Cult Beauty aims to set a new standard in the online beauty space by creating an online beauty boutique that only retails the best beauty and grooming products and featuring the most insightful editorial and beauty news. The company was started by four beauty enthusiasts excited by excellent beauty information and effective products. After trying hundreds of products between them they decided to change the way they approached the beauty industry and pulled together their knowledge and experience. This resulted in a site that embodies their wish list of products content features and site navigation as well as celebrity and beauty insider secrets.