market stands at just 2%* this year, Freemans recorded a stand-out sales increase of 17%, compared to the same period the previous year, as leading brands flocked to join the retailer’s dynamic omnichannel offering.
Among the handpicked new brands which came on board the Freeman edit this year are
- L’Oreal brands including Mugler and Viktor & Rolf, plus iT cosmetics
- Prai
- Medicube and Beauty of Josen
- Gatineau
- Jimmy Choo
The achievement is made even more impressive as the retailer only entered the beauty category in September 2021, as part of the digital transformation of the 121-year-old former catalogue brand – but already stocks premium and popular lines, with a best-in-class focus on midlife skincare and make-up.
Sales were exceptional right across fragrance, make-up, body care and skincare, with the likes of Gatineau, Prai, Jimmy Choo, Medicube and L’Oreal brands including Mugler, Viktor & Rolf and IT Cosmetics standing out.
The tie-up with Geller – whose tagline is ‘You’re never too old to go viral’ – saw record sales of ‘airbrush style’ face palettes and foundation specially formulated for older skin, along with the exclusive £49 Freemans x Laura Geller Beauty Box, packed with £100 worth of products.
Freemans’ beauty buying team brings both industry expertise and lived experience to the edit. Made up of women over 40, the team understands first-hand the needs, routines and product expectations of midlife customers.
Susie Calvert, chief merchandising officer, Freemans said: “Half the women in the UK are aged over 40, so we’re proud to be fast becoming the destination for women of this age to look and feel good. Our focus on 40+beauty and skincare means customers can shop in confidence, knowing our experts have handpicked the very best brands for real results.”
As sales continue to grow at above-industry rates, Freemans.com will be offering partnerships to a limited number of new and established beauty brands, which offer innovative, on-trend and in-demand products.
The benefits for brands include expansion of their reach into Freeman’s million-strong customer base, high levels of customer service and industry-leading sales and payment options.
Michelle Fox, beauty buyer, Freemans added: “If you’re in 40+beauty, you need to be with Freemans. We have an incredibly engaged and loyal customer base and we will continue to do all we can to strengthen and diversifying our brand portfolio and bring our shoppers the very best in modern beauty.”
Brands that the Freemans’ team would be ideal to partner with include Trinny of London, Rumi Cosmetics, Liz Earle, Clarins and Estee Lauder to name just a few.
