Cult Beauty

Cult Beauty, a selection of beauty brands in the United Kingdom

Cult Beauty is an online store with a British domain dedicated to selling beauty products from selected brands. Its catalogue is organised around five main areas: skincare, makeup, fragrances, hair care, and body care and wellness. The company presents itself as a space for discovering new products and launches from recognised brands in the sector.

Categories and products in the catalogue

The range covers a wide variety of subcategories within each main area:

• Skincare: cleansers, exfoliators and masks, toners, serums, moisturisers, treatments, eye care, facial oils, sunscreens, lip care and blemish patches. The catalogue also includes devices and tools such as LED masks, electrical devices, gua sha and facial rollers.
• Makeup: face products (foundations, concealers, powders, blushers, bronzers, highlighters, contour), eye products (mascara, eyeshadows, eyeliners, brows and false lashes) and lip products (lipsticks, glosses, balms, tints, oils and lip liners), as well as brushes, sponges and accessories.
• Fragrances: perfumes and eau de parfum, colognes, eau de toilette, body mists, hair perfumes and mists, sets and refillable and travel formats. They are organised by olfactory families such as gourmand, vanilla, floral, woody and musky, incense and spicy, fresh and green, citrus and fruity, and sweet. It also includes home fragrances: candles, diffusers and room mists.
• Hair care: shampoos and conditioners, toning shampoos and conditioners, dry shampoo, leave-in treatments and masks, oils, hairsprays, heat protection, styling products, colour and shine, and hair perfumes. It offers tools such as straighteners, hairdryers, curling tongs, hot brushes and silk accessories.
• Body care and wellness: body moisturisers, bath products, exfoliators, oils and shimmer products, hand, nail and foot care, body mists, body sunscreens and self-tanners. In wellness it includes sexual health products, vitamins and supplements, wellness tools, sleep, aromatherapy and exercise.

Brands represented

The store brings together an extensive list of international cosmetics, fragrance and personal care brands. These include names such as Charlotte Tilbury, Drunk Elephant, La Mer, Kiehl's, NARS, MAC Cosmetics, Estée Lauder, Clinique, The Ordinary, Olaplex, K18, Gisou, Dyson, Shark Beauty, Fenty Beauty, Huda Beauty, Sol de Janeiro, Laneige, COSRX, Beauty of Joseon, Medicube, Sulwhasoo, Aesop, Byredo, Maison Francis Kurkdjian, Le Labo, Jo Malone London and Tom Ford, among many others. The catalogue is arranged alphabetically and also by sections such as new arrivals, exclusive brands and recently added brands.

Selection criteria and values

The company groups part of its offering under the Cult Conscious label, which brings together products with values such as cruelty-free, vegan formulas, clinically tested and refillable formats. It also has a section dedicated to LGBTQIA+-owned businesses and to Korean skincare brands.

Purchasing and customer services

The website allows orders with next-day delivery for purchases made before 1:00, as indicated by the store itself. It offers a points programme called Cult Status Points, discounts for orders placed through the mobile app, a 15% welcome code for the first purchase and subscription to email communications. Users have an account with a wishlist, order history and referral system. The store also sells gift cards and organises its Christmas offering by categories and price ranges.

Guides and editorial content

The site includes guidance content such as fragrance guides, instructions for layering them, ten-step Korean skincare routines, tips for curly hair and recommendations for sunscreens and hair treatments. These sections accompany the sale and help contextualise the products in the catalogue.