Martie Is Turning Luxury Beauty Overstock into a Discovery Playground
Martie is an online marketplace that offers discounted prices on overstock and liquidated food and consumer packaged goods (CPG), providing savings while helping reduce food waste.
Martie, the off-price online marketplace co-founded by Louise Fritjofsson and Kari Morris, is quietly reshaping how consumers discover and buy premium beauty. Originally launched in 2021 to sell surplus grocery and household goods, the platform expanded into beauty earlier this year—and it’s already become Martie’s top revenue generator.
“Our vision is to build the Amazon for liquidation,” said Fritjofsson. “I want Martie to be a household name—somewhere people know they can turn when they want to be smart and affordable, while feeling modern and chic and buying great-quality brands.”
With average discounts around 50%, Martie now carries overstock and pre-rebrand products from high-end brands like Byredo, Chloé, La Mer, and Joanna Czech. Beauty represents about 75 of the 551 brands currently available on the platform. By revenue, the top performers are Byredo, Chloé, and La Mer. By units sold, it’s Futurewise (which shuttered in March), Goop, and True Botanicals.
Smart Shopping That Feels Luxurious
Martie’s customer base is largely made up of women aged 30–45, concentrated in Los Angeles and New York. Most earn above the average household income in their cities—unexpected for a discount platform, but consistent with the experience Martie aims to provide: high-quality products at a fraction of the cost, with none of the stigma of clearance shopping.
Fritjofsson sees Martie as both a liquidation solution and a discovery engine. “Liquidation does not discriminate—even the most boujee brands deal with overstock,” she said. “We’re building a platform consumers actually want to be associated with.” Over 60% of shoppers use Martie to explore new products, and 90% say they purchase their favorites again later at full price.
With plans to double the beauty assortment by the end of 2025 and quadruple it by next year, Martie is positioning itself as a new kind of marketing channel for brands that want to reach value-savvy, brand-conscious consumers without diluting their image.
The Bigger Picture in Beauty Retail
Martie isn’t alone in reimagining beauty commerce. Platforms like 213Deli are bringing back “text-to-buy” with curated weekly drops, while K-beauty World is rolling out a unified Korean beauty experience across Ulta stores nationwide. Meanwhile, Tm:rw, a tech-forward flagship in Times Square, is creating immersive retail playgrounds for beauty and lifestyle brands alike.
But Martie stands out for proving that liquidation can be a source of delight, not compromise—and that smart shopping can still feel luxe.
Read more in Beauty Inc via MSN
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