BEAUTY BOX BOUTIQUE (2020) LTD

What BEAUTY BOX BOUTIQUE (2020) LTD does

Beauty Box Boutique (2020) LTD is a UK-based online retailer of beauty and wellness products, founded by Nicola Frew in Motherwell in June 2016 and incorporated as a private limited company in November 2020. The company sells cosmetics, skincare (primarily Dr. C. Tuna branded lines), makeup, fragrances, body care, sun care, self-care, oral care, and the Nutriplus nutritional supplement range through a Shopify-powered e-commerce storefront with PayPal payment processing. Product pricing is in GBP at unit prices ranging from approximately £5 to £160, with no subscription or recurring billing model. The geographic footprint is exclusively the United Kingdom.

The business operates a dual revenue model. The primary channel is direct-to-consumer e-commerce via the Shopify site. Secondarily, the company functions as an independent distributor for FM Fragrances & Cosmetics, a relationship initiated in January 2018 that the founder identifies as a major turning point. Under this arrangement, Nicola Frew has built a team of over 2,000 home-based independent consultants selling beauty and wellness products through their personal networks and earning commission, effectively operating an MLM-style distribution layer parallel to the storefront. Nicola achieved the Diamond Orchid promotion level (the highest tier in FM's hierarchy) in November 2020. Customer acquisition is conducted through organic Facebook and Instagram presence, email newsletter, and personal storytelling content on the 'My Story' page. The company has no mobile apps, no disclosed AI capabilities, no patents or trademarks, no external funding, no subsidiaries, and no enterprise customers; it is founder-owned and founder-operated.

Name

BEAUTY BOX BOUTIQUE (2020) LTD

Legal name

Beauty Box Boutique (2020) LTD

Website

https://beauty-box-boutique.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Beauty Box Boutique is a UK-based direct-to-consumer e-commerce retailer selling cosmetics, skincare, fragrances, and nutritional supplements via a Shopify storefront, combined with a direct-sales network of over 2,000 home-based independent consultants operating under the FM Fragrances & Cosmetics structure.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Other Health and Personal Care Retailers (45619)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

Beauty & Salon Professional Supply Marketplaces (CRAFAHAH), Niche & Artisan Fragrance (CRABADAH), Professional/Salon Beauty Distribution (CRAOAEAB)

Keywords

• Online beauty retail
• Cosmetics ecommerce
• Skincare products
• Nutritional supplements
• Direct sales beauty

Headquarters

HQ city

Motherwell

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Direct to Consumer: E-commerce sales of beauty, skincare, makeup, body care, and nutritional supplement products directly to consumers through the Shopify-powered website. Products are sold at fixed unit prices with one-time purchase model.
2. Direct Sales Team Revenue: The company operates as part of the FM fragrance and cosmetics brand. The founder builds and leads a team of independent consultants who earn commission on sales. This creates a network marketing structure where team growth drives revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Beauty Box Boutique operates a UK-based online store selling cosmetics, skincare, fragrances, body care, sun care, oral care, and nutritional supplements (under the Nutriplus brand) along with makeup brushes and tools. The business combines direct-to-consumer e-commerce with a home-based direct sales model built around FM fragrances and cosmetics, supported by a team of over 2,000 independent consultants working from home.

Product overview

Beauty Box Boutique is an online beauty and wellness e-commerce retailer offering a diverse portfolio across multiple product categories. The core offerings include: (1) Makeup - comprehensive cosmetics including foundations, mascaras, lip products, eyeshadows, and tools; (2) Skincare - Dr. C. Tuna branded skincare lines (Lumi Radiance, Age Reversist, Aqua, Calendula, Tea Tree) covering cleansers, serums, moisturizers, masks, and eye care; (3) Nutriplus - health supplements including meal replacement shakes, vitamins (B12, C, D3, Omega-3), multivitamins, collagen products, and wellness drinks; (4) Body, Self Care, Sun Care, and Oral Care products; (5) Makeup Brushes and Tools; (6) FM Fragrances & Cosmetics. Additionally, the company offers a home-based direct sales business opportunity. The business is powered by Shopify e-commerce platform and offers PayPal as a payment integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup Collection
• Skincare Collection
• Nutriplus Health and Wellness Supplements
• Collagen & Beauty Range
• Vitamins Collection
• Weight Management Range
• Body Care Collection
• Self Care Collection
• Sun Care Collection
• Makeup Brushes & Sponges
• FM Fragrances & Cosmetics
• Home-Based Direct Sales Business Opportunity

Quantifiable outcome

• Team of over 2000 people working the business from home

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• FM Fragrances & CosmeticscoreStrategic or Co-development Partner · 1 January 2018In January 2018, Beauty Box Boutique added the FM fragrances and cosmetics range to their collection after the founder fell in love with the products. This was described as a huge turning point in the business. The company operates within the FM business structure, with team members selling FM products and earning commission based on sales levels achieved.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Farmasi UK: Beauty Box Boutique explicitly resells Farmasi makeup. Farmasi itself operates a global direct-sales network selling the same Farmasi/VFX PRO cosmetics Beauty Box Boutique carries, competing for the same UK reps and end customers.
• FM Fragrance & Cosmetics: The brand Beauty Box Boutique is embedded within — Nicola Frew built her consultant team selling FM products. The closest strategic peer given Beauty Box Boutique's revenue and narrative tie directly to FM's UK distribution structure.
• Younique UK: MLM focused almost exclusively on cosmetics and beauty, operating in the UK via a social-media-driven representative network — closest direct peer in terms of beauty-only category focus, female-skewed recruitment, and Facebook/Instagram-led acquisition.
• Arbonne International: US-originated MLM selling skincare, makeup, and wellness products through UK consultants — similar combined beauty-plus-wellness positioning, identical consultant recruitment, and overlap with single-parent target demographic.
• The Body Shop at Home: UK direct-sales arm of a global beauty brand operating via a network of independent consultants selling skincare and cosmetics from home — essentially the same business model, target customer (women seeking flexible income), and product category as Beauty Box Boutique's consultant side.
• Cult Beauty: UK-based premium online beauty retailer offering a wide assortment of skincare, makeup, fragrance, and wellness — directly comparable UK e-commerce positioning to Beauty Box Boutique's Shopify storefront for category breadth and target consumer.
• Lookfantastic: Major UK online beauty and skincare retailer carrying many of the same multi-brand beauty/skincare SKUs Beauty Box Boutique sells — the most direct competitor on the e-commerce side for UK consumers browsing beauty brands online.
• Herbalife UK: Global MLM specializing in meal-replacement shakes, weight management, and nutritional supplements — directly overlapping with Beauty Box Boutique's Nutriplus weight management and vitamin ranges, with an identical consultant-driven sales motion.
• Avon Cosmetics UK: Long-established beauty MLM with a UK representative network selling cosmetics, fragrance, and skincare through personal networks — overlapping product mix (fragrance, makeup, skincare) and the same door-to-door-style social-selling motion.

Broad incumbents

• Boots Beauty & Skincare: UK's dominant high-street beauty, skincare, vitamins, and supplement retailer — broader incumbent covering identical product categories (cosmetics, fragrance, weight management, vitamins) at massive scale, setting competitive benchmarks on assortment, pricing, and trust.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/beautyboxboutiquex
• Instagraminstagram.com/beautyboxboutiquex

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 BOX BOUTIQUE (2020) LTD