Magnitone London

Magnitone London is a British beauty-technology brand founded in London in 2013 [1][2]. It makes at-home electrical beauty devices — sonic cleansing brushes, microcurrent and radiofrequency tools, LED light-therapy devices and the conductive gels that go with them — and positions them as clinically backed but affordable. The brand remains active, running a direct-to-consumer site alongside UK retail distribution.

The company was an early entrant in the wave of at-home facial-cleansing brushes and skin-toning devices that grew through the 2010s, and trade press covered it as part of that emerging category.

Magnitone London was started in 2013 by David Randall, who is described in trade coverage as its founder and managing director [1]. A 2015 feature in the trade title Cosmetics Business names David Randall and Asher Nathan together as founders of the brand. Randall framed the company's interest in a then-unusual idea — applying device-based "toning" to facial skin rather than muscle. "Muscle toning is a common thing, but no-one really thinks about toning skin, especially facial skin," he told the publication [2].

The brand describes itself as "born in London," a city it characterises as one "where tradition, innovation and rebellion co-exist."

Magnitone's earliest products were sonic facial-cleansing brushes, including models marketed as Eclipse, Pulsar and BareFaced. In 2016 it launched the Magnitone Cube, billed as its first facial skin-toning device, with a cube-shaped body intended to sit in the palm rather than use a conventional handle [2]. The Cube introduced what the company calls vibra-sonic technology — sonic oscillations combined with pulsed vibrations — which it said worked to clean pores, tone skin and stimulate micro-circulation [1].

The range has since broadened well beyond cleansing brushes into body devices, hair-removal tools, and skincare technologies such as microcurrent, radiofrequency and LED light therapy. More recent product names appearing in the brand's own materials include the Pebble Pro, the BabyBare Micro-Sonic cleansing brush and the SteamAhead2.

The trading entity behind Magnitone London is not clearly documented, and sources disagree. The brand's own recycling page identifies the operator as "MAGNITONE (HSNF Limited)" in the context of its WEEE Ireland compliance registration [4]. The business database Tracxn instead lists the company under BB Brands Ltd (company number 11207044) [8]. Because neither is clearly established as the trading parent, the controlling company is treated here as undetermined.

Magnitone presents its devices as evidence-led but accessible. The company states it is its mission "to energise and condition skin naturally, create award-winning, affordable devices and make #NoFilterSkincare accessible to all" [1]. Its stated pillars include clinical proof — "if it doesn't work, it won't have our name on it" — alongside simplicity and affordability. The brand's tagline is "Bring it on" [3].

That positioning extends to an inclusive, anti-retouching message. The company says it believes "all skin is beautiful," citing "lines, blemishes, freckles, pimples" as what "make us human," and frames its products as offering "solutions, not shame." In support of this, Magnitone became a partner of GenM and carries the M-Tick — described as a menopause-friendly symbol — on certain devices; products bearing it are meant to help ease at least one of a defined set of menopause symptoms [5].

The brand's signature line is its Vibra-Sonic cleansing brushes, of which BareFaced is a core model, sitting alongside the Cube within its device range. Vibra-Sonic, combining sonic oscillation with pulsed vibration, is the proprietary technology Magnitone most consistently associates with these products. Beyond cleansing, the catalogue spans microcurrent, radiofrequency and LED light-therapy devices, plus conductive gels used with the tools. Magnitone states its products are "backed by rigorous scientific research and proven to be effective," though specific named awards are not detailed in available sources.

As a maker of electrical goods, Magnitone publishes recycling guidance under waste-electronics rules. It directs UK customers to recycle devices through recycling centres, bring banks or electrical retailers rather than household waste, and in Ireland it participates in the WEEE Ireland compliance scheme under PRL number 4647WB [4]. It also advises that its microfibre cloths can be recycled with textiles and that its conductive-gel tubes be rinsed and recycled with household plastics. No broader environmental certifications or carbon commitments are stated.

Magnitone London received trade-press attention around the mid-2010s. WWD covered the planned 2016 launch of the Cube and the brand's vibra-sonic cleansing-brush line, also noting UK stockists that included Harvey Nichols and House of Fraser [1]. Cosmetics Business featured the brand within its reporting on the emerging skin-toning-device trend.

Magnitone London is active. It operates a direct-to-consumer e-commerce site with an ongoing editorial blog, maintains its GenM partnership, and continues to introduce new devices, indicating current trading more than a decade after its 2013 founding.