Business Model
& Strategy

Our growth is powered by a focused strategy — owning our supply chain, investing in IP, and building direct relationships with consumers.

Market Context

A fast-growing niche in a vast global market.

Abstract

At-home beauty devices (AHBD) account for ~1% of the £132bn global beauty & personal care market — but are growing 2–4x faster than premium skincare. With rising consumer trust, proven efficacy, and increased search demand, this segment presents a significant, underpenetrated opportunity.

The Beauty Tech Group Business Model & Strategy

The Beauty Tech Group operates a brand-led, vertically integrated model focused on the development, marketing, and sale of clinically backed beauty devices and skincare. Its core strategy centres on building global consumer trust through proprietary technologies, regulatory rigour, and clinical validation. We primarily sell direct-to-consumer through our local-language websites, complemented by selective retail partnerships with prestige retailers.

Our Strategic Flywheel

A proven growth engine, from R&D to repeat purchase

Product Innovation

Centralised R&D team supported by clinical studies, patents, and feedback-led iteration. 15+ products currently in development.

D2C-Led Distribution

40+ local-language websites and 80+ markets served — giving us real-time sales data, customer insight, and marketing control.

Influencer-Led Awareness

Global KOL network (2,700+) seeded across every product line, tracked by affiliate data to measure ROI.

Prestige Retail Expansion

Partnering selectively with major retailers to complement our D2C foundations and elevate brand presence globally.

Supply Chain & Scalability

Built for scale — from production to fulfilment

Fulfilment coverage in UK, US, EU, Asia & Australia

Robust component sourcing strategy with redundancy built in

In-house and partner-led manufacturing across Asia and North America

Component source locations

Asia

Manufacturing locations¹

China

India

Component source locations

North America & Asia

Manufacturing locations²

USA

China

Component source locations

Asia

Manufacturing locations³

USA

Thailand

Warehouse locations

USA

Netherlands

China

Hong Kong

Australia

¹Manufactured with The Beauty Tech Group JV partner

² Manufactured by The Beauty Tech Group in US & by 3rd party manufacturer in China

³ Manufactured by 3rd party US-listed specialist medical device manufacturer; Product specifications and sign-off controlled in-house

Financial Model
& Margin Discipline

Strong gross margins and diversified revenue

Own-brand sales: £91.2m in FY24, up from £31.8m in FY22

EBITDA: £22.5m / 22%, in FY24

Contribution per order: £117, with 4.9x gross profit per £1 spent on marketing

Technology Infrastructure

E-commerce native, infrastructure-strong

100% cloud-based business with Shopify Plus front end

Enables rapid rollout of localised sites and responsive global operations

Mature backend includes integrated warehouse, CRM, BI, and AI-powered customer support

Product Development & IP

Clinically validated, IP protected

The Beauty Tech Group’s new product development is led entirely in-house, with a structured process that spans early-stage research through to launch. Each product undergoes rigorous clinical testing and consumer trials to validate performance claims, while regulatory approvals are secured in parallel to ensure readiness for global distribution. This end-to-end approach allows us to maintain control, ensure efficacy, and bring products to market with confidence and speed.

University Partnership