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Cult Beauty is an online retailer with a strong global following. It's the one website that influencers flock to time and again for the latest and greatest beauty buys (in fact, you can see what an American beauty editor buys on Cult Beauty here). The site was launched by Alexia Inge and Jessica DeLuca as a destination where people could confidently shop for beauty products, knowing that everything on offer had been tried, tested, and loved.
So, what was the impetus to start Cult Beauty? "One day Jessica and I decided to analyse our bathroom beauty stash and tot up the cost of the quarter-used products we'd wasted our hard-earned money on (I dare you to try it!)," said Inge. "For me, this amounted to just shy of £900, which provided the 'shove' we required to start on our quest to curate a beauty hall of fame: our own authoritative treasure trove of products that our customers could trust."
Despite no longer being a start-up, Cult Beauty has remained true to the idea that all products must be brilliant enough to gain a much-coveted spot on the website. If a product isn't up to scratch or the team finds something better, it gets replaced, which means the offering is constantly being honed and improved so customers get the very best edit every time. On the site you'll find much-hyped brands like Drunk Elephant, Anastasia Beverly Hills, and Huda Beauty, to name a few. But, what if we said we knew which were the most cult of the Cult Beauty buys — the bestsellers, the heroes, the products that need restocking time and again? Look no further than the bestselling, five-star Cult Beauty buys ahead.