Hilco is seeking offers to acquire the intellectual property assets and stock of S & D Corporation T/A Doll Beauty Limited (“Doll Beauty” or the “Company”).
Founded in 2016, Doll Beauty is a highly recognisable British cosmetics brand operating within the fast-growing beauty and influencer-led cosmetics sector, with a product range spanning lashes, tanning, complexion, colour cosmetics, brushes and accessories.
Founded by Samantha Allen and Danielle Gregory, two North-West makeup artists who began their careers working on beauty counters for globally recognised brands including YSL, Chanel, Dior and Stila, Doll Beauty was built with a strong understanding of consumer trends, glamour-led branding and social-first marketing. What began as a false lash brand quickly evolved into a multi-category cosmetics business, with the Company achieving peak annual turnover of approximately £5m and developing a loyal and highly engaged customer base.
Over the last decade, Doll Beauty has established itself as a well-known name within the UK beauty market, supported by a strong direct-to-consumer e-commerce platform, extensive social media reach, and established wholesale relationships. The brand is particularly well recognised amongst younger beauty consumers and has benefited from significant influencer engagement and online visibility.
The Company’s product range includes false lashes, fake tan, highlighter, lipstick, mascara, brushes, and beauty accessories, with products marketed with the distinctive pink branding and aesthetic. Doll Beauty has traded through its own e-commerce website and via major retailers and online platforms, including Boots, Beauty Bay, PrettyLittleThing and Amazon, providing the brand with broad consumer exposure and multiple established sales channels. The Company’s website has generated approximately 1.18 million annual sessions and is supported by a customer database of approximately 389k customers. In addition, the brand has cultivated a significant social media audience of approximately 1.14 million followers across Instagram, TikTok and Facebook, providing a purchaser with immediate access to an established beauty community and a scalable digital marketing platform.
The acquisition represents an opportunity to acquire an established and highly recognisable UK beauty brand with proven consumer traction, together with associated intellectual property, customer data, social media accounts, website assets and stock with the potential for relaunch, international expansion and integration into an existing cosmetics or consumer brands portfolio.
Doll Beauty has established itself as a highly recognisable UK cosmetics brand, with a distinctive glamour-led identity spanning lashes, tanning, complexion and colour cosmetics.
Over approximately nine years of trading, the brand has built strong consumer awareness through direct-to-consumer sales, influencer engagement, founder-led marketing, viral social media activity and retail partnerships with platforms including Boots, Beauty Bay, PrettyLittleThing and Amazon. Doll Beauty has developed a loyal customer base and a highly identifiable aesthetic that resonates strongly with younger beauty consumers.
Supported by an established social media audience of approximately 1.14 million followers across Instagram, TikTok and Facebook, Doll Beauty provides an acquirer with an established platform for relaunch, retail expansion, product development or integration into an existing beauty or consumer brands portfolio.
The Company holds 12 registered UK trade marks protecting the “Doll Beauty” brand and sub-brands, including “Doll Lash”, “Doll Light” and “Dollars Club”, covering key classes of goods relevant to cosmetics, beauty products, accessories, retail and e-commerce activities.
Full details of the Company’s trade mark portfolio are available via the virtual data room.
The Company holds the primary dollbeauty.com domain name, alongside dollbeauty.co.uk and a number of European domain names including dollbeauty.de, dollbeauty.it, dollbeauty.es and dollbeauty.me, all of which are available to acquire.
The Company likely holds the copyright in the website content hosted at its domains, and the e-commerce platform has historically operated via Shopify and includes integrated checkout functionality, customer account infrastructure, subscription and SMS opt-in flows, abandoned basket workflows and analytics integrations. The available digital assets also include product photography and related marketing materials historically used across the Company’s online platforms.
Rights in the Company’s social media accounts are available to acquire, providing access to a substantial organically built audience within the UK beauty and cosmetics market. The Company has developed a significant following across its key social media channels, including Instagram, TikTok and Facebook, supported by founder-led content, influencer engagement and consistent brand activity. Doll Beauty’s audience has been built primarily organically, with trailing twelve-month marketing spend across all channels of approximately £11,000, demonstrating the strength of the brand’s digital reach and customer engagement.
Full details of the Company’s social media accounts are available via the virtual data room.
The Company holds a database of approximately 389k customers, built up over nine years of trading, including c. 120k opted-in email subscribers and 20k opted-in SMS subscribers, providing an acquirer with access to an established beauty-focused customer audience with proven purchasing history.
The Company has demonstrated strong customer retention and engagement metrics, including a repeat purchase rate of approximately 45.8%, a returning customer share of approximately 43.9% and a low refund/return rate of approximately 1.6%. Almost 78% of the Company’s annual website traffic is direct, indicating strong brand recognition and customer engagement.
For an acquirer with complementary products, retention marketing expertise or an existing beauty platform, the Company’s database presents an opportunity to reactivate historic customers and support future trading activity.
The Company holds approximately £50,000 of own-brand finished goods stock (at cost), comprising an active SKU range across lashes, fake tan, complexion, lip and eye categories.
A full inventory listing is available via a virtual data room.
The deadline for offers is Monday 18 May 2026, 4pm BST
All expressions of interest and indicative offers are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room for further information on signing a confidentiality agreement.
Hilco is acting as exclusive agent to the Company in connection with the proposed sale of some or all of the Company’s assets.
All sales are made strictly on an “as is, where is” basis. Only such right, title and interest (if any) as the Company may have in the assets will be transferred to a purchaser. No warranties, guarantees, or representations (express or implied) are provided by the Company or Hilco in respect of the assets or any information supplied. All parties must rely on their own enquiries and due diligence. Any information provided is for convenience only and has not been independently verified.
All offers are subject to the addition of VAT at the prevailing rate, where applicable. A non-refundable deposit equal to 20% of the agreed purchase price must be paid by the successful purchaser within 48 hours of offer acceptance. Payment of the deposit grants the purchaser the exclusive right to proceed with the acquisition of the relevant assets for a limited period and on the terms agreed. A Buyer’s Premium of 10% of the final purchase price is payable by the successful purchaser in addition to the agreed purchase price, is non-negotiable and is payable at the same time and in the same manner as the purchase price and forms a condition of sale.
Legal completion must occur within five (5) business days of offer acceptance, unless otherwise agreed in writing by the Company.
