about us

Is your bathroom brimming with legions of barely-used lotions and potions that neither delight nor deliver? Are you bewildered by the marketing hyperbole (and unpronounceable ingredients) you come across while browsing never-ending beauty aisles?

Cult Beauty was born when two skin care obsessives grew frustrated by the all-too-often condescending messaging (and underwhelming offerings) they came across throughout the beauty industry. Having invested in innumerable ineffective creams and disappointing serums, Jess and Lex both vowed to boycott bathroom cabinets full of hollow promises (and wasted pounds).

"One day Jessica and I decided to analyse our bathroom beauty stash and tot up the cost of the quarter-used products we’d wasted our hard-earned money on (I dare you to try it!). For me, this amounted to just shy of £900, which provided the 'shove' we required to start on our quest to curate a beauty Hall of Fame: our own authoritative treasure trove of products that our customers could trust."

Alexia Inge, Cult Beauty Co-Founder & Co-CEO

We are a dedicated team of beauty devotees on the hunt for the coolest cult products the world has to offer - from the latest scientific discoveries to hundred-year-old remedies that have never been bettered - Cult Beauty is the destination for those looking for the next big thing. Whether it’s a problem-solving treatment or a yet unheard-of oil, we pride ourselves on our transparency (we list full ingredients and publish all reviews) and only sell the products that blow us away.

So, you want to know what makes a product ‘cult’?

Aside from eliciting squeals of delight when it arrives at CBHQ (a sure-fire sign that we’re on to a winner), it also has to exceed all our expectations (and often shift the goalposts altogether). These are the products you will. not. be. parted from – the jars you dutifully decant, the tubes you scissor open and the bottles you store upside down to ensure you don’t waste a single drop.

Firm fixtures of make up artists’ kits, you’ll find these formulas jealously guarded backstage at fashion weeks and photoshoots, and also in the bathrooms of the AAA-List who choose these products for love (not money). Staggeringly efficacious, these do ‘what they say on the tin’ and then some… the only thing they will not do is disappoint.