Shoppers Drug Mart launches online beauty boutique

National pharmacy and personal care behemoth Shoppers Drug Mart has entered the online shopping arena with the launch of BeautyBoutique.ca.

A digitization of its prestige-focused in-store Beauty Boutiques, the e-commerce site carries more than 100 brands, including YSL, Shiseido, Benefit, Estée Lauder and Lancôme. Its broad category offerings include makeup, skincare, fragrance, nails, hair, bath and body, men’s grooming and gift sets.

The site also allows customers to earn points through the retailer’s popular Optimum loyalty rewards program, following on the heels of the new Optimum app, launched in June.

READ: Shoppers Drug Mart drives digital with Optimum program

"We know Canadians love their Optimum points, so keeping this consistent with the in-store experience was very important to us," said Mike Motze, president of Shoppers Drug Mart in a release.

Shoppers Drug Mart has approximately 10 million Optimum members. Other incentives to shop the site include free shipping within Canada on orders of $75 or more (delivered within two to six days) and three free samples arriving with every purchase.

A division of Loblaw Companies, which acquired the high-performing pharmacy chain for $12.4 billion in 2013, there are more than 1,250 Shoppers Drug Mart (Pharmaprix in Quebec) locations in Canada. That same year, Shoppers reported total sales of $11 billion with adjusted net earnings of $614 million. First launched in 2003, the Beauty Boutique concept now operates in 267 stores across the country.

This article first appeared on Cosmeticsmag.com