Boop Beauty is an e-commerce business specialising in surplus beauty and cosmetic products. Credit: New Africa/Shutterstock.

UK-headquartered circular economy e-commerce company the Huddled Group has acquired a 75% stake in online, direct-to-consumer (DTC) retailer Boop Beauty.  

Boop Beauty was founded by Yasmine Amr, a former L’Oreal in-house lawyer. The retailer collaborates with beauty brands to sell excess, surplus and discontinued products.  

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The company has garnered trust from notable brands such as Aromatherapy Associates, Foreo and Legology, serving a broad UK customer base. 

Despite operating with limited capital, Boop Beauty achieved 558 orders in the second quarter of 2024, with an average order value of £39.  

The brand’s promising relationship with suppliers and its potential for growth with additional investment were key factors in the acquisition. 

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The investment is expected to provide Boop Beauty with additional working capital, enabling the company to expand its stock range and enhance marketing efforts for customer acquisition.  

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Following the acquisition, Yasmine Amr will continue with Boop Beauty as a shareholder and non-executive director.  

The online store is currently undergoing integration into Huddled and is set to relaunch in early September 2024. 

Huddled Group CEO Martin Higginson stated: “We are thrilled to be working with Yasmine. The Boop business concept is fantastic and sits perfectly with the Huddled circular economy strategy. 

“It was clear that Huddled could provide Boop with some key ingredients- more stock, marketing and fulfilment – to drive growth. 

“I’m confident with the resources and support of the Huddled Group, Boop can flourish, and become a trusted and ethical partner for beauty and cosmetic companies in solving their excess stock challenges.”