allbeauty is an online health and beauty retailer that began as Cheapsmells.com in 2004 before developing into the allbeauty brand. Its current website sells fragrance, skincare, haircare, makeup, bath and body, sun and tan, wellbeing and men’s grooming ranges from a wide product catalogue. Official navigation shows categories for women’s fragrance, men’s fragrance, skincare products, hair treatments, makeup, body wash, deodorant, sun protection, self-tanning, dental care, supplements and beauty tools.
Official privacy and terms pages identify IEB Trading Limited trading as allbeauty, registered in Guernsey under number 44872. In 2021, allbeauty and Fragrance Direct were combined within Maximo Group, while both brands continued trading separately under their own names.
