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THG acquires prestige cosmetics brand Illamasqua
Lady posing with decorative overlay

The Hut Group, one of the world’s largest online Health & Beauty retailers and brand owners, announces the acquisition of Illamasqua, a leading prestige cosmetics brand.

Illamasqua, founded in 2008 by Julian Kynaston, is an award-winning brand renowned for its professional-grade products. Joseph Corré joined the brand as co-owner in 2010.

The brand is well-known in the beauty industry for its fearless dedication to creativity and self-expression and its campaigns celebrate diversity. With a theatrical heritage, its bold, professional products have gained a cult following from customers and make-up artists alike, including standout heroes Hydra Veil and Beyond Powder.

Since its launch, Illamasqua has also upheld a strong commitment to never permit animal testing on any of its products, a principle that The Hut Group will continue to support.

Illamasqua has branded stores located in Leeds, Liverpool and London. Its products are also stocked in Selfridges and Debenhams in 15 locations across the UK and are available direct to customers online, through and THG-owned, amongst others.

The brand also offers make-up courses within The Illamasqua School of Make-up Art in London, helping to nurture the next generation of qualified artists and enthusiasts.

This investment represents a further investment in THG’s international Beauty offering. THG is already Europe’s largest retailer of premium beauty products – including MAC, Bobbi Brown, Estée Lauder and Lancôme – through, and also owns a host of luxury Beauty brands including ESPA, Mio Skincare, Mama Mio, Grow Gorgeous, and GLOSSYBOX.

Matthew Moulding, Founder and Chief Executive Officer of The Hut Group, said: “I am delighted we are adding Illamasqua to The Hut Group’s growing portfolio of beauty brands. In Illamasqua’s unwavering commitment to professional, high-quality products and creativity, not to mention its strong identity, we saw a business with a unique proposition and an opportunity to take a strong and dynamic brand to the next level. We are confident that, with our world-class e-commerce platform and large marketing infrastructure, we will deliver significant growth and further extend Illamasqua’s global customer base. This investment is another step in our ambition of becoming the world’s largest online retailer of Health & Beauty products by 2018.”

Julian Kynaston, Founder and Chairman of Illamasqua said: “I am truly excited about The Hut Group’s acquisition of Illamasqua. We have been working with THG for over a year now and have seen great successes, so this move was a natural step for the brand.

“Finding the right partner, with whom we could align our vision for the future, was of crucial importance and I’m in no doubt that The Hut Group’s digital strength and marketing expertise will take Illamasqua to the next level.”

For more information, please contact:

Viki Tahmasebi, Group Head of PR, The Hut Group: viki.tahmasebi@thg.com07966 028340

About The Hut Group

The Hut Group (THG) is a nimble giant with a start-up culture, led by founder Matthew Moulding. Built on a foundation of proprietary industry-leading technology, a world-class team and a scientific approach to building global brands. THG is fast becoming the world’s most influential online retail organisation.

In the year to 31 December 2016, THG grew Group Sales by 50% (to £501m), with International Sales growing by 89% (to
£316m). EBITDA grew 67% to £50m. Over half of THG’s sales now come from own brand products.
Part of the Northern Powerhouse near Manchester, it operates over 140 highly profitable websites retailing premium, non-perishable FMCG products direct to consumers across the fast growing, global Health & Beauty markets.

Pioneering Technology Platform

THG is a major British technology success story. Its in-house team design, develop and build bespoke proprietary technology that is used by hundreds of millions of people worldwide across 190 + countries.

Its unique platform helps the Group dispatch 37 million items to customers across the world, taking THG to the top of the Sunday Times profit track for a second consecutive year.

The platform was recognised as E-tailer of the Year by Retail Week for “Becoming Europe’s fastest growing E-tailer, through leveraging proprietary technology, data and a disruptive model to deliver own brand products direct to global consumers.


The Hut Group is the #1 place for ambitious young talent that want to run a business or build industry leading technology.

About Illamasqua

Illamasqua, the brand that empowers both men and women of all ages to explore their individuality, has been making a scene in the beauty industry since its launch in November 2008.

Designed to be colour-intense, colour-true and long lasting, Illamasqua offers an unprecedented professional product range. Illamasqua encourages self-expression and creativity to capture the imagination of anyone who wants to accentuate their look through make-up. They offer an alternative voice that seeks to improve the world we live in: previous campaigns have celebrated diversity across age, gender, race and the perfection of imperfections.