Beauty Pie – What Is It All About & How It Works

I was curious about Beauty Pie even before it’s launch, just when it was a mumbling that was stuttering across the beauty community. When it launched I couldn’t help but feel a bit discluded as the prices put me off, but after recently getting a day pass to try the service thanks to filling out an email survey, it meant I bit the bullet and tried the service.

For those who haven’t heard about Beauty Pie yet, this is a service which allows you to buy high end makeup at the factory cost. They minimise on fancy packaging and boxing to keep costs as low as possible, so those products that rival the likes of Chanel, Lancome and Charlotte Tilbury, that have foundations in their £30 mark – is generally available for under a fiver – on the website they list what their ‘RRP’ should be – the price you’d pay for a similar high-end product in the likes of Selfridges, Debenhams or Harvey Nic’s. The concept comes from Soap and Glory founder Marcia Kilgore who wanted to bring Luxury beauty to a more affordable level. And I know what you’re thinking – where’s the catch, and sadly there is one (at least for me).

On top of the cost of the product you pay £10 per month for the privilege to shop with them, with that you’re tied in for a minimum of three months (after that you can cancel any time), now that wouldn’t be too bad for me, if I could try a big selection of products in the first month, then order a much bigger selection of product of the ones I love over month two and three. But you’re capped at a £100 per month of the ‘RRP’ full price – so you’re really able to buy between 4/5 products each month – maybe 6 at an absolute push if you wanted to stock up on a selection of the cheapest products – but unless you wanted a whole selection of brow pencils, stocking up at things at the lowest price-point would be difficult as there isn’t many. If you wanted to buy the brush kit (no brushes are sold separately to get that “one” blending brush you’re always going to need – so straight away that’s £80 of credit gone in one month).

I had planned to try this at some point, probably towards the mid-end of the year once the service had chance to grow it’s collection more and have more of a choice of things to try. Since it’s launch at the beginning of the year there seems to have been couple of new introductions a month, but I think over the course of three months I would probably have felt like I was picking things for the sake of picking things, and a much wider selection of products would be more enticing for me to actually choose from, but three months worth at the moment? Might have been a stretch.

I think once you have a feel for the brand, the buying process may become a lot less of that gambley feeling – but I do feel like I couldn’t only keep myself stocked up on one brand forever. You cannot go into a store and feel the texture, pigmentation or colour of something and get a feel for the brand in general – you’re literally taking a gamble on around £30 a month (once you’ve added everything together) that you’ll like what you get. With most high end purchases – until I really, really know the brand well – I’ll tend to have seen the products in store before I actually make an order online. I know I wasn’t the only one who thought when the initial mumblings happened that you would also be able to buy other brands from Beauty Pie, and they were almost more of a middleman service to buy from other brands a bit cheaper – and some people who signed up felt mislead once they’d realised that wasn’t the case.

I’m not sure once you’ve subscribed for the initial three months if you can hop on and off the subscription as you please, or if each time you reset yourself to three months -if so that’s quite a turn off for me. On top of the subscription fee, there is other charges which also feel quite hidden from the process, you have to pay payment processing fees separately (part and parcel of running a business IMO as someone who builds ecommerce websites for a living) and whilst it’s something that’s usually hidden built in cost of the product or delivery makes you feel quite bitter seeing that listed a as charge at the end. The shipping is also quite expensive in my opinion, I’ve heard from other people that the Standard shipping can feel quite slow to be dispatched so I upgraded from Standard to next working day (Ordered Friday, should have arrived Monday) Standard shipping was around £6 – with the next day it was £9.50 – way too high for makeup, add to that the delivery company didn’t listen to my instructions on where to leave it and it was taken to a collection point 7 miles away from home, the opposite direction from where I work – so whilst I should have received it on the Monday after I’d ordered on Friday, I picked it up the following Saturday – 8 days after my initial order. Beauty Pie’s answer to the expensive shipping is to let your credits build up over a few months and do bigger blow out orders to save on Shipping, but for me personally I would be subscribing to this as a monthly treat like a beauty box and I think that would take that feeling away from me, also if you really need to stock up on your new fave foundation – with this approach you’re unable to, and you have to pay more out at a time.

With the free day pass I could pick a limit of £100 of full price products, I asked Lora for some advice as to what she liked and was worth trying as she’s been trying it out for the past few months. Here’s what I picked.

Pro-Glow Highlighter in Cosmic Shine – Factory Cost £5.46 – Full Price Cost £30.00

The highlighters came highly recommended from Lora, I picked Cosmic shine which was the most intense looking from the bunch. The swirled style of this really reminds me of the Laura Gellar Gelato Highlighters, which I’ve wanted for ages but they always seem to be out of stock. I thought this would be really nice for honeymoon with it’s peachy tone which will look gorgeous on tanned skin.

Incrediblur Instant Retouching Foundation in 400 Buff – Factory Cost £3.46 – Full Price Cost £24.00

Lora recommended the foundations also and I decided to try out their newest one, mainly again with honeymoon in mind thanks to the non-bulky tube packaging, although I have probably picked a shade a bit too light to last me the duration, however it’s also a little too dark for me now – so it will probably be a good one to cover the middle week.

Radical Lash Super Volumizing Mascara in Pitch Black – Factory Cost £1.99 – Full Price Cost £20.00

I’ve really depleated my mascara collection over the past few months and I thought I’d replenish my stock with a new one. After seeing the wand on this is huge, the only thing I can think of size wise that compares is the Benefit Big Fatty Mascara – which I haven’t had in years, this is also a new release and I couldn’t find any reviews so I’ll keep you posted shortly.

Future Lipstick Matte in Heartthrob Pink – Factory Cost £2.24 – Full Price Cost £20.00

These didn’t come recommended from Lora, in fact the opposite – but for that reason they had me intrigued. Rumour has it if you compare the ingredients from this product with Charlotte Tilbury the list is very similar, now I’ve just had my makeup trial and the lipstick was incredibly long wearing for me so it’ll be interesting to see whether this is drastically less so. Of course I picked a rose pink, mainly for comparison against Secret Salma as the colours looked the most similar. As I’m writing this up I have half my lips with one, and half with the other to test how they last, so I’ll be getting back to you on that.

First Impressions based on packaging, I think the quality of the packaging is quite mixed. I think it’s possible to do low cost packaging without looking boring and I would class this packaging as boring for the most part. I think there’s a way to do low cost packaging without it being boring, the likes of the highstreet brands such as Rimmel demonstrate that. The packaging also feels a little bit plasticy and borderline flimsy, I think there is something to said about the high end experience of buying makeup that is tied into the feeling of the packaging. This alters my feelings towards being able to class this as a high end makeup down to the quality of the packaging, however right or wrong that is.

I’ll be doing reviews of these as and when I’ve started using them, or do a roundup once I have full opinions, we’ll see how quickly I start using everything! Currently the service is available in just the UK and USA, with worldwide expansion plans.

Have you tried Beauty Pie?


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Helpless Whilst Drying




  1. April 12, 2017 / 6:29 am

    I’ve tried it. And my three months are sbout to expire. I ordered the instablur too which on my oily skin is ok. A different foundation from them just wouldn’t stay in place! My favourite is the set of brushes, but it’s £80 so you wouldn’t be able to order much that month. Different to you, I didn’t have a problem with delivery, standard came in 2 days. However, the first month I was given a limit of £150 as some sort of starting gift. This was back in Jan so ai wonder if they changed it.

    • April 12, 2017 / 8:56 am

      Are you planning on keeping a subscription rolling. I saw they had another option where you pay a one off fee of £50 and then get £500 of credit to spend throughout the year. I saw the brushes, and didn’t want to waste my spend on that – the fact you can’t buy brushes and a highlighter in one month seems crazy to me! Glad you said the Instablur works for oily skin, as that’s me too – I’ll have to wait for it to colour match me, it’s a tone or two too dark at the moment!

  2. April 12, 2017 / 6:51 am

    OMG! I just recently was checking Beauty Pie out! I went to the site a few times and then I decided to pass. I don’t know why – I guess for a few reasons. 1) My definition of luxury products is different than others. I might think only Tom Ford, Chantecaille, Suqqu … etc are luxury lines. Someone else might say ABH is a luxe line. I want to know (without stamping dupe on a product) at least who is in the collection here. But they don’t tell you that. Is it …. Our Cosmetics or YSL? Younique or Burberry? These are not in the same playing fields IMO so I kind of “need” to know who they claim their products are identical to. Just list 15?

    The lipstick looks really pretty and looks to be a quality product. But???? I don’t know, been on the fence a while.

    • April 12, 2017 / 7:37 am

      I completely agree to you, o think it’s a bit of a mix between products which are similar ingredients rather than total knock offs. Personally after the big dupegate in the blog world isn’t the last few weeks, I’d be more concerned about this as a big brand rather than cheaper brands offering something somilar which quality wise won’t compare. I don’t like the whole system though, I don’t like it locks you in when you have no means of trying anything before you buy – they’re a totally unknown brand and you only have their word, and a limited amount of reviews to say that they’re “quality”

  3. Her Lost Mango
    April 12, 2017 / 7:01 am

    Yay! love your photography as always! I just posted my Germany trip! Hope to hear from you soon? XOXO

  4. Lydia Nikolova
    April 12, 2017 / 9:48 am

    Very helpful and good post, i am going to check it too 🙂 Thank you Rachel

  5. April 12, 2017 / 10:04 am

    So interesting, I had no idea how the service all worked so that’s nice to know. Definitely excited to hear your thoughts on the products! Loved this post x

  6. Sherry
    April 12, 2017 / 9:24 am

    I am so not down with the kids when it comes to makeup! I had no idea things like this existed. I guess it’s a good way to try out new expensive brands for less but I hear you on the packaging front. I love the feeling I get buying a Charlotte Tilbury lipstick and enjoying how pretty it looks. For me, these all look like MAC products with the black and white plastic. The highlighter looks lovely though!

    • April 12, 2017 / 9:36 am

      Yes, I see where you’re coming on the MAC front, I’d even argue that they feel more like Makeup Revolution products in terms of quality of packaging. Very shiny and cheap feeling, I get the sentiment behind not hiding behind weighty packaging – but I think it all adds to the experience of buying high end makeup, that stops if from feeling luxe to me.

  7. April 12, 2017 / 2:40 pm

    I have not heard of Beauty Pie! How are they guaranteeing that these products are high-end quality but in non-branded packaging? I mean, what’s the difference between Olay’s marketing that their products are as good as the $100 ones, vs Beauty Pie’s claims? Anyone can read ingredient lists and “copy” the formulations. I just don’t get the spin / appeal…
    Plus, the monthly fee for the privilege of shopping with them, plus the shipping charges. (although I laugh at your complaint of £6 charge… our shipping charges start at $10 usually!)
    I do hope the products are at least decent… the foundation looks interesting and the lipstick colour is so pretty!

    • April 12, 2017 / 3:18 pm

      You only have their word that they’re high end ingredients. I have no idea when it comes to makeup what’s expensive and what isn’t perfumes/skincare I have more of an idea but all the ingredients in Makeup not so much!
      I completely agree with you, there was a lot of controversy last week with Kat Von D / Makeup Revolution copies, but if I was a high end brand I would be more worried about this kind of copying rather than knock off cheap dupes.
      I take Beauty Bay as a great example of shipping, Next Day delivery for a less than £5 – and that includes delivery on a Sunday – I can order on a Saturday and receive it on a Sunday. Next day delivery with Royal Mail for a package of this size would be less than £5. I also know that they’re making a profit on shipping and it’s not as transparent as they make it, my parents use the same courier service for parcels for their business, and send much heavier 3kg+ for £6.

  8. April 12, 2017 / 2:48 pm

    OMG that highlighter looks AMAZING! I have fairly pale skin, do you think this would work for me?


  9. Sophie in Wonderland xo
    April 12, 2017 / 3:13 pm

    I have mixed feelings about this service, on the face of it its a great idea but its so expensive and the packaging looks so samey I wouldn’t want my whole stash looking like that I don’t think! xxx

    • April 12, 2017 / 3:19 pm

      Completely agree, it’s not Nice plain packaging like MAC in my opinion. It feels like Makeup Revolution quality packaging, and it doesn’t marry up with the whole high end idea.

  10. April 12, 2017 / 7:00 pm

    This is a pretty cool idea – Marcia Kilgore is the Bliss woman, right? (I’ve never been too impressed by anything Bliss, and they’re so pricy.) I didn’t realize she was also behind Soap & Glory.

    God the prices just make you realize how much markup there is! But I do agree that there is of course value in branding and packaging. This packaging is sleek but boring.

    I think I’d be happy to try if you didn’t have to get locked into some buying scheme…still, very interesting line!

    • April 12, 2017 / 7:49 pm

      I think so, I’m not too familiar with bliss other than hearing it from other people, I’m not even sure if it’s available here (certainly not widely if it is!)
      There’s so much more to high end than just the product, right or wrong but branding and advertising all add up to the feeling you’re buying something luxe. The packing is boring I agree, it feels really cheap.
      If it was half the price and you got half the amount of credits I’d probably be happier to let it roll over for a few months, but I don’t like the idea of spending that much, and the shipping ugh so high!

  11. April 12, 2017 / 8:39 pm

    Wow! I never heard of this! Almost too good to be true! Lol! Of course there is always a catch. xx

  12. April 13, 2017 / 1:08 am

    That lipstick shade is something else! I’m a sucker for red lipstick! xx

      • April 13, 2017 / 11:54 am

        Oh dear, I must be blind or something. Sorry. I love the color anyway, though lol

  13. April 13, 2017 / 6:17 pm

    First of all, lets take a moment and appreciate all the pictures in this post! I’ve also heard mixed reviews for the lipstick, but I feel like with beauty everything depends on the person, so I’ll give it a try! Thanks for sharing xx

    Georgia X

  14. April 14, 2017 / 4:52 pm

    I’ve read a couple of posts now about Beauty Pie and I just don’t think it would be for me. Although I can’t deny the factory prices are tempting, I am always put off by schemes which have lots of term and conditions. This seems really complicated and I think if you weren’t on top of it you could end up losing out.

  15. April 17, 2017 / 1:38 pm

    Really hope you enjoy my recommendation! I’m still using the highlighter and enjoying it but the rest of the products have fallen the wayside, they just don’t really interest me so much! I’ve got an updated post coming on the brand but I agree with everything you’ve said.. It definitely isn’t as transparent as the claims make out! x

  16. April 17, 2017 / 10:01 pm

    I’ve only heard of this service maybe once before so I am very intrigued on how it’s going to go and maybe hop on it myself, although the extra hidden charges do put me off a bit!

  17. April 21, 2017 / 3:06 pm

    Firstly, gorgeous photography 👏🏻👏🏻 I’m unsure about Beauty Pie, I totally hear you on the packaging and then the extra costs and a three month tie in do put me off in all honesty though. Jury is still out for me though, looking forward to reading your reviews.



  18. May 4, 2017 / 11:16 pm

    What a great write up, I love the idea of this, but I hate the idea you can’t test the product before buying, and that you have to buy into it to be able to shop on the site. I think this is something I will give a miss for now, but it was a lovely write up xx

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