CULT51 is a UK-based luxury skin care brand offering a range of acclaimed anti-ageing skin care products.
Cosmetics Business speaks to CULT51's Founder, Richard Mears, about how the brand built and sustained its cult following, and what it means for beauty brands today to achieve 'cult' status...
Richard Mears
How important is having 'cult status' in the beauty industry today?
For us, we are a relatively small brand when compared to the dominant global brands in skin care. So for us our 'cult' status is imperative.
With so many products available and most with big advertising budgets, being a cult brand is about
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