A UK beauty giant that collapsed into administration has been rescued. In a pre-pack administration deal, Beauty Bay was recently sold to French-owned AA Investments Group. Based in Manchester, the online store sells well-known brands as well as its own range, including skincare and makeup products. The business entered administration on March 6, 2026, according to a recent notice published in the London Gazette, due to financial difficulties.

Beauty Bay sells more than 200 brands to customers in the UK. As part of the sale, all 62 Beauty Bay employees will have their roles transferred to the new owners. The company dates back to 1999 and has become a well-known beauty product seller nationwide. The sale of the business was facilitated by joint administrators Rick Harrison and James Clark. Recent challenges faced by Beauty Bay include rising costs and subdued customer confidence.

Arron and David Gabbie, founders of Beauty Bay, said: “We would like to say a huge thank you to our brilliant team who have helped to make Beauty Bay everything that it is today.

“Their commitment and support over the last 27 years have been unwavering, no more so than over these past few weeks.”

Harrison added: “Since its inception in 1999, Beauty Bay has grown to become one of the UK’s leading online beauty retailers, selling well-known cosmetics and cult brands to over five million customers.

“We are pleased to have concluded this transaction, which will see the brand continue under new ownership, and wish everyone connected with the business all the best for the future.”

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Products are not currently available for purchase on Beauty Bay’s website. When customers visit the online store, they are met with a message that reads: “We’ll Be Back Soon. BEAUTY BAY is offline right now. We’ll be back shortly.”

Beauty Bay had initially examined its investment options, but it ultimately went into administration. Its new owners, AA Investments, specialise in operating companies in the luxury, e-commerce and beauty sectors.

Beauty Bay is a go-to for a number of beauty brands, such as Anastasia Beverly Hills, Beauty of Joseon, MAC and Clinique. Its own-brand offering, called By Beauty Bay, also proved popular over the years.