What Cohorted does

Cohorted is a UK-based, privately held direct-to-consumer e-commerce brand (founded circa 2016/2017, headquartered in London) that operates an online marketplace for curated luxury beauty boxes. The company sources full-size (not sample-sized) products from prestige beauty brands — including Elemis, Laura Mercier, Benefit, Rodial, Maison Crivelli, OFRA, Christophe Robin, Color Wow, Avant, Flânerie, Eve Lom, This Works, Bybi, and Jorgobe — and assembles them into Mystery Beauty Boxes, monthly Subscription Boxes, Limited Edition co-branded boxes, seasonal Advent Calendars (e.g., the 2026 edition), Letterbox Gifts, and digital Gift Cards. Pricing ranges from $18 for letterbox gifts to $69 for premium limited editions, with subscriptions priced at $55 per month and guaranteed box values exceeding £100 in retail. The brand is positioned as full-size, expert-curated luxury discovery rather than sample-based subscription, supported by 100% sustainable, carbon-neutral, recyclable packaging and an environmental partnership with One Tree Planted.

Cohorted's technology and operations are built on a standard Shopify storefront (Shop ID 26353958) with integrated subscription management that bills recurring customers on the 1st of each month and dispatches from the 5th. The platform supports global checkout (multi-currency), customer account dashboards for subscription self-service, and an affiliate channel via Awin. Distribution is direct-to-consumer only, with free shipping over $50 and carbon-neutral tracked shipping; perfumes and aerosols are excluded from international dispatch due to regulatory constraints.

The go-to-market model is product-led growth combined with subscription economics, acquiring customers through 25% first-order discount codes (WELCOME25), influencer marketing (notably HopeScope's 8.19M-subscriber YouTube review), affiliate and ambassador programs, email, TikTok, Instagram, and earned media in Vogue, Marie Claire, Allure, Vanity Fair, Harper's Bazaar, Cosmopolitan, Glamour, Elle, and The Independent. The company serves three core personas — Luxury Beauty Enthusiasts (primary), Gift Buyers, and Subscription Box Subscribers — across multiple geographies, with the UK as the primary market. No funding rounds, M&A activity, or external investors are disclosed in the available data.

Name

Cohorted

Legal name

Cohorted

Website

https://cohorted.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cohorted is a UK-based direct-to-consumer e-commerce brand curating and selling full-size luxury beauty boxes — including mystery boxes, monthly subscriptions, limited editions, and seasonal advent calendars — sourced from prestige brands and sold globally via its Shopify storefront to beauty enthusiasts and gift buyers.

Ownership category

akta.pro rank

Product category

Beauty Subscription Boxes

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Consumables Replenishment Subscriptions (CRAFAIAG)

Keywords

• Luxury beauty boxes
• Beauty subscription boxes
• Curated beauty gifts
• Prestige skincare discovery
• Limited edition beauty

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. One-Time Beauty Box Purchases: Customers purchase individual beauty boxes including Mystery Beauty Boxes, Limited Edition Boxes, and Advent Calendars as one-time transactions. Products are priced between $18-$69 with retail values exceeding £100+.
2. Monthly Subscription: Monthly recurring subscription delivering curated luxury beauty boxes. Billed on the 1st of each month with products dispatched from the 5th. Includes guaranteed box value of over £100 RRP and free subscriber-exclusive gifts.
3. Gift Cards: Digital gift cards available in customer-selected denominations, redeemable against any beauty boxes or subscriptions on the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Cohorted is an online retailer that curates and sells luxury beauty boxes containing full-size products from prestige brands such as Elemis, Laura Mercier, Eve Lom, Christophe Robin, Maison Crivelli, OFRA, Rodial, and Color Wow. Customers can buy one-off Mystery Boxes and Limited Edition collaboration boxes, or subscribe to a monthly delivery billed on the 1st of each month. Boxes are priced between $18 and $69 and consistently deliver over £100 in recommended retail value, with carbon-neutral shipping and recyclable packaging.

Product overview

Cohorted is a UK-based luxury beauty box brand offering a portfolio of curated beauty discovery products. The core offerings include the Mystery Beauty Box (surprise full-size products from prestige brands worth £100+), the Subscription Beauty Box (monthly curated delivery), and Limited Edition Beauty Boxes (exclusive brand collaborations in limited quantities). Supporting products include Beauty Advent Calendars (seasonal), Gift Cards (customizable value), and Letterbox Gifts (compact delivery-friendly sets). The brand partners with prestige names including Avant, Flânerie, OFRA, Christophe Robin, Maison Crivelli, Bybi, Jorgobe, Rodial, Color Wow, and others. Cohorted differentiates through full-size premium products (not samples), expert curation, and luxury presentation.

Differentiator

Problem solved

Functional benefit

Brands

• Be You Be Beautiful: Product line name appearing on gift cards and various beauty box products, used in conjunction with Cohorted branding.

Products and services

• Cohorted Mystery Beauty Box A curated collection of full-size luxury skincare, makeup, haircare, and fragrance products from prestige brands worth over £100, featuring surprise contents revealed upon delivery. Targeted at individual beauty enthusiasts seeking premium discovery.
• Cohorted Subscription Beauty Box Monthly recurring subscription delivering full-size skincare, makeup, haircare, and fragrance products from prestige brands with guaranteed retail value over £100 per box. New subscribers receive a free Maison Crivelli Oud Stallion fragrance sample. Subscription can be managed and cancelled via the customer account dashboard.
• Limited Edition Beauty Boxes Exclusive one-off curated beauty box edits featuring full-size products from prestige brands, released in limited quantities with retail values exceeding £100. Each box is a brand collaboration, such as The Avant Beauty Box, The Flanerie Beauty Box, The OFRA Beauty Box, and The Christophe Robin Beauty Box.
• Cohorted Beauty Advent Calendars Limited edition annual advent calendars featuring 12-25 days of luxury beauty products from cult and premium brands, released each year for the Christmas season. Targeted at gift buyers and self-purchasers seeking seasonal luxury.
• Cohorted Gift Cards Digital and physical gift cards available in custom values, redeemable against all luxury beauty boxes, curated edits, subscriptions, and other purchases on cohorted.co.uk. Available from $35 and can be emailed directly to a recipient or printed as a foldable physical card.
• Letterbox Gifts Compact beauty gift sets designed in letterbox-friendly dimensions for easy delivery through standard UK postal slots. Includes 'Beauty in Bloom' floral-themed gift ($21) and 'It's Your Birthday' birthday-themed gift ($18), each worth over £40 in retail value. Targeted at convenience-focused gift buyers.
• The Avant Beauty Box Limited edition beauty box collaboration featuring Avant Skincare products, worth over £380 in retail value and priced at $69.00. Targeted at luxury skincare enthusiasts seeking premium product discovery.
• The Flanerie Beauty Box Limited edition complete Flânerie skincare routine in a luxury gift box, including Vivifying Serum, Retexturising Mask, Night Cream, Exfoliator, and Cleanser, worth over £100 and priced at $69. Targeted at full-routine skincare buyers.
• The OFRA Beauty Box 3rd Edition Third edition collaboration beauty box with OFRA Cosmetics featuring full-size skincare and makeup products, including blush and highlight palettes. Worth over £100 and priced at $48. Targeted at OFRA enthusiasts and makeup discovery buyers.
• The Christophe Robin Beauty Box Haircare-focused beauty box featuring Christophe Robin shampoos, conditioners, and treatments, including products targeted at curly hair. Worth over £120 and priced at $48. Targeted at haircare enthusiasts, especially those with curly hair.
• Maison Crivelli Fragrance Limited Edition Box Limited edition fragrance gift box featuring Maison Crivelli luxury perfumes and scents, worth £80 and priced at $55. Targeted at fragrance enthusiasts and gift buyers.
• The Bybi Beauty Box Beauty box featuring sustainable skincare products from Bybi Beauty, worth over £100 and priced at $48. Targeted at eco-conscious skincare enthusiasts.
• The Jorgobe Beauty Box Skincare-focused beauty box featuring Jorgobe products, worth over £120 and priced at $48. Targeted at premium skincare enthusiasts.
• The Rodial Beauty Box 2nd Edition Skincare and makeup beauty box featuring Rodial products, worth over £180 and priced at $48. Targeted at Rodial enthusiasts and luxury skincare/makeup buyers.
• The Think Pink Beauty Box 3rd Edit Skincare and makeup beauty box, worth over £110 and priced at $48. Targeted at pink-themed product discovery and gifting.
• The Color Wow Beauty Box Haircare-focused beauty box featuring Color Wow hair care products, worth over £110 and priced at $69. Targeted at haircare enthusiasts seeking premium styling and treatment products.
• Easter Edit Limited Edition Beauty Box Seasonal limited edition Easter-themed beauty box featuring skincare and makeup products, worth over £110 and priced at $48. Targeted at Easter gift buyers and seasonal beauty enthusiasts.
• Beauty in Bloom Letterbox-friendly floral-themed beauty gift set, worth over £40 and priced at $21. Targeted at convenience-focused gift buyers who need postal-slot delivery.
• It's Your Birthday (Letterbox Gift) Birthday-themed letterbox gift box with beauty and self-care products, worth over £40 and priced at $18. Targeted at birthday gift buyers seeking affordable yet luxurious convenience gifts.
• Cohorted Mystery Beauty Box - First Edition First edition of the mystery beauty box featuring surprise full-size beauty products from prestige brands, priced at $35.00. Targeted at mystery box enthusiasts seeking discovery.

Quantifiable outcome

• Boxes consistently contain products worth over £100+ RRP
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• One Tree PlantedminorStrategic or Co-development PartnerEnvironmental partnership where Cohorted plants a tree for every purchase made, supporting reforestation efforts. Aligns with the company's sustainability commitment of carbon-neutral operations.
• OFRA CosmeticscoreStrategic or Co-development PartnerBrand collaboration creating exclusive OFRA Beauty Box editions (3rd Edit and Sense of Summer Edit). Cohorted curates and sells limited edition boxes featuring OFRA products including blush and highlight palettes.
• Eve LomcoreStrategic or Co-development PartnerFeatured brand partner included in subscription boxes and curated editions. Eve Lom cleansers and skincare products are highlighted as customer favourites in monthly box selections.
• This WorkscoreStrategic or Co-development PartnerBrand partner featured in mystery beauty boxes and curated collections. Products include skincare and wellness items that align with the brand's self-care positioning.
• Maison CrivellicoreStrategic or Co-development PartnerExclusive partnership for limited edition fragrance boxes and subscriber free gifts. Maison Crivelli Oud Stallion 1.5ml fragrance provided as free gift for new subscribers (worth over £15). Fragrance Limited Edition Box available at $55.
• Various Prestige BrandscoreStrategic or Co-development PartnerPartnerships with prestige beauty houses including Color Wow, Chopard, Benefit, Elemis, Prada, Rodial, Laura Mercier, BDK, Flânerie, Avant, Christophe Robin, Rodial, and others for curated box editions. Each limited edition box features exclusive brand collaborations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Birchbox: Pioneer beauty subscription box service operating in the UK and other markets. Directly comparable to Cohorted as a curated beauty discovery box, though Birchbox has historically emphasized sample-sized products over Cohorted's full-size positioning.
• FabFitFun: Seasonal lifestyle subscription box featuring beauty, wellness, and fashion products from premium brands. Comparable to Cohorted as a curated beauty/lifestyle discovery service, though with broader category scope and quarterly (vs. monthly) cadence.
• Glossybox: Monthly subscription beauty box service owned by The Hut Group (THG), operating across multiple European markets. Directly comparable to Cohorted as a curated beauty box subscription, though Glossybox typically uses sample-sized products whereas Cohorted emphasizes full-size items.
• Ipsy: Largest US beauty subscription box service offering monthly Glam Bags and BoxyCharm boxes with curated prestige and indie brand products. Directly comparable to Cohorted in business model and category, though operating at significantly greater scale in North America.

Broad incumbents

• Beautylish: US-focused prestige beauty e-commerce retailer carrying niche and prestige brands with strong editorial content. Comparable to Cohorted in curating cult/prestige brands for discovery-oriented consumers, though without a subscription box model.
• Space NK: UK-based luxury beauty retailer with curated multi-brand assortment of prestige skincare, makeup, and fragrance. Comparable to Cohorted in premium beauty positioning and brand selection, though operates physical stores plus full-range e-commerce rather than box subscriptions.
• Allure Beauty Box: Quarterly beauty subscription box leveraging Allure magazine's editorial authority, featuring curated samples and full-size products from prestige brands. Comparable to Cohorted in curation approach, though with stronger US market orientation and sample-heavy mix.
• Lookfantastic Beauty Box: Monthly beauty box from Lookfantastic (part of THG) bundled with a major UK beauty e-commerce retailer. Comparable to Cohorted as a subscription beauty box, but benefits from cross-sell into a much larger generalist beauty product catalog.
• Cult Beauty: Major UK-based prestige beauty e-commerce retailer offering 40,000+ products from cult and emerging brands. Comparable to Cohorted in target audience (prestige beauty enthusiasts) and brand partnerships, but operates as a generalist retailer rather than curated box subscription.
• Liberty Beauty: UK heritage department store's beauty hall featuring curated luxury skincare, fragrance, and cosmetics from premium brands. Comparable to Cohorted in targeting luxury beauty discovery, though operating as a multi-category department store with broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cohorteduk
• Xx.com/cohorted
• Facebookfacebook.com/cohorted
• LinkedInlinkedin.com/company/cohorted-limited

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 Cohorted