Ozon has entered into a partnership with local Sephora competitor Rive Gauche to sell perfumery, beauty goods and accessories through its online platform.

The move, which is Ozon’s first step into the luxury beauty space, will enable it to widen its product range by 25,000 SKUs from brands like Dior, Lancôme, La Mer and Tom Ford. The platform also aims to draw new users by offering discounts of up to 30 percent and expects it to eventually give a 15 million rouble ($200 million) boost to the company’s annual turnover.

Rive Gauche, which was founded in 1995, operates over 200 stores across Russia. Last year, its revenues dropped by 19.2 percent to 30 billion roubles ($400 million), according to information agency Infoline. In 2020 Ozon’s turnover increased by 144 percent to 194.4 billion roubles ($2.5 billion) and the business’ active users surged 74.7 percent to 13.8 million amid the pandemic.

Sephora first took a stake in Rive Gauche’s competitor Ile de Beauté in the Russian market in 2008. In 2008, LVMH acquired a 45 percent stake in Ile de Beauté; in 2011 it increased its stake to 65 percent and in 2016 the luxury giant completely bought out the chain.

Editor’s Note: This article was revised on May 4, 2021. An earlier version of this article misstated that Daria Shapovalova was its author; the story was written by Daria Labutina.