Beautifly

Beautifly is a Polish beauty brand that makes at-home devices for skin, body and hair care, founded by Marcela Chmielowska-Kusz, a contestant in Miss Universe Poland 2014. According to two independent Polish trade sources, the brand appeared on the Polish market in 2017 [4][5], and it has since grown into a multi-country e-commerce operation with storefronts in Poland, Germany, France, Italy and the United Kingdom.

The company positions itself around what it calls "smart beauty": electronic devices whose functions, it says, are comparable to professional salon equipment but designed for use at home. The range spans radiofrequency facial massagers, needle-free mesotherapy units, IPL hair-removal devices and sonic cleansing brushes, alongside a smaller line of cosmetics and dietary supplements.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Beautifly was created by Marcela Chmielowska-Kusz, described on the brand's site as its founder and president and a former Miss Universe Poland 2014 contestant who has worked in the beauty industry for years [1]. The brand's account of its origin centres on her own situation: as a working mother of two, she found that regular salon visits were a luxury of time many women cannot afford, and built Beautifly so they could carry out higher-quality self-care at home. The company frames its mission as redefining skincare to be "modern, technology-driven, and accessible to everyone" [3].

There is some disagreement about when the brand began. Polish editorial coverage states that Beautifly "appeared on the Polish market in 2017" and has operated there "since 2017" [4][5], a date corroborated by its winning a Diament Beauty award in 2018. A separate United Kingdom retail entity, BEAUTIFLY LIMITED, was incorporated only in June 2020 and dissolved in November 2021 [6]; this was a retail vehicle rather than the founding of the brand itself, which is operated from Poland by BEAUTIFLY SP. Z O.O.

Beautifly's catalogue is built around home-use beauty electronics rather than conventional cosmetics. Featured devices include the B-Lumix PRO, a radiofrequency facial massager the company describes as a step toward "firm, radiant, and rejuvenated skin"; the B-Glossy PRO needle-free mesotherapy device; the B-Plasma Blush, marketed as an anti-acne plasma tool; the B-Scrub PRO cavitation peeling device; and the IPL B-Lumi Blush laser epilator. The make-up and accessory side of the assortment is positioned as a complement to the devices.

The brand attributes a range of therapeutic technologies to its products, including microcurrents and electrostimulation, radiofrequency, LED light therapy, microneedling mesotherapy, cavitation peeling and intense pulsed light (IPL) [3]. Some products are described with specific functional claims; the company states, for example, that its IPL epilator uses an "intelligent skin scanner" that recognises skin tone and adjusts light intensity automatically. Beautifly says it competes on price relative to product quality and that its devices carry CE and RoHS marks.

The brand's stated strategy rests on customer trust and product quality. "We make sure that every item sold under Beautifly is the highest quality, produced with the highest care to every detail," the company says of its approach [1]. Its tagline, "beauty equipment for every woman," reflects a positioning aimed at women who lack the time for salon appointments but want professional-grade treatment at home. Beautifly also associates itself with "pro-aging" skincare — supporting the natural ageing process rather than promising to reverse it — and with the broader trend toward at-home beauty technology.

Beautifly has been recognised in several Polish beauty awards. It received a Diament Beauty award in 2018, with the trade outlet TrustedCosmetics.pl citing the quality of its beauty gadgets and their attractive pricing [4]. In 2022 the brand reported winning Kobieca Marka Roku (Women's Brand of the Year) and a further Diamenty Beauty award [3]. According to its Polish site, Beautifly has also been granted Amazon's Premium Beauty badge.

Beautifly remains an active brand. It operates live storefronts across several European markets, and its United Kingdom site has accumulated thousands of customer reviews, with awards recorded through 2022. The dissolution of the separate UK company BEAUTIFLY LIMITED in 2021 [6] did not end the brand's activity; sales into the United Kingdom continue through beautifly.co.uk, while the brand is operated from Poland.