Alphy & Becs

Alphy & Becs is a small British fragrance and beauty brand founded in 2011 by two individuals trading under their first names, operating within the UK's independent beauty market. The brand produces accessible personal care and fragrance products, reflecting the wave of indie beauty entrepreneurship that characterised the early 2010s in Britain. The house maintains an approachable, friendly brand voice that distinguishes it from the more austere aesthetic of prestige and niche brands, aiming its fragrances at everyday consumers who value personality and accessibility over exclusivity. Distribution appears to run primarily through the brand's own website and select UK online beauty retailers. Specific details about the founders' backgrounds and the house's notable releases are not extensively documented in fragrance specialist publications, suggesting a modest independent operation that serves a loyal direct customer base rather than seeking mainstream retail expansion. The brand occupies a genuine niche in the accessible tier of UK indie beauty and fragrance.