Retailers such as Zara, H&M, and Primark have been investing in beauty including offerings such as makeup, hair care and fragrances. Despite their efforts, many of these beauty lines struggle. One of the earlier successful beauty ventures that is hard to come by again is Victoria’s Secret Beauty in the 1990s and 2000s. Victoria’s Secret Beauty benefited from large investment, top talent from beauty conglomerates, partnerships with Shiseido, and strong beauty alignment with their brand and beauty offerings such as shimmery body lotions. Today, the environment is different. Launching beauty at an apparel brand requires more resources, talent and autonomy. Most retailers’ like Primark and Zara, rely on beauty selections by duping better known brands, especially in the growing category of fragrance. However, it is to be cautioned that this is a fragile strategy for long term success.