Feelunique, Europe’s leading online beauty retailer, has announced record sales of £80 million in the financial year to 31 March 2017, with 27% year-on-year growth.

This trend has continued to accelerate into the current financial year, where year-on-year growth is tracking 50% and annualised sales are now exceeding £100 million.

Feelunique was established in 2005 as Europe’s first pure-play online beauty retailer and today offers the biggest choice in beauty, growing its available products by 17% in the year to 28,000 across make-up, skin care, hair care, fragrance and electricals, from over 500 brands.

Feelunique now has dedicated websites in the UK, France, the EU, Germany, Norway, China and the US, shipping over 6 million units to more than 100 countries in the last financial year, with the average order value improving by 20% to £52.

Feelunique sold a record-breaking 1.4 million products in November and December 2016 – 32% more than the corresponding months in the previous year. 65% of Feelunique’s customers in the last financial year were in the highly sought after under-35 demographic, providing both established and emerging brands access to the millennial customer.

Feelunique is constantly innovating to improve the way consumers experience buying beauty products online and has added significantly to its customer proposition over the past year, launching initiatives including the Pick ‘n’ Mix, a multi-brand sampling service; MyFeelunique Platinum a membership rewards service; and the Feelunique Makeup Live App which, through the use of virtual reality, allows users to try on products before purchase. This month sees the launch of Unique Boutique, a premium section of the Feelunique website that elevates Feelunique’s offering and brings together the very best in Feelunique exclusives, luxury and niche brands.

Joel Palix, CEO of Feelunique, says: “Through Feelunique’s unrivalled product offering, coupled with our innovative use of technology, we are changing the way consumers experience buying beauty online and I am delighted that this is being reflected in our annualised sales, which now exceed £100 million. Looking ahead, we will seek to further consolidate our leading position in Europe’s key beauty markets as well as to grow our market share in Asia where we are working to enhance our operations to take advantage of the significant market opportunity.”