about us
A skin-first house of brands, built on performance, integrity, and smart innovation.
Our brands are truly tailored, offering targeted solutions for every skin type, tone, and goal. Because we believe beauty should be inclusive, empowering, and tailored to the individual.
Accessible, results-driven and thoughtfully formulated, our brands seamlessly fit into real lives. And when you feel the difference for yourself, skin-first beauty stops being a treat, it becomes a ritual.
Our Story
It all started in 2004
Founded by salon industry experts Hilary and Shelley, 4Beauty Group is a second-generation family business with over 25 years’ experience in professional skincare and tanning. We combine deep industry knowledge with scientific credibility and commercial insight to develop accessible, high-performance beauty products that consistently outperform across retail, clinic, and digital channels.
OUR MISSION
Putting truth, performance & power back in the hands of our customers
That means:
Results, not routines. Minimal products with maximum impact
Evidence over ego . Every formula backed by real science
Support for professionals . Business growth tools and honest partnership
Real talk over trends . No gimmicks, no gaslighting, just great skin
Whether it’s through our expert team or trusted salon partners, we empower people to take control of their skin and feel proud of what they see in the mirror.
Our leadership
Standing for something
At 4Beauty Group, leadership means more than overseeing growth, it means standing for something.
Our founders and senior team bring decades of experience in skincare, self-tanning, digital strategy, retail management and salon development. But more importantly, they bring a backbone.
We are unapologetically expert, collaborative by nature, and committed to telling the truth, even when it’s not the easy path. We innovate for real results, and build trust by putting performance over hype.
Our Team
The heart of 4Beauty
Across Customer Service, Education, Marketing, Sales, Digital, and Operations, our team is the heartbeat of 4Beauty. Diverse, passionate, and experienced, every member plays a key role in delivering exceptional service and support.
We don’t just fulfil orders, we fulfil needs and grow profits. We educate, advise, listen, and support, whether it’s a therapist building her business or a customer choosing her first active serum or self-tanner.
We’re united by purpose and powered by pride.
Powerful formulations
We combine science with naturally derived ingredients for maximum results. More than 90% of our ingredients are naturally derived!
Vegan & cruelty-free
We never have and never will test our products on animals. We are PETA approved and all our products are vegan-friendly.
No nasties
We don't believe in using questionable ingredients. All our products are free from parabens, mineral oil, sulphates and palm oil.
We care about the environment
Our products are made in the UK to minimise carbon footprint and 95% of our packaging is fully recyclable.