Throw the words ‘Beauty Pie’ into the conversation when you’re next with the girls, and chances are at least one pair of eyes will light up. (Spoiler alert: it’ll probably be your friend with the glowiest, most enviable complexion.)
Yes, pretty much everyone that tries this genius members-only beauty club becomes swiftly obsessed, working their way through the expansive offerings like a maniacal beauty addict.
The Pie has been impressing us for years now, but recently they've really been showing off. First came a trio of exclusive eye palettes from James Molloy – the make-up artist behind all your saved Instagram images – designed to offer an everyday yet editorial-worthy take on the classic smoky eye, with shades to make any eye colour pop.
Next came the Happy Face moisture-barrier balm, which brings irritated complexions back from the brink for less than £15. Rosacea-prone people, snap it up. And now, there's a skin serum that comes approved by consultant dermatologist Dr. Andrew Markey.
If you skimmed over the new Youthbomb 360 Radiance Concentrate during your last Beauty Pie scrolling session, you'd be forgiven: this kind of hypey, non-specific product name isn't the most compelling in the age of straight-talking skincare. The brand's claims are likely to raise a few beauty-sceptic eyebrows too: can a single serum really firm, lift, tighten, reduce wrinkles and boost radiance?
But Youthbomb deserves your attention, despite the beauty hyperbole plastered over its packaging. This watery serum really delivers: in short, it's a suits-all luminosity booster that works with, not against, the actives already in your routine.
Brightening liquorice, pigment-reducing peptides, protein-rich elastin boosters and calming plant extracts combine to refresh tired, pollution-ravaged skin, bringing about a week of 'you look well' comments.
It won't give you Kardashian-style facial tightness – nor will any topical product, for that matter – but it does work wonders on skin tone and brightness, without challenging easily upset complexions. Consider it a top coat for your skin, making everything look glowier, smoother and generally healthier.
Not yet in the gang? If you're late to the party, scroll down for everything you need to know about Beauty Pie – as well as the products the ELLE beauty team recommend you start with.
What is Beauty Pie?
Inspired by the staggering mark-ups that are commonplace in the beauty industry (a shocker: your face cream probably only cost a few quid to produce), Beauty Pie is a subscription service from industry game-changer Marcia Kilgore (not hyperbole: she’s also the woman behind Soaper Duper, Soap & Glory and Bliss Spa, so she’s definitely earned the title).
Once you're a member, you'll gain access to a huge collection of straight-from-the-suppliers skincare, make-up, body and now hair-care products without the luxury mark-up. Think Italian lipsticks, South-Korean microneedling patches, Swiss 'oxygen' face masks and Japanese serums for the price of an oat-milk latte, and you’re on the right track.
Unsurprisingly, the concept shook the industry when it launched in 2017, and once the masses realised how genuinely brilliant the products are, cult status quickly followed. Naturally, such feverish demand has led to several big launches selling out in seconds, so you'll have to keep your eye on the site to grab the ones you really want to try.
Demonstrating just how tapped into the beauty zeitgeist Kilgore is, the brand also boasts a strong online community. Its Instagram account is an wholly interactive space, where loyal members share reviews and Kilgore herself calls out for feedback on new launches, as well as sounding out the demand for new innovations from her dedicated #PIEFAM.
How does Beauty Pie work?
Sound too good to be true? Stay with us – here’s how they’ve made it possible.
By cutting out all the frills and flourishes that are so common in the beauty industry – think costly celebrity marketing campaigns, fancy packaging and TV ads – Kilgore has side-stepped the mark-ups to bring you great products without paying for all the shiny extras.
Turns out, once you strip back all those additional costs, the price of your actual product is pleasingly small. You won’t get the heavy lipstick click-cases, frosted-glass jars or gilded foundation bottles, but it’s what’s inside that counts, remember? For example, a Beauty Pie retinol serum, produced in Switzerland, (likely, in the same factory as your big-brand favourite) costs just £8.94, despite being full of slow-release encapsulated retinol, ferulic acid and vitamin C (and free from fragrance, mineral oil and parabens).
Your monthly subscription is what makes it all possible – and the brand has recently switched up the small print to make things easier, more flexible, and even more affordable than ever before.
Beauty Pie Membership, explained
While the previous membership tier system restricted you to a monthly shopping limit, the new Beauty Pie Plus gives you unlimited access to the entire site, so you can shop to your heart's content, whenever you like. For £59 per year (that's under a fiver a month) you can purchase single products while also bulk-buying the ones you really get through – think shower gels and shampoos. By making bigger orders less frequently, you'll cut down on packaging and shipping emissions too.
Beauty Pie: The ELLE Review
1. Super Retinol Ceramide Boost Face Serum
This is big one, and one of the brand's all-time best-sellers. Whether you’re a retinol regular or a nervous newcomer, this potent yet skin-friendly formula is a must-try. The vitamin A is encapsulated, which means it stays as potent as possible until it reaches your skin, and is then released gradually to avoid irritation (something that even the spenniest retinols struggle with). Combine this with barrier-boosting ceramides and hydrating hyaluronic acid, and you’ve got yourself £13.86 extremely well spent.
2. Orange Absolute Eau de Parfum
There’s a reason Beauty Pie has pulled hoards of people away from their big-brand signature scents. Possibly the best-value section on the site, every perfume is made in France by a renowned ‘nose’ – this one was created by the same perfumer as Le Labo’s cult Santal 33, using oils from Grasse. In our opinion, it's the perfect everyday scent: fresh, bright and slightly citrussy, but unusual enough to be memorable. Zesty lime bursts on first spritz, while the creamy fig and subtle tea base lend memorable sophistication. People will stop you in the street.
3. One Palette Wonder
This do-it-all palette is your easy, everyday make-up look in one: an ideal ally for those back-to-the-office mornings. Everything from your bronzer to your eyeshadow is covered, and there's even a properly sized mirror for application on the go (or at your desk). It comes in warm and cool iterations to flatter all undertones and, at under a tenner for six products, is an almost unfathomable bargain.
4. Soul Providers Re-Energizing Dry Oil Sugar Scrub
The Pie's Soul Providers bath and body collection is perfect for frazzled minds and tired skin (so all of us right now, then). The highlight of the three-strong collection, this citrussy scrub is the body exfoliator to beat them all. Not only does it have the perfect salt-to-oil ratio for maximum exfoliation, but it's also infused with lemongrass essential oil to leave you feeling awake and smelling delicious.
5. Clean House Luxury Scented Candle
Beauty Pie's candle collection is a total hidden gem. Like the perfumes, each one is crafted in Grasse – the home of fine fragrances. This guaranteed crowd-pleaser smells like crisp cotton sheets with a hint of fresh, blooming flowers. Perfect for when you haven't left the house all week.
Friend's birthday coming up? You need to see this genius Birthday Candle too. So much chicer than a cake.
6. Superdrops Brightening Niacinamide 10%
Niacinamide is everywhere at the moment, and for good reason. Working to control excess oil production (and in turn, reducing breakouts) while brightening dark spots and supporting the skin barrier, it's a vitamin that almost every skin type can benefit from. This no-filler serum contains a serious 10% concentration alongside extracts that'll refine the appearance of pores and prevent that lunchtime shine.
7. Superactive Capsules
Each one of these clever capsules contains a perfect portion of stabilised vitamin C, alongside vitamin E for soothing hydration. The serum is lightweight and absorbs seamlessly – perfect for anyone who finds overly oily treatments suffocating.
8. Super Healthy Skin Sheer Tinted Oil-Free SPF 20
So many tinted moisturisers fall just short of the mark, either slipping around on skin, settling into fine lines, or failing to sufficiently unify skin tone. Beauty Pie's, however, gets it all right, and even delivers SPF20 protection. The silly price tag is simply the cherry on top.
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