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Huda Beauty partners with Wincanton Group for UK DTC services

Tom Shearsmith
08 December 2022

Wincanton Group, a supply chain partner for UK business, has announced a partnership with Huda Beauty to provide its UK e-commerce direct-to-consumer services.

The three-year contract with Huda Beauty, one of the UK’s most prominent beauty brands, will see Wincanton bring Huda Beauty’s e-commerce fulfilment operation to the UK for the first time.

Huda Beauty was first founded in 2013 by American makeup artist, Huda Kattan. The first Huda Beauty product released was a collection of false eyelashes, distributed through Sephora in 2015. The brand now offers more than 150 products across makeup, skincare and fragrance.

The contract will be operated by Cygnia Logistics, Wincanton’s specialist eFulfilment business. Huda Beauty’s direct-to-consumer supply-chain will be based out of Cygnia’s 211,000 sq ft warehouse in Northamptonshire.

Cygnia will also manage Huda Beauty’s B2B fulfilment operations, providing stock to eight of the UK’s biggest retailers across the UK, including to Harrods, Boots and Selfridges.

Carl Moore, Managing Director of e-Fulfilment at the Wincanton Group, told “We’re delighted to expand our reach further into the UK health, beauty and wellness retail sectors, and to work with another excellent brand with exciting plans in the UK.

Using Wincanton’s goods to person robot enabled solution we are looking forward to increasing resilience, performance and improve customer proposition for Huda. Our goods to person robot enabled solutions add significant value to our customers’ operations by increasing speed, accuracy and efficiency and alleviating pressure on our colleagues during peak times.

“Expectations of modern shoppers are ever-increasing. At Wincanton, we put the customer journey at the heart of our eCommerce proposition, and our speed and efficiency ensures that we can retain and gain customers who trust us to run their supply chains. We look forward to supporting Huda through this next stage of their development in the UK by offering them a supply chain infrastructure capable of meeting their ambitions for this market.

Chloe Ennis, International Finance Director at Huda Beauty, added: “We are very excited to partner with Wincanton as a best-in-class service provider on the expansion of our distribution in the UK.”

Read's interview with Mona Kattan, Co-founder of Huda Beauty and Kayali Fragrances.

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