When Feelunique’s boss Sarah Miles took the helm at the beauty etailer in late 2019, the self-confessed skincare obsessive says it was a combination of her personal interest and a sense that beauty was an industry on the cusp of major transformation that wooed her from Amazon.

“It was the perfect Venn diagram of an industry that was changing – and more radically than many – and a personal passion,” she says.

“There aren’t many 15-year-old ecommerce businesses with hundreds of brands, a bespoke tech stack and 5 million customers. It was a triumvirate of fantastic business, fantastic opportunity and a space that I love.”