Cult Beauty

Cult Beauty’s mission is to be the world’s most trusted beauty retailer. They want the people who work for, partner with and buy from Cult Beauty to know that they’re committed to making the beauty space more transparent. By partnering with Mental Health UK until 2024, they’re helping us to myth-bust common mental health stigmas and are supporting the development of vital new content on mental health topics that will support different communities across the nation.

150 employees

Retail sector

Over 100m in sales

"Cult Beauty has undergone a major evolution in recent years, however, in the midst of seismic change our core values remain unaltered - one of which is our commitment to our people and our Cult Community. This is why we have partnered with Mental Health UK to instigate impactful, meaningful initiatives that focus on the communities we care about so profoundly."

Alicia Hickey, Head of Sustainability & Social Causes - Cult Beauty

Cult Beauty were looking for a strategic partner who champions causes important to their industry, their community and the Cult Beauty team. They wanted a partner who they could make a company commitment to support and work with, to create new content and resources for communities that are close to Cult Beauty’s heart, including LGBTQIA+, Black, Asian and Ethnic Minority communities and people experiencing reproductive lifecycle challenges. It was important to Cult Beauty that whatever initiatives and commitments they are delivering for their customers, they are prioritising for their colleagues too.


What they're doing

  • Company donations over the course of the partnership

  • Donating a proportion of sales from online products

  • Sharing Mental Health UK communications on their external channels

  • Collaborating with Mental Health UK to launch new advice and information on topics they are passionate about

What we're doing

  • Collaborative content creation for web and social media

  • Consultancy and expertise to develop and deliver their wellbeing strategy for colleagues

  • Deploying training for managers and senior leadership on mental health

  • Delivering a calendar of mental health campaigns and events

  • Providing expert knowledge on the themes that matter to Cult Beauty

June 2022

Thanks to ongoing funding and support, we collaboratively launched our information and advice page for the LGBTQIA+ communities, and a dedicated Clic forum.

Oct 2022

Thanks to ongoing funding and support, we collaboratively launched our information and advice page for Black, Asian and Minority Ethnic communities, and a dedicated Clic forum.

Jan 2023

Donated over £75,000 of their advent calendar sales to Mental Health UK.

June 2023

Launched 'Can't ReTouch this' campaign to combat digitalised images contributing towards negative body image.

Work with us

Mental Health UK work with a variety of orgnisations across sectors including retail, construction and finance. Wherever you are on your journey toward supporting better mental health, we have the tools to help you.