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.



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


  • 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!


  • 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


  • 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


  • 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


  • 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


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


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


  • 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


  • 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


  • 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


  • 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


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


  • 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


  • 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


  • 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


We stick to what we know best and this is reflected in our awards and customer reviews. Here are just some of the awards and accolades we have received:

MailOnline, INDEPENDENT, The Sun, Which?, cosmeticsbusiness