Cult Beauty is a London-founded curated beauty retailer that pioneered editorial brand discovery online since 2007, now operating as part of THG's global beauty empire.
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See all ads on AdLibrary →Cult Beauty was co-founded in 2007 in London by Jessica DeLuca and Alexia Inge as a curated online retailer for prestige and emerging beauty brands. Its editorial-first discovery model attracted a loyal beauty-insider audience. THG acquired Cult Beauty for approximately £275m in 2021, integrating it into its global beauty e-commerce network. Also searched as Cult.
Cult Beauty runs a performance-heavy paid media programme typical of large multi-brand beauty retailers: Google Shopping, branded and non-branded search, Meta retargeting, and brand-funded co-op spend on hero launches. Their editorial angle — 'discovered by experts, loved by all' — distinguishes ad creative from pure-price-led beauty competitors. You can see their current campaign formats on AdLibrary.
Instagram is Cult Beauty's highest-engagement organic and paid channel, with a content mix of new launch announcements, expert picks, tutorial videos, and seasonal edit promotions. Facebook retargeting ads target abandoned browsers and repeat purchasers with personalised product recommendations. Co-op brand partnerships drive incremental paid spend across both platforms during major launch windows.
Copy leans on exclusivity and curation: 'The Edit', 'Expert Picks', 'First to Stock'. New launch creative uses urgency — 'Just Landed', 'Limited Availability'. Category and ingredient education posts build credibility. Sale events (Beauty Frenzy, 17% Off events) drive transactional behaviour with clear discount mechanics.
Cult Beauty shows that curation as a brand value can withstand acquisition and scale. By maintaining editorial standards post-THG acquisition, the brand retained its authority positioning even as the underlying commercial infrastructure expanded. For beauty marketers, Cult Beauty is a case study in how multi-brand retailers can operate like media brands — with content driving both trust and conversion.
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