BeautyPro

BeautyPro is a British skincare and beauty-tech company based in the south of England, best known for sheet masks, serums and at-home treatment devices. According to the brand, it began in Brighton in 2010 with a portable hot towel steamer aimed at mobile therapists and salons, then moved into face masks to bring salon-style treatments to a wider audience [1]. The company's stated aim is to combine results-driven skincare with a lighter environmental footprint, a position it sums up with the line "make the green choice, without having to compromise".

The founding date is recorded inconsistently across sources. BeautyPro's own About page and most retailer descriptions place the start in 2010 [1], while an interview with one of the co-founders gives 2008 [7]; the gap may reflect the launch of the hot towel steamer as against the later formation of the company. This article follows the 2010 date used by the brand site.

After the success of its hot towel steamer, BeautyPro turned to sheet masks, introducing its first two — a Brightening Mask with Vitamin C and a Rejuvenating Mask with Green Tea — to the UK market around 2011 [1]. The range widened over the following years, including a men's line, BARBER PRO, launched in 2014. Through the 2010s the company supplied products to television and film productions and expanded into the US market.

In 2020 BeautyPro introduced a plant-based range and, according to the company, supplied £250,000 worth of products to frontline workers during the pandemic [1]. A rebrand with new logo and packaging followed in 2022. In 2023 the company launched what it describes as the first fully biodegradable sheet masks and packaging. The following year it entered a partnership with Boots and expanded into travel retail through outlets such as Emirates, Virgin Atlantic and KrisShop.

BeautyPro appears to be independently held; no parent company is recorded in the available sources. In 2024 the company itself acted as an acquirer, announcing the purchase of Wildtree Skincare [10]. It also operates related labels, including BARBER PRO and Wonderbalm.

The company positions itself as a "spa-at-home" innovator, making salon-quality treatments — sheet masks, serums and LED devices — accessible to general consumers. Its mission, as stated on its site, is to "help our community to achieve their skincare goals in a way that has the maximum impact on the skin and a minimal impact on the planet" [1]. BeautyPro frames its product approach as a drive to "innovate not replicate", filling gaps in the market rather than copying competitors.

BeautyPro's catalogue centres on sheet masks for the face, eyes, neck, hands and feet, alongside serums, oils and a growing line of powered devices such as LED light-therapy masks and sonic tools. The brand says its masks are proudly manufactured in South Korea, which it describes as a leading innovator in the K-beauty sheet-mask category [6]. Formulations draw on ingredients the company highlights including marine collagen, hyaluronic acid, retinol, bakuchiol, vitamin C, niacinamide and squalane.

The company's most prominent sustainability claim concerns packaging. In 2023 it introduced sheet masks and pouches it describes as 100% biodegradable and a world first, made from paper printed with vegetable ink and a thin food-grade plastic lining; the brand states the material breaks down in roughly five years rather than the centuries it attributes to conventional plastic [2].

BeautyPro has been recognised mainly through UK trade and consumer beauty awards. Its RETINOL Anti-Ageing products won gold at the Pure Beauty Awards in 2022 and at the Attracta Beauty Awards in 2023 [3]. More recent honours have gone to its beauty-tech devices, including a 2024 Face the Future Award for its LED mask as best at-home treatment and a 2025 silver at the Health & Wellbeing Awards for the Warming Eye Mask. The company was also named Most Innovative Skincare Brand in the UK at the 2022 LUXlife Global Excellence Awards and Best Small British Beauty Brand at the 2020 Southern Enterprise Awards.

BeautyPro states that its entire range is certified by the Vegan Society and PETA, making it vegan and cruelty-free [2]. Its broader environmental commitments, described on its site, include a zero-air-freight policy, a fully electric car fleet and warehouse electricity drawn from renewable sources, alongside FSC-approved materials for its boxes. The company summarises this stance as aiming for maximum impact on the skin and minimal impact on the planet.

BeautyPro is an active company. Its most recent visible activity includes awards recognition into 2025 and continued expansion across UK retail and international travel retail, supported by its 2024 Boots partnership and the acquisition of Wildtree Skincare.