In-Love

In-Love, an online destination for luxury beauty and make-up

In-Love operates an online store, reachable at in-love.co.uk, dedicated to beauty, cosmetics and fragrance. Its catalogue is organised around make-up, skincare, haircare and perfumes, with a separate section for premium lines and a wholesale channel. The retailer presents itself as a destination for what it describes as the biggest brands in luxury skincare, haircare and beauty.

The storefront is built on a Shopify-style platform with a country and currency selector that lets shoppers browse prices in pounds sterling and in a long list of other currencies, from the euro and the US dollar to the Afghan afghani or the Japanese yen. Prices are shown both per unit and, for many products, per 100 ml or per 10 g.

Make-up ranges by category

The make-up offer is split into eyes, lips and face. Within eyes and brows, the catalogue lists mascaras, concealers, brow styling gels and eyeshadow palettes. Named products include Maybelline New York Lash Sensational Sky High Mascara, Maybelline Instant Anti Age Eraser Concealer, L'Oréal Paris Telescopic Mascara, L'Oréal Paris Million Lashes Panorama Mascara, L'Oréal Paris Million Lashes Mascara, NYX Professional Makeup Thick It Stick It Mascara and Maybelline Tattoo Brow 36Hr Styling Gel.

The lips collection brings together long-wear liquid lipsticks and lip colour products, among them Maybelline Superstay Matte Ink Liquid Lipstick, Maybelline Vinyl Ink Longwear Liquid Lipcolor, Maybelline SuperStay 24 Color 2-Step Liquid Lipstick, Maxfactor Lipfinity Lip Colour, L'Oréal Paris Infallible Matte Resistance Lipstick and NYX XXL Lip Lingerie Matte Liquid Lipstick.

Charlotte Tilbury and Estée Lauder among the featured lines

A featured section highlights premium names. Charlotte Tilbury appears with several products, including Glow Toner, Unreal Lips Healthy Glow Nectar Oil, Unreal Blush Healthy Glow Stick, Super Nudes Easy Eye Palette, Feline Flick and Rock N Kohl. Estée Lauder Double Wear Stay-in-Place Foundation is also singled out in the featured products area and in the site's headings.

Beyond make-up, the navigation covers skincare, haircare and a fragrances section, and the store also offers an In-Love Gift Card and a sale area. A promotional banner running across the site advertises a "Buy 3, get up to 30% off selected items" offer, and individual products are listed with struck-through original prices alongside reduced ones.

Delivery, newsletter and wholesale

The company states that delivery is free on everything it ships, phrasing it as "When We Say Free Delivery, We Mean Everything Ships Free". The site also invites visitors to sign up with an email address to receive savings, a form protected by hCaptcha. A dedicated wholesale section is included in the main menu, alongside the retail categories.

Brand positioning

In-Love frames itself as "The Ultimate Beauty Destination", a claim that reflects its own presentation rather than an independent ranking. The product mix combines mass-market names such as Maybelline, L'Oréal Paris, NYX Professional Makeup and Maxfactor with prestige lines such as Charlotte Tilbury and Estée Lauder, and the catalogue is presented in pounds sterling as the default currency.