THE WOMEN BEHIND CULT
Celebrating the women who make Cult Beauty what it is – from leadership to frontline contributors, and the beauty wisdom they bring to every role.
Here, each woman shares a story or reflection; a lesson learnt, their proudest moment, a beauty secret or a pearl of wisdom, reflecting on the role and power of the women who have shaped the industry – then, now and in the future. Meet our inspiring team, and discover the female-founded favourites they buy on repeat.
Faith Hobson, Buying Director
"I joined the Cult team in November last year and my role is to lead product strategy for the website and work with our fantastic buyers to bring the best and brightest products and brands to our beauty-obsessed customers. I'm responsible for staying ahead of market trends, discovering new brands and curating the entire range across each category. We strive to strike the perfect balance - a refined mix of names you know (and love), and fresh-to-market brands you don't know yet but we predict big things for.
"Beauty has always been a passion and hobby of mine, and I'm so blessed that my job entirely revolves around this. 15-year-old me would think I am THE coolest person ever."
On the allure of Cult Beauty
“Cult is the home for the beauty obsessed; for those looking to discover the latest and greatest products on the market, and for those who believe that beauty truly is for everyone. I knew that working for Cult Beauty, I’d have an amazing opportunity to cater to customers that have a similar mindset, but also that I’d be able to do this while working alongside a team of hardcore beauty lovers, seeking to deliver the very best in beauty to our community.”
On words of wisdom
“There is NO need to stress about what’s next for you in life, the right things WILL find you. And please... chill out with the brow pencil.”
Faith’s favourites
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More Colours Available
Marta Coluccia, Brand Education & Events Manager
"I lead Brand Education and Events at Cult Beauty, where I'm responsible for shaping the internal education strategy and creating engaging brand moments across the office. I'm a lifelong beauty enthusiast, with a particular love for the world of skincare and the way innovation in this space can empower and inspire. I'm at my happiest designing educational experiences that feel dynamic, thoughtful and encourage genuine connection, turning product knowledge into something people can truly feel part of. And in my spare time, you'll find me at the cinema or in the West End, drawn to powerful storytelling in all its diverse forms."
On the significance of rituals
“I love taking time for myself at the end of a long week. After a shower and cleanse, I’ll do a light therapy session with my Dr. Dennis Gross LED Mask or my LYMA device while watching something comforting – like Desperate Housewives. Then I finish my skincare, apply de Mamiel’s Anchor Balm to the inside of each wrist, and climb into bed. It’s simple, but it really helps me switch off and I always sleep so well afterwards.”
On what beauty looks like
“I find kindness the most beautiful quality someone can have. It shifts the energy of a room and leaves a lasting impression.”
Marta’s must-haves
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Mary-Anne Aiyeola, Graduate Brand Marketing Executive
"I’m so excited to work in the marketing space, where I help to inform how we keep showing up as a brand and connecting with the Cult Community in a real and meaningful way.
"Being passionate about beauty goes with the territory, but I'm also a wellness obsessive (my friends can attest to how often I remind them all to take their vitamin D) and I LOVE a romantasy novel (who doesn't?)."
On meaningful moments
“The beauty of life is in those tiny moments that don’t feel big at the time, but end up meaning everything – whether it’s a girls’ trip with my best friends, helping my mum with her makeup, or sharing clothes with my sister – these are the moments that matter.”
On healthy habits
“Since the start of the year, I’ve been writing each day in my gratitude journal. It literally takes me five minutes, but it does so much for my mindset – even on days when nothing feels exciting, the practice forces me to slow right down and actually appreciate the micro joys; a good coffee, a thoughtful message, or even just a peaceful moment to myself.”
Mary-Anne's picks
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Johanna Ralph, Junior Merchandiser
"I'm Jo, the Junior Merchandiser on the Skincare Category and I've been with Cult for over two years now. I have previous experience within the fashion industry but it's safe to say, beauty is where my heart lies. I'm a true beauty obsessive that has an unhealthy addiction to Lip products, sheet masks and I am ABSOLUTELY an enabler when it comes to 'add to your basket'. My role as Cult's Junior Merchandiser is to ensure that we have enough stock to sell on site, accurately forecasting our exciting new launches and working with my buyers to ensure that the assortment we hold at Cult is 10/10 - only holding the very best, to cut through the 'noise'.
"I'm a Pisces, a cat mum to two fur babies (one has a moustache) and I'm currently in my bookworm era (four and counting). Most recently, I have been training to become a qualified fitness instructor where I get to empower and motivate a room full of (mostly) women every Thursday. I love that my life, both in and outside of work, involves being surrounded by such strong-minded, intelligent and beautiful women that motivate me everyday to be my best."
On the Cult sisterhood
“I feel so inspired every. single. day. from being on a fully female Merchandising Team – we’re all such strong, intelligent and powerful women. Since joining Cult in my early 20s, my team of ‘Merchies’, especially my manager, have been incredibly influential – they've taught me to be bold, confident, creative and, it goes without saying, phenomenally hardworking. I’m lucky to have such amazing role models.”
On professional growth
“My biggest passion project at the moment is being part of growing our Korean Skincare pillar. I get to flex mt creativity when it comes to merchandising the landing page, and monitoring what works best commercially, while still celebrating our brand values – introducing the VERY best of Korean beauty, while keeping the assortment true to Cult. Getting to be so creative in a Merchandising role is rare, and I love the opportunity to marry my creative flair with business savvy.”
Johanna’s go-tos
Verity Douglas, Content Editor
"I’m a Cult ‘OG’ – I’ve worked here since the brand's (very humble) beginnings – and am pretty much fused to the furniture. Cult has always attracted the most brilliant, warm, witty women, and I’m lucky to have worked alongside so many bright – and hilarious – people throughout my near-20 (!!) years here. Beyond beauty, I’m a Libra with a love of literature, a passion for luxury ‘stuff’ I don’t need (my Vinted algo is... surreal), and recently, my Merlin Bird app, which identifies the birds around you."
On the meaning of Cult
“I've spent much of my time here attempting to qualify ‘cult’ – and the recurring theme is that is means a different thing to different people. For me, it’s all about that instant ‘pull’ – a magnetic allure that demands your attention. Unique and a little off-kilter, it could be a time-honoured gem – a scent that graced the neck of Naomi Campbell (hello. Molecule 01) – or it might take the shape of a fresh tech development, but whatever guise it takes, it always elicits a thrill.”
On a proud moment
"Our #vulvalution really marked a shift. We collaboratively poured so much love, excitement and ingenuity into launching the first female sexual pleasure and wellness category, and the response was phenomenal. We gained recognition as a trailblazing brand - not 'just' a beauty retailer, but a champion for change within the industry - and our collective pride was palpable. Needless to say, some drinks were drunk."
Verity's edit
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Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...
