Here’s a summary of Missguided:

Missguided was founded in 2009 by Nitin Passi in Manchester, UK, starting as an online-only fast fashion retailer targeting fashion-forward young women. The brand rapidly grew from a small start-up to a major player in the e-commerce fashion industry, known for its trend-led clothing and collaborations with celebrities and influencers.

Their Beauty division, launched in 2016, quickly became a significant part of their offering. The brand’s signature fragrance, Babe Power, became the UK’s bestselling fragrance in 2017, outselling premium brands in its first months of release. This fruity-floral scent, packaged in a distinctive rose gold drink-can design, features notes of grapefruit, apple, vanilla and amber, perfectly capturing their young, vibrant target market.

Other successful fragrance launches included Babe Dreams, a sweeter interpretation with candyfloss and vanilla notes, and Babe Oud, which added a more sophisticated oriental twist to their fragrance collection. Their Body Mists range, particularly the Unicorn Dreams and Candy Babe variants, proved especially popular with younger consumers.

In cosmetics, Missguided achieved success with their Get the Look makeup collections, featuring highly pigmented eyeshadow palettes and bold lipsticks. Their Glow range of highlighters and bronzers became bestsellers, particularly the Mega Babe Highlight powder.

The brand was noted for its inclusive approach to beauty, offering products suitable for diverse skin tones and partnering with models of various sizes and ethnicities in their campaigns. Their Body Confidence collection of skincare products, including shimmer oils and body butters, aligned with their body-positive messaging.

However, in 2022, following financial difficulties, Missguided went into administration and was subsequently acquired by Frasers Group. The beauty division has since been restructured, though many of their popular products remain available through various retail channels.

Throughout its independent years, Missguided Beauty was characterised by affordable pricing, Instagram-worthy packaging, and products that closely followed or set social media trends. Their approach to beauty and fragrance reflected their fashion ethos: accessible, trend-driven, and aimed at a digitally-native customer base.