Liz Earle Beauty

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.

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

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

• Naturally active skincare
• Botanical beauty brand
• Facial cleansing products
• Anti-aging moisturizers
• Skincare subscription service

Headquarters

HQ city

Ryde

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. Subscription Service: Recurring subscription model for regular replenishment of skincare products with potential discounts and exclusive offers for subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/lizearle
• Facebookfacebook.com/lizearle
• LinkedInlinkedin.com/company/liz-earle-beauty-co--limited

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 Liz Earle Beauty