Future, the global specialist media group, has acquired SheerLuxe, a fast-growing UK digital publishing business that blends a traditional media brand with creator economy style engagement across major social platforms.
The deal advances Future’s strategy to diversify its audience and accelerate content monetisation in higher-growth categories. Future said SheerLuxe brings a Gen Z-skewed audience and a social-first storytelling model built around direct engagement, alongside credibility with established fashion and lifestyle consumers that complements Future’s existing portfolio of specialist brands.
Founded in 2007 by Georgie Coleridge Cole, SheerLuxe has grown from a retail directory into a multi-channel publisher spanning social, podcasting, and video. The company reports a combined audience of more than 6 million, including 2.4 million social followers, distributed across Instagram, TikTok, YouTube, X, and Facebook.
Operationally, SheerLuxe will join Future’s Women and Luxury vertical, alongside brands including Marie Claire and Who What Wear. Future also positioned SheerLuxe within a broader Women and Luxury ecosystem that includes Wallpaper* and Country Life, aiming to achieve greater scale for global expansion and commercial partnerships. Future said SheerLuxe will gain access to its technology stack, product suite, and global commercial organisation to support growth beyond the UK.
Under the new structure, Coleridge Cole will continue to lead SheerLuxe and will report to Hillary Kerr, Future’s SVP of Women and Luxury.
KEY QUOTES
“I am delighted to welcome the SheerLuxe team to Future. We have long admired SheerLuxe for the status and brand credibility it has established in fashion, beauty and lifestyle. With a rare combination of strong growth characteristics and a loyal, high-value audience, SheerLuxe will be highly complementary to our portfolio and will benefit from our scale and commercial capabilities.”
Kevin Li Ying, CEO of Future
“SheerLuxe has a unique ability to turn content into genuine conversation. I’ve always admired how Georgie and her team built deep trust with an audience that is notoriously hard to capture. Together, we are uniquely positioned to lead the global conversation on fashion, beauty, and luxury for everyone from Gen Z to the established connoisseur, and extend that reach to our partners and clients.”
Hillary Kerr, SVP of Women and Luxury at Future
“Joining Future represents a huge milestone for SheerLuxe. Since it was founded in 2007, SheerLuxe has become an authoritative voice on fashion, beauty, culture, and lifestyle, focused on inspiring, educating, and entertaining our fast-growing audience. With its innovative approach to media, Future is a natural home for us, and we are excited about what we can achieve working with Kevin and the wider team.”
Georgie Coleridge Cole, Founder and Leader of SheerLuxe
