Designed by artist, Gucci Westman, Westman Atelier made its debut in mid-2018 with its products stocked on shelves in Barneys and Violet Grey in New York. Now, the brand has launched its own direct-to-consumer e-commerce store.
Westman reportedly hired former Vogue.com Beauty Director, Catherine Piercy and the Former Director of Operations at digital agency, One Rockwell, Lindsay Freeman to oversee the brand’s creative content and digital commerce strategy.
“Barneys and Violet Grey have been and continue to be great partners for us, but WestmanAtelier.com will be our flagship,” said David Neville, the co-founder of Westman Atelier. “It’s where our brand voice, in our words, will come through,” he told Glossy Magazine.
The new site will accommodate the sale of the brand’s six core products including its foundation stick, powder bronzer, highlight stick, contour stick and blush stick, as well as its tinted highlighter, foundation brush, powder brush and blender brush.
According to Westman, “knowledge is the new luxury”, which is why the site will offer video and editorial content that explores product formulas, as well as makeup tutorials.
The luxury brand isn’t the first of its kind to enter the online beauty market in recent years, with a number of celebrity makeup artist brands making a name for themselves in the space. For instance, Charlotte Tilbury brought her award-winning makeup and skincare range to market in 2013.
Initially, Westman Atelier hyped its products as all going live both in-store with Barneys and on its own website in May 2018, but a spokesperson said the online launch was delayed so Westman Atelier could first learn more about its wholesale partnerships.
“[The site] is launching now because we have Catherine and Lindsay in place, who have a unique understanding of how to help the brand connect directly with its consumers in a way that is very authentic and true to the Westman Atelier purpose,” the spokesperson said.
So far the site has only been set-up to accommodate shopping within the US.