Faced with the challenge of scaling operations without compromising its premium customer experience, Cult Beauty needed a solution that delivered speed, efficiency and cost reduction—fast.

The challenges

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

Their existing manual warehouse setup created fulfillment delays, limited next-day delivery options, and incurred high fixed costs. A fulfillment refresh was needed to meet growing consumer expectations for fast delivery and frictionless service.

The solutions

THG Fulfil completed a full migration of 5 million units to the ICON automated warehouse in just four weeks, unlocking major efficiency gains:

• 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 delivers a seamless post-purchase experience that matches the premium standard of its brand—on time, every time.