THE WHAT? Luxury fashion site Farfetch is set to acquire beauty e-commerce site Violet Grey for an undisclosed sum.

THE DETAILS Following the acquisition, there will be a curated selection of products on the Farfetch marketplace, expanding Violet Grey’s reach to a wider target audience. 

According to a press release, “Violet Grey will also leverage Farfetch Platform Solutions’ expertise in technology, global logistics and operations in continuing to drive its standalone business, comprised of VioletGrey.com and its Los Angeles retail store.”

Following completion of the acquisition, Violet Grey Founder Cassendra Grey will become Global Advisor for Beauty on the Farfetch marketplace and Co-founder of NGG Beauty, where she will work to incubate and accelerate new brands.

Grey will also be Chair of Violet Grey, where she will provide overall strategic and creative direction. In other HR news, Niten Kapadia, previously VP Operations, Farfetch takes the role of Managing Director for Violet Grey.

THE WHY? Grey said of the acquisition, “We’ve had our eye on Farfetch since its inception and I have long admired José’s love of fashion and his inspired mission to connect curators, creatives and customers in a way that revolutionizes the consumer experience and meets us wherever we are.

“Myself, Sarah Brown and our band of beauty editors could not be prouder or more eager to bring our love of beauty and discerning eye to the Farfetch ecosystem. Most of all we are honored to now get to learn from José, Stephanie Phair, Holli Rogers, and all the other amazing Farfetchers. Now if you will excuse me, I am going to go call my mom and tell her I’ve made it in the world.”