Sharmadean Reid

LONDON — In a bid to strengthen its ties to Millennials, Feelunique, the U.K.-based beauty e-tailer, has named Wah Nails founder Sharmadean Reid as its strategic adviser, WWD has learned.

An announcement is expected on Wednesday.

Reid, an entrepreneur best known for her nail salons that helped to spearhead the nail art trend, will lead an advisory board of beauty experts. She’s been tasked with sharing her insights about the Millennial consumer with as it looks to strengthen its position as a leading online beauty retailer for that generation.

“Sharmadean is a leading voice among British Millennials. As someone who is at the forefront of innovation in the beauty industry, her expertise and entrepreneurial flair will prove invaluable to Feelunique,” said Joel Palix, the company’s chief executive officer, pointing to the retailer’s popularity with consumers in the 19-to-24 age bracket.

The company added that 65 percent of its consumers are under the age of 35, making it an attractive partner for beauty brands that want to gain access to a younger generation.

Reid said she took the job because of Feelunique’s understanding “that the beauty industry is constantly evolving,” and because of its commitment to innovation.

In addition to running Wah Nails, Reid has launched a platform for beauty professionals called Beauty Stack, which aims to build a network of like-minded beauty experts and offer them business tools to build their websites, share content and manage bookings.

Speaking at WWD’s Retail 20/20 summit earlier this year, Reid spoke of the importance of building a community and identifying a higher purpose for your business: “We often talk about what is the end feeling of our customer, and it’s about the safe space to discuss ideas.”

In August, Feelunique reported record sales and said the company is tracking 50 percent year-over-year growth, following launches of dedicated web sites in China, France, Norway, Germany and the U.S. and a growth of its product offer. It stocks more than 28,000 products from brands such as Tom Ford, Charlotte Tilbury, Chanel, Dior and Dermalogica, among others.

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