Niche & Cult

Bringing a new beauty brand to life and creating an engaging ecommerce platform


Niche & Cult is the brilliant brainchild of beauty entrepreneur Michele Riley. Michele is the founder of the Konjac Sponge Company and introduced the remarkable Korean sponges into our bathrooms way before all the copycats and K-beauty even became a thing. Never one to settle for a single success, her eye for innovation and sourcing specialist products from the far east led her to set up an additional business to house them all. Step forward Niche & Cult.

Valiant was appointed to bring the idea of Niche & Cult to life – both on and offline. The beauty sector is highly competitive with disruptor brands bringing new, innovative products to market quickly. Beauty branding is also subject to fast changing fashion trends. Our challenge was to create a strong brand identity and voice whilst not overpowering the brands of the many diverse, innovative products Michele and her team had sourced. A fine balance was required. The company’s target market is both B2B and B2C. Niche and Cult had to provide the technology platform to support online shopping and campaigns for consumers, whilst also creating a simple back end function allowing stockists of the products to order and manage their accounts online.

Key objectives

  • Create a strong brand identity fit for a company with a rebel attitude and the products to match
  • Design and develop a robust and flexible ecommerce solution that would meet the needs of both B2C and B2B customers
  • Develop a visual identity and brand style that would bring it all to life both on- and offline
  • Make sure every part of the customer journey was beautifully designed and consistent


Valiant ran an in-depth discovery process to fully understand Niche & Cult’s business strategy. In this session we explore ideal audiences – both consumers and stockists, differentiators, competitors, values and business objectives. Only once we are armed with this information can we start actioning the creative process. The Niche & Cult logo is an elegant identity supported with strong imagery and typography as well as a flexible colour palette. A key influence in our design process was how the logo and imagery worked in an online environment. Animation, video and strong messaging are essential in this competitive market.

With the branding direction agreed the next focus was the planning for the website – looking in detail at user journey, experience, design and development choices. We agreed to build the site using WordPress and WooCommerce. Our in-house developers created a bespoke site with fully customised E-commerce function – this is what gives the site a true branded journey right through to checkout.


With the products uploaded and the content in place, including a sensational lead video, the new website and branding went live to rave reviews. This quickly prompted a surge of design and website awards, including recognition from the respected Awwwards.

“These guys need to be recognised for their remarkable skills. Always smiling, always a together team, never grumbling, and delivering the slickest smoothest performance every time, surpassing anything I could ever expect. I just love having meetings with the Valiant team, I always come away excited, energised and buzzing off their creativity. I simply Love, Love, Love this company. This truly is the coolest agency. They WOW me, every time!”

Michele Riley - Founder and Owner, Niche & Cult

“Having been let down previously with an agency, I was hesitant to get involved again. Terrified of extortionate hidden cost, and poor reliability as I had experienced previously. However, Valiant blew me away. Professional, reliable and true to their words. The delivery, timing, performance and commitment is second to none. Tina has put together the smartest team of unshakeable talent.”

Michele Riley - Founder and Owner, Niche & Cult


  • Discover
  • Research
  • Competitor analysis
  • Brand strategy
  • Brand positioning
  • Web strategy
  • Values
  • Key messaging
  • Employee engagement strategy
  • Design
  • Naming
  • Tone of voice
  • Brand development
  • Website design
  • Marketing communications
  • Launch campaign
  • Launch materials
  • Packaging
  • Prototypes
  • Develop
  • Brand guidelines
  • Brand application
  • Website
  • Deliver
  • Animations
  • Brand guidelines
  • Brand application
  • Website
  • E-marketing
  • Sales proposals
  • Marketing communications
  • Industry report
  • Employee engagement
  • Social media
  • Photography
  • Video

We've got a reputation...



International B2B Marketing Awards: Brand Initiative

Clutch: No.1 Branding Agency

World Gin Awards: World’s Best Gin Bottle Design

Clutch: Top 5 Web Agency (UK)

Marcom Awards: Gold Award

Clutch: Top 5 Packaging Agency (UK)

Awwwards: 6x Honorable Mentions

The Manifest: Top 5 Branding Agency (UK)

Hermes Creative Awards: Gold Award

The Manifest: Top 5 Wordpress Agency (UK)