Shopbop is the most recent marketplace to enter beauty.

The Amazon-owned site will launch Shopbop Beauty Monday, offering a curated assortment of each established and emerging beauty brands. 

Brands will include Ouai, Costa Brazil, Briogeo, Dr. Barbara Sturm, Joanna Vargas, Olaplex, Augustinus Bader and Uoma Beauty.

For the launch, Shopbop made a campaign celebrating individuality, inclusivity and self-expression, while emphasizing beauty as a of entirety for each look. It spotlights Shopbop’s key beauty categories, including skincare; makeup; hair care; beauty tools and brushes; and bath and body.

A representative declined to comment on why the brand has decided to enter beauty, or elaborate any further on the retailer’s strategy for the category.

Whatever the explanation, Shopbop shouldn’t be alone in targeting beauty, which unlike fashion hasn’t much been impacted by a decline in consumer spending amid an economic backdrop of record-high inflation, rising rates of interest and recessionary fears.

Following its acquisition of specialty retailer Violet Grey in January, Farfetch launched beauty on Wednesday with an assortment of greater than 100 prestige brands. For its part, Farfetch is trying to differentiate itself with a gender-neutral assortment in an approach it is asking “Beauty Beyond Boundaries.”

Net-a-porter and Ssense have also gone deeper into the category.