Cult Beauty launches niche edit, Skindie

Online retailer, Cult Beauty, has announced its new webpage dedicated to indie skincare brands, in an effort to cater for consumers who are “resistant to categorisation”.

The Skindie edit on highlights products from lesser-known beauty brands, as well as industry favourites, with the curation said to feature products to suit all skin types and tones. Brands include the likes of Biossance, SUMMER FRIDAYS, Verso, Decree and Uma.

“We feel that the Skindie brands reflect our customer base, they’re diverse and resistant to categorisation. There is something for everyone within these ranges, every lifestyle and every mindset," said Cult Beauty assistant buyer, Bessie Hitcham.

“You can’t group people into ‘ranges’ anymore. You just need to eavesdrop on some of the chat at Cult Beauty HQ, or to peek at our regular Self-Care Sunday slot on Instagram to witness the extent to which we’re mix-and-matching premium with drugstore and the mainstream with the niche. The appetite for learning about new formulas, ingredients and even brand ethics are all considerations now," said Hitcham.

Shop the Skindie edit here.

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