In October 2022, Shopbop launched Shopbop Beauty, extending into skin care, makeup, hair care, tools, and bath and body — built to make Shopbop a true one-stop shop, giving the customer a reason to add to cart while she was already there for the clothes. The launch campaign carried the same sensibility as the core brand — rich, visceral, poppy — using color and texture to make beauty feel like a natural extension of personal style rather than a category bolted on.