Beauty Pie

What Beauty Pie does

Beauty Pie is a UK-based, direct-to-consumer luxury beauty buyers' club founded in 2016 by entrepreneur Marcia Kilgore (previously founder of Bliss). The company operates a membership-gated commerce model in which members pay an annual fee to access a catalogue of skincare, makeup, haircare, bodycare, fragrance, lifestyle, and supplement products at factory-cost pricing, bypassing traditional retail and brand-marketing markups. Products are sourced from more than 50 elite laboratories and fragrance houses across France, Switzerland, Japan, Germany, South Korea, the UK, and the USA, including formulations featuring clinical-grade actives such as microencapsulated retinal, stabilized vitamin C, liquid ceramides, and next-generation peptides.

The company's core commercial engine is the Beauty Pie+ annual membership ($59/year), with a lower-tier Starter membership at $29/year, complemented by direct product sales to members and non-members at higher retail prices. Distribution runs exclusively through the company's owned e-commerce website (beautypie.com) and an iOS app launched in March 2025, with limited third-party marketplace presence via Amazon for specific SKUs and occasional pop-up retail activations. The product portfolio is organized around more than two dozen sub-brands and product lines, including Youthbomb (anti-aging), Triple Hyaluronic Acid, Japanfusion, Super Retinol, Super Healthy Hair, Wondergloss, Wrap Star mascaras, Chollagen supplements, and LED-based devices such as the C-Wave mask kit, spanning over 307 active SKUs.

Beauty Pie has raised $100 million in a September 2021 Series B round co-led by Index Ventures and Insight Partners, and was previously backed by Balderton Capital and General Catalyst. The company is headquartered in London, employs between 101 and 250 people, and serves consumers primarily in the United Kingdom and United States. Its go-to-market relies on product-led acquisition (starter kits, free shipping thresholds), owned digital channels (site, app, email, SMS), organic social media (Instagram, TikTok, YouTube, Pinterest), and earned media/PR rather than paid retail distribution.

Name

Beauty Pie

Legal name

Beauty Pie Limited

Website

https://beautypie.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Beauty Pie is a UK-based direct-to-consumer luxury beauty buyers' club, founded in 2016 by Marcia Kilgore, that sells factory-cost skincare, makeup, haircare, bodycare, fragrance, and supplements to members via a $59/year annual membership through its owned website and iOS app.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Luxury beauty products
• Beauty membership club
• Skincare cosmetics
• Beauty e-commerce
• Wellness supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Beauty Pie+ Annual Membership: Beauty Pie generates revenue primarily through an annual membership fee. Beauty Pie+ costs $59 per year (auto-renewing) and gives members access to wholesale-style pricing on all products, saving 25% extra on every item ordered. A Beauty Pie+ Starter option at $29 per year offers limited quarterly orders with free shipping over $45.
2. Product Sales (Skincare, Makeup, Haircare, Fragrance, Supplements): Members purchase products at members-only prices, with no minimum spend required. Non-members can also purchase at non-member retail prices. Products span skincare, makeup, haircare, bodycare, fragrance, lifestyle items, and beauty supplements. The company also offers bundled kits and multi-packs to drive higher average order value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Beauty Pie is a beauty buyers' club that provides members with access to luxury-grade skincare, makeup, haircare, bodycare, fragrance, and wellness supplements at factory-cost prices. The company sources formulations directly from 50+ elite global laboratories and commercializes them under proprietary sub-brands (Youthbomb, Triple Hyaluronic Acid, Japanfusion, Super Retinol, Super Healthy Hair, Wondergloss, Superluminous, Supercheek, Wondercolour, Wrap Star, Superbrow, Wonderfilter, Awesome Bronze, Über Youth, Bond Bombshell, Renewed Density, Shinkai, C-Wave, Dr Glycolic, Soul Providers, Chollagen, Goody Two Chews, Supergut, plus fragrance and candle collections) through a members-only pricing model anchored by an annual Beauty Pie+ subscription.

Product overview

Beauty Pie is a UK-based luxury beauty buyers' club offering a subscription-based model ($59/year membership) that provides direct access to luxury skincare, makeup, haircare, bodycare, fragrances, and wellness supplements from world-class labs at factory cost prices. The product portfolio includes multiple sub-brands and product lines: Skincare (Youthbomb anti-aging, Triple Hyaluronic Acid hydration, Japanfusion Japanese formulas, Super Retinol, Superdrops serums); Makeup (Wondergloss lip oils, Superluminous tinted serums, Supercheek blush, Wondercolour lipsticks, Wrap Star mascaras, Superbrow brow products, Wonderfilter powders); Haircare (Super Healthy Hair, Renewed Density, WonderBlonde); Bodycare (body washes, moisturizers, scrubs, foot care); Fragrance (perfumes, candles); and Supplements (Chollagen collagen, Goody Two Chews gummies, Supergut digestive health). Products are sourced from elite labs in Japan, South Korea, Switzerland, France, Germany, UK, and USA.

Differentiator

Problem solved

Functional benefit

Brands

• Youthbomb: Advanced, scientifically-proven anti-aging formulas with unprecedented levels of active ingredients and impressive clinical trials targeting wrinkles, radiance, and firming.
• Chollagen
• Soul Providers
• Dr Glycolic
• Dr. Glycolic Socks

Products and services

• Beauty Pie+ Annual Membership Annual Beauty Pie+ membership at $59/year (auto-renewing) granting members wholesale-style pricing on the full product catalogue of skincare, makeup, haircare, bodycare, fragrance, and supplements; members receive an extra 25% saving per item.
• Bestsellers Starter Kit Starter kit bundling six bestselling products (Japanfusion cleanser, Youthbomb serum, tubing mascara, and others) with a one-year Beauty Pie+ membership, sold at $59 against a stated $159 retail value.

Quantifiable outcome

• Members can save up to 70% compared to traditional retail prices on beauty products
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 50+ Elite Beauty Labs (France, Switzerland, Japan, Germany, South Korea, UK, USA)coreOthersBeauty Pie works with over 50 of the world's elite beauty labs, fragrance houses, expert nutritionists, and leading skincare and cosmetic scientists. These include labs in France, Switzerland, Japan, Germany, South Korea, the UK, and the USA. The company uses this network to create and source high-performance beauty and wellness products, giving members direct access to luxury-grade formulations without traditional beauty industry markups.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Paula's Choice: Paula's Choice is a clinical-grade, research-led skincare brand with transparent ingredient communication — overlapping meaningfully with Beauty Pie's Youthbomb/Triple Hyaluronic Acid positioning on efficacy-led, no-markup skincare.

Broad incumbents

• Net-a-Porter (beauty): Net-a-Porter is a luxury online retailer with a curated beauty assortment targeting affluent, brand-savvy consumers — overlapping with Beauty Pie's value-conscious-but-luxury-oriented membership demographic.
• Sephora Collection: Sephora's owned label spans skincare, makeup, fragrance, and haircare sold via Sephora's retail and digital channels — a broad incumbent competing for the same consumers across the same categories as Beauty Pie.
• Charlotte Tilbury: Charlotte Tilbury is an established prestige beauty brand selling makeup, skincare, and fragrance at full luxury retail. It represents the traditional mark-up model Beauty Pie is built to disrupt and competes for the same end consumer.
• Drunk Elephant: Drunk Elephant is a premium clinical-grade skincare brand with biopolymer-compatible formulations, comparable to Beauty Pie's Youthbomb and Super Retinol sub-brands in positioning around actives and efficacy.

Direct peers

• DECIEM (The Ordinary): DECIEM's The Ordinary line is the closest direct peer: clinical-grade, transparent-pricing skincare and beauty at radical price transparency, similarly positioned against traditional luxury markups. Both brands bypass conventional retail pricing through stripped-down packaging and lab-direct sourcing.
• Cult Beauty: Cult Beauty is a UK-based luxury beauty e-tailer curating prestige skincare, makeup, and fragrance — directly comparable to Beauty Pie's 'insider pricing' positioning on luxury formulations for a savvy UK consumer base.
• Ipsy: Ipsy is a beauty subscription/membership club that delivers curated beauty products monthly. Like Beauty Pie, it monetizes a recurring membership that grants access to discounted prestige beauty, although Ipsy's model is discovery-led rather than factory-cost-led.
• Glossier: Glossier is a DTC beauty brand that built its identity on community-led marketing and a tight owned-channel experience. It competes with Beauty Pie for the same value-conscious, ingredient-aware beauty enthusiast shopping primarily online.
• Birchbox: Birchbox pioneered the beauty subscription model with sample-size discovery boxes and a member-priced storefront — structurally analogous to Beauty Pie's paid-membership access to discounted beauty products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/beautypie
• YouTubeyoutube.com/@BeautyPieOfficial/featured
• Facebookfacebook.com/beautypieofficial
• Instagraminstagram.com/beautypie
• TikToktiktok.com/@beautypie
• Pinterestuk.pinterest.com/beautypie
• LinkedInlinkedin.com/company/10978343

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauty Pie