What Allbeauty does

Allbeauty is a UK-based direct-to-consumer e-commerce retailer operating from St. Peter Port (Guernsey) that sells discounted perfume, aftershave, skincare, haircare, makeup, bath & body, and wellbeing products to UK consumers. Founded in 2004, the company runs an own-storefront e-commerce platform at allbeauty.com with GBP pricing, stocking more than 800 brands spanning luxury (Estée Lauder, La Mer, Tom Ford, Jo Malone), designer, niche, and mass-market labels. The platform functions as a discount-led alternative to department stores and brand boutiques, with site-wide promotional mechanics (notably the PAYDAY sale offering up to 55% plus an extra 15% off), bundle and gift-set pricing, a myBeauty loyalty points programme, and free delivery over £25 with next-day delivery options.

The business model is a straightforward one-time retail sale model — the company purchases branded beauty inventory and resells it at a discount to recommended retail prices, monetising through unit margin and order volume rather than subscriptions or licensing. Distribution is exclusively online (own website plus a mobile app), with no physical retail footprint. Go-to-market is hybrid: a mix of first-party (email newsletter, on-site promotions, loyalty programme), paid (Criteo retargeting, Bing, Facebook, Pinterest advertising, Kelkoo), and partnership-driven (UNiDAYS student discount, affiliate programme) channels. Payment infrastructure supports PayPal, ClearPay BNPL, Apple Pay, Google Pay, Visa, Amex, JCB, Alipay and WeChat Pay — the latter two suggesting cross-border outreach to Chinese consumers. Operationally the platform relies on a standard e-commerce vendor stack (Algolia for search, Heap/Clarity/SessionCam/ADALYSER/GA for analytics, New Relic for monitoring, Redeye for email and CRM, with product image assets hosted on the thcdn.com CDN which is associated with THG infrastructure).

The company employs 101–250 people, holds a 4.7-star Trustpilot rating across over 450,000 customer reviews, and has no disclosed funding rounds, parent company, M&A activity, or public listing — appearing to be an independent, privately held operator. No revenue, ARR, or GMV figures are publicly disclosed, and the management team outside of CEO Mathew Gully is not enumerated in available sources.

Name

Allbeauty

Website

https://allbeauty.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Allbeauty is a privately held UK online beauty retailer selling discounted fragrance, skincare, haircare, makeup, bath & body, and wellbeing products from 800+ brands to UK consumers through its own e-commerce website and mobile app.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

Keywords

• Online beauty retail
• Fragrance e-commerce
• Discounted cosmetics
• Premium skincare store
• Haircare and makeup

Headquarters

HQ city

St. Peter Port

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail revenue from selling perfume, aftershave, skincare, haircare, makeup, and bath & body products to consumers at discounted prices with various promotional offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Allbeauty is a UK-based online retailer selling perfumes, aftershaves, skincare, haircare, makeup, bath and body products, wellbeing items, and men's grooming products from over 800 premium, designer, niche and mass-market brands. The platform sells directly to consumers via its own e-commerce website with discounted pricing, promotional codes, loyalty rewards (myBeauty Points), and multiple payment options including buy-now-pay-later services.

Product overview

Allbeauty is a UK-based online beauty retailer offering a comprehensive e-commerce platform for perfume, aftershave, skincare, haircare, makeup, bath & body, and wellbeing products. The platform features multiple product categories across women's and men's offerings, spanning luxury, designer, niche, and mass-market brands. Core offerings include fragrance products (Eau de Parfum, Eau de Toilette, home fragrance), skincare (moisturisers, serums, cleansers, masks), haircare (shampoos, conditioners, treatments, styling products), makeup (foundation, concealer, mascara, lip products), and wellbeing products (vitamins, supplements). The platform emphasizes value through regular promotions (Payday Sale up to 55% + extra 15%), loyalty rewards (myBeauty Points), and multiple payment options including buy-now-pay-later services. Allbeauty stocks over 800 brands including Kérastase, Redken, Moroccanoil, Clinique, Estée Lauder, and Rare Beauty, among others.

Differentiator

Problem solved

Functional benefit

Products and services

• Kérastase Resistance Masque Force Architecte (200ml) Reconstructing hair masque from the Kérastase Resistance range that intensely replenishes brittle and damaged hair while intensifying strength from root to end. Targeted at consumers with damaged hair seeking professional-strength repair treatments.
• Redken Thermal Spray Heat Protector (250ml) Lightweight heat protectant spray that shields hair up to 230°C from heat-styling damage while imparting shine and reducing frizz, featuring Heat Re-Style technology. Designed for consumers who regularly use flat irons, curling wands or blow dryers.
• Nanogen Hair Fibre Locking Spray (100ml x 2) Styling spray that locks keratin hair fibres in place using patented waterproofing polymers, translucent shine enhancers and colour-protecting UV filters; clinically tested to keep 90% of fibres in place after five minutes underwater. Targeted at users of keratin hair-thickening fibres seeking longer-lasting hold.
• Moroccanoil Discovery Kit – Moisture Repair Haircare discovery kit containing Moisture Repair Shampoo, Conditioner, Moroccanoil Treatment and a 40ml Moroccanoil Hand Cream Fragrance Originale, presented in a deluxe cosmetics bag. Marketed as a gift or travel set for consumers wanting to trial the brand's moisture-repair regimen.
• Moroccanoil Discovery Kit – Hydration Haircare discovery kit featuring Hydrating Shampoo, Conditioner and Moroccanoil Treatment Mist for normal-to-dry hair to enhance manageability and shine, presented in a deluxe cosmetics bag. Aimed at consumers gifting or trialling the brand's hydration range.
• Clinique Moisture Surge 100H Auto-Replenishing Hydrator (75ml) Gel-cream moisturiser providing 100-hour hydration using Aloe Bio-Ferment, Hyaluronic Acid and Auto-Replenishing Technology, in sustainable packaging. Targeted at consumers seeking long-lasting facial hydration.
• Estée Lauder Double Wear Stay-in-Place Makeup (30ml) Long-lasting 15-hour foundation with semi-matte finish, full coverage that resists colour change, smudging and transfer, available in multiple shades including an SPF10 variant. Targeted at consumers seeking full-coverage, transfer-resistant foundation.
• Rare Beauty Find Comfort Collection Body care gift set including Find Comfort Body & Hair Fragrance Mist (100ml), Hydrating Body Lotion (250ml), Hand Cream (53ml) and Soft Pinch Tinted Lip Oil in Hope shade (3ml). Positioned as a Rare Beauty gift set for body and lip care.
• Sentier Parisian Embrace & Noor Riviera Fragrance Duo (2 x 10ml EDP) Travel-size fragrance duo featuring Parisian Embrace (fruity floral with nectarine, peach and vanilla notes) and Noor Riviera (coastal floral with jasmine, gardenia and patchouli) in 10ml Eau de Parfum format. Aimed at consumers wanting to sample or gift two niche-style scents.
• Kérastase Blond Absolu Cicaflash Treatment (250ml) Intense fortifying treatment conditioner from the Blond Absolu range, formulated for blonde and lightened hair. Targeted at consumers with colour-treated or highlighted blonde hair.
• Kérastase Genesis Anti-Chute Fortifiant Serum (90ml) Nourishing and fortifying serum from the Kérastase Genesis range designed to help with hair thinning concerns. Targeted at consumers experiencing hair fall or thinning.
• K18 Biomimetic Hairscience Leave-In Molecular Repair Hair Mask (50ml x 2) Leave-in molecular repair hair mask leveraging K18's biomimetic hair science technology for professional-grade hair repair. Targeted at consumers with damaged hair seeking bond-repair treatments.
• Color Wow Money Mist (150ml) Hair treatment mist from Color Wow newly arrived in the haircare collection. Marketed as a premium add-on treatment for consumers exploring Color Wow products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Partnerships

Seven partnerships are on record, tiered minor.

• PayPalminorOthersPayment processing partner enabling customers to pay securely via PayPal checkout option.
• ClearPayminorOthersBuy-now-pay-later partner allowing customers to split payments into 4 interest-free instalments.
• AlipayminorOthersInternational payment method partner for Chinese consumers.
• WeChat PayminorOthersInternational payment method partner for WeChat users.
• UNiDAYSminorGTM or Marketing PartnerStudent discount partnership providing exclusive offers to verified students.
• CriteominorGTM or Marketing PartnerAdvertising partner providing personalised retargeting adverts across partner websites.
• RedeyeminorGTM or Marketing PartnerEmail marketing and CRM operations partner including abandoned basket recovery.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sephora UK: Global multi-brand beauty retailer with a UK online storefront (and physical stores from 2023). Competes with Allbeauty across the full multi-category assortment but at full price with a stronger experiential brand; broader geographic footprint and significantly larger scale.
• Amazon UK Beauty: Marketplace destination for beauty in the UK, with Prime-enabled fast delivery, Subscribe & Save, and a wide range of premium brands often sold by third-party sellers at discount. A price-setting competitor that constrains Allbeauty's promotional economics.
• Boots: UK health & beauty retailer with the largest UK drugstore e-commerce site, extensive own-brand and licensed-brand beauty assortment, and a large loyalty programme (Advantage Card). Competes with Allbeauty across mass-market skincare, fragrance, haircare, and gift sets.

Direct peers

• Cult Beauty: UK online beauty specialist with a curated premium, niche, and indie-brand assortment across skincare, makeup, fragrance, and haircare. Comparable to Allbeauty in depth of premium/niche fragrance and skincare, with similar DTC delivery and loyalty mechanics.
• The Fragrance Shop: UK independent fragrance retailer with a high-volume e-commerce site and large promotional events (e.g. 'Big Brand Event'). Direct competitor to Allbeauty in discounted premium and designer fragrance for UK consumers.
• The Perfume Shop: UK fragrance specialist retailer with a large online channel, a broad licensed-brand portfolio, and a heavy promotional cadence (e.g. '3 for 2' mix-and-match). Closest UK peer to Allbeauty on the fragrance side of the assortment, with overlapping audience of value-driven fragrance buyers.
• Feelunique: Long-standing UK online beauty pure-play (now part of Sephora) carrying premium and niche fragrance, skincare, and makeup. Directly comparable to Allbeauty in merchandise mix and value-led positioning, with a comparable loyalty programme (Feelunique Rewards).
• Lookfantastic: UK-based online beauty retailer owned by THG, offering a comparable multi-brand assortment of fragrance, skincare, haircare, and makeup at promotional pricing with a loyalty (Lookfantastic Beauty Club) and subscription (Beauty Box) model. Most direct UK competitor to Allbeauty in assortment, pricing posture, and target consumer.
• Space NK: UK premium beauty specialist combining a strong e-commerce channel with a physical store estate, focused on prestige skincare, fragrance, and makeup. Comparable to Allbeauty in premium/niche brand mix; differentiated by its physical retail and higher price positioning.

Emerging players

• Beautylish: US-headquartered online beauty specialist (with UK shipping) focused on curated premium skincare, makeup, and fragrance, including niche brands. Comparable to Allbeauty in niche-brand depth and DTC delivery model, but a smaller geographic footprint relative to the UK.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/allbeautynews
• Facebookfacebook.com/allbeautynews

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Allbeauty