Beauty Pie
Beauty Pie is a member-only subscription service that redefines luxury beauty through transparent pricing and direct-to-consumer delivery. Founded by serial entrepreneur Marcia Kilgore, the brand focuses on high-quality skincare, makeup, and fragrance without traditional retail markups.
The Story
Marcia Kilgore founded Beauty Pie in 2016 as a direct-to-consumer beauty buyers club built around one idea: luxury skincare and cosmetics should be available without traditional retail markups. Having already launched Bliss, Soap & Glory, and FitFlop, Kilgore designed Beauty Pie to bypass distributor and retailer margins by offering transparent warehouse pricing to members.
The brand started with skincare and quickly expanded into makeup, fragrance, body care, and tools. Its catalog now includes bestsellers such as peptide treatments, hyaluronic acid serums, SPF primers, and color products, all sold through an online-only membership model rather than department stores or retail counters.
Growth came primarily through word of mouth and social media, with Kilgore emphasizing product quality and ingredient-conscious formulas over traditional advertising spend. That lean structure keeps overhead low and lets the company reinvest in product development instead of shelf fees or ad campaigns.
Today, Beauty Pie remains closely tied to Kilgore’s long-standing challenge to beauty industry norms, and it continues to position itself as a membership-first alternative to conventional luxury beauty pricing.
Key Facts & Metrics
Products
Super Healthy Skin Ultimate Anti-Aging Cream
A multi-tasking moisturizer that combines anti-aging peptides and barrier-supporting hydration for daily skin support.
Peptide Lip Butter Brulee
A rich peptide-infused lip treatment designed to smooth and hydrate for a fuller, healthier-looking pout.
Youthbomb Eye Repair Night Serum
A targeted overnight eye serum that helps reduce the look of fine lines and dehydration around the delicate eye area.
Company Timeline
2016 — Founded Beauty Pie
Marcia Kilgore founded Beauty Pie as a direct-to-consumer beauty buyers club, offering luxury skincare and cosmetics at transparent factory-cost prices through a membership-only subscription model.
2021 — Series B Funding — $100M
Beauty Pie raised $100M in Series B funding, a major milestone that validated its subscription-based beauty model and fueled further growth in product development and international expansion.
2023 — FY2022 Revenue Growth
Beauty Pie reported a 27% sales increase to ÂŁ67.5m in the fiscal year ending March 2023, demonstrating strong consumer demand for its transparent-pricing, membership-first approach to luxury beauty.
Episodes Featuring Beauty Pie
Advice Line with Marcia Kilgore of Beauty Pie (June 2025)
In this Advice Line episode, serial entrepreneur Marcia Kilgore, founder of Beauty Pie, guides three early-stage founders through pressing business challenges. Victor Garcia of Sol Dias Ice Cream weighs expanding retail versus wholesale. Lydia Welsh of Clerstory struggles with fear of rejection in marketing her skincare line. Jack Boland of Wompy Bikes aims to optimize his custom bike bag sales funnel. Marcia offers a masterclass in practical founder coaching with advice on testing with ads, simplifying choices, and creating flagship experiences.
Advice Line with Marcia Kilgore of Beauty Pie
Marcia Kilgore joins the Advice Line to guide three early-stage founders through growth challenges. Victor in Fort Worth weighs brick-and-mortar expansion against retail distribution for his Mexican sweets brand. Lydia in Seattle seeks to scale her small-batch botanical skincare line while overcoming fear of failure. Jack in San Francisco wants to maintain customer excitement throughout his custom bike bag brand's purchasing process. Kilgore draws on her experience building Beauty Pie, Bliss, and Soap & Glory to offer candid advice on scaling, risk, and staying true to your brand.
