The online Beauty & Fashion brands trailblazing the modern shopping experience | eCommerce Pioneers

4 minute read

Fashion and beauty have long been considered brick and mortar industries. Accepting that people like to try on clothes before they buy and see and test cosmetics in person has kept this industry primarily in stores, however, this now changing rapidly.


With the growth of eCommerce across almost all retail sectors, consumers are shifting the way they make their fashion and beauty purchases, becoming more open to online shopping experiences. Many fashion and beauty retailers have adjusted their strategies to sell both in-store and online, with some focusing fully online.


Here are ten online fashion and beauty companies spearheading the change towards eCommerce in the retail industry, these innovative brands are creating exciting ways to encourage shoppers to discover and purchase products without seeing them in person.

Cloud 10 Beauty, based in Castleblayney, Ireland, is an online beauty retailer that sells a broad range of brands, their mission is to ‘excite your senses’.  They offer worldwide shipping and free samples with purchases to encourage customers to discover new products.

Beauty Bay, based in Manchester, UK, sells makeup, skincare, and hair care products online. Beauty Bay encourages shoppers to discover products through their shoppable blog ‘edited’ as well as their slick app where you can earn loyalty points.

Cult beauty, based in London, UK, sells a multitude of beauty products from all kinds of brands, as well as fragrances and hair care products. Their mission is to help you find the products you’ll love and stop wasting money on items you’ll never use, their popular app encourages shoppers to find the right products for them.

Fragrance Direct, based in Cheshire, UK, has expanded from a fragrance retailer to a full beauty retailer selling over 600 brands, designer labels, and high street products. Their app offers exclusive deals and the ability to create a wishlist for later.

Feel Unique, based in London, UK, is a beauty and cosmetics retailer offering rewards programs and free samples with purchases. Their transparency policy means you can see all the ingredients and customer reviews for each product on their website.

Pink Boutique, based in Newcastle, UK, sells occasion dresses at affordable prices, as well as a range of other clothing, accessories and shoe products. Their slick app makes shopping new styles a breeze.

Space NK, based in London, UK, sells make up, hair care, skin care, and wellness products from a multitude of brands on their website. Customers can book virtual consultations online for advice on products, tune into live masterclasses and use their ‘foundation finder’ tool.

MandM Direct, based in Herefordshire, UK, is a fashion retailer selling popular brands at discount. They sell clothing and footwear for men, women, and children. A one-stop shop for bargain hunting top brands.

Gorgeous shop, based in Hertfordshire, UK, sells hair, skin, body, and fragrance products online from a large selection of brands.  The hottest must-haves can be found in their blog The Highlight. 

Glossybox, based in Berlin, Germany, is a subscription-based beauty gift box. Glossybox chooses 5 beauty and cosmetics items per month to send their customers at a discounted price, delivering them in gift boxes. The monthly Glossybox delivery introduces subscribers to premier and niche brands alike.

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Carina Massana Marketing Intern, Scurri

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