Cult Beauty is known for being one of the number one destinations for beauty fans in the UK. It sells pretty much every brand you could think of, and is always hot on the tails of the coolest new launches and trends. And Cult Beauty's Skindie campaign, which was launched last week, is quickly becoming another hit, mainly thanks to the fact it has introduced beauty fans to so many new, niche brands they may not have heard of or used before.
The retailer defines 'Skindie' as the following: "under-the-radar and achingly cool, these are the independent skin care brands defying the norm and winning the hearts of true beauty groupies."
The Skindie campaign therefore aims to celebrate independent beauty brands who deserve recognition but may not get a ton of hype. Each brand is said to be 'niche' and offer something entirely unique, catering to the desires of specific shoppers. The world of skincare is increasingly becoming more and more saturated, and we are becoming more demanding in terms of what we need, and these Skindie brands aim to offset these terms and meet these needs.
Speaking about this new campaign, Bessie Hitcham, Assistant Buyer for Cult Beauty, explained: “Whether you’re intimidated by the beauty landscape and have previously felt excluded, or whether you spend your lunch hour/commute poring over literature to find the next big ingredient, The Skindie brands are beckoning.”
You can shop for all of Cult Beauty's Skindie brands at their website, but if you're unsure where to start, here are the five I'm most excited about: