It's a pretty impressive feat by anyone's standards for a store that was discovered just four months ago to already have become a favourite. Cult Beauty is a truly unique concept and a great website for beauty enthusiasts and newbies alike. Founded in 2008 by "beauty junkies from the UK and US", this website not just feels different, it's truly special. Firstly, they don't buy the full range from a selection of brands, instead they select individual products based on performance, not hype. They have an expert panel of industry professionals ranging from makeup artists to dermatologists and hair stylists to podiatrists. It's this panel that deem products worthy for Cult Beauty; the customer really does get the best edit, a transparent level of service and product that works. A clever yet basic concept but one I can personally attribute great success to. That's just an introduction, let me tell you more about this great website and why I love Cult Beauty...
The Products and The Brands
The product is always king and it's the first thing that has to right for any retailer or e-tailer to be successful. Cult Beauty genuinely put the product at the heart of all they do - it's what they've build their business model around...the beauty insiders' pick of the best in beauty. They have brands you'd expect to find such as Beauty Blender, By Terry and Pixi. They have great exclusives including Huda Beauty (a hugely popular brand by beauty blogger, Huda Kattan), CosRx (from beauty innovation hub, Korea) and skincare brand, Tata Harper. They also have a range of cool products that, whilst not impossible, are hard to get hold off, including Costes, Davines and Oskia. Their range is so good that if I'm on the hunt for a product, I check here first with a level of certainty they'll have it. As a side note, they actively encourage feedback from their customers on any products or brands that they don't currently stock but should. They have a direct email address for this (firstname.lastname@example.org) which I think is simply fantastic!
The Magazine Feel
It's great when you're on a website and you feel that the developers have really thought about how you might like to 'surf'. Cult Beauty has this down to a T, so much so that I feel like I'm enjoying an interactive magazine....it doesn't feel so 'salesy'. They have all the normal navigation you'd expect - new in, brands, makeup, skincare, fragrance, hair and bath & body. Then they have some added extras like wellness, tools and gifts. I totally love the unique categories; trends (shop by the latest beauty trends e.g. Korean beauty), Top 10 (their top 10 products by category - a great place to start if you need some guidance on a new product) and then offers, where you can shop by the special offers they currently have. Simple but great - I hate when I'm on other sites and I had no idea about their offers until I'm about to pay.
I also love the experience once you click on a product. On the product page you have a large image, which you can zoom in on plus the usual description, price (by size if there's more than one option), reviews and then the option to add to your wishlist or your basket. What I like that Cult Beauty have done is to add two of their own sections; Why It's Cult and How to Use. Why it's Cult is a description of the product by their experts. The How to Use section is really useful and sometimes includes a video.
Some Final Little Extras
This site just keeps on delivering. They also have a Blog with great articles about beauty trends, new products and insider tricks. On this page you'll also find their Twitter feed, a beauty news section and recommended beauty bloggers to check out (Amaze-blogs).
In the footer navigation there's a whole host of useful info including a beauty glossary , and a great FAQs section including how to contact their expert panel with any questions or feedback.
My Cult Beauty Picks
There's a load of amazing product on here and I'd highly recommend signing up, creating a profile and enjoying a browse. I've put tother my current favourites for you below...