Faced with the challenge of scaling operations while preserving its premium customer experience, Cult Beauty needed a fast, efficient and cost-effective solution. 

The Challenges

Operating in a fast-paced beauty industry meant Cult Beauty had to offer fast, flexible delivery while keeping fulfillment costs under control.

However, their manual warehouse setup posed several issues:  

• Delays in order fulfillment
• Limited next-day delivery
• High fixed costs

To meet rising customer expectations for speed and convenience, a fulfilment overhaul was essential. 

The Solutions

THG Fulfil completed a full migration of 5 million units to its automated warehouse, ICON,in  just four weeks. The impact was immediate:  

• Fulfillment cost per unit reduced by over 40%, saving over $11 million annually. 
• Removal of fixed infrastructure and third-party software licenses. 
• Leverage of THG Fulfil’s courier network to streamline last-mile logistics. 
• Automation accelerated fulfillment speeds, enabling a +5.5-hour extension to next-day delivery cut-off times. 

The Results

• 65% reduction in average delivery time, enhancing the customer experience and increasing repeat purchase likelihood.
• $11 million in annual cost savings driven by automation, consolidation, and courier partnerships.
• Extended delivery windows enabled more customers to qualify for next-day delivery—without increasing cost to serve.

Cult Beauty now offers a post-purchase experience that aligns with its premium brand— fast, reliable, and seamless every time.