History of Cult Beauty
Cult Beauty, an esteemed UK-based online beauty retailer, was founded in 2008 by Jessica DeLuca and Alexia Inge. Frustrated by the overwhelming and often misleading beauty market, they aimed to create a platform that offered a curated selection of cosmetics, focusing on transparency and efficacy. Their approach involved collaborating with an independent panel of experts to recommend approximately 250 standout products, ensuring that only the most effective and innovative items were featured. This commitment to quality and sustainability resonated with consumers, leading to significant growth. In 2011, Cult Beauty secured its first investment from industry veterans Murray Salmon and Mark Quinn-Newall, co-founders of Net-a-Porter. By 2020, the company reported impressive sales of £123.4 million, a surge partly attributed to the increased demand for online shopping during the COVID-19 pandemic. This success caught the attention of THG plc, which acquired Cult Beauty in August 2021 for £291.3 million, integrating it into their Ingenuity e-commerce platform.
In October 2024, marking 16 years of continuous innovation, Cult Beauty unveiled a comprehensive rebrand to reflect its evolution and diverse community. The rebranding introduced a new logo and the tagline 'For the Love of Beauty,' symbolizing the company's fresh and optimistic vision. This initiative was accompanied by the 'For the Love of Beauty' campaign, featuring prominent advertisements across London’s public transport systems. Executive Creative Director Indigo Clarke emphasized that the rebrand aimed to authentically connect with their diverse customer base by adopting a modern, lifestyle-driven approach to beauty. Managing Director Francesca Elliott highlighted that this new era allows Cult Beauty to stay ahead of trends, deepen customer connections, and continue offering an elevated shopping experience aligned with the innovative brands they represent.