Creating beauty euphoria through the thrill of discovery, we sell over 300 brands and 12 of them can’t be found anywhere else. We typically introduce the Cult Community to 10 exclusive products every month.

Created by beauty lovers, for beauty lovers, we strive to continuously deliver the very best of beauty. Our bestselling edits are typically sold out within 4.5 days and we launch over 30 every year. We understand the need to try new beauty, so we curate our goody bags to offer you the chance to try over £1,000 of product for free every year. We live for our community and have the largest Instagram audience of any UK beauty retailer, with 1.6M followers and counting...

We’re consistently evolving to be more ethical, more sustainable and to empower you to make informed decisions. When we say it’s ‘tried and tested’, we mean it. We were the first beauty retailer to partner with the independent claim-substantiation platform Provenance and since launching have verified over 100 brands across all categories. Our Beauty Untouched watermark signals our commitment to never retouching in-house model imagery and our ‘Can’t (Re)Touch This’ initiative has since inspired nine brand partners to sign the Body Image Pledge.

We’re beauty experts and thrive on sharing beauty truths, demystifying buzzwords and creating an inclusive and accessible space that drives self-expression for all. With unrivalled access to industry experts – from dermatologists to sleep specialists – we obtain first-hand answers to your burning beauty questions. A beauty source of truth, we do the due diligence for you – checking (and re-checking) facts so you can shop with total confidence. So, what makes a product CULT? Efficacy, innovation, exclusivity and shared values.