Our Company

20 Years of allbeauty

2024 is allbeauty's 20th birthday, so come and celebrate it with us. Here is a message from our CEO.

Dear allbeauty Community,

As we celebrate our 20th anniversary, I want to extend my heartfelt gratitude to each one of you who has supported us throughout this incredible journey.

From our very first order to becoming a leader in the beauty industry, your loyalty and trust have been the cornerstones of our growth. With over 24 million orders dispatched and over 400,000 happy customers who have posted on Trustpilot, our success has always been rooted in our commitment to delivering unbeatable prices, top-quality brands, and exceptional customer service.

As we look back with pride, we also look forward to an exciting future. We are dedicated to enhancing your shopping experience with new innovations, exclusive offers, and even more of the products you love. Our journey is far from over, and we can't wait to share what's next with you.

Thank you for being a part of our story. Here’s to another 20 years of you and us, at allbeauty.

OUR JOURNEY

2004

  • Cheapsmells.com Launched with 100 Fragrance and Beauty Brands Available
  • First Warehouse Opened
  • Headcount of 3 by the End of Year 1

2005

  • Supplier List Expanded with 1000's of New Products Added to the Site
  • Annual Revenue of £1 Million!
  • International Orders Expanded with Deliveries to 40 Countries Worldwide!

2006

  • Product Range Expanded to Include Prestige Skincare Brands Such as Lancôme, La Prairie and Estée Lauder
  • Headcount Grew to 15
  • Annual Revenue Hits £1.7 Million

2007

  • Cheapsmells.com Logo Update and Website Refresh
  • Dedicated Marketing and Design Team Established and Web Development Resource Expanded
  • Huge Growth of 140% with Annual Revenue of £4.1 Million

2008

  • activebeauty.co.uk Launched - A Joint Venture with the ActivHair Salon
  • Product Offering Expanded to Include Salon Hair and Skincare Brands
  • Rapid Growth Continues with Annual Revenue of £8.9 Million

2009

  • Over 1 Million Items Dispatched!
  • Offered Free UK Delivery on Orders Over £25
  • Moved to Our First Dedicated Office, Fulfilment and Distribution Space
  • No slow Down with Annual Revenue of £19 Million

2010

  • Headcount Reached 100!
  • 850,000 Orders Dispatched
  • Annual Revenue of £27.9 Million

2011

  • At its Peak, Stock Value in the Warehouse was Over £4 Million!
  • ActivHair Salon acquired in Guernsey
  • 1 Million Orders Dispatched

2012

  • activebeauty.co.uk Logo Change and New Site Launched
  • Highest Daily Visitors to cheapsmells.com Topped 100,000!
  • Annual Revenue of £42.6 Million
  • First Recognised in the Which? Online shopping awards in 20th Place

2013

  • Rebranded from cheapsmells.com to allbeauty.com, Reflecting the Broader More Aspirational Product Offering
  • 1.5 Million Orders Dispatched
  • Annual Revenue of £49.3 Million
  • Placed 9th in the Which? Online Shopping Awards

2014

  • activebeauty.co.uk Merged with allbeauty.com
  • ActivHair Salon Refurbished and Rebranded to allbeauty - a High End Beauty Store and Salon
  • 119 Authorised Brands Launched on site Including MoroccanOil, Kérastase and L'Occitane

2015

  • Opened Second Store and Salon in Southampton
  • UK Tracked Delivery Introduced as Standard
  • Achieved 1st £1m+ Gross Sales Day on Black Friday
  • Placed 5th in the Which? Online Shopping Awards

2016

  • Number 1 in the 2016 Which? Best Online Shops Survey
  • Opened Birmingham Fulfilment and Distribution Centre
  • Annual Revenue of £62.3 Million

2017

  • Number 1 in the 2017 Which? Best Online Shops Survey
  • Launched with Amex & Alipay to Give International Customers Additional Payment Method
  • Over 45 Authorised Brands Launched on site Including Rituals, Calvin Klein, Hugo Boss and Paco Rabanne
  • Shortlisted for Which? Awards Retailer of the Year 2017

2018

  • Shortlisted for Which? Awards Retailer of the Year 2018
  • Annual Revenue of £86 Million
  • Launched the First allbeauty Beauty Box
  • Named Which? Recommended Provider 2018 Online Retailer for Personal Care, Beauty and Wellbeing
  • Authorised Brands Launched on site Including YSL, Lumene, Ralph Lauren, Cacharel and Diesel

2019

  • Named Which? Recommended Provider Beauty Retailer 2019
  • Number 4 in the 2019 Which? Best & Worst Shops Online Survey
  • Launched Klarna Pay Later Payment Service
  • Introduced our Refer a Friend Scheme
  • New Brands Launched so far; Philosophy, Prai, Face Halo, Smile Makers, Masque B.A.R

2020

  • 2.3 Million Orders Dispatched

2022

  • Launched Clearpay Payment Service

2023

  • Number 3 in the 2023 Which? Best Health & Beauty Stores Online Survey
  • allbeauty App Launched

Our Company

It's our mission to provide you with the best in beauty and fragrance, at great prices, with great service. With over 7,500 lines currently in stock, and new lines constantly added, we’re confident you’ll love what allbeauty has to offer.

We have something for everyone: from high profile bestsellers to prestige, artisan, cult and niche. Whether you’re gifting, stocking up on essentials or buying treats for yourself, allbeauty is your one stop shop. And, above all, we pride ourselves on getting our products to you, the customer, quickly and reliably.

We're really proud over 400,000 happy customers have rated us 4.8 out of 5 on Trustpilot and we believe this is down to three things: great prices, great brands, and impeccable customer service.

We were thrilled when our customers recognised our efforts by voting us as on of the top Beauty, Health & Wellbeing shops in Which? 2023 survey.