Cult Beauty

Cult Beauty is a UK-based online retailer specializing in cosmetics, skincare, makeup, fragrance, hair care, bath and body products, and supplements. Founded in 2007 by Jessica DeLuca and Alexia Inge, the company focuses on curating a collection of high-quality and independent beauty brands, offering over 300 brands including exclusive products not found elsewhere.

The company is headquartered in London and primarily operates as a web store, emphasizing sustainable beauty and transparency within the industry. Cult Beauty serves a global customer base, with a significant portion of its business derived from international sales despite its UK base.

The company has a strong community presence and is recognized for its beauty expertise, inclusiveness, and efforts to promote ethical and sustainable beauty practices. It verifies brand claims through independent platforms and maintains initiatives such as "Beauty Untouched" to avoid retouching imagery and "Can’t (Re)Touch This" to support body image pledges.

Cult Beauty was acquired by THG plc in 2021 for approximately £275 million and was recorded to have sales of £123.4 million in 2020. The company employs between 200 and 499 staff in the United Kingdom and maintains its selling points primarily through its online distribution centers rather than physical retail stores.

The company's mission includes inspiring self-expression through curated beauty products, continuously launching exclusive products, and maintaining a robust social media presence with a large following. Cult Beauty positions itself as a trusted source offering well-researched beauty products to empower consumers with confidence and knowledge.