Azio Beauty & Huboo Fulfilment

Discover how Azio Beauty conquered three challenges simultaneously: harnessing social commerce, leveraging influencer partnerships, and embracing fulfillment freedom.

Azio Beauty is passionate about helping women feel confident in their skin and reveal their natural beauty. Since 2021, the UK based K-Beauty brand has been on a mission to disrupt the overpriced beauty market and make premium anti-ageing skincare products more accessible to women everywhere.

To do this, Azio has reimagined the production process, partnering directly with R&D labs and developing its skincare products from the ground up to bring down the cost without compromising on quality.

Searching for a cosmetics fulfilment partner

Of course, achieving success in the UK premium beauty market also requires exceptional customer experience. So as Azio prepared to launch in the UK in summer 2021, their team began searching for a third-party fulfilment partner capable of delivering to the very highest customer expectations.

According to Luna Cassan, Co-Founder of Azio’s parent company ORBYT GROUP, “We needed a partner willing to work with a small, growing, and dynamic brand.  We were also looking for a provider with the tech skills and infrastructure to minimise our integration times and scale with our business as we grew. Huboo met all of these criteria and, from day one, has enabled us to give our customers the fast, reliable and hassle-free experience they expect from a premium brand.”

Going for growth during testing times

As the cost-of-living crisis continues to affect households across the UK, beauty customers have become more discerning about the brands they purchase – a challenging market backdrop but a great opportunity for an ambitious new brand with a distinct proposition.

With an affordable, high-quality product range and a best-of-breed fulfilment provider on board, Azio Beauty proved an immediate hit, achieving UK sales growth of 120% in 2022, as customers who traditionally used expensive high-end brands tried Azio for the first time and loved the experience.

While the brand speaks mainly to women aged 45-50+, in the UK, Azio found that its bestselling product, The Intense Firming Face Serum, proved highly appealing to younger women too.

“As women start to see the benefits of our products, other household members inevitably take notice and sneakily try them out for themselves – until they get caught and have to buy their own!” explains Luna.

Discover how we can help you grow