How Cult Beauty changed the digital beauty landscape – with co-founder and former CEO Alexia Inge

In this episode, we dive into the remarkable journey of Alexia
Inge, co-founder of Cult Beauty, one of the first purely digital
beauty retailers that reshaped the online beauty landscape. From
the early days of 2008, when the internet was still uncharted
territory for many in the beauty world—one brand memorably
responded to Alexia’s pitch by asking, “The internet, that’s
eBay, right?”—to becoming the go-to destination for
digital-first, independent beauty brands, Cult Beauty carved out
a unique space with its highly curated, storytelling approach.


Alexia shares her experiences of challenging traditional retail
norms and building a platform where every product was
cherry-picked and personally vouched for by her team. Known for
its iconic “What Makes It Cult” section, the retailer gave
customers insights into each product's value and impact,
establishing a trusted voice in an industry known for hype. In
this insightful chat, Alexia reflects on the milestones, the
hard-won trust of customers, and Cult Beauty’s pioneering role in
making online beauty shopping a respected, experiential space
long before it became mainstream. Tune in to hear how she did
it—and why Cult Beauty’s impact is still felt across the industry
today.