Beauty Bay
Budget“42 pans for the price of one palette.”
Beauty Bay began in 1999 as Fragrance Bay, an online fragrance shop run by Manchester brothers Arron and David Gabbie, rebranded to Beauty Bay in 2007 and became one of the UK's most online-native beauty retailers. In 2018 it did something more disruptive than retailing: it launched its own makeup line, By Beauty Bay, leading with 42-pan eyeshadow palettes priced around £18 to £20 at a moment when a 12-pan prestige palette cost more than twice that.
The Colour Theory palettes — Origin, Nocturnal, Bright Nights and the rest — became a reference point for what an affordable palette could contain, and the formulas are vegan and cruelty-free across the range. The brand sells almost exclusively through beautybay.com rather than third-party retail. The retailer entered administration in March 2026 and was acquired in a pre-pack deal by AA Investments Group.
Known For
Flagship Products
- Origin 42 Colour Eyeshadow Palette
- Colour Theory 42 Colour Palette
- Nocturnal Palette
- Bright Nights Palette
Brand Philosophy
Palette value shouldn't be an upsell — give people every shade they need in one place and price it like the internet, not a department store.