Liz Earle Beauty
Liz Earle Beauty is a privately-held UK skincare brand founded in 1995, selling naturally active cleansers, moisturisers, serums, body care, and fragrance direct-to-consumer across the UK, EU, USA, Canada, and Australia. It is a wholly-owned Boots Group subsidiary, anchored by the award-winning Cleanse & Polish hero product and supported by subscription and loyalty programmes.
- Company typePrivate
- Founded1995
- HeadquartersRyde, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Liz Earle Beauty does
Liz Earle Beauty Co. Limited is a UK-incorporated, privately-held skincare brand founded in 1995 and headquartered on the Isle of Wight. It develops and sells naturally active skincare, bath & body, haircare, and fragrance products, with the Cleanse & Polish Hot Cloth Cleanser functioning as its hero SKU. The flagship cleanser uses a bio-fusion triple-action formula claimed to be the world's first naturally active hot cloth cleanser, combining cleansing, hydration, and smoothing in one step; the broader portfolio is organised into branded ranges including Superskin (anti-aging/firming), Skin Repair (72-hour hydration for combination and dry skin), Glow Range (brightening), Eyebright (eye care), and Botanical Essence No.15 (fragrance). Underlying differentiation rests on botanical ingredients, a 30-year brand track record, 150+ industry awards, B Corp certification, cruelty-free status, and consistent 4.5-4.9 star customer ratings across bestsellers.
The company is a wholly-owned subsidiary of Walgreens Boots Alliance (Boots Group), having been acquired in 2015. Its revenue model combines one-off DTC product sales and a recurring subscription service through a multi-currency e-commerce storefront serving the UK, EU, USA, Canada, and Australia, complemented by a physical flagship store, retail store locator presence, and a US Amazon Marketplace storefront. Go-to-market is product-led: Cleanse & Polish anchors customer acquisition and is bundled via 3-for-2 promotions, supported by an email acquisition funnel (15% first-order incentive), a refer-a-friend programme offering 25% discounts to both parties, the Beauty Rewards loyalty programme, content marketing via the beauty blog, and segmented discounts for students and NHS workers. Customer segments centre on women seeking skincare and anti-aging solutions across skin-type personas (combination, dry, oily, sensitive, dull, mature), with extensions into men's skincare and gifting. Payment rails include Klarna, PayPal, Apple Pay, Visa, Mastercard, and American Express.
Liz Earle Beauty firmographics
Firmographics- Name
- Liz Earle Beauty
- Legal name
- Liz Earle Beauty Co. Limited
- Website
- https://uk.lizearle.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Liz Earle Beauty is a privately-held UK skincare brand founded in 1995, selling naturally active cleansers, moisturisers, serums, body care, and fragrance direct-to-consumer across the UK, EU, USA, Canada, and Australia. It is a wholly-owned Boots Group subsidiary, anchored by the award-winning Cleanse & Polish hero product and supported by subscription and loyalty programmes.
- Ownership category
- akta.pro rank
Liz Earle Beauty industry classification
Industry- Product category
- Skincare & Beauty
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Eye & Lip Skincare (CRABAAAC), Shampoo & Scalp Cleansers (CRABABAA)
Keywords
Where Liz Earle Beauty is headquartered
LocationHeadquarters
- HQ city
- Ryde
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Liz Earle Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure, Others
Revenue model
- Direct Product Sales: One-time purchase of skincare, bath & body, and fragrance products through e-commerce storefront and retail locations. Hero product Cleanse & Polish sold with hot cloth system. Products available in various sizes including travel sizes.
- Subscription Service: Recurring subscription model for regular replenishment of skincare products with potential discounts and exclusive offers for subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Unit Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Liz Earle Beauty product offering
Product offeringCore offering
Liz Earle Beauty Co. Limited, founded 1995 and headquartered in Ryde, Isle of Wight, UK, develops, manufactures, and sells naturally active skincare and beauty products including cleansers, toners, moisturisers, serums, eye and lip care, exfoliators, masks, body care, haircare, and fragrances. The brand is best known for its hero Cleanse & Polish Hot Cloth Cleanser built on proprietary bio-fusion formula technology. Products are sold through a direct-to-consumer e-commerce platform serving the UK, EU, USA, Canada, and Australia, complemented by physical retail stores and an Amazon storefront in the US, alongside a subscription service and customer loyalty programme.
Product overview
Liz Earle Beauty is a skincare and beauty brand offering award-winning, naturally active skincare products. The core product portfolio centres on the iconic Cleanse & Polish™ Hot Cloth Cleanser, alongside dedicated sub-brands including Superskin™ (anti-aging formulations), Skin Repair™ (hydration-focused moisturisers), and the Glow Range (brightening products). The offering spans cleansers, toners, moisturisers, serums, eye care, body care, haircare, and fragrance. Additional services include a Loyalty Rewards Programme, Subscription Service for regular deliveries, gift wrapping, and a refer-a-friend programme. The company operates e-commerce platforms supporting multiple currencies and payment methods including Klarna, PayPal, and Apple Pay.
Differentiator
Problem solved
Functional benefit
Brands
- Cleanse & Polish™: Iconic triple-action hot cloth cleanser; the company's flagship product line.
- Superskin™
- Skin Repair™
- Glow Range
- Botanical Essence™
- Eyebright™
- Cleanse & Glow™
- Revitalise & Glow™
Products and services
- Cleanse & Polish skincare range
- Superskin range
- Skin Repair range
- Glow Range
- Botanical Essence range
- Eyebright range
- Cleanse & Glow range
- Revitalise & Glow range
- Toners
- Moisturisers
- Exfoliators and masks
- Serums and treatments
- Men's skincare
- Body care
- Haircare
- Fragrance
- Subscription service
- Customer loyalty programme
Quantifiable outcome
- One Cleanse & Polish sold every 19 seconds
- +1 more outcomes
Companies that use Liz Earle Beauty
Customer profileSegments4 records
Ideal customer profiles1 record
Liz Earle Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Liz Earle Beauty partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Liz Earle Beauty competitors and assessment
Company assessmentDirect peers
- The Ordinary (DECIEM): DECIEM's The Ordinary is a direct peer in the science-led, transparent-ingredient skincare category, competing head-to-head for the same digitally native, value-conscious skincare consumer.
- Tatcha: Tatcha competes with Liz Earle in naturally-inspired, ritual-driven premium skincare, sharing a focus on botanically-derived cleansers, serums and moisturisers sold DTC.
- Molton Brown: Molton Brown is a UK heritage brand in bath, body and fragrance with overlapping bath-and-body and gifting categories and a similar premium DTC positioning.
- Paula's Choice: Paula's Choice competes directly with Liz Earle in clinically-positioned, ingredient-driven skincare sold primarily through DTC channels with subscription and routine-building tools.
- Elemis: Elemis is a UK-based premium skincare brand selling cleansers, moisturisers and body care through DTC and department-store channels, directly overlapping with Liz Earle's hero categories.
- REN Clean Skincare: REN is a UK-based clean beauty skincare brand with a similar bio-active, sustainability-led positioning and overlapping target customer of ingredient-conscious women.
- Drunk Elephant: Drunk Elephant is a direct peer in the premium, ingredient-led skincare segment with a loyal community, DTC-first model and overlapping anti-aging and hydration ranges.
Broad incumbents
- Aveeno: Aveeno is a broad incumbent in naturally-active, oat- and botanical-based skincare, competing with Liz Earle in cleansers, body care and sensitive-skin positioning.
- CeraVe: CeraVe is a broad incumbent cleanser and moisturiser brand backed by L'Oréal, competing with Liz Earle across mass and pharmacy channels with strong clinical credibility.
- No7 (Boots): No7 is Boots Group's flagship skincare brand and an internal portfolio peer, sharing the same parent and overlapping cleansers, serums and moisturisers sold in Boots stores and DTC.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Liz Earle Beauty social profiles
Digital presenceLiz Earle Beauty compliance and trust
Trust signalCompliance2 records
Liz Earle Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Liz Earle Beauty leadership team
Management profileNumber of profiles
Liz Earle Beauty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Liz Earle Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Liz Earle Beauty
What does Liz Earle Beauty do?
Liz Earle Beauty Co. Limited, founded 1995 and headquartered in Ryde, Isle of Wight, UK, develops, manufactures, and sells naturally active skincare and beauty products including cleansers, toners, moisturisers, serums, eye and lip care, exfoliators, masks, body care, haircare, and fragrances. The brand is best known for its hero Cleanse & Polish Hot Cloth Cleanser built on proprietary bio-fusion formula technology. Products are sold through a direct-to-consumer e-commerce platform serving the UK, EU, USA, Canada, and Australia, complemented by physical retail stores and an Amazon storefront in the US, alongside a subscription service and customer loyalty programme.
Is Liz Earle Beauty a public or private company?
Liz Earle Beauty is a private company. It is classified as corporate owned and is currently operating.
When was Liz Earle Beauty founded?
Liz Earle Beauty was founded in 1995. It employs 501 to 1,000 people.
Where is Liz Earle Beauty based?
Liz Earle Beauty is headquartered in Ryde, United Kingdom, in the Europe region.
How does Liz Earle Beauty make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Service.
Who are Liz Earle Beauty's main competitors?
Direct peers on record are The Ordinary (DECIEM), Tatcha, Molton Brown, Paula's Choice, Elemis, REN Clean Skincare and Drunk Elephant. Broad incumbents are Aveeno, CeraVe and No7 (Boots).
Does Liz Earle Beauty have an API?
No public API is recorded for Liz Earle Beauty.
What industry is Liz Earle Beauty in?
Liz Earle Beauty's product category is Skincare & Beauty. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 32561 and its SIC code is 2844.