Frustrated by having spent thousands of pounds on ineffective beauty products, Alexia Inge, 42, and Jessica DeLuca, 44, decided to create a website that would sell only make-up and skincare ranges that had passed a rigorous selection process. They set up Cult Beauty in 2008 and were joined in 2011 by the former Net-a-Porter executive Murray Salmon, 48, who invested and became Inge’s co-chief executive. The company stocks established brands such as Charlotte Tilbury and Sunday Riley, as well as emerging labels including Huda Beauty. Turnover rose to £89m in 2019, and in October the company hired advisers to look at options for a possible sale.
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