The little known beauty store has beaten last year’s winners to the top spot

A little-known budget beauty store has been voted ‘best online shop’ in a poll of 10,000 shoppers for consumer group Which?

Reviewers gave a score of 87 out of 100 for its ease of use, range, delivery and prices, beating last year’s winners and to the top spot.

Which? said: “ comes top of our leader board this year. Its customers raved about the online make-up shop’s deals on cosmetics, its selection of products and quick delivery.”


The small British firm sells products from some of the biggest names in global beauty at a cut price, with some reductions boasting a saving of up to 65% - Guess EDT by Marciano for Men retails at £41 but at you can nab it for just £14.20.

Other impressive savings include Penhaligon’s Ellensia EDP at £44.95, a saving of £63 on its £108 store price.

There’s also 55 per cent off Britney Spears Fantasy Eau de Parfum Spray at £17.95. and a 42 per cent saving on L’oreal Professional’s Pro Fiber Restore Shampoo reduced from £12.19 to just £7.50.


The site was closely followed by last year's joint winners which scored 86, and cosmetics brand which achieved 85.

Other stores at the top of the leader board included with a score of 85, on 84, on 83 and Amazon on 81.


For the second year running, Britain's biggest mobile phone network, EE, came bottom of the table with just 56 as consumers criticised the brand's difficult-to-navigate website and poor delivery service.

Others that proved a disappointment included the websites of Missguided, Wickes, Sports Direct and Homebase - all falling in the bottom 11 online shops.