Cult Beauty

Cult Beauty is a UK-based online beauty retailer. As of 2020, the brand employs over 130 full-time staff and turns over £100m annually.[2][3]

Cult Beauty
TypePrivate limited company
Founded2008
FounderAlexia Inge (CEO)
Jessica DeLuca
HeadquartersLondon, UK
Revenue£123.4 million[1]
Number of employees
130[2]

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][3]

Although it is based in the UK, most of the Cult Beauty's business is from international sources.[3] The company recorded sales growth to £123.4 million in 2020, citing the surge in online shopping during the COVID-19 pandemic.[8]

In 2011, the brand received first round of investment from Murray Salmon, former Chief Financial Officer of Net-a-Porter and Mark Quinn-Newall, a co-founder of Net-a-Porter.[9] Carmen Busquets was appointed chair of the board in October 2020.[10]

In 2018, Cult Beauty was awarded retailer of year by WWD.[11] Cult Beauty has also featured in The Sunday Times Virgin Atlantic Fast Track 100.[6]

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.[12]

In August 2021, Cult Beauty was acquired by The Hut Group in a £275 million deal.[13]

References
  1. "CULT BEAUTY LIMITED - Filing history (free information from Companies House)". find-and-update.company-information.service.gov.uk. Companies House. Retrieved 5 August 2021.
  2. "How to launch a business during a crisis". CLIC. 21 April 2020. Retrieved 5 August 2021.
  3. 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)
  4. Romano, Esther Newman,Kristine. "12 Clean, Cruelty-Free & Vegan Beauty Brands To Shop Right Now". www.refinery29.com. Retrieved 2021-08-07.
  5. Wischhover, Cheryl (2017-07-27). "It's Actually Cheaper to Shop at This UK-Based Beauty Site Than Sephora". Racked. Retrieved 2021-07-31.
  6. Kelly, Liam. "Cult Beauty provides make-up, not make-believe". The Times. ISSN 0140-0460. Retrieved 2021-07-29.
  7. Neel, Julia (2013-07-17). "Jessica DeLuca Talks Cult Beauty". WWD. Retrieved 2021-07-31.
  8. Halliday, Sandra (11 June 2021). "Cult Beauty sales surge as it gains new customers in UK, Europe". Fashion Network. Archived from the original on 2021-07-29.
  9. 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)
  10. "Cult Beauty appoints Carmen Busquets as chairperson". Retail Bulletin. 2020-11-10. Retrieved 2021-08-07.
  11. 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.
  12. "Cult Beautys new campaign aims to debunk the perfect skin myth". cosmeticsbusiness.com. Retrieved 2021-08-05.
  13. "Cult Beauty taken over by the Hut Group in £275m deal". the Guardian. 2021-08-04. Retrieved 2021-08-05.
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