Beauty Pie Company Profile

Background

Overview

Founded in 2016 by serial entrepreneur Marcia Kilgore, Beauty Pie is a London-based company that has redefined the luxury beauty industry through its innovative membership-based model. By offering high-quality beauty products at transparent factory prices, Beauty Pie challenges traditional retail markups, making premium skincare, makeup, and wellness products accessible to a broader audience.

Mission and Vision

Beauty Pie's mission is to democratize luxury beauty by eliminating unnecessary costs associated with traditional retail, such as middlemen, expensive packaging, and high marketing expenditures. The company's vision is to empower consumers worldwide to access premium beauty products without the exorbitant price tags, fostering a more inclusive beauty industry.

Industry Significance

By disrupting conventional pricing structures and emphasizing transparency, Beauty Pie has set a new standard in the beauty industry. Its direct-to-consumer approach and commitment to quality have garnered a loyal customer base and positioned the company as a formidable player in the luxury beauty market.

Key Strategic Focus

Core Objectives

• Affordable Luxury: Provide consumers with access to luxury beauty products at factory prices.

• Transparency: Offer clear pricing structures that detail product costs, eliminating traditional retail markups.

• Sustainability: Implement eco-friendly practices in product packaging and operations.

Areas of Specialization

Beauty Pie specializes in a wide range of beauty and wellness products, including:

• Skincare: High-performance serums, moisturizers, and treatments.

• Makeup: Foundations, lipsticks, and eye products.

• Haircare: Shampoos, conditioners, and styling products.

• Body Care: Lotions, scrubs, and bath products.

• Fragrances: Exclusive scents developed in collaboration with renowned perfumers.

Key Technologies Utilized

The company leverages advanced e-commerce platforms and data analytics to enhance user experience and streamline operations. By sourcing products from leading cosmetic laboratories worldwide, Beauty Pie ensures that its offerings meet the highest industry standards.

Primary Markets Targeted

While headquartered in the United Kingdom, Beauty Pie has expanded its reach to the United States and is exploring further international markets. The company's online-only model allows it to cater to a global audience seeking luxury beauty products at accessible prices.

Financials and Funding

Funding History

As of January 2025, Beauty Pie has raised a total of $200 million in funding. Notable investors include Insight Partners, Latitude Ventures, Balderton Capital, General Catalyst, and Index Ventures.

Recent Funding Rounds

In September 2021, Beauty Pie secured a $100 million Series B investment led by Index Ventures and Insight Partners. This funding aimed to support the company's expansion into new markets and the development of additional product lines.

Intended Utilization of Capital

The capital raised has been allocated towards:

• International Expansion: Enhancing the company's presence in the U.S. and entering new European markets.

• Product Diversification: Introducing new categories such as supplements and textiles.

• Technological Advancements: Improving the e-commerce platform and implementing personalized customer experiences.

Technological Platform and Innovation

Proprietary Technologies

Beauty Pie operates a sophisticated e-commerce platform that supports its membership-based model. The platform integrates advanced analytics to monitor consumer behavior, optimize inventory, and personalize marketing efforts.

Significant Scientific Methods

The company collaborates with top-tier cosmetic laboratories in regions such as Switzerland, South Korea, and France to develop products that incorporate cutting-edge scientific research and formulations. This ensures that Beauty Pie's offerings are on par with, if not superior to, those of traditional luxury brands.

Leadership Team

Key Executives

• Marcia Kilgore, Founder: A seasoned entrepreneur with a track record of successful ventures, including Bliss Spa and Soap & Glory. Kilgore's vision and industry expertise have been instrumental in shaping Beauty Pie's disruptive business model.

• Kevin Cornils, Chief Executive Officer: Appointed in 2023, Cornils brings extensive experience in scaling consumer brands, having previously served as Chief Commercial Officer at Peloton. His leadership is focused on driving international growth and operational excellence.

• Sabeen Mian, President: Joined in November 2022, Mian has a background in scaling subscription-based businesses and is tasked with expanding Beauty Pie's presence in the U.S. market.

• Shira Feuer, Chief Marketing Officer: Appointed in February 2025, Feuer is responsible for overseeing global marketing strategies and enhancing brand awareness.

Leadership Changes

In 2023, Beauty Pie appointed Kevin Cornils as its first CEO, marking a significant step in its strategic growth plans. This was followed by the hiring of Sabeen Mian as President in November 2022 and the appointment of Shira Feuer as Chief Marketing Officer in February 2025. These leadership additions underscore the company's commitment to scaling operations and expanding its global footprint.

Competitor Profile

Market Insights and Dynamics

The global beauty industry is characterized by rapid innovation, evolving consumer preferences, and a shift towards online shopping. The rise of direct-to-consumer brands has intensified competition, with companies vying to offer high-quality products at competitive prices.

Competitor Analysis

Key competitors in the beauty industry include:

• Glossier