Beauty Pie: Beauty Membership Models
New British colour cosmetics brand Beauty Pie boasts complete transparency and showcases an addictive new membership model, offering consumers high-quality products at cut prices.
The digital-only brand, which launched on December 8, was created by beauty entrepreneur Marcia Kilgore (Bliss Spa, FitFlop, Soap & Glory and Soaper Duper). Its disruptive new retail model gives consumers direct access to the factories that develop and supply the majority of make-up for well known and luxury brands, as well as offering the ‘true’ price of the product. Without brand middlemen, consumers can buy quality products at rock-bottom prices.
Consumers become a member of Beauty Pie for £10 ($12.60) a month, enabling access to a revolving stock of cosmetics with prices ranging from £3.43 ($4.32) for lipstick, £1.87 ($2.36) for mascaras and £5.29 ($6.67) for foundation. “It’s a beauty addict’s buyer’s club,” Kilgore told Vogue. For more on membership retail models, see Membership & Tiered Retailing: Key Strategies and The Barbershop Boom, which explores membership tiers for luxury grooming experiences.
The brand is also offering buyers full disclosure on the cost of packaging, formulations and the ingredients of each item – creating a conversation around beauty industry pricing and opening consumers’ eyes to the true cost of their favourite products.
Another disruptive brand with this approach is The Ordinary from Canadian beauty powerhouse Deciem, which offers cut-price skincare products with a high concentration of active ingredients. For more, read The Ordinary: Honest Beauty Business, and for more on beauty brands adopting brutal honesty in their approach, see Transparent Beauty: Valuing Best Practice.