Leading fashion retailers launch beauty ranges to stay on top

(courtesy of American Apparel)

According to Women's Wear Daily, US hipster fashion label, American Apparel has begun rolling out a collection of 18 nail polish shades December 16 amid a trend of fashion retailers introducing housebrand beauty products.

The range marks the first move into beauty by the brand, which built its name on stylishly sustainable basics, and is sold exclusively through AA's close to 300 stores in 20 countries.

American Apparel's nail polish comes in the season's key trend colors, including mint green and grey, retailing for $6 each, or $15 for a three-pack.

"Like our clothing, the palette is intended for year-round use," said Marsha Brady, a creative director for American Apparel. "It's a painterly range of colors designed for long-term appeal and creative interpretation. We put equal focus on making sure the polish and the colors were both durable and beautiful."

The move comes after other fashion retailers, including Forever 21, launched their first beauty ranges this year. Swedish competitor H&M has been selling its own makeup range for a long time, Spanish Zara even features house-brand fragrances, and UK retail giant Topshop announced its own beauty line for spring next year.