Beauty Pie

A London-headquartered beauty brand that sells make-up, skincare and supplements to members at close to factory cost.

About Beauty Pie

Beauty Pie is a membership-based beauty company. Members pay a monthly fee that is converted into credits, and use the credits to buy skincare, make-up and supplements priced close to cost rather than with a typical retail markup. Its strapline is makeup without the markup.

It was started in December 2016 by Marcia Kilgore, a Canadian entrepreneur who earlier founded Bliss, Soap & Glory and FitFlop. Her idea was to buy products straight from the high-end factories and labs that supply well-known brands, cut out the middlemen and elaborate packaging, and pass the savings on to members. Press describes the ambition as building the world's biggest luxury buyers' club. Memberships in a 2021 profile ran from about five to twenty pounds a month, and that article said the range was heading towards about 500 products, covering skincare, make-up and vitamin supplements.

The team is headquartered in London, and about 80% of members were UK-based according to a 2023 trade article, though it also sells in the US and has been growing in other markets. In 2023 the company brought in Kevin Cornils, formerly of Peloton, as chief executive, with a US president and a VP of new product development named in the press. A 2021 profile counted about 102 employees; a newer figure was not found.

Ideas for new products come from members' requests, market trends, new ingredients and supplier formulas. Recent launches mentioned include a retinol skincare range, a marine collagen supplement, aromatherapy bath oils and a skin tint. The 2021 profile said the chief operating officer, Panni Morshedi, ran day-to-day operations from London while Marcia Kilgore led the company remotely. The company also held a pop-up at Harvey Nichols, which shows it experimenting with physical retail alongside its online shop. Its own descriptions of values are limited, so ask the team about culture directly.

People working in a company like this include product developers and chemists working with suppliers, data and membership teams, brand and social content creators, customer care, operations and logistics, finance, and technology staff who build the online shop. It appeared on the UK Growth Index 100 list in 2023, according to the same article.

What they do

• {'desc': 'Monthly credits to spend on beauty products at close to cost.', 'title': 'Beauty membership'}
• {'desc': 'Own-brand products made in partner factories.', 'title': 'Skincare and make-up'}
• {'desc': 'Beauty-from-within products such as marine collagen.', 'title': 'Supplements'}

Key facts

• Started in December 2016 by Marcia Kilgore
• London headquarters; about 80% of members UK-based (2023)
• About 102 employees in 2021 (Management Today)
• Ranked 9th on the UK Growth Index 100 in 2023 (per trade article)

Website: www.beautypie.com