Cult Beauty is a web store which sells cosmetics and specialises in independent brands.

[2] Inge reportedly became frustrated while working as a model by the "illusion" of brands not being accurately represented in celebrity makeup endorsements.

[3] The website offered a curated list of around 250 products based on a panel of unaffiliated experts’ recommendations.

[6] The company recorded sales growth to £123.4 million in 2020, citing the surge in online shopping during the COVID-19 pandemic.

[9] In August 2021, Cult Beauty was acquired by THG plc in a £275 million deal.