BeautyShelf has joined the British Beauty Council as a Patron, reflecting the company’s growing role in the UK beauty and tech space.
BeautyShelf launched this year as a social shopping app where users build routines, compare prices, explore products used by others and shop directly from brands and retailers. The platform focuses on clarity, community and smart use of technology, in line with the Council’s work across the industry.
The team’s connection to the beauty world started early when they brought on Jane Boardman OBE as their non-executive director. Her background gave the founders a strong understanding of how the industry works and helped shape BeautyShelf in a way that supports both brands and consumers.
“We built BeautyShelf to reduce the overwhelm so many feel when shopping for beauty online by bringing clarity, discoverability and ease to the experience,” said Charlotte Polley, co founder. “Becoming a Patron lets us support wider industry work and take part in conversations that matter for brands and shoppers.”
BeautyShelf has grown quickly since launch, with tens of thousands of users building routines, creators sharing their shelves and brands joining the platform to reach high intent shoppers. The founders attended British Beauty Week this year, meeting industry leaders, founders and brand teams. Joining as Patrons is a natural next step in the company’s growth.
As Patrons, BeautyShelf will take part in events and work focused on the future of the beauty industry. The team is looking forward to contributing to the next chapter of how people shop and discover beauty online.
Download the BeautyShelf app to explore routines, compare prices and see how people across the community are using products in real life.
