What Beauty Edit Mayfair does

Beauty Edit Mayfair is a privately held clean beauty retailer and facial treatment studio operating from a single flagship boutique at 33 Berkeley Street, Mayfair, London, founded in 2017 by Sherrille Riley. The business integrates two revenue streams under one roof: a curated e-commerce and in-store assortment of clean, K-Beauty, and Black-owned beauty brands (covering skincare, makeup, haircare, fragrance, body and wellbeing, men's grooming, and ingestible supplements), and a professional facial studio offering 60- and 90-minute treatments (Beauty Edit Signature/Express, Kelsey, K-Beauty Glass Skin, Ilapothecary, and Buccal Massage facials) priced from £95 to £215, with add-ons including LED light therapy, buccal massage, AI Skin Analysis, and make-up sessions. Technical differentiation sits on three pillars: a computer-vision AI skin analysis tool (developed with Korean/Japanese technology, reading eight skin metrics in two minutes), LED light therapy protocols (630nm red and 830nm near-infrared), and the proprietary buccal intra-oral facial technique for lower-face contouring.

The go-to-market is hybrid: a self-serve Shopify e-commerce site shipping globally to 14+ countries with USD/GBP multi-currency support, combined with an experiential in-store model anchored by weekly Saturday K-Beauty masterclasses (capped at 8 guests) and recurring exclusive brand launch events (£20 tickets, fully redeemable against purchases). Brand-building relies on earned media (Vogue, Elle, The Sunday Times, Harper's Bazaar), a 5.0-star Google rating across 450+ reviews, organic social on Instagram/TikTok/Facebook/YouTube, and selective distribution partnerships with premium brands including an exclusive UK stockist arrangement for the Medicube AGE-R Booster Pro device. Pricing spans £95 entry-level facials to £215 buccal signature treatments, with own-brand brow products retailing around $27–$34 and device products (LED masks, AGE-R Booster) occupying the premium end. Customer concentration is low — the base is entirely individual consumers and small beauty professionals with no enterprise accounts — while the bundle programme ("Buy 4 facials, get the 5th complimentary") and gift vouchers create modest repeat-visit economics. The company remains founder-owned with no disclosed external funding, parent company, or subsidiary structure.

Name

Beauty Edit Mayfair

Legal name

Beauty Edit Mayfair

Website

https://beautyeditmayfair.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Beauty Edit Mayfair is a privately held, single-location clean beauty boutique and facial treatment studio at 33 Berkeley Street, Mayfair, London, founded by Sherrille Riley in 2017, serving affluent UK and international consumers with curated K-Beauty and clean beauty retail, AI-powered skin analysis, and premium facial services priced from £95 to £215.

Ownership category

akta.pro rank

Product category

Clean Beauty Retail and Facial Studio

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Classic/European Facials (HSALADAA)

akta.pro secondary industries

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Beauty & Aesthetics Experiences (Facials, Skincare Clinics, Non-surgical Aesthetics) (THAJAHAK)

Keywords

• Clean beauty retail
• Professional facial treatments
• K-beauty curation
• Skincare e-commerce
• Beauty boutique services

Headquarters

HQ city

Mayfair

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Retail: Sale of clean beauty products including skincare, makeup, haircare, fragrance, and body products through e-commerce and in-store. Products range from budget to luxury price points.
2. Facial Services: Professional facial treatments ranging from 60-minute express facials to 90-minute signature treatments. Services include K-Beauty facials, buccal facials, and Ilapothecary facials. Pricing from £95 to £215.
3. Gift Vouchers and Packages: Facial gift vouchers and multi-treatment packages. Bundle deals such as 'Buy 4 facials, receive the 5th complimentary' drive recurring revenue and customer loyalty.
4. Events and Masterclasses: K-Beauty masterclasses and exclusive launch events. Tickets priced at £20 for launch events, fully redeemable against purchases. Private hire of the boutique for press launches and beauty events.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Beauty Edit Mayfair is a curated clean beauty retailer and professional facial treatment studio located at 33 Berkeley Street in Mayfair, London. The company sells a curated edit of clean skincare, K-Beauty, makeup, haircare, fragrance, supplements, and body products through its e-commerce store and flagship boutique, while also delivering in-boutique facial services ranging from express to signature treatments, K-Beauty facials, buccal facials, LED light therapy, and AI-powered skin analysis.

Product overview

Beauty Edit Mayfair is a clean beauty destination and facial treatment boutique in Mayfair, London (33 Berkeley Street), founded and curated by Sherrille Riley. The business operates two integrated offerings: (1) A curated e-commerce platform selling clean beauty products across skincare, makeup, haircare, fragrance, supplements, body & wellbeing, and men's grooming, featuring both own-brand products (Brow Filler, Brow Setter) and third-party brands (K-Beauty brands including SKIN1004, Dr. Althea, Beauty of Joseon, Biodance, Medicube, and others; Charlotte Mensah haircare; Bastille fragrances; et al. clean makeup); and (2) A facial treatment studio offering in-person services including Signature and Express facials (Beauty Edit and Kelsey lines), K-Beauty Glass Skin facials, Buccal massage facials, Ilapothecary facials, LED light therapy, AI Skin Analysis, and a K-Beauty Masterclass. The e-commerce and treatment businesses share the same storefront and are unified under the 'clean beauty' positioning. Products and treatments are cross-recommended (devices like the Déesse PRO LED Mask and Medicube AGE-R Booster Pro are stocked in-clinic and sold online). A facial voucher bundle programme offers packages such as 'Buy 4, get 1 free' across facial types.

Differentiator

Problem solved

Functional benefit

Brands

• Beauty Edit Mayfair Brow Collection: Own-brand eyebrow products including Brow Filler waterproof pencil and Brow Setter gel, developed by founder Sherrille Riley after years of experience at Harrods spa and Nails & Brows Mayfair
• et al.
• 33 Berkeley Street

Products and services

• Beauty Edit Signature Facial A 90-minute luxury facial created by founder Sherrille Riley, tailored in the moment to address skin needs using rose quartz, cryotherapy globes, lymphatic drainage, and red light therapy. Priced at £195.
• Kelsey Signature Facial A 90-minute facial using the exclusive EZ Rubus ID and active ingredients to deliver hydration while addressing fatigue, stress, dullness, and collagen degradation, finishing with LED Light Therapy. Priced at £185.
• Beauty Edit Express Facial A 60-minute revitalising facial featuring cleanse, warm towel infusion, gentle exfoliation, sculpting facial massage, and LED light therapy for instant radiance. Priced at £95.
• Glass Skin Glow Express Facial A 60-minute K-Beauty-inspired facial with double cleanse, hydrating sheet mask, and plumping massage techniques to restore moisture and luminosity. Priced at £120.
• Glass Skin Glow Signature Facial A 90-minute luxury K-Beauty facial with deep cleansing, pore-refining exfoliation, intensive hydration, advanced sculpting and lifting techniques, and LED Light Therapy. Priced at £195.
• Buccal Signature Facial A 90-minute non-invasive facial workout for facial structure, including double cleanse, gentle exfoliation, hot towel therapy, signature buccal massage for intra-oral muscle sculpting, hydrating sheet mask, and advanced LED Light Therapy. Priced at £215.
• Ilapothecary Supreme Silk Signature Facial A 90-minute facial incorporating Ilapothecary's award-winning natural skincare, intense hydration, lymphatic drainage massage, and LED light therapy. Priced at £185.
• Red Light Therapy Treatment Add-On A 30-minute non-invasive LED light therapy add-on that stimulates collagen production, reduces inflammation, and targets acne-causing bacteria. Priced at £35.
• Buccal Facial Massage Add-On A 20-minute specialised facial massage technique targeting muscles inside and outside the mouth to relieve tension and enhance facial contours. Priced at £45.
• Make-Up Session Add-On A 45-minute personalised make-up appointment for special occasions or to learn new techniques and discover innovative make-up brands. Priced at £65.
• AI Skin Analysis A 15-minute in-depth skin analysis using AI computer vision technology that detects up to eight measures of skin health, including sensitivity, pigmentation, wrinkles, deep spots, pores, acne, UV damage, and skin age. Includes personalised product recommendations. Priced at £55.
• K-Beauty Masterclass An intimate, hands-on K-Beauty masterclass held every Saturday from 10:15-11:30am, covering curated K-Beauty routines followed by AI smart-mirror skin analysis. Limited to eight guests; available for private hire.
• Beauty Edit Mayfair Brow Filler An ultra-fine, precision tip waterproof eyebrow pencil with micro-precision tip mimicking real brow hairs, available in four shades (Natural Blonde, Taupe, Dark Dahlia, Barely Black). Created by founder Sherrille Riley.
• Beauty Edit Mayfair Brow Setter A clear, long-lasting, weightless brow gel that locks brows in place all day without flaking, working over or under any brow product while conditioning and smoothing brow hairs.
• Facial Gift Vouchers and Bundle Packages Gift vouchers for facial treatments plus multi-visit bundles such as 'Buy 4 facials, receive the 5th complimentary' to drive recurring revenue and customer loyalty.

Quantifiable outcome

• 5.0 star rating from 450+ Google reviews
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Charlotte MensahcoreChannel Partner/ Reseller/ DistributorStockist of Charlotte Mensah's award-winning Manketti Oil haircare range, including Manketti Hair Oil (5.0 stars from 107 reviews), Manketti Oil Shampoo, Conditioner, Salt Scrub, and Finishing Mist. Products are specifically formulated for afro, curly, and textured hair.
• Bastille PariscoreChannel Partner/ Reseller/ DistributorStockist of Bastille Paris fragrances including Hors-Piste EDP, Bataille EDP, Paradis Nuit EDP, 14 Juillet EDP, Pleine Lune EDP, Rayon Vert EDP, Un Deux Trois Soleil EDP, and Demain Promis EDP. Featured in Harper's Bazaar.
• IlapothecarycoreChannel Partner/ Reseller/ DistributorStockist of Ilapothecary natural skincare and wellbeing line. Featured in Elle Magazine UK. Products include Beat the Blues Shower Oil, Supreme Silk Toner, Save-Face Serum, Vitamin Rich Face Oil, Reset Vitamin A Serum, and aromatherapy products.
• Kelsey SkincarecoreChannel Partner/ Reseller/ DistributorStockist of Kelsey Skincare products featuring exclusive EZ Rubus ID® technology. Offers signature facial treatments and express facials. Products include Luminous Glow Cleansing Gel, Three Moons Brightening Concentrate, and Morn to Eve Global Protection.
• SKIN1004coreChannel Partner/ Reseller/ DistributorStockist of SKIN1004 Madagascar Centella range. Products include cleansing oils, toners, ampoules, sun serums, and travel kits. Known for centella-based formulations targeting sensitive and problematic skin.
• MedicubecoreChannel Partner/ Reseller/ DistributorExclusive UK stockist of Medicube AGE-R Booster Pro 6-in-1 Total Care LED Therapy device. Also stocks Zero Pore Pad 2.0, Deep Vita C Capsule Cream, and Collagen Night Wrapping Mask.
• Beauty of JoseoncoreChannel Partner/ Reseller/ DistributorStockist of Beauty of Joseon K-Beauty products including Relief Sun SPF50 (5.0 stars from 18 reviews), Green Plum Cleanser, and Glow Serum with propolis and niacinamide.
• BiodancecoreChannel Partner/ Reseller/ DistributorStockist of Biodance bio-cellulose sheet masks. Bio-Collagen Real Deep Mask (4pc) rated 5.0 stars from 2 reviews. Masks dissolve into skin delivering concentrated collagen and hyaluronic acid.
• et al.coreChannel Partner/ Reseller/ DistributorStockist of et al. clean makeup line featuring Intelligent Skin Foundation (6 actives), Skin Protect Powder Foundation (shields against blue light and infrared), and Radiant Primer. Foundation offers 23 shades colour matched in Mayfair.
• DarlingminorChannel Partner/ Reseller/ DistributorStockist of Darling Protect-Me SPF 30, a daily moisturiser with sunscreen. Featured in The Sunday Times.
• RevitalashcoreChannel Partner/ Reseller/ DistributorStockist of RevitaBrow Advanced Eyebrow Serum (5.0 stars from 376 reviews) and Revitabrow products. Clinically tested brow conditioning formulas.
• Vida GlowcoreChannel Partner/ Reseller/ DistributorStockist of Vida Glow beauty supplements including Pro Collagen+, Marine Collagen Sachets, and Collagen Liquid Advance. Scientifically formulated to enhance skin, hair, and immunity.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Space NK: UK-based multi-brand premium beauty retailer with physical boutiques and e-commerce. Directly comparable in curated assortment, premium price positioning, and Mayfair/London flagship presence.
• Escentual: UK online beauty retailer with curated premium and K-Beauty brand selection. Comparable in e-commerce-led model and brand curation approach.
• The Fragrance Shop: UK multi-brand fragrance retailer stocking many of the same niche and premium fragrance brands (e.g., Bastille). Comparable in UK multi-brand retail model and premium positioning in adjacent category.
• Net-a-Porter (beauty): Luxury fashion and beauty e-commerce platform offering a curated premium beauty edit. Comparable in luxury positioning, multi-currency international shipping, and curated premium brand assortment.
• Cult Beauty: UK-founded, global online multi-brand beauty retailer known for curated clean, K-Beauty, and indie brand selection. Closest direct peer in curated e-commerce model and brand mix.

Broad incumbents

• Sephora: Global multi-brand beauty retailer carrying many of the same K-Beauty and premium brands (SKIN1004, Beauty of Joseon, etc.). Comparable in brand mix; far broader footprint and capital base.
• Harrods (Beauty Hall): Iconic London luxury department store with a large beauty hall featuring premium and K-Beauty brands. Overlaps in Mayfair-adjacent luxury positioning and brand portfolio; broader in scale and category coverage.
• Liberty London (Beauty Hall): Premium London department store with a curated beauty floor featuring niche and luxury brands. Comparable in curated premium positioning and London destination status; much broader assortment.

Regional players

• OH MY CREAM: France-based clean beauty retailer and spa with curated clean and natural brand assortment plus in-store facial services. Closest structural peer in clean beauty retail + services hybrid; primarily French market.
• MECCA: Australia and New Zealand's leading premium multi-brand beauty retailer with strong curated edit, in-store services, and loyalty mechanics. Comparable in curated premium + services model; geographically distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCELaEsDoXTCYZd1Poa8LQeA
• Facebookfacebook.com/BeautyEditMayfair
• Instagraminstagram.com/beautyeditmayfair
• TikToktiktok.com/@beautyeditmayfair
• LinkedInlinkedin.com/company/beauty-edit-mayfair

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 Beauty Edit Mayfair