Zappos.com has made a quiet entry into the beauty world.

For the past year, while nobody was looking, the no-frills shopping site first famous for its shoe selection slowly filled its beauty basket to include industry powerhouses and niche brands alike. Color cosmetics brands like Stila, Lola Cosmetics, Pop Beauty, skincare companies such as Ahava and MD Skincare, and a smattering of small hair brands have all signed on with both regular and exclusive product offerings.

The customer-oriented website created the beauty section in anticipation of Holiday 2009, which marks its full-fledged unveiling.

Zappos plans to separate itself from competitors like Sephora.com and Beauty.com by offering fast, free shipping options to deliver the ease of online shopping with the immediate gratification of brick and mortar stores. "Zappos.com feels that our main competitors are brick and mortar locations since their products are available immediately," says Eileen Lewis, Director of Fashion Strategy.

Most other online retailers only offer free shipping over a set dollar amount or during special promotions, so it will be interesting to see if clients bite, as this consumer-friendly option becomes better known.

StyleList caught up Lewis over email to get the scoop on the new beauty section.

StyleList: Why did Zappos decide to get into the beauty category?
Lewis: Zappos.com thought that Beauty would be a natural extension for completing a wardrobe- fashion doesn't just belong in a closet! We want Zappos.com to be a one stop shop for any shopper looking for the fashion lifestyle and customers were looking for the category extension on our site.

StyleList: Which retail websites do you consider to be your main competitors?
Lewis: Zappos.com feels that our main competitors are brick and mortar locations since their products are available immediately. However, with our fast, free shipping options, Zappos.com is bridging the gap between the time you place an order and the time you receive it.

StyleList: How does your shopping experience and product strategy differ from your competitors – how will you make your beauty section stand out against the Sephora.com's and Beauty.com's of the web-sphere?
Lewis: We always offer free shipping and a 365-day return policy to ensure our customers are happy with their products. Zappos.com always stands for service and selection allowing our customers to shop for all their needs in one place.

StyleList: What brands and or specific products do you think your clients will be most excited about?
Lewis: Zappos.com is really excited about offering our customers a wide selection in cosmetics, skincare, bath lines, hair care and fragrance. We also have a great selection of giftable cosmetic and fragrance sets for holiday.