Overview
Cult Beauty is a UK online beauty retailer known for discovering and launching emerging, prestige beauty brands in skincare, haircare and cosmetics. It ships to customers in the UK and internationally and is part of THG Beauty, alongside Lookfantastic and Dermstore. For a prestige or indie beauty brand, Cult Beauty is one of the most respected online launch platforms in the UK.
Who is behind Cult Beauty
Cult Beauty was founded in London in 2008 by Jessica DeLuca and Alexia Inge. In 2021 it was acquired by THG (The Hut Group) for GBP 275 million. THG said Cult Beauty would keep "a very clear identity" within THG Beauty, as the partner of choice for many emerging indie brands thanks to its personalised, content-led approach. THG, headquartered in Manchester and listed in London, had revenue of GBP 1.71 billion in 2025. THG Beauty, which offers a route to market for more than 1,000 third-party brands, returned to growth in the second half of 2025, with a record of more than 80 new brand launches during the year.
What the shopper sees
Cult Beauty's shoppers look for new, innovative and expert-approved products. It is known for early launches, exclusives and editorial content that explains why products work, plus beauty boxes and gift sets.
How brands can work with Cult Beauty
Cult Beauty is a curated retailer. It selects the brands it carries and sells them online, with THG's technology and logistics behind it. Through THG Beauty, brands can also access other channels and services, such as Lookfantastic, beauty boxes and digital marketing. A brand approaching Cult Beauty should be ready with:
- An innovative, prestige or indie beauty brand with a clear point of difference.
- UK and EU cosmetics compliance, including notifications and correct labelling.
- Strong content and launch support, since Cult Beauty sells through stories and newness.
- Reliable supply for launches and restocks.
Why Cult Beauty matters for brands
A listing on Cult Beauty gives a beauty brand credibility with UK beauty enthusiasts and can open doors to other THG Beauty channels.
How eBrands looks at Cult Beauty
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see how Cult Beauty could sit alongside the channels you already use, we are happy to talk it through.
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