In Season 2, Episode 10, Simon talks to Alexia Inge. Singularly committed to curating a ‘Beauty Hall of Fame’, featuring only the best hero products from across the globe, Alexia Inge co-founded Cult Beauty with a lifelong passion for beauty and a mission to become the most trusted beauty retailer in the world. Under Alexia’s leadership since 2014, Cult Beauty has become the place to go for beauty discovery and incubating trends – from the latest scientific wellbeing discoveries to centuries-old remedies that have never been bettered. It has fast become home to some the biggest names and need-to-know burgeoning brands: from being the first independent e-tailer to stock Anastasia Beverly Hills to bringing Milk Makeup across the pond and herding Drunk Elephant into the EU.