SoPost and Who What Wear UK partner to launch The Beauty Dispatch – a premium product sampling community for beauty brands in the UK.

We've joined forces with Who What Wear UK, the leading digital destination for fashion and beauty inspiration, to launch The Beauty Dispatch – an exclusive sampling community that connects beauty brands with a highly qualified, affluent audience of beauty lovers.

Who What Wear reaches more than 3.8M fashion and beauty enthusiasts across the UK who are actively seeking the latest trends and must-have products. With an audience that spends an average of £400 per month on beauty products, it’s the perfect platform for brands looking to reach premium consumers.

By combining Who What Wear UK’s highly engaged audience with SoPost’s cutting-edge sampling capabilities, The Beauty Dispatch offers brands an unmatched opportunity to drive trial, engagement and conversion at scale with an influential audience.

How does it work?

1. Consumers sign up to The Beauty Dispatch and complete a detailed profile, covering everything from product preferences to buying habits and lifestyle.

2. When there’s a product match, they request a free sample. 

3. We’ll then ask them to review, give feedback, and buy post-trial.

The Beauty Dispatch: a smarter way to sample

The Beauty Dispatch ensures beauty samples reach the right consumers – those who are actively looking to discover, try and buy.

Brands can precisely target segments of the community based on specific interests and preferences, resulting in higher engagement and stronger conversion rates.

Backed by our market-leading sampling technology, they can engage consumers at every stage of the customer journey and gain valuable post-trial insights into product perception, purchase behavior and brand affinity. This ensures sampling campaigns deliver measurable, long-term impact, turning sampling into real sales.

The power of community sampling

“Sampling within a community like The Beauty Dispatch is a game-changer for brands looking to reach their ideal audience in the right environment – and ultimately, drive higher engagement and conversion,” says Jonny Grubin, Founder & CEO at SoPost.

“Members are actively seeking new products to try and share, making them far more likely to engage with campaigns, provide feedback, leave reviews and make purchases.”

SoPost’s community sampling campaigns generate on average 300% more product reviews than other sampling channels.

Who What Wear UK's audience is also 48% more likely to be the first to discover and recommend products to friends, making them natural influencers and brand advocates.

A winning partnership for beauty brands

"SoPost has always been about connecting the right consumers with the right products, and our partnership with Who What Wear UK deeply extends that initiative," continues Grubin.

"The Beauty Dispatch gives brands an incredible opportunity to place their products directly into the hands of trendsetting beauty lovers, backed by industry-leading sampling technology and data insights that drive real business results."

The partnership also marks a meaningful evolution in how Who What Wear engages their beauty audience – blending editorial expertise with real-world product trial and feedback.

“Reviewing beauty products is our daily duty at Who What Wear, and we are always intrigued to learn about how our readers respond to our recommendations,” says Shannon Lawlor, Beauty Director at Who What Wear UK.

“This launch gives us the opportunity to combine our editors’ expertise with the real-time input and impact of sampling from our community of discerning beauty lovers.” 

Want to be the next must-have beauty brand? Let's chat - we'd love to show you more.