Cult Beauty
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| Private limited company | |||
| Founded | 2008 | ||
| Founder | Alexia Inge (CEO) Jessica DeLuca | ||
| Headquarters | London, UK | ||
| Revenue | £123.4 million | ||
Number of employees | 130 | ||
| Website | https://www.cultbeauty.co.uk | ||
Cult Beauty is a UK-based online beauty retailer, specialising in makeup, skincare, hair products and other accessories. The website focuses on selling only specific, proven products from various cosmetics brands following review by the site’s independent panel.[1] As of 2020, the brand employs over 130 full-time staff and turns over £100m annually.[2][3]
History
Cult Beauty was established in 2008 by Jessica DeLuca and Alexia Inge with the aim to simplify hair and beauty retail online. The brand has a focus on sustainable beauty and transparency within the industry.[4] Inge reportedly became frustrated while working as a model by the “illusion” of brands not being accurately represented in celebrity makeup endorsements.[5] The website chooses a curated list of around 250 products based on a panel of unaffiliated experts’ recommendations.[6][7]
Although it is based in the UK, most of the Cult Beauty’s business is from international sources.[8] The company recorded sales growth to £123.4 million in 2020, citing the surge in online shopping during the COVID-19 pandemic.[9]
In 2011, the brand received first round of investment from Murray Salmon and Mark Quinn-Newall, founding partners of YOOX Net-a-Porter Group|Net-a-Porter.[10] Former Net-a-Porter founder investor Carmen Busquets was appointed chair of the board in October 2020.[11]
In 2018, Cult Beauty was awarded retailer of year by WWD.[12] Cult Beauty has also featured in The Sunday Times Fast Track 100|Sunday Times Virgin Atlantic Fast Track 100.[13]
In 2021, Cult Beauty launched the #UpCloseOnSkincare campaign in collaboration with charity Beauty Banks, as a response to unrealistic depictions of skin on social media and inside the beauty industry. To enter customers had to enter pictures of their bare face on Instagram.[14]
In August 2021, Cult Beauty was acquired by The Hut Group in a £275 million deal. [15]
References
- ↑ Armstrong, Ashley (24 February 2020). "Cult spreads its web to beat beauty halls". The Times.
{{cite news}}: CS1 maint: url-status (link) - ↑ "How to launch a business during a crisis". CLIC. 2020-04-21. Retrieved 2021-08-05.
- ↑ Editor, Ashley Armstrong Retail. "Cult spreads its web to beat beauty halls". The Times. ISSN 0140-0460. Retrieved 2021-08-05.
{{cite news}}:|last=has generic name (help) - ↑ Romano, Esther Newman,Kristine. "12 Clean, Cruelty-Free & Vegan Beauty Brands To Shop Right Now". www.refinery29.com. Retrieved 2021-08-07.
{{cite web}}: CS1 maint: multiple names: authors list (link) - ↑ Wischhover, Cheryl (2017-07-27). "It's Actually Cheaper to Shop at This UK-Based Beauty Site Than Sephora". Racked. Retrieved 2021-07-31.
- ↑ Kelly, Liam. "Cult Beauty provides make-up, not make-believe". The Times. ISSN 0140-0460. Retrieved 2021-07-29.
- ↑ Neel, Julia; Neel, Julia (2013-07-17). "Jessica DeLuca Talks Cult Beauty". WWD. Retrieved 2021-07-31.
- ↑ Editor, Ashley Armstrong Retail. "Cult spreads its web to beat beauty halls". The Times. ISSN 0140-0460. Retrieved 2021-08-07.
{{cite news}}:|last=has generic name (help) - ↑ Halliday, Sandra (11 June 2021). "Cult Beauty sales surge as it gains new customers in UK, Europe". Fashion Network.
{{cite web}}: CS1 maint: url-status (link) - ↑ Creevy, Jennifer (22 August 2011). "Net-a-Porter founders invest in Cult Beauty". Retail Week. Retrieved 2021-07-29.
{{cite web}}: CS1 maint: url-status (link) - ↑ "Cult Beauty appoints Carmen Busquets as chairperson | Retail Bulletin". Retail Bulletin | Daily UK Retail News. 2020-11-10. Retrieved 2021-08-07.
- ↑ Staff, W. W. D.; Staff, W. W. D. (2018-12-13). "WWD Beauty Inc Awards: CVS, Cult Beauty, Detox Market Win Retailer of the Year". WWD. Retrieved 2021-08-05.
- ↑ Kelly, Liam. "Cult Beauty provides make-up, not make-believe". The Times. ISSN 0140-0460. Retrieved 2021-08-07.
- ↑ "Cult Beautys new campaign aims to debunk the perfect skin myth". cosmeticsbusiness.com. Retrieved 2021-08-05.
- ↑ "Cult Beauty taken over by the Hut Group in £275m deal". the Guardian. 2021-08-04. Retrieved 2021-08-05.
External links
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