The online beauty platform, which has developed plans for the London platform, has hired bankers to consider options that could include direct sales.

Sky News understands that Beauty Bay, which was founded more than 20 years ago by brothers Arron and David Gabi, has appointed Threadstone Capital, an American firm, to advise it.

City sources said Tuesday that Beauty Bay is considering a full or partial sale to new investors, but may also choose to acquire other businesses in an attempt to continue the expansion.

One insider said the business was “not immune” to the inflationary headwinds faced by consumer commodity groups, but insisted it was trading better than in the period immediately before COVID.

It is believed that Beauty Bay, which is believed to have no debts, is unlikely to revive the prospect of the initial public offering it planned last year.

Market instability, exacerbated by Russia’s invasion of Ukraine, has left the London swimming market temporarily dead, although companies such as Burger King UK are still hoping for a listing this year.

Manchester-based Beauty Bay is mining hard-to-reach brands such as Anastasia Beverly Hills and The Ordinary, and selling them to its fast-growing customer base.

Most of it belongs to Gabi.

The company’s forward-looking assessment is unclear, although one source said it hired Threadstone in part because of the firm’s previous work as a Cult Beauty advisor when it was sold to THG, which is based in London last year.

Beauty Bay declined to comment.

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