Cult Beauty the online make-up, skin-care and beauty retailer has announced a revamp.
After 16 years in business, the THG-owned business said it is the right time to launch a new strategic vision to reflect the diversity of their consumers.
“This rebrand is an exciting opportunity for Cult Beauty to meaningfully reintroduce ourselves to our diverse community of beauty lovers,” said Brand Director at Cult Beauty, Indigo Clarke.
“Central to this rebrand was creating a refreshed identity and a distinctive, tangible world for our digital brand – a unique look and feel that can extend offline as we create more immersive, physical brand experiences for our customer in 2025.”
The brand also launched its new tagline and logo ‘for the love of beauty'.
The campaign and new tagline can be found around London on the underground, rail and bus stops.
Cult Beauty, founded in 2008 by Alexia Inge and Jessica Deluca, was acquired by THG in 2021 for £275m.
Managing Director Francesca Elliott, said: “For the past 16 years Cult Beauty has been the go-to destination for beauty lovers, a treasure trove of all things news and trending”.
“As Cult Beauty and our community continues to grow we felt now was the right time to bring a fresh new look to the brand, reflecting our evolution in the ever-changing beauty landscape.”