Hilco is pleased to offer for sale a long-established, founder-led independent UK-based cosmetics brand, operating across direct-to-consumer e-commerce, tier-one UK health and beauty retail and leading global e-commerce marketplaces (the “Company”).
With nine years of continuous trading, a tightly curated own-brand product portfolio, a substantial owned customer database and one of the largest organic social audiences in the UK independent beauty sector, the Company has built a recognised consumer brand and a scalable, capital-light operating model.
Highlights
Established and Recognised Cosmetics Brand: Founded over nine years ago by experienced industry professionals, the Company has built a recognised position within the UK cosmetics market through founder-led storytelling, a distinctive visual identity and consistent product quality, supported by retail validation across leading UK health and beauty retailers and online platforms.
Demonstrated Revenue History and Commercial Scale: The Company has historically generated turnover peaking at approximately £5m, supported by a balanced revenue mix across direct-to-consumer e-commerce and wholesale distribution. More recent periods reflect a transitional phase, with the underlying brand, audience, and customer base remaining intact and providing a strong foundation for exploitation under new ownership.
Substantial Owned Customer Database: A direct-to-consumer customer database of over 380,000 records has been built up over nine years of continuous trading, supported by approximately 120,000 GDPR-compliant email subscribers and approximately 20,000 SMS subscribers, providing an immediate base for cohort-led re-engagement and revenue activation.
High-Engagement Consumer Behaviour: Headline performance metrics include a repeat purchase rate in excess of 45%, a returning customer share in excess of 43% and a refund and return rate of below 2%, benchmarks that compare strongly with beauty peers and show the genuine, durable consumer affinity for the brand.
Large Organic Social Audiences: A combined social audience of over 1.1 million followers has been built across Instagram, TikTok and Facebook, accumulated predominantly organically and supported by a low twelve-month marketing spend of c. £11,000, evidencing exceptional brand pull relative to invested cost of acquisition.
Brand-Seeking Direct-to-Consumer Audience: The Company’s e-commerce platform attracts in excess of 1.1 million annual sessions, with approximately 78% arriving direct, indicating an audience that actively seeks out the brand rather than one acquired through transactional paid channels.
Established Retail and Marketplace Distribution: The Company has trading relationships with tier-one UK health and beauty outlets, leading UK beauty platforms and a major global e-commerce marketplace, providing an immediate and credible route to market for an acquirer.
Curated Own-Brand Product Portfolio: The Company exclusively retails its own-brand product across hero categories spanning lashes, complexion, glow and colour cosmetics. The range has been refined over nine years of continuous trading and validated through repeat purchase data and tier-one retail buyer support.
Capital-Light, Partner-Led Operations: Manufacturing is delivered through established third-party specialists, supported by an in-house brand, creative and commercial team, reducing fixed overhead and enabling the Company to scale revenues without proportionate increases in working capital or infrastructure investment.
Founder and Team Transition Support: Subject to transaction structure, founders and certain key members of the experienced creative and commercial team may be available to support transition and continuity following completion.
Available Assets
Brand and Intellectual Property: Ownership of the Company’s brand name, registered trade mark, brand creative, copy, design assets and visual identity is available to acquire, providing the core platform for continued commercial exploitation across direct-to-consumer, retail and international channels.
Customer Database and Subscriber Lists: A direct-to-consumer customer database of over 380,000 records is available, together with approximately 120,000 opted-in email subscribers and approximately 20,000 opted-in SMS subscribers.
Social Media Accounts: Rights in the Company’s social media accounts on Instagram, TikTok and Facebook, with a combined audience in excess of 1.1 million followers, are available to acquire and represent one of the largest organically-built audiences in the UK indie beauty sector.
Domain Names and Website Content: The Company’s primary trading domain and a bank of pre-secured European country-code top-level domains are available to acquire, together with a fully functional Shopify-based e-commerce store with integrated checkout, account creation, subscription and SMS opt-in flows. Copyright in the website content, product photography, brand creative, and editorial assets is included in the offering.
Owned-Brand Stock: Approximately £50,000 of own-brand finished goods stock (at cost) is available across the active stock-keeping unit range, comprising the full hero category set.
Sale Process and Further Information
The deadline for offers is Monday 18 May 2026, 4pm BST.
All expressions of interest and bids are to be directed to Hilco in writing. Please contact Hilco to gain access to a virtual data room for further information on signing a confidentiality agreement.
Terms and Conditions
Hilco is acting as the exclusive agent for the Company in connection with the proposed sale of, investment in, or other transaction relating to, some or all of the Company’s assets (the “Transaction”).
The Transaction is made strictly on an “as is, where is” basis. Only such right, title, and interest (if any) as the Company may have will be transferred to a purchaser or investor. No warranties, guarantees, or representations (express or implied) are given by the Company or Hilco in respect of the business, assets, intellectual property, or any information provided. All parties must rely solely on their own inquiries, investigations, and due diligence. Any information supplied (including financial, commercial or technical information) is provided 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 Transaction.
Legal completion timelines and transaction mechanics will be agreed as part of the definitive documentation.
