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Published June 24, 2020
Published June 24, 2020
Photo: via THG

THG Ingenuity, the technology services division of The Hut Group (THG), has signed more than £100 million in partnership agreements with global beauty brands like Elemis, PZ Cussons Beauty, Burt’s Bees, Nuxe, By Terry, and Revolution Beauty, as part of the wider beauty portfolio of clients, collectively worth more than £100 million. This comes on the heels of signing an agreement with Nestlé Health Science in April.

The brands will use its technology infrastructure to develop their D2C businesses delivering digital transformation across all touchpoints of the consumer journey effectively.

  • Elemis – THG will launch Elemis through localized DTC offerings across 15 territories in Europe and Asia over the next 12 months. Elemis will leverage THG’s localization expertise and global distribution centers in the UK, Poland, Australia, and Singapore for greater fulfillment efficiencies and offer shorter delivery times and more relevant shopping experiences to their customers.
  • PZ Cussons Beauty – The partnership will see THG Ingenuity facilitate its shift to DTC e-commerce at pace, with the launch of three of their consumer brands, St Tropez, Sanctuary Spa, and Fudge Professional, in under six weeks.
  • Burt’s Bees – THG will initiate the European site rollout for Burt’s Bees, the natural skincare brand, which commenced with the UK site launch in May 2020. THG’s offering includes its trading and performance marketing analytics to optimize performance, which has led to a fast start with website performance trading at +146% revenue vs the initial target of 60% organic growth.
  • Nuxe  – The brand is about to launch its global DTC online business with THG Ingenuity in the USA, complemented by a JBP for THG Ingenuity’s own reseller sites  Skinstore  and  Lookfantastic. The next phase of the partnership will see further sites rolled out across America and Asia Pacific.
  • Revolution Beauty – Initially delivering a DTC online business for the US and Australia in 2020, THG will complement the British beauty brand’s existing e-commerce offering and enable it to enter new markets. The partnership reflects the growing number of established brands that are benefitting from THG’s international infrastructure and local knowledge of global territories to expand their presence.
  • By Terry – THG Ingenuity is partnering with the French firm on a new brand launch across all end-to-end services. This will include brand development and strategy, content and packaging, DTC, and managed services in trade and performance marketing.

Each brand will access THG Ingenuity’s full range of e-commerce solutions, from its end-to-end, proprietary DTC technology platform to its international fulfillment and payments infrastructure complemented by further global solutions across hosting, translations, brand development, and creative content. The brands will have access to, and full ownership of, an exhaustive pool of data that underpins all of THG Ingenuity’s operations, led by its data analytics division.

Matthew Moulding, founder and Chief Executive Officer of THG, said: “The consumer shift to online continues at pace and a resilient, world-class, DTC operation has become a necessity for brands to generate sustainable long-term growth. Through THG Ingenuity’s proprietary technology, brands can leverage our end-to-end capabilities to launch, market, and fulfill their product offering at pace and accelerate their international expansion.”

He added, “The latest partnership agreements with some of the leading international beauty brands are a testament to the strength of THG Ingenuity’s proven technology services.”


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