O2O fashion brand Pomelo has launched its first cosmetics line, Beet, solidifying its identity as a one-stop lifestyle brand.

Created with women on-the-go in mind, Beet comprises 17 products across four categories – Liquid Blush, Liquid Lipstick, Lip Gloss and Liquid Shimmer.

All products are priced at S$10 per item and feature paraben-free and cruelty-free formulations.

“For consumers today, beauty is integral to style,” said David Jou, Pomelo CEO, signalling the company is taking “a step in the right direction”.

“As a fashion brand that wants to offer women everywhere their best look to become their best selves, we cannot ignore that.”

With Beet, Pomelo provides another touchpoint for a seamless customer experience that prioritises modern consumers’ demand for convenience.

Last month, Pomelo launched its second sustainable collection, Purpose.