Beauty Bay

What Beauty Bay does

Beauty Bay is a UK-based direct-to-consumer e-commerce beauty retailer operating under the legal entity A Beauty Inc Ltd and headquartered in Manchester (Level 12, 5 Exchange Quay, M5 3EF). The company sells cosmetics, skincare, haircare, body care, fragrance, tools, and sexual wellness products through its own storefront at beautybay.com, offering more than 90 third-party brands spanning mainstream labels (Clinique, Estée Lauder, Maybelline, The Ordinary, Urban Decay, NYX Professional Makeup, Anastasia Beverly Hills) and Korean beauty specialists (rom&nd, TirTir, Dasique, Beauty of Joseon, SKIN1004), alongside its proprietary 'By BEAUTY BAY' private label of vegan and cruelty-free makeup and skincare. The private label spans eyeshadow palettes, mascaras, cleansing balms, moisturizers, primers, bronzing drops, complexion tints, and lip products, with notable proof points including 1,716 five-star reviews on the Chamomile + Oat Lipid Cleansing Balm and 2,067 on the Bright 42 Colour Palette.

Revenue is generated through direct product sales, with free tracked shipping kicking in above a $125 order threshold and standard tracked delivery priced at $15. The company supports product discovery via the 'BEAUTY BAY Edited' content platform (tutorials, trend guides, brand spotlights) and multi-channel social engagement across TikTok, Instagram, Facebook, Pinterest, and YouTube. GTM motions are simultaneously direct-to-consumer, product-led (through the By BEAUTY BAY private label), and community-led (through TikTok-driven influencer partnerships such as Made By Mitchell, whose Blursh liquid blush became a TikTok Shop favourite). Customer segments include primary beauty enthusiasts, K-beauty trend followers, students (via a discount program), and key workers (via a separate discount program). Distribution is international, with shipping to the UK, US, Germany, France, Italy, and Arabic-speaking regions, and the business is privately held with no disclosed funding rounds, M&A activity, or revenue figures.

Name

Beauty Bay

Legal name

A Beauty Inc Ltd

Website

https://beautybay.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Beauty Bay is a UK-based direct-to-consumer e-commerce beauty retailer offering 90+ third-party brands plus its proprietary By BEAUTY BAY vegan private label across makeup, skincare, haircare, and body care to global consumers.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

Beauty & Personal Care Marketplaces (CRAFABAB), K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Online beauty retailer
• Makeup and skincare
• K-beauty products
• Private label cosmetics
• Beauty e-commerce

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct product sales through e-commerce platform. Revenue generated from retail of third-party beauty brands and proprietary By BEAUTY BAY private label products including makeup, skincare, haircare, body care, and wellness categories.
2. By BEAUTY BAY Private Label: Sale of proprietary beauty products under the By BEAUTY BAY brand. Products include eyeshadow palettes, mascaras, cleansers, moisturizers, and other skincare/makeup essentials. These are positioned as affordable, vegan, and cruelty-free alternatives.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels10 records

Core offering

Beauty Bay is an online beauty retailer that sells makeup, skincare, haircare, body care, tools and accessories, fragrance, and sexual wellness products through its e-commerce storefront. The company distributes products from over 70 third-party brands and also sells its own By BEAUTY BAY private label line of affordable, vegan, and cruelty-free beauty products.

Product overview

BEAUTY BAY is an online beauty retailer operating as a single unified platform offering a wide range of beauty products across multiple categories. The core platform features BEAUTY BAY's own private label brand, By BEAUTY BAY, which encompasses affordable, vegan, and cruelty-free makeup, skincare, haircare, and body care products. The By BEAUTY BAY line includes award-winning products such as the High-Key Volume Mascara, Chamomile + Oat Lipid Cleansing Balm (viral product with 1,716 five-star reviews), eyeshadow palettes (Botanical, Bright, Berries, Neutral, Nude, Rich, Midnight, Fiery in 42-pan and 16-pan sizes), primers (Jelly Grip Hydrating, Pore Perfect Blurring), complexion products (Glow Filter Skin Tint, Make Face Multi-Use Complexion Palette, Face Palette), and skincare (Hyaluronic Acid + Sea Moss Face Mist, Colloidal Oatmeal Moisturiser). The platform also hosts over 90 third-party brands including K-beauty brands (rom&nd, TirTir, Dasique, SKIN1004, Beauty of Joseon, COSRX), mainstream brands (Clinique, Estée Lauder, Maybelline), and specialized brands (Made By Mitchell, The Ordinary). The ecosystem also includes BEAUTY BAY Edited, a content hub providing beauty tutorials, skincare guides, and product inspiration.

Differentiator

Problem solved

Functional benefit

Brands

• By BEAUTY BAY: The company's own private label brand offering affordable, vegan, and cruelty-free makeup, skincare, haircare, and body care products.

Products and services

• By BEAUTY BAY Private Label Brand

Quantifiable outcome

• By BEAUTY BAY Chamomile + Oat Lipid Cleansing Balm has accumulated 1,716 five-star reviews
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Made By MitchellcoreGTM or Marketing Partner · 1 January 2020Manchester-based makeup artist Mitchell (mmmmitchell) launched his beauty brand Made By Mitchell on Beauty Bay in 2020. The brand gained viral popularity through TikTok, with products like the Blursh liquid blush becoming TikTok Shop favourites. Mitchell aims to launch new products every two weeks. The partnership has been instrumental in Beauty Bay's community-led growth strategy.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ulta Beauty: US-based specialty beauty retailer carrying mass, prestige, and emerging brands. Comparable assortment breadth and inclusive positioning, but with a large physical store footprint and loyalty program that Beauty Bay lacks.
• Sephora: Global multi-brand beauty retailer with strong digital channel and exclusive brand partnerships. Comparable on product breadth and customer base, but operates at significantly larger scale and includes physical retail alongside e-commerce.

Emerging players

• Glossier: US-based DTC beauty brand with strong private label focus, content-led marketing, and selective physical retail. Comparable on private label product quality and community-led growth motion, but primarily a single brand rather than multi-brand marketplace.

Direct peers

• Cult Beauty: UK-based online beauty retailer offering premium and indie beauty brands with a content-led discovery model. Directly comparable to Beauty Bay in target market (UK/global beauty enthusiasts), product mix (multi-brand assortment plus emerging labels), and DTC e-commerce positioning.
• YesStyle: Hong Kong-based online retailer with a large K-beauty and Asian beauty assortment. Comparable in K-beauty category focus, international shipping model, and affordable price positioning targeting trend-driven beauty consumers.
• Beautylish: US-based online beauty retailer specializing in curated indie and J/K-beauty brands with strong editorial content. Comparable focus on emerging and international brands and content-driven discovery that overlaps Beauty Bay's K-beauty and indie positioning.
• Lookfantastic: THG-owned UK-based online beauty retailer with broad multi-brand assortment and international shipping. Closest direct peer given overlapping beauty category, owned private label portfolio, and global DTC delivery model.
• ASOS (Beauty vertical): UK-based online fashion retailer with a growing beauty category offering mass, premium, and indie brands. Comparable in UK origin, multi-brand online-only model, and target Gen Z/Millennial beauty enthusiast, though beauty is a subset of a broader apparel platform.
• Space NK: UK-based premium beauty retailer offering curated indie and luxury brands online and in stores. Comparable in target customer (beauty enthusiast), brand curation philosophy, and DTC plus boutique hybrid model.

Regional players

• Nykaa: India's leading online beauty retailer combining multi-brand marketplace with owned private labels. Comparable business model (multi-brand + private label DTC), but primarily serves India rather than Beauty Bay's UK/US-centric footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/beautybay
• Facebookfacebook.com/BEAUTYBAYcom
• Instagraminstagram.com/beautybay
• TikToktiktok.com/@beautybay
• Pinterestpinterest.co.uk/beautybay
• Xx.com/beautybay

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Bay