When I first heard about Beauty Pie, I momentarily dismissed it as yet another beauty box company, with sexier branding. Pleasingly, it’s nothing of the sort
Subscription services, whereby beauty lovers pay £10-£20 a month for a box of full- or trial-size products – ostensibly bespoke but apparently random in selection – have become a huge success in recent years. I understand the appeal of receiving regular beauty parcels, and have tried to get onboard, but giving up control over what I buy just isn’t my bag; I’d far sooner spend the tenner on one lovely thing I genuinely want. So when I first heard about Beauty Pie, I momentarily dismissed it as yet another beauty box company, with sexier branding and the backing of beauty royalty (Marcia Kilgore, founder of Bliss Spa and FitFlop).
Well, it’s pleasingly nothing of the sort. Beauty Pie is a beauty buyers’ club. Subs are a tenner a month and in return members can buy luxury makeup at factory prices, thanks to bulk ordering capabilities and, crucially, Beauty Pie’s policy of stripping back packaging to generic, lightweight plastic and dispensing with middlemen retailers.
Related: Sali Hughes: makeup bags for every budget
Continue reading...