ReviewBeauty
Cult Beauty Review: A Brilliantly Curated Beauty Retailer With Great Goody Bags — Service Is the Weak Spot
Cult Beauty scores 4.4 / 5 from 91,000+ Trustpilot reviews, with shoppers praising fast delivery, great brands and good prices. Customer service and some courier experiences (especially Evri) are the main frustrations.
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rating 8.2 / 10
8.2/10
- Best for
- Beauty lovers who want a curated mix of cult indie and premium brands, frequent discounts and great-value Goody Bags, delivered fast in the UK and internationally
- Price
- Brand RRP pricing with frequent promotions; Goody Bags typically worth several times their pricecultbeauty.co.uk / cultbeauty.com
01 Why We Reviewed Cult Beauty
Cult Beauty was founded in the UK around 2007–2008 by Alexia Inge and Jessica DeLuca. They wanted to cut through celebrity hype and sell only products recommended by unaffiliated experts. It launched with about 250 curated products and grew into one of the most influential online beauty retailers, focusing on independent brands, sustainability and transparency, with most sales coming from international customers. In August 2021, it was acquired by THG plc (reported at roughly £275–£291 million) and moved onto THG's Ingenuity platform, run from Manchester. Today it's known for discovery-led curation, frequent promotions and seasonal Goody Bags packed with full-size and deluxe products worth far more than their price.
The honest caveat is service and couriers. Most of its 91,000+ reviews are glowing, but the 11% one-star reviews repeat the same issues: automated or slow customer service, partial or incorrect orders, and courier problems, with Evri named often for lost, damaged or misdelivered parcels. One reviewer said they "love Cult Beauty's products and campaigns" but found customer service "appalling."
02 Cult Beauty at a Glance
At a glance
- Founded
- ~2007/2008 — UK (Alexia Inge and Jessica DeLuca)
- Ownership
- THG plc since August 2021
- Product Category
- Skincare, makeup, haircare, fragrance, wellness, tools
- Price Range
- Brand RRP with frequent promotions; Goody Bags at a fraction of contents' value
- Ships To
- UK and international
- Made In
- Multi-brand retailer
- Warranty
- N/A — faulty items via customer service
- Return Policy
- Returns accepted on eligible unused items — check current window and conditions
- Available At
- cultbeauty.co.uk, cultbeauty.com, Cult Beauty app
- Review Count
- 91,000+ Trustpilot reviews (4.4/5, 81% five-star)
- FailleGlam Rating
- 8.2 / 10
03 What FailleGlam Found: The Honest Breakdown
-
+01
✅ Curated, cult brand range. Expert-led curation with independent and premium brands, many hard to find elsewhere.
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+02
✅ Fast delivery. Delivery speed is the most praised aspect in reviews: "Quick delivery and great products."
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+03
✅ Great-value Goody Bags. Seasonal bags bundle full-size and deluxe products worth several times the price.
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+04
✅ Frequent promotions. Regular discount codes and sales (e.g., up to 15–25% off) lower prices on premium brands.
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+05
✅ Huge, happy customer base. 81% of 91,000+ reviews are five-star.
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−01
❌ Customer service frustrations. Automated replies, slow resolutions and being passed between staff.
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−02
❌ Courier issues. Evri comes up repeatedly for lost, misdelivered or damaged parcels.
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−03
❌ Order accuracy. Some report partial orders, wrong items or shipping restrictions.
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−04
❌ Promo confusion. Occasional complaints about gift-with-purchase and subscription offers.
Our readCult Beauty is a strong place to shop. Track your parcels and keep order screenshots in case of issues.
04 Best Ways to Shop Cult Beauty
Based on reviews and value, here's how to get the most out of it.
Seasonal Goody Bags
Best Overall Pick
The best value on the site: curated bundles worth far more than their price, ideal for discovering new brands or gifting. Check the contents list before they sell out.
Indie & Cult Skincare Brands
Best for Discovery
Cult Beauty's founding strength is expert-led curation of brands you may not find on the high street.
Promo Code Events
Best for Saving
Time bigger orders around sales and discount codes to save 15–25%.
Time-Sensitive Orders (e.g., Gifts Needed Tomorrow)
Approach With Caution
Courier issues happen. Order early and track closely, especially at peak times.
05 What Buyers Are Actually Saying
A shopper on overall experience:
Genuinely one of the best online shopping experiences I've had.
Another on delivery and range:
Quick delivery and great products and brands available! Super happy with everything!
On the concerns side, a customer on service:
I love Cult Beauty's products and campaigns however their customer service is appalling.
And on couriers:
Can they please not use Evri for deliveries. I have problems every time.
The pattern: most shoppers love the range, prices and speed, while service and courier issues make up most complaints.
06 Cult Beauty vs The Competition
| Cult Beauty vs The Competition | Our pick Cult Beauty | Space NK | Sephora UK |
|---|---|---|---|
| Curation | ✅ Expert-led, indie focus | ✅ Luxury curated | ⚠️ Broad, mainstream |
| Goody Bags / Bundles | ✅ Excellent | ✅ Good | ⚠️ Occasional |
| Discounts | ✅ Frequent | ⚠️ Fewer | ✅ Frequent |
| Stores | ❌ Online only | ✅ Many | ✅ Growing |
| Delivery Speed | ✅ Praised | ✅ Good | ✅ Good |
| Service Reputation | ⚠️ Mixed | ✅ Strong | ⚠️ Mixed |
| Best For | Discovery + value bundles | In-store luxury advice | Mainstream range |
07 Is Cult Beauty Right For You?
Perfect For
Beauty enthusiasts who love discovering cult and indie brands, Goody Bag collectors, and shoppers who wait for promo codes.
Worth Considering If
You need something by a specific date. Order early and track your parcel.
Skip It If
You want in-store testing and personal consultations, or you prioritise fast, human customer service.
08 FailleGlam Recommends
Cult Beauty
Cult Beauty Seasonal Goody Bag
The best value Cult Beauty offers and a great way to discover new favourites. Buy during launch week before it sells out, add your restock essentials with a promo code, and screenshot your order confirmation.
09 Cult Beauty — Questions We Get Asked Most
Q.01Is Cult Beauty legit?
Yes. It's a major UK beauty retailer owned by THG, with 91,000+ Trustpilot reviews averaging 4.4/5.
Q.02Are Cult Beauty Goody Bags worth it?
Usually yes. They contain products worth several times the bag's price, but check the contents first.
Q.03Who owns Cult Beauty?
THG plc, since August 2021.
Q.04Why is my Cult Beauty order late?
Courier issues, often with Evri, are the most common cause. Track your parcel and contact support with your order number.
Q.05Cult Beauty vs Space NK — which is better?
Cult Beauty for discovery, discounts and Goody Bags. Space NK for in-store luxury service.
10 FailleGlam Scorecard — Cult Beauty
