Who What Wear UK, a top digital fashion and beauty platform, has teamed up with global sampling leader SoPost to launch The Beauty Dispatch—an exclusive community designed to connect beauty brands with a premium audience of beauty lovers in the UK.
With over 3.8 million followers, Who What Wear UK attracts shoppers who each spend around £400 a month on beauty products. This makes the platform a prime space for brands aiming to reach high-value consumers.
SoPost, known for its targeted sampling technology, runs campaigns for major beauty groups like Estée Lauder, Coty, and Shiseido. Their tools help brands increase awareness, loyalty, and post-trial sales.
By bringing together Who What Wear’s loyal readers and SoPost’s sampling system, The Beauty Dispatch gives beauty brands a powerful way to reach the right audience and turn samples into sales.
Smart Sampling with Real Results
The Beauty Dispatch ensures that samples go directly to people who are eager to try and buy. Brands can target users based on interests, which boosts engagement and conversions. SoPost’s tech also helps brands understand how people feel about the products and whether they’ll buy them again.
The Power of Community
“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.”
On average, SoPost’s campaigns produce 300% more product reviews than traditional sampling. Plus, Who What Wear readers are 48% more likely to be early adopters and recommend products to others—making them natural influencers.
A Powerful Collaboration for 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 collaboration also evolves Who What Wear’s beauty content strategy by combining expert editorial advice with real-world product testing.
“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.
“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.”
