is one of Wales’ best-kept beauty secrets. Established in 2000, it’s grown from a garage startup to the ultimate online beauty destination. Cardiff University alumni, Rakesh Aggarwal, is its founder. Rakesh was inspired by the products in his father’s chain of pharmacies and saw a gap for a beauty e-commerce site. Today, it is the UK’s last independently owned premium beauty retailer and stocks many of the world’s leading brands like Clarins, Dior, and Guerlain. 

Credit: Escentual

Escentual’s revenue has grown from £23m in 2020 to an incredible £30m currently, accrediting customer loyalty to its success. Around 40% of their orders are from existing customers. They attribute this to their reliable delivery service, generous Pretty Pennies loyalty scheme and free samples, and their praised customer service; Escentual are proud to be the top-rated retailer on Trustpilot. Many of their customers have shopped with them for over two decades, with their customer service team knowing many of them by name and even by the sound of their voice!

In 2024, Escentual will continue focusing on giving their customers the best service, content and value. Rakesh Aggarwal, Founder and CEO of Escenutal, said, “We [Escentual] need to be the best curator, educator and inspirer in the retail beauty world. We need to have the best brands in each category, both best-selling and most innovative.”

Education will remain central to their content, with a spotlight on video. “We want to help our customers understand how to make the most of the items they buy and ensure they can make informed choices about what they’re buying”. Their team of experts are at the forefront of all they do, “We’re building on what we started in 2000 – establishing the Escentual brand and sharing the incredible people who do all the hard work in the business. We’re adapting so that our brand and product mix reflects our people and heritage.”

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Author WCS

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