For brands: the insider channel your products have been missing.
Every beauty brand has a version of this story. A makeup artist is on set at 8pm and the shade she needs has run out. A braider has a client in the chair and is one pack short. Someone who cannot be named, in a hotel room that cannot be named, needs a specific serum before a car arrives at 6am.
In those moments, nobody browses. They call the one number they trust to deliver.
In Manchester, that number is LAEL. And the products we send are the ones that get remembered.
Trusted by the people who set the standard
We launched in Manchester in June 2025 as a 24/7 on-demand beauty service. The first people to find us were not casual shoppers. They were makeup artists working late shoots, braiders and stylists with back-to-back clients, salons that could not afford to turn anyone away, and yes, names you would recognise. We will never say who. Discretion is the service.
That is the point for brands. When a professional or a public figure reaches for your product in a pressured moment and it arrives, it earns a kind of loyalty advertising cannot buy. They remember what worked when it mattered, and they recommend it.
We were also the official glam partner for Miss GB Manchester, delivering last-minute beauty essentials to contestants when every minute counted. Today, professionals and salons are our fastest growing customer group.
Now we are taking that insider service to everyday customers. The brands on our shelves come with us.
The numbers behind the reputation
We have grown entirely on trust and word of mouth, with zero paid marketing. Here is what that looks like.
|
What we measure |
Where we are |
What it means for your brand |
|---|---|---|
|
Orders fulfilled |
600+ |
Real demand, earned organically |
|
Paid marketing spend |
£0 |
Customers find us through recommendation, the same way insiders do |
|
Repeat customer rate |
30% |
Your product gets reordered, not just tried once |
|
Orders placed outside retail hours |
Around 60% |
You sell in the hours when every shop is shut |
|
Peak ordering window |
7pm to 2am |
Your brand is there for the urgent, high-intent moment |
|
Delivery time in Manchester |
As little as 2 hours, every day of the year |
Your product arrives when it is needed most |
|
Waitlist |
13 UK cities |
Demand is already building beyond Manchester |
The 7pm to 2am window matters more than any other number here. These are not idle browsers. They are people with a deadline: a shoot, a client, a wedding, a flight. Purchase intent does not get higher than that, and right now most retail channels are closed for it.
What partnering with LAEL looks like
We keep it simple and low risk, because the right brands should be able to say yes quickly.
- A curated shelf, not a crowded one. We stock a small, carefully chosen edit. Every brand is LAEL approved, so being on our shelf is a signal in itself.
- A launch campaign, included. Every new partner gets a dedicated email to our list, a founder video and a social post introducing your brand to our community.
- Same-day in Manchester, nationwide by post. Your products reach customers across Greater Manchester on demand, and UK-wide through standard delivery.
- A professional channel that protects your terms. We are building same-day supply for salons and mobile technicians, fulfilled only for accounts you have already approved, so professional-only brands keep control.
- Room to go further. Dedicated campaigns, content partnerships and events are available for brands that want more visibility.
We also care about what happens to stock. If you have surplus or end-of-line products, we would rather find them a customer or a good home through the LAEL Foundation than see them go to landfill. The Foundation donates 3% of our sales.
Who we want on our shelves
We are looking for premium haircare, skincare, makeup and beauty tools that professionals already respect, and independent brands with the quality to earn that respect. If your product is the one people reach for when it really counts, it belongs with us.
The insiders already have their little black book. We would like your brand to be in it.
Ready to talk? Visit our Partner With Us page and tell us about your brand. We read every application personally.
Natasha Scott, Founder, LAEL
