The beauty ecommerce platform has marked a record-breaking 12 months for the financial year, ended 29 March 2021 with sales increasing by 26% compared to the previous year. Furthermore, the pure-play beauty e-tailer reported earnings before interest, tax and one-off costs (EBITDA) of £2.5 million - up by £7.5 million from an EBITDA loss of £5 million the previous year. This is the best result to date for the company.


The number of active customers increased 42% to 1.3 millions during the period, with the total customer database now standing at 6 millions.

Sales through the Marketplace channel, where the Feelunique retails products that are fulfilled by third parties, increased by 695% and represented 2% of total sales. The channel is now operational across the UK, US, Germany and France, offering more than 800 brands and 12,000 products.

Online sales boom

These figures reflects ability of Feelunique to capitalise on the accelerated e-commerce penetration of the beauty market following the onset of the Covid-19 pandemic. To achieve such a result, the group has invested in new technologies to improve the customer experience and welcomed 660 new brands, including Jo Malone, Molton Brown and Olaplex.

"During the period we maintained our focus on enhancing the customer proposition by both expanding our brand relationships and driving continued improvements to the user experience. These initiatives were supported by ongoing investments in our proprietary platform to strengthen the foundations for Feelunique’s long-term and sustainable growth. We are well positioned to further capitalise on the structural growth in e-commerce penetration in the beauty market and accomplish our long-term growth objectives both in the UK and internationally,” said Sarah Miles, CEO of Feelunique.