The Swiss brand out-sparkles rivals with a strategy aimed at driving sales as well as image. This year the company dressed Greta Gerwig, Demi Moore and Bella Hadid as well as hosting clients to view (and purchase) its high jewellery range.

Shares of the North Face owner, which have declined 34.5 percent so far this year, were down nearly 8 percent in extended trading.

In its fiscal fourth-quarter earnings, the beauty company reported that sales increased 77 percent to over $1.02 billion for the 12 months ending on Mar. 31, 2024.

Lower prices compared to department stores and cooling inflation have allowed shoppers more room to shop outside just essentials, boosting demand across product categories for the off-price retailer.

Sophie McElligott will be responsible for overseeing the business’ global expansion and marketing strategy.

Its earnings before interest, tax, depreciation and amortisation margin expanded to 5.6 percent from 5.4 percent a year ago, while overall GMV rose 28 percent to 124.46 billion rupees.