Through her experience in the beauty industry, founder Marcia Kilgore felt uncomfortable with selling cosmetic products for vastly marked-up prices within traditional retailers. Beauty Pie was founded to challenge this status quo. Members purchase a subscription for access to lower-priced products. With each membership comes a spending limit, to ensure fair access to all members.

The USP of Beauty Pie is its transparent pricing, with its members knowing exactly what their money is paying for. Members pay for the factory costs, materials and testing for products. Beauty Pie achieves the lower prices by cutting out the middleman and bypassing costs such as celebrity endorsements and brick and mortar stores, saving on expenses which are ordinarily passed along to consumers.

There has been a growing appetite for affordable quality cosmetic products as can be seen by the popularity of brands such as The Ordinary for skin care and Revolution for make up. But Beauty Pie offers a wider range of products that can better adapt to customers purchasing habits. It is also somewhat less utilitarian in its approach than its competitors, providing a luxury, boutique experience for its members despite the lower price tag.