DIRECT BEAUTY UK LTD

What DIRECT BEAUTY UK LTD does

Direct Beauty is a UK-based, family-run direct-to-consumer e-commerce retailer trading as DV Supplies Ltd, founded in 2011 and headquartered at Unit 1, 1000 North Circular Road, London. The company operates exclusively through its own Shopify-based storefront at directbeauty.co.uk, selling authentic perfumes and cosmetics from over 500 brands across fragrance, makeup, hair care, skin care, bath and body, nails, home scent, men's grooming, and kids' fragrance categories. Its value proposition centers on authenticity, broad assortment, and aggressive pricing — products are listed at discounts of 29-62% off manufacturer recommended retail price, with free delivery, 24-hour dispatch, and a 90-day return window as customer-facing service differentiators.

The business model is straightforward transactional retail: revenue is generated through one-time online product sales to individual UK consumers, with no subscription, membership, or recurring revenue component. Customer acquisition is handled through owned channels including SEO-optimized category pages, a company blog, email newsletters, and organic social presence on Facebook, Twitter, and Instagram. The company is VAT registered (VAT no. 471793363) and privately held, with no disclosed external funding, parent entity, or institutional investors.

Direct Beauty's technology stack is minimal and commodity: a Shopify storefront, standard payment and currency switching (GBP, EUR, USD display), and no public API, mobile app, or proprietary integrations. There is no evidence of AI/ML deployment, data partnerships, or third-party technology alliances. The company competes in the UK discounted-fragrance segment against larger authorized retailers and parallel-import peers, relying on review volume (50,000+), brand breadth, and price-led positioning rather than technology differentiation to retain customers.

Name

DIRECT BEAUTY UK LTD

Legal name

DV Supplies Ltd

Website

https://direct-beauty.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Direct Beauty is a UK-based, family-run direct-to-consumer e-commerce retailer selling authentic perfumes and cosmetics from 500+ brands at 29-62% off RRP, serving individual UK consumers through its own Shopify storefront.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)

Keywords

• Perfume retail
• Cosmetics e-commerce
• Beauty products online
• Fragrance store
• Discount beauty retail

Headquarters

HQ city

Whitley Bay

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail of fragrance and beauty products through e-commerce transactions. Revenue is generated through one-time product sales at discounted prices compared to RRP, with no subscription or recurring revenue model indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Direct Beauty operates a UK direct-to-consumer e-commerce platform selling authentic perfumes and cosmetics from over 500 brands at discounts of 29–62% off recommended retail price. The London-based family-run retailer offers fragrances, makeup, hair care, skin care, bath and body, and nail products through its own online storefront, with free delivery, 24-hour dispatch, and a 90-day return policy.

Product overview

Direct Beauty is an online retail platform operated by Direct Beauty Trading (trading as DV Supplies Ltd), established since 2011 and based in London. The platform functions as an e-commerce marketplace offering authentic perfumes and cosmetics from over 500 brands. The core product is the Direct Beauty e-commerce platform which hosts multiple product categories including Fragrances (Eau De Parfum, Eau De Toilette, Aftershave, Gift Sets, Travel Atomisers, Refillable Perfume), Makeup (Eyes, Face, Lips, Brushes), Hair Care (Shampoo, Conditioner, Styling, Colour, Treatments), Skin Care (Moisturisers, Cleansers, Treatments, Sun Care, Eye Care), Bath & Body (Lotions, Shower Gels, Scrubs, Accessories), Nails (Polish, Tools, False Nails), Home Scent (Candles, Diffusers, Room Sprays), and Men's Grooming products. The platform also features New Arrivals and Best Sellers sections. Direct Beauty positions itself as an affordable alternative for luxury beauty products, emphasizing authenticity and competitive pricing with free delivery and 90-day returns.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Beauty E-Commerce Platform

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Fragrance Direct: Fragrance Direct is a UK online discount fragrance and beauty retailer offering branded perfumes and cosmetics at discounted prices with frequent promotions. Its discount-led positioning, multi-brand assortment, and UK-only online model make it one of the closest direct comparables to Direct Beauty.
• Notino: Notino is one of Europe's largest online perfume and beauty retailers, operating a UK storefront with deep-discount pricing on authentic branded fragrance and cosmetics. It is a comparable value-led, multi-brand DTC beauty platform operating in the UK.
• Lookfantastic: Lookfantastic is a major UK-based online beauty retailer offering authentic branded fragrance, skincare, haircare, and makeup at competitive prices with multi-brand assortment. It is a direct competitor to Direct Beauty in the UK DTC beauty e-commerce category.
• Feelunique: Feelunique is a UK-based online premium beauty retailer carrying a wide range of authentic skincare, makeup, hair care, and fragrance brands. It is a comparable multi-brand DTC beauty platform serving UK and European consumers with similar discount and value-driven merchandising.
• Beauty Bay: Beauty Bay is a UK-based online beauty retailer offering a broad assortment of makeup, skincare, haircare, and fragrance from international brands. It targets a similar UK-centric online beauty shopper with multi-brand assortment and competitive pricing.
• The Perfume Shop: The Perfume Shop is a leading UK specialist fragrance retailer operating both online and through a high-street store network, selling authentic branded perfumes at competitive prices. It overlaps with Direct Beauty on fragrance assortment and value-led positioning for UK consumers.
• Cult Beauty: Cult Beauty is a UK-based online beauty retailer specializing in curated premium and indie skincare, makeup, and fragrance brands. It competes with Direct Beauty in the UK multi-brand online beauty space with an emphasis on authentic branded assortment.

Broad incumbents

• Sephora UK: Sephora is a global multi-brand beauty retailer that re-entered the UK online market through the Feelunique acquisition. Its broad assortment and brand prestige overlap meaningfully with Direct Beauty's multi-brand fragrance and cosmetics offering.
• Amazon UK Beauty: Amazon UK's beauty category sells authentic branded perfumes, skincare, makeup, and haircare alongside thousands of third-party sellers at highly competitive prices. It is a broad incumbent alternative channel for the same value-driven UK beauty shopper Direct Beauty targets.
• Boots: Boots is the UK's largest health and beauty retailer with hundreds of physical stores plus a large online beauty platform offering fragrance, skincare, makeup, and haircare. It is a broad incumbent competitor with overlapping beauty assortment and a much larger loyalty and marketing footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DirectBeautyUK
• Facebookfacebook.com/DirectBeautyUK
• Instagraminstagram.com/direct__beauty

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 DIRECT BEAUTY UK LTD