by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
BEL London is inspired by the city itself.
“London is one of the most diverse cities in the world. It embraces individuality, celebrates all kinds of beauty, regardless of age, gender, skin tone, background — and we are all about this. BEL London was created to reflect that inclusivity,” shared Petya Eneva, CEO of Trade Express USA, exclusive U.S. distributor for BEL London. “London is a major fashion capital, known for being bold, edgy, and always ahead of the curve, and we are just like London, bringing this trend-setting energy into our products.”
The BEL London brand is focused on high quality products, innovative formulas, and products that deliver actual results. “All of our products are made in Europe, which means they adhere to the world’s strictest safety and quality standards. We are a premium brand at mass pricing — top quality products at really affordable prices.” Eneva says quality at affordable prices makes it easy for customers to experiment with beauty without breaking the bank.
The BEL London creative team is located in central London, in the heart of the action, keeping up with the latest trends. “They have so much experience in the beauty industry, and they live and breathe London, so I think that helps a lot in bringing the European vibe to the U.S.”
The product formulas are another point of differentiation. Eneva emphasizes their ingredient-driven formulations, such as their lipstick containing argan and camellia oils as well as aloe vera. “These ingredients are rarely seen in lipsticks. Argan oil is very nourishing, very hydrating.”
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BEL London offers mini nail lacquers – another distinction for the brand. “It’s perfect for trial and travel. It gives consumers an affordable opportunity to play with various colors before committing to the full-size bottle and encourages them to experiment with shades they otherwise might not try. Our formulas are very long-lasting, rivaling salon and prestige brands. It’s one of our most successful products at retail.”
BEL London gift sets are curated to offer convenience and simplify the beauty routine. Lip gift sets come in five colors, pairing the lip liner and lipstick of the same shade in one package, eliminating the guesswork for consumers. Mascara and eyeliner are also packaged together for those who are looking for either volumizing or lengthening mascara formulas. “We are trying to make it easy for consumers, making beauty effortless, and at the same time making it easy for retailers to merchandise.”
The brand stays connected through social media activity and “accessible price points that make it easy for beauty lovers to fall in love and come back for more.” On TikTok specifically, BEL London works with beauty creators and micro influencers. “Small communities and people who feel relatable and authentic are the kind of voice today’s consumer trusts. We try to stay very close to our customers and listen to them — their feedback directly affects our decisions about new shades and products.”
BEL London can be found online on Amazon, ebay, Flip, and TikTok Shop; and in brick-and-mortar stores such as Hy-Vee, United Supermarkets, Brookshire, and Drug Emporium.
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The company is launching foundation and concealer in November 2025 — a new category for them. “The feedback from Europe has been absolutely amazing, very positive, so I cannot wait to start selling them here in the States.” Eneva says lip oil will be introduced in October 2025 in quality formulas, with playful packaging, and unbeatable prices. “Our creamy, long-lasting fusion lip crayon comes in six beautiful colors and will be available in brick-and-mortar stores in September 2025.”
Eneva is focused on growing the brand’s
retail presence. “We are actively looking for partners — in drug stores, beauty specialty stores, and mass market retailers in the U.S. We have local U.S. distribution and our inventory is readily available. Our fill rate is 99.8%, which is huge for an international brand. We are able to work closely with retailers to create profitable sales through to their customers. We support retailers with in-store promotions and staying active on social media. We are focused on mutual success.”
”In short, BEL London is a tribute to a beautiful city that inspires us every day. And we do exist to celebrate and empower the beauty of all women everywhere. The best part of it is that all this comes at very affordable prices. We believe that everyone deserves to feel beautiful and deserves to be able to afford that beauty.”