New retail destination The Unexpekted Store wants to exceed expectations of everyday beauty

By Becky Bargh 30-Sep-2021

Powered by THG Ingenuity, the platform has been launched by cosmetics industry challenger group Brand Architekts

The Unexpekted Store is a new beauty retail destination launched by British challenger group Brand Architekts.

Said to ‘exceed the expectations of everyday beauty’, the online platform, powered by The Hut Group’s Ingenuity technology, will span skin care, wellness, hair care, body care and beauty gifting, with a particular focus on indie and affordable brands.

More than 200 skus will be stocked from all of Brand Architekts’ beauty portfolio including Dirty Works, Super Facialist, Fish and Dr Salts.

The space is the first e-commerce destination introduced by the cosmetics owner as more consumers switch to shopping online due to the Covid-19 pandemic.

“Reflecting the change in consumer behaviour, the creation of a new integrated marketplace has been our number one priority,” said Saif Pathan, Head of Digital at Brand Architekts.

“Since January 2021, we have been working with THG Ingenuity to create a new marketplace called

“We are taking advantage of THG’s Ingenuity's world leading e-commerce platform, including trading and marketing services, and its sophisticated logistics and warehouse facilities to do this.”

Brand Architekts’ Commercial Director, Joanna Hutton, also said she wants to make the new platform a community for its customers.

“The Unexpekted Store will not only sell all our brands and products, but we are very excited about creating a community, whereby our mission is to break the mould of everyday beauty,” she said.

“This will then enable us to get closer to our customers and better understand how we evolve our brands and business to better suit their needs.

“Over time we will also invite ‘guest’ brands on to our marketplace that further underpin our philosophy of ‘exceeding expectations of everyday beauty’.”

THG Ingenuity has been the vehicle driving a number of beauty brand’s e-commerce businesses.

Speaking to Cosmetics Business THG Ingenuity’s CEO, John Gallemore, said: “THG Ingenuity was born from a need by THG’s own brands, which required a full end-to-end solution for e-commerce that removed reliance on third parties and enabled global growth, at pace.

“Having created THG Ingenuity and used it to power our own brands, we soon realised that third parties could benefit from the immense knowledge and infrastructure that we had built for ourselves and we adapted the model so it could be used by other businesses.”

Sign up for your free email newsletter

Find out more Gallemore via the link below.