Cult Beauty, the online retailer of makeup, skin care, and beauty products, has announced its relaunch.
After 16 years in business, the THG-owned company said the time was right to launch a new strategic vision to reflect the diversity of consumers.
“This rebrand is an exciting opportunity for Cult Beauty to meaningfully reintroduce itself to a diverse community of beauty enthusiasts,” said Indigo Clark, Brand Director, Cult Beauty.
“At the heart of this rebrand is a refreshed identity and a unique, tangible world for our digital brand, meaning we will continue to work offline as we create a more immersive physical brand experience for our customers in 2025. The idea was to create a unique look and feel that could be expanded upon.”
The brand also unveiled a new tagline and logo: “For the love of beauty.”
The campaign and new tagline can be found at tube, train and bus stops across London.
Founded in 2008 by Alexia Inge and Jessica DeLuca, Cult Beauty was acquired by THG in 2021 for £275m.
Managing director Francesca Elliott said: “For the past 16 years, Cult Beauty has been the go-to place for beauty lovers, a treasure trove of all the news and trends.”
“As Cult Beauty and our community continue to grow, we felt this was the right time to bring a fresh new look to the brand and reflect our evolution in the ever-changing beauty landscape.”
Editor’s note: Image contains old logo
