Boop Beauty

What Boop Beauty does

Peeko (formerly Boop Beauty), operated by Peeko Online Ltd. under the Huddled Group, is a UK-based direct-to-consumer e-commerce retailer that sells 100% authentic surplus, clearance, and bulk inventory from premium brands at discounts of up to 90% off recommended retail price. The platform serves 200,000+ UK customers across beauty (skincare, makeup, haircare, fragrances, tanning, bath & body, men's grooming), health & wellness, groceries, and household categories — effectively functioning as a discount department store for branded consumer goods where supply is the limiting factor rather than demand.

The technology stack is a standard Shopify-based storefront (domain peeko.co.uk) with a native Android mobile app, integrated with Klaviyo for email automation, Hotjar for behavioural analytics, OneSignal for push notifications, and Google Ads for paid acquisition. There is no evidence of proprietary technology, AI/ML features, or in-house engineering — the platform is a thin e-commerce layer over Shopify infrastructure. Supplier relationships with brands such as Charlotte Tilbury, ARKIVE, Isle of Paradise, Iconic London, The INKEY List, and Beauty Works X Molly-Mae form the operational backbone, providing the surplus inventory flow that defines the value proposition.

Revenue is generated almost entirely through one-time retail transactions at discounted unit prices, supplemented by curated mystery-box bundles and influencer-led promotional drops. Customers transact via the website or app with Royal Mail Tracked delivery (next-day on orders placed before 11pm, free over £50), with payment friction reduced through Klarna pay-later and Clearpay instalments. The company is privately held, with no external funding rounds disclosed, and operates with a 1–10 person team — a lean structure dependent on the parent group's operational support. The business model is fundamentally an arbitrage play on surplus branded inventory, with margins derived from preferential bulk procurement rather than pricing power or recurring revenue.

Name

Boop Beauty

Legal name

Peeko Online Ltd.

Website

https://boopbeauty.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Peeko (formerly Boop Beauty) is a UK direct-to-consumer e-commerce retailer selling 100% authentic surplus and clearance stock from premium brands at up to 90% off RRP, serving 200,000+ UK customers across beauty, health, grocery, and household categories via a Shopify storefront and Android app.

Ownership category

akta.pro rank

Product category

Discount Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Off-Price Beauty & Personal Care Department Stores (CRAGAEAD)

akta.pro secondary industries

Luxury Beauty & Fragrance Department Stores (CRAGADAD), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Discount beauty retail
• Surplus stock ecommerce
• Premium brand clearance
• Beauty mystery boxes
• Online discount retailer

Headquarters

HQ city

Not specified

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: Retail sales of beauty, health, grocery, and household products at discounted prices. Revenue generated through one-time product transactions with margin derived from purchasing surplus/clearance inventory at reduced bulk rates.
2. Brand Partnerships: Partnerships with premium brands (Charlotte Tilbury, ARKIVE, Isle of Paradise, Iconic London, etc.) for distribution of authentic surplus and clearance stock.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Boop Beauty (now operating as Peeko) is a UK-based online discount retailer that sells 100% authentic surplus, clearance, and bulk-purchased inventory of premium beauty, health, grocery, household, and personal care products at prices significantly below recommended retail price (up to 90% off). The platform specializes in mystery beauty boxes and discounted branded stock from suppliers such as Charlotte Tilbury, Rare Beauty, ARKIVE, Iconic London, Isle of Paradise, and The INKEY List, with next-day UK delivery and payment plans via Klarna and Clearpay.

Product overview

Peeko (formerly Boop Beauty) is a UK-based discount e-commerce retailer operated by Peeko Online Ltd. The platform specializes in selling 100% authentic surplus stock, clearance lines, and bulk inventory from top brands at significantly reduced prices. The product portfolio spans multiple categories including beauty (skincare, makeup, haircare, fragrances, tanning, bath & body, men's grooming), health & wellness (protein, supplements), groceries (food cupboard, snacks, drinks), and household items. Key offerings include subscription mystery beauty boxes like the 'Inspired Beauty Box' (Molly-Mae collaboration) and the 'Boop Mystery Beauty Box'. The company serves over 200,000 UK customers with next-day delivery on orders placed by 11 PM, offering free delivery on orders over £50. Payment options include Klarna (buy now, pay later) and Clearpay (pay in 4 instalments).

Differentiator

Problem solved

Functional benefit

Products and services

• Inspired Beauty Box A curated mystery beauty box in collaboration with Beauty Works X Molly-Mae, featuring 9 luxury products originally worth £230 and sold at a discounted price of £45.
• Boop Mystery Beauty Box (worth £150) A mystery beauty box containing branded products worth £150, offered at a heavily discounted £14.99 (90% off RRP).
• Discounted Premium Skincare Range Skincare products including cleansers, moisturisers, serums, and devices from brands such as Bioderma, The INKEY List, Charlotte Tilbury, and Scientia, sold at discounted prices.
• Discounted Premium Makeup Range Makeup range covering complexion, lip, and eye products from brands such as Rare Beauty, Iconic London, Kylie Cosmetics, and SUQQU, sold at discounted prices.
• Discounted Haircare Range Haircare items including shampoo, conditioner, and styling products from brands such as Herbal Essences and Remington, sold at discounted prices.
• Discounted Fragrance Range Fragrances including perfumes, body mists, and home fragrances from brands such as ARKIVE, Impulse, and Jean Paul Gaultier, sold at discounted prices.
• Discounted Bath and Body Range Bath and body products including body washes, hand sanitisers, and bath bombs from brands such as Original Source, Imperial Leather, and Elysium Spa, sold at discounted prices.
• Discounted Tanning Range Self-tanning and tan maintenance products from brands such as Isle of Paradise, Tanologist, and ARKIVE Headcare, sold at discounted prices.
• Discounted Health and Wellness Range Health supplements including protein bars, protein powder, vitamins, pre-workout, and health drinks, sold at discounted prices.
• Discounted Grocery Range Food cupboard items, snacks, drinks, and alcohol including cereals, tinned food, condiments, biscuits, chocolate, and beverages, sold at discounted prices.
• Discounted Household Range Cleaning and laundry products including washing pods, fabric conditioners, spray cleaners, and kitchen and bathroom cleaning supplies, sold at discounted prices.
• Discounted Men's Grooming Range Men's skincare and grooming products including men's accessories and devices, sold at discounted prices.

Quantifiable outcome

• Up to 90% savings on RRP prices for premium beauty products

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered parent_company, core_supplier and flagship.

• Huddled Groupparent_companyOthersParent company of Peeko Online Ltd. Part of the Huddled Group corporate structure.
• Charlotte Tilburycore_supplierOthersPremium beauty brand whose products (Magic Cream, eye rescue) are sold through the platform at discounted surplus prices.
• ARKIVE Headcarecore_supplierOthersPremium haircare brand whose fragrances and treatments are featured in flash sales on the platform.
• Isle of Paradisecore_supplierOthersSelf-tanning brand whose products are regularly featured in the beauty category at discounted prices.
• Iconic Londoncore_supplierOthersPremium makeup brand whose lip, complexion, and eye products are sold through the platform.
• The INKEY Listcore_supplierOthersSkincare brand whose products (retinol eye cream, vitamin C serum, BHA serum) are featured in the skincare category.
• Beauty Works X Molly-MaeflagshipGTM or Marketing PartnerInfluencer collaboration featuring the Beauty Works X Molly-Mae Curl Kit + 8 free gifts, retailing at £45 (RRP £230) with prominent placement on the homepage.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Notino: European beauty e-commerce specialist with a broad assortment of premium fragrance and beauty brands across multiple markets, including the UK, competing on assortment breadth and pricing.
• Superdrug: UK high-street health and beauty retailer with private-label and premium beauty, frequently running promotional pricing. Overlaps on value-seeking UK beauty shoppers but operates at full retail.
• Sephora: Global multi-channel beauty retailer with broad premium beauty assortment. Competes for the same premium-brand-conscious UK shopper, though at full price rather than off-price.
• Boots: UK high-street health and beauty retailer with a deep premium beauty assortment and loyalty programme. Overlaps with Boop Beauty on premium beauty demand but competes at standard retail pricing.

Direct peers

• Beauty Bay: UK-based beauty e-commerce retailer focused on premium and indie beauty brands with regular promotional drops, serving a similar UK beauty shopper segment.
• BrandAlley UK: European off-price retailer selling surplus premium beauty, fragrance, and fashion at discount prices via an online members' model with comparable value proposition.
• Lookfantastic: Major UK beauty e-commerce platform owned by THG, offering a comparable premium beauty assortment with frequent flash sales and promotional pricing to UK consumers.
• Secret Sales: UK off-price members' club selling surplus designer fashion and beauty stock at discount prices, operating a closely analogous surplus-stock business model to Boop Beauty.
• AllBeauty: UK discount beauty and fragrance e-commerce retailer offering surplus branded stock at reduced prices; directly comparable on assortment, pricing model, and target customer.
• Fragrance Direct: UK discount fragrance and beauty e-commerce retailer selling surplus and clearance branded products at deep discounts, targeting the same value-conscious UK consumer as Boop Beauty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/boopbeauty

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 Boop Beauty