Marie Claire is the latest magazine to enter the beauty and fashion retail sector. Last year fashion, beauty and opinion magazine Grazia launched an e-commerce fashion store under the Grazia name after it acquired London-Boutiques.com.Marie Claire plans to capitalize on the “incredible trust” readers place in its brand recommendations by entering into a beauty retail partnership with online supermarket Ocado.

 Jackie Newcombe, Managing Director of Luxury Brands at Marie Claire publisher Time Inc., said the joint venture comes as the publisher looks to “harness the incredible trust” that consumers have in its brands.

“Marie Claire’s influence in the beauty sector is unparalleled,” she commented. “Both with consumers and beauty companies, and especially now that the way that women are buying beauty products is changing rapidly. Our beauty proposition will reflect those changes and we will offer outstanding service, thanks to the partnership with Ocado, who have expertise in this area without equal.”

The partnership, which Ocado expects to incur start-up costs of between £2 million and £3 million will be led by Amanda Scott, who previously held the role of Head of Buying for Beauty and Accessories at John Lewis.

A spokesperson for Ocado stated, “We believe that the high quality of service delivered by our technology and logistics platform combined with the awareness and relevance of the Marie Claire brand will make this an attractive shopping destination for customers.”