Beauty is about community. From the most inspiring makeup artists to influencers across the hair, skincare, and makeup worlds, we create spaces for people to connect and share their beauty obsessions.


We have over 10,000 products on site and new launches every week, so whatever your vibe, you'll find the products and the inspiration on BEAUTYINFINIT.

We started out in 1999 as a fragrance retailer before expanding into skincare and cosmetics, introducing some of the big names in beauty to the UK, and establishing ourselves as a key player in the industry. In 2018 we launched our own beauty brand, By BEAUTYINFINIT, a growing selection of high-quality, affordable, and cruelty-free skincare and makeup products, which is now our top-selling brand on site.


Exciting and innovative

As well as showcasing must-have beauty essentials from known and loved brands, we source and create the hard-to-find products you can't find anywhere else - in order to bring our customers the best, first. From graphic liners to jade rollers, we're the go-to destination for the next generation of beauty obsessives who look to us to seek, discover, and showcase the ultimate selection of products.