Stylevana, established in 2012 (age 13 years as of 2025), is profiled here as a UK-operating pure-play beauty marketplace with reported UK revenue of 28.0 million in fiscal 2024 and a three-year compound annual growth rate of 22.0%. The assortment comprises approximately 4,500 SKUs, segmented by provenance into 2,700 Korean SKUs (60.0%), 1,125 Japanese SKUs (25.0%), and 675 SKUs from other markets (15.0%). The firm combines third-party brand distribution (85.0% of SKU count) with a nascent private-label line representing 15.0% of SKUs and 9.0% of gross merchandise value. Price architecture is concentrated in a mid-price band: 20.0% of SKUs are budget priced under 10, 55.0% occupy a mid tier between 10 and 30, and 25.0% are premium above 30; average order value is 34.00 and conversion rate is 1.8%, producing an implied revenue per session that aligns with the AOV and 68.0% mobile session share. Operational performance metrics include a gross margin of 42.0% and a contribution margin of 18.0% after marketing and fulfilment, return rate of 6.0%, defect rate of 0.4%, median delivery time of 3.8 days and on-time delivery rate of 92.0%. Customer economics show a repeat purchase rate of 28.0%, lifetime value of 72 and customer acquisition cost of 14. Channel mix is predominantly direct-to-consumer e-commerce (72.0% of revenue), with marketplaces accounting for 18.0% and B2B/wholesale at 10.0%. Traffic sources are distributed across organic search (42.0%), paid acquisition (33.0%), social (15.0%) and affiliates (10.0%). Review volume totals 95,000 entries with a mean rating of 4.3 out of 5.0.
The capability stack evidences a hybrid make-or-buy orientation: procurement relationships with 35 brand partners and consolidated sourcing from South Korea and Japan enable depth in target categories while private-label development remains limited to 15.0% of SKUs. Fulfilment footprint comprises two UK distribution centres and one continental EU node in the Netherlands to mitigate post-Brexit friction; 12 active logistics partners support same-region flows. Inventory turns average 5.5 per annum and returns disposition yields 72.0% restockable rate. Compliance and governance adhere to UK regulatory baselines, including annual Modern Slavery Act statements and GDPR data governance; environmental reporting records combined Scope 1 and 2 emissions of 3,200 tCO2e per year with a formal reduction target of 30.0% by 2030. Platform trust indicators show a 92.0% dispute-free transaction share and a defect escalation rate below 0.2% of orders. Marketing ROI is reflected in a payback period of 5.0 months and a 3-year customer cohort retention of 34.0%.
Strategic inference suggests that Stylevana holds categorical advantage through assortment specialization and supply-chain proximity to East Asian brand ecosystems, which supports a differentiated SKU mix (60.0% Korea share) and above-average gross margin (42.0%). Scalability constraints are observable in marketplace reputation dynamics, where conversion improvement beyond 1.8% will necessitate either significant investment in trust-building-reviews, certifications, faster fulfilment-or expansion of private-label margins. International expansion into the EU (22.0% of non-UK revenue potential) is contingent on harmonised fulfilment economics and further compliance investment. Governance and ESG trajectories provide reputational insulation but require continued capital allocation to sustain on-time rates and defect suppression as SKU breadth expands.
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