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Why Quince is bringing on more third-party brands

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Why Quince is bringing on more third-party brands

For years, Quince was known for bringing customers luxury products at affordable prices thanks to its direct model. But over time, the company has increasingly carried established brands to offer customers products beyond the Quince private label. 

Therabody was the first brand partner to launch on Quince in June 2025, debuting in its luxury beauty and skin-care marketplace, The Beauty Atelier. It was followed by popular beauty brands such as Supergoop, Fresh and Foreo, among others. Other categories like cookware and homeware have also joined the third-party brand selection, including brands like Staub, Fellow and East Fork. As part of a strategic shift to evolve with its customers, Quince will continue opening its platform to select third-party brand partners. The online retailer has struck wholesale deals with established names across beauty, wellness, cookware and even wine to give customers access to curated products alongside its core assortment under the Quince label.

The outside brand partnerships follow the company’s investment in launching its own beauty and wellness products. After years of strictly operating as an online DTC brand, Quince is also experimenting with new retail formats, such as physical pop-ups and sample sales. 

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