One year in: Why Feelunique’s new CEO is still excited by beauty’s online potential

Despite a boom in e-commerce in beauty, the CEO of Feelunique believes the category remains significantly under-penetrated online, with opportunities aplenty

Sarah Miles

From Fashion Director at Amazon to CEO of beauty retailer Feelunique, Sarah Miles knows a thing or two about the world of e-commerce and the fast-paced consumer landscape.

After joining Feelunique in September last year, taking over from Joel Palix, Miles set her sights on developing the online brand and cementing its position as Europe’s leading online premium beauty retailer.

Now one year into the role, in association with CEW UK, here Miles talks to Cosmetics Business about what her day-to-day job entails, and why a strong sampling and content strategy remain key to digital sales success.


Why did you decide to make the move from Amazon to Feelunique in 2019?

I was, and am still, really excited about the potential in online beauty. The category is significantly under-penetrated in e-commerce and there is an opportunity to do so much more to help customers find and choose what they want from beauty online.

At Feelunique we want to provide our customers with the widest range of amazing brands – both through retail and marketplace – and we are investing heavily in personalisation, on-site content and a range of sampling schemes to make it easy for customers to find what they’re looking for and try something new.

 

What does your daily role involve at Feelunique?

Well, the answer is a little different now due to the current Covid situation. Since March, I have spent a huge amount of time on Zoom and Teams like many others.

With our teams working remotely, it’s very important to provide strong direction and clear decision . . .

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