A trusted online beauty retailer from the UK, known for its expert curation of global brands and commitment to transparency.
ORIGIN
United Kingdom
PRICE TIER
premium
Founded in 2008 by Jessica DeLuca and Alexia Inge, Cult Beauty was established to simplify online beauty shopping by creating a curated ‘hall of fame’ for the world’s best products. Frustrated by misleading marketing, the founders built the London-based platform on a foundation of transparency, becoming one of the first retailers to publish full ingredient lists for every item. The site champions both iconic and emerging independent brands, acting as a launchpad for names like The Ordinary and Milk Makeup, with a mission to sell only products that perform as promised.