Value proposition

Latest in Beauty was the first to transform the online beauty market in the UK with a much-needed approach of try before you buy. We believe that our customers make better decisions about the products they choose if they have an opportunity to try them, and the brands that we work with have a real chance to engage and attract new users. Unlike other beauty boxes, we do not have a 1-box fits all approach but we work from the objectives of the brands ensuring that featuring on our sites delivers results. For our customer we believe that they should be able to choose the type of products they want to try and always know what they will receive.

We reach over millions of UK beauty consumers through our own database and our partnerships and activity with TikTok shop. We work with a wide variety of cosmetics brands on the market from established luxury and premium manufacturers to highly innovative niche brands. Over the past years we have worked with over 1000+ brands including Estee Lauder, L'Oreal Paris, Elemis, ESPA, Essie, Benefit, L'Occitane, Charlotte Tilbury, La Roche-Posay and many more.

We are backed by a selection of high-profile investors in the UK.