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Alexia Inge, Co-founder & Co-CEO of Cult Beauty
When you launch a digital pure-play beauty retailer amid what was deemed as the worst economic disaster since 1929’s Great Depression, not to mention, during a time where many businesses were closing; it is certainly the making of someone who isn’t afraid to fail.
With a current offering of close to 300 indie brands, Cult Beauty was the result of the frustrations of a young woman whose only access to beauty supplies was her local Boots. When she could occasionally visit the larger beauty retailers, she was only left disappointed.
Cult Beauty opened its doors; that is, its e-commerce doors, during the zenith of the financial crisis. Wedged between the fall of the Northern Rock and the implosion of Lehman Brothers, all the beauty experts had advised Inge that consumers would never purchase beauty online. Logically, it made sense - it had never been done before, but every crisis gives way to a new way of thinking. 12-years on, and in the midst of yet another global disaster, Inge’s seamless beauty platform has prevailed, as stores and businesses across the globe saw their doors shut for an undisclosed period of time (which for many equalled months) and unfortunately for some, those very doors didn’t reopen.
Inge was initially turned away by numerous brands for not having physical stores. Of course, with the lockdown restrictions this year also came shipping restrictions however, Cult Beauty’s seamless online shopping experience meant that even though some customers couldn’t make purchases per se, they could browse - an advantage she had over the brick and mortar stores she was once expected to have.
Inge comments, “At Cult Beauty, it’s (referring to the pandemic) allowed teams to knit and bond as they face huge challenges, and for individuals to shine with courage and initiative, it’s been inspirational to see. This time has forced an understanding that, for our HQ, a five-day office-based week is unnecessary, and this flexibility has opened up the possibilities of a more diverse pool of talent.”
For Inge, Covid-19 will determine consumption for the next five years at the very least. “It has pumped rocket fuel into beauty trends that were quietly bubbling up – think: self-care, at home beauty tech and conscious consumption over the last year.” The year has allowed for many to (unintentionally) disconnect from their ‘9-5’s, which was really their 6-9’s; especially if you’re an entrepreneur and reconnect with family, friends and their homes, Inge believes. “We are now reconnecting to the digital, work and commercial world with intent, awareness and a little bit of trepidation.”
If we have learnt anything this year, it’s that life happens - whether you want it to or not, and it’s impossible to truly predict what’s next however. Inge’s most important lesson is that the best way she or anyone can navigate the ‘business bear traps’ is by staying true to the brand mission. The beauty entrepreneur’s mission for Cult Beauty still is being the most trusted beauty retailer in the world. “As long as we maintain our core values around product efficacy and excellence, our customer community will journey with us.”
“In 2021, #IPLEDGE as the co-founder of Cult Beauty, to use this platform to broaden people’s understanding and experience of what is beautiful or aspirational, to elevate sustainable and socially-positive brands and to support a diverse group of entrepreneurs in their missions to build something positive in the beauty and wellness industry. As a consumer, #IPLEDGE to vote - with my wallet - only for brands whose ethos and behaviors the world needs to proliferate.”