Cult Beauty unveils rebrand to 'reflect its evolution'

After 16 years of bringing the best of beauty under one roof, beauty e-tailer Cult Beauty has rebranded with a "fresh, optimistic vision" that better reflects its diverse community.

Cult Beauty is an online beauty, makeup and skincare retailer that was founded by Alexia Inge and Jessica Deluca in 2008. The London-based company later since secured £1.75m funding from investors including Net-a-Porter’s Co-founder Carmen Busquets and Lovefilm’s co-founder William Reeve.

Fast forward 16 years, the brand continues to deliver a world of expertly curated beauty, bringing you the latest trends, products and innovations. To drive forward its mission to unlock a love of beauty in all ages and faces, Cult Beauty has presented its brand new logo and tagline - 'For the Love of Beauty’.

In celebration, Cult Beauty has launched the ‘For the Love of Beauty’ campaign - taking over London tube, rail and bus stops.

Executive Creative Director, Indigo Clarke, recently joined Cult Beauty as Brand Director, to develop and bring to life a new strategic vision and identity for Cult Beauty.

Clarke commented: "This rebrand is an exciting opportunity for Cult Beauty to meaningfully reintroduce ourselves to our diverse community of beauty lovers. By taking a modern, lifestyle-driven approach to beauty, we can connect authentically by better reflecting our customer's values.

"Central to this rebrand was creating a refreshed identity and a distinctive, tangible world for our digital brand – a unique look and feel that can extend offline as we create more immersive, physical brand experiences for our customers in 2025. We stand for much more than product alone and want to inspire all ages and all faces to join the Cult."

Francesca Elliott, Managing Director at Cult Beauty, added: "For the past 16 years Cult Beauty has been the go-to destination for beauty lovers, a treasure trove of all things news and trending.

"As Cult Beauty and our community continue to grow we felt now was the right time to bring a fresh new look to the brand, reflecting our evolution in the ever-changing beauty landscape. This new era of Cult Beauty allows us to stay ahead of trends, connect more deeply with our customers and continue offering a modern, elevated shopping experience that aligns with the innovative brands we represent."

So far the refresh has had a welcomed response. Rhea Cartwright, the former Buying Director at Liberty, took to LinkedIn to write: "Cult Beauty has had a rebrand and I’m veeeery much into it! More than just a block logo, the brand vid below feels fresh, in your face and rebellious - everything we want Cult Beauty to feel like and ultimately why Cult started in the first place! Can’t wait to see how the rebrand further develops."