Feelunique claws back to mark record-breaking year after £5m loss in 2020

Online beauty retailer’s sales for financial year peaked with 26% uptick compared with 2020

Feelunique, the pure-play beauty e-tailer founded by Aaron Chatterley, has made a dramatic comeback to mark a record-breaking 12 months for the financial year, ended 29 March 2021, following a £5m loss in 2020.

For the period, the online seller reported an EBITDA increase of £7.5m, which helped the group reach an all time high EBITDA of £2.5m, deducting its loss from the previous year.

FY21 saw a sales uptick of more than a quarter to £103m and a 42% increase in active consumers to 1.3 million, compared with FY20.

Feelunique said it had garnered new interest from customers due to its rewards scheme and Beauty Kit sampling service, where by customers can choose five miniature products to build their own bespoke beauty bag

Growth of the e-commerce site’s marketplace channel was another highlight for the online-only retailer.

Offering more than 800 brands and 12,000 products, sales through the concession platform skyrocketed almost 700% and represented 2% of total sales for the 12 month period.

“We are really pleased to have achieved a record performance during the 2021 financial year underpinned by strong growth in our retail channel and outstanding progress in our rapidly expanding marketplace proposition,” said Sarah Miles, CEO of Feelunique.

“This performance reflects our core strengths, namely our customer proposition by both expanding our brand relationships and driving continued improvements to the user experience.

“These initiatives were supported by ongoing investments in our proprietary platform to strengthen the foundations for Feelunqiue’s long-term sustainable growth.”

She continued: “We are well positioned to further capitalise on the structural growth in e-commerce penetration in the beauty market and accomplish our long-term objectives both in the UK and internationally.”

Read more from Miles and her strategy to become Europe’s leading premium online retailer in her exclusive interview with Cosmetics Business via the link below.


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