Cult Beauty launches ‘Skindie’ category with 19 brands

The new concept features independent skin care brands including Decree and Odacite

Online retailer Cult Beauty has created a new webpage dedicated to indie skin care brands in an effort to cater for consumers who are “resistant to categorisation”.

The Skindie section on cultbeauty.com offers products from lesser-known beauty brands including Decree, Odacite, Skin Design and Verso.

The curation is said to feature products to suit all skin types and tones.

“Increased exposure to blue light, pollution and stress means that customers aren’t just looking for the historical anti-ageing sticker, and at Cult Beauty we seek to give our customers more than this anyway, we want them to feel their best irrespective of the ‘tick boxes’ they might be expected to fill out elsewhere,” said Bessie Hitcham, Cult Beauty’s Assistant Buyer.

“We feel that the Skindie brands reflect our customer base, they’re diverse and resistant to categorisation.

“There is something for everyone within these ranges, every lifestyle and every mindset.”

The new brands join industry favourites including Charlotte Tilbury, Huda Beauty, The Ordinary and Drunk Elephant in the Skindie section.

Hitcham added:“You can’t group people into ‘ranges’ anymore – you just need to eavesdrop on some of the chat at Cult Beauty HQ, or to peek at our regular Self-Care Sunday slot on Instagram to witness the extent to which we’re mix-and-matching premium with drugstore and the mainstream with the niche.

“The appetite for learning about new formulas, ingredients and even brand ethics are all considerations now.”

Read Cosmetics Business’ exclusive interview with Cult Beauty’s International Buying Director, Stacia Prince, via the link here:


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