Online beauty retailer has reported a rise in sales and profits for the year to the end of March 2011. reported sales of £16.1m, up from £11m, and EBITDA is up from £600,000 to £985,000.

The etailer, which is based in Jersey, is gunning for sales to rise around 25% over the next year.

Aaron Chatterley, chief executive and co-founder of, said: “We are continuing to enjoy a buoyant trading environment as more consumers switch to the internet as their primary shopping channel.

“We could have grown sales even more aggressively over the last year, but we have a responsibility to provide a premium sales environment for the brands that we sell, rather than discount heavily.”

In the year the etailer decided to stop buying products from the wholesale market, and deal direct with each brand. “The decision was done to strengthen our supply chain and improve the number of products we can sell within any given range.” sells 13,000 products and 420 different brands. It signed a deal recently with Elemis to be its exclusive online launch partner for its freshskin range.

According to Mintel, the online beauty products market doubled in size from 2005 to 2010 and is now worth £420m, which only represents about 5% of the overall cosmetics market.