Throw the words ‘Beauty Pie’ into conversation and chances are at least one pair of eyes will light up. Pretty much everyone I know who has tried this unique members-only beauty club becomes swiftly obsessed, working their way through the forever-growing offerings.
As a beauty writer I have been following the brand for years, regularly ‘oohing’ and ‘ahhing’ every time I see a new launch – of which there are many. More recently, however, a surge in product drops has made it feel particularly impossible to ignore, and completely encouraged me to write this review.
Best Beauty Pie Products: The ELLE Top Five
First came a gorgeous balmy cleanser that gently removes makeup, including the waterproof kind. Then arrived a stunning array of pigmented liquid blushes, of which I own all four shades. Really, there is something to scratch every single itch here, all at unreal prices.
What’s more, if you’re someone that likes to play with products before committing, you’re in luck: Beauty Pie has officially landed in Liberty London, marking the brand’s first permanent counter space. More on the details shortly – but first, what exactly is Beauty Pie?
What is Beauty Pie?
Beauty Pie is one of the leading beauty subscription services. Founded by entrepreneur Marcia Kilgore – the force behind Soap & Glory and FitFlop – the brand was created to turn the beauty industry on its perfectly-groomed head. By disrupting traditional pricing, the membership model gives you access to a huge collection of direct-from-supplier skincare, make-up, fragrance, bodycare and haircare products, without the luxury mark-ups typically added. Think: Italian lipsticks, South Korean microneedling patches, Swiss night creams and Japanese serums.
Let me give you an example. A mascara may cost £10 to produce, but once celebrity partnerships, advertising and packaging are factored in, that mascara can now easily retail for £28. A Beauty Pie membership cuts out the fluff that makes products so expensive, bringing you expertly-formulated products for a snip of the price tag.
Beauty Pie Membership, Explained
As for the membership system, there are three options available: Beauty Pie+ All-In, Beauty Pie+ and Beauty Pie+ Starter, all of which come with different benefits and price points which I have outlined below.
- Beauty Pie+ Starter, £29/yr: Designed for the beauty minimalist this tier includes access to member prices and allows you to place orders four times per year.
- Beauty Pie+, £59/yr: Ideal for more regular shoppers, this includes access to member prices, a free gift of Super Healthy Skin Body Creme and members-only surprises.
- Beauty Pie+ All-In, £159/yr: The most comprehensive option, offering access to member prices, exclusive drops and an annual ‘Bestsellers Box’ worth over £400.
As for where to shop Beauty Pie? Until now, the brand has only been available online. However, May 2026 marks the brand’s arrival at Liberty London, meaning we can now swatch, test and experience the products while still benefiting from the insider prices. If you aren’t a member, fret not, you can still shop the brand at guest prices, you just won’t have access to the reduced tags. Essentially, whether you prefer shopping in store or online – membership or no membership – everyone can now get a piece of the Pie.
Here, I’ve selected 10 products I genuinely think can take on the luxury players. Prepare to save a fortune…
Best Beauty Pie products: The ELLE Review
The flushed cheek
You’d never catch me skipping blush – it’s easily my favourite step for adding a flush of colour. Many formulas have come and gone in my makeup bag, but the new Supercheek Silk Drip Luminous Liquid Blushes are here to stay – yes, all four shades of them.
The collection spans peachy pinks to deep rose hues, but I reach for Eri, described as a neutral pink. Two dots onto the high-points of my cheeks are enough to add a soft wash of colour, instantly awakening my complexion with that ‘just-walked-in-from-a-brisk-walk’ glow. As for the dewy finish, it’s all thanks to the oil-based emulsion, allowing the formula to melt seamlessly into skin without a streak in sight.
The watercolour gloss
Spring is proving that watercolour makeup is the next big thing. I was reminded of the trend – characterised by ethereal washes of colour, blurred lips and fresh, barely-there skin – while trying the Wondercolour Butter Glosses. And I have to say, I’m fully on board.
As the brand puts it, they combine the best of lip gloss and lip oil, delivering a high-shine finish while feeding lips with plumping peptides to soften the appearance of fine lines. The result is a soft, pinky tint with a juicy sheen. Once added to your makeup bag, they’ll never leave.
The creamy shadow sticks
I love an intricate eyeshadow look, but when time isn’t on my side, a quick lick of colour is all I need – and the new Wondercolour Cream Shadow Sticks deliver just that. The range features a neutral colour palette of shades, with both shimmers and mattes available, so they’re hues you’ll reach for on a daily basis.
I enjoy swiping one shade across my entire lid for a speedy look, but if I’ve got a little more time, I’ll layer a few together to create a softer, smokier effect. Either way, the creaminess of these shadows allow you to scribble on and blend, like a big adult crayon.
The melting cleanser
It‘s not often that a cleanser truly excites me but this one did – in fact, I’m already onto my second tube. Beauty Pie loyalists all know the Youthbomb range, a collection of dermatologist-backed, science-heavy skincace, and this cleanser is the latest member of the family.
The texture is what keeps me coming back. It’s balmy, hydrating and melts away my makeup in one fell swoop. Crucially, it does not leave behind a greasy slick. Beyond that, the blend of quillaja saponin oil and chestnut extract not only smells delicious, but also delivers antioxidant benefits.
The at-home treatment mask
If you want to dip your toe into the world of LED masks, Beauty Pie is an excellent place to start. The brand has two models available (I’m counting down the days until the latest mask is back in stock) but the OG C-Wave Light Facial is still a great investment if you’re looking to boost radiance and plump out fine lines.
Featuring both red light (630–633nm) and near-infrared light (830nm), regular use helps to gradually improve overall skin tone and brightness within a month, while you may notice reduced fine lines and crow’s feet after two-to-three months. I also find the flexible design sits snugly against the face, ensuring no area is missed.
The daily SPF
Every dermatologist, GP and editor alike will tell you that wearing SPF every day is vital to protect your skin against damaging UV rays. While I hear them loud and clear, memories of claggy formulas of old have often put me off on cloudier days. However there are a few formulas, including Beauty Pie’s Featherlight SPF 50 Sunscreen, that changed the game for me.
Feeling like a silky serum as opposed to a traditional sunscreen, this not only acts as sun protection (hello, SPF 50, UVA and UVB defence) but doubles up as a primer. I can smooth it on in the morning and know I am covered for the day. It layers seamlessly under makeup so I apply it as the last step of my skincare routine and it lends my complexion a healthy glow.
The triple threat
This is the serum that will replace most of the steps in your bedtime skincare regime – a welcome time saver, and for a fraction of the price, too. I’ve named it a triple threat because it combines a triple renewal complex of 3% encapsulated L-retinal, 1% granactive retinoid (a bioavailable vitamin A for brightening skin texture) and 1% bioavailable bakuchiol (a ‘retinol-like’ botanical). There’s also lactic acid to gently resurface skin, niacinamide and ceramide NP to support the skin barrier, as well as a nice dose of hyaluronic acid to hydrate at the same time.
What does all of this mean, you may ask? It means that with regular application you will notice visible differences not only in skin texture, but the appearance of fine lines, pigmentation and blemishes.
The overnight hydration hero
Doing my skincare routine is one of the most relaxing parts of my day, but I don’t always have the luxury of time to indulge in a 10-step ritual (nor it is always necessary). On rushed evenings, I turn to Le Masque: a silky, super-hydrating overnight treatment that, come the morning, grants me with a glowy and plump complexion.
At the heart of the formula is Micro Caviar technology, with 100,000 tiny bubbles suspended in each jar that burst upon application to release omega-9 rich oleic acid into the skin. Cherry blossom and saffron extract work to brighten, while shea butter, meadowfoam seed oil and glycerin nourish and support the skin barrier. And, as you might expect, it smells dreamy too.
The cream bronzer to end all bronzers
I’ll be the first to admit I was vehemently against cream bronzers until I tried Beauty Pie’s version. The texture is more light-as-a-feather soufflé than a cream, allowing it to melt onto the skin like a powder while avoiding the tendency to settle into pores.
To get the most out of the product, I’d recommend swirling a dense, duo-fibre brush around the pot and gently buffing it into your skin. Start where the ear meets the hairline and softly sweep along the cheekbone, keeping the placement lifted rather than dragging it too far down.
The miracle body wash
Salicylic acid is everyone’s favourite blemish buster, often found in skincare serums – but if you struggle with back or bum breakouts, consider introducing the ingredient into your routine via this foamy body wash.
Formulated with 2% Salicylic Acid and 3% C-X-Papaya Enzyme Complex, it gently exfoliates dead skin cells and reduces inflammation as you massage it into your skin. I have found it works wonders on KP, blackheads and ingrown hairs which, with bikini season on the way, is a very welcome addition to my shower routine indeed.
The everything face cream
If you skimmed over the Youthbomb Biologic Collagen Peptide Cream during your last Beauty Pie scrolling session, you’d be forgiven: this kind of non-specific product name isn’t the most compelling in the age of straight-talking skincare.
But Youthbomb deserves your attention. This fast-absorbing cream is a suits-all luminosity booster that works with, not against, the actives already in your routine. Brightening niacinamide, 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.
Is Beauty Pie worth it?
When I started testing products for this review, it wasn’t my first rodeo with Beauty Pie. I’ve tested the brand continuously over time – both long-loved favourites and newer launches – and I’ve always been impressed. So, the simple answer is yes: I think it is worth it.
If you’re a beauty lover who enjoys the experience of luxury products but isn’t quite so keen on the price tags, this is an easy way to make the cost of a membership work in your favour. Think about it: the amount you spend each year on essentials – from conditioners and body washes to mascaras and cleansers – it quickly adds up. I think you’ll find, once subscribing, a Beauty Pie membership can offset that spend pretty fast.
What to shop from Beauty Pie?
If you’re slightly dubious about where to begin, I’d suggest trying to get your hands on a free membership, as the brand occasionally offers them. From there, you can get a feel for the products and decide whether paying for the membership is worth it. Personally, the makeup department is my favourite to shop from – the brand has created some stellar collaborations with the likes of Sam Chapman and Pati Dubroff – and lately my go-to products include the Supercheek Liquid Blush and Awesome Bronze.
As for fragrance, Beauty Pie has worked with leading noses including Frank Voelkl (of Le Labo Santal 33) and Serge De Oliveira (of Bon Parfumeur). And you’ll find many of the skincare products have been formulated with leading dermatologists.
