Behind the Brand : Cohorted

Cohorted is the ultimate destination for beauty powered by you, the customer! It’s the perfect place to discover something new when you visit their website; finding products that you didn’t know you needed in the first place and actually be able to afford them.

Founded in early 2014, they have grown from their early beginnings as a weekly four deal beauty destination to a much loved beauty retailer, offering shoppers 1000’s of high end beauty products and deals every day of the week. Not even a year old, Cohorted now delivers the very best in beauty to hundreds of people every day of the week and is now known to be one of the most exciting online beauty retailers in the UK.

Here they talk to House of Coco and tell us more..

When did you launch
the brand and what was the reason behind it?

31st March 2014. We wanted to create something that people love and wanted. We had the passion to do it so we did.

How many people are involved in the company and what are their roles?
There are six people in the Cohorted team. We have Jordan and Anthony who are the Co-Founders of Cohorted! …… Jordan’s main roles are buying and sourcing stock, creating relationships with brands and suppliers. Anthony’s strengths are in design and graphics. He is responsible for developing the website and new content. Ruby and Sarah who work on  Social Media and PR, working on content for social media and working with other brands, creating new relationships. Sarah and Kim are the girls behind the graphics you will see on the website, emails and other media.

If you could start over with the business, would you do anything differently?
Don’t rush and do the right research correctly. Two very important things when starting a business.

What is the hardest challenge you have faced since you started the company?
Building new partnerships with brands, trust takes time. Oh and coping with the website going down when we had an overload of traffic when we launched the new beauty box’s.

2015 is here, where do you plan on taking the brand?
To be the most desired beauty box in the UK and be loved for everything that is innovative and unique about Cohorted.

To date, what has been the highlight since launching?
Getting real feedback from customers that could learn from and use to develop. Seeing people take to our ideas and when the website got 250,000 hits.

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Which city do you feel most at home in, London, Paris or New York?
We love the metropolitan buzz you feel in London.

Style means….?
Style is the way you want other people to perceive you through the way you look and act

Best thing about London to you?
The diverse range of culture!

Statement shoe or statement bag?
Always a shoe! Shoes are a girl’s best friend

If you had to, what piece of clothing from your wardrobe would you wear every day?
Something personal yet stylish.

Best place for a coffee?
Somewhere cosy and snug, free wi-fi is a bonus. We love Costa coffee and its free wi-fi!

Most memorable piece of advice given to you?
Think before you act.

Guilty pleasure?
Strawberry daiquiris and heat magazine.


If you could spent 24 hours in anywhere in the world, where would it be?
I’ve always wanted to go to the greatest gig on earth on board the ‘A38 Ship’ in Budapest. I was reading about these legendary 6am lock-in parties in Tokyo’s `Liquid Room’. That would be incredible.
I could really lose 24 hours in New Orleans; hell, I could lose 24 days there without scratching the surface. It’d be like chipping away at an iceberg with a butter knife, there’d never be enough time. Just think about the loud music and the funky Cajun food scattered with a heady mix of blues bars. I’d try and find the quiet places, the serene streets where only the echoes of the clip-clop from horse-drawn carriages and the patter of water dripping from flowerpots atop wrought-iron balconies can be heard. I can fall asleep to the sound of water.
That’s more than one place. I read a lot about traveling. New Orleans. I would spend 24 hours in New Orleans.

In future, how do you plan on expanding the company?
Expand the beauty box. We are aiming to create the most desired beauty box experience in the UK.

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