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L2Apprenticeship3901 approved provider
The Level 2 Beauty And Make Up Consultant, and the 1 provider delivering it.
Selling beauty products and helping customers choose which ones to buy.
About this apprenticeship
What this apprenticeship covers
Apprentices learn how to demonstrate, promote and recommend beauty products across make-up, skincare, nail care and perfumery. Training covers product knowledge, application techniques, and how to match products to individual customer needs. Apprentices also develop skills in visual merchandising, handling transactions, and meeting sales targets, all while working within brand guidelines and relevant legal requirements. The qualification gained is a Level 2 Diploma for Beauty Professionals, and training includes building the professional behaviours expected in a client-facing retail role.
Day-to-day responsibilities
Working on a beauty counter or within a department store, apprentices carry out product demonstrations, conduct skin consultations, and advise customers on products suited to their skin type, tone and concerns. They maintain counter presentation, manage stock, process sales, and support promotional activity. Most of the working week involves direct customer interaction, so communication and product confidence develop quickly. They work alongside a counter or department manager and are expected to contribute to team sales targets from early in the programme.
Career outlook
Completing this apprenticeship typically leads to roles such as beauty consultant, brand ambassador, or counter supervisor. With experience, progression into counter management, area sales roles, or brand training positions is common. Some move into freelance make-up artistry or further training in beauty therapy. Employers hiring for this role include department stores, cosmetic brand concessions, specialist beauty retailers and pharmacies with dedicated beauty counters. The skills developed, particularly in client consultation and retail sales, are transferable across the wider retail and beauty sectors.
1 approved provider
Sorted by achievement rate.
Achievement Training
Achievement Training Limited (ATL) is a private training organisation based in Plymouth city centre,...
Career outcomes
Roles after completion
Completing this apprenticeship typically leads to a Beauty and Make-up Consultant role on a branded counter or beauty floor within department stores, beauty retailers, or pharmacies. Some completers move directly into a Beauty Advisor or Fragrance Consultant position. The qualification, combined with hands-on retail experience, also opens roles in freelance make-up application, such as bridal or occasion make-up, where client-facing and product knowledge skills transfer directly.
Progression paths
Within three to five years, consultants commonly move into Counter Manager or Beauty Team Leader roles, taking on responsibility for sales targets, staff scheduling and day-to-day counter operations. From there, two distinct tracks tend to open up: a leadership route toward Area Manager or Brand Education Manager, covering training and product launches across multiple sites, and a specialist route into freelance artistry, editorial make-up, or brand ambassador work. Further qualifications at Level 3 support both directions.
Where these roles sit
The primary employers are department stores, national health and beauty retailers, and airport duty-free outlets. Branded cosmetics and skincare companies also hire consultants directly to staff concessions. Roles exist across the UK, with higher concentrations in city centres and large out-of-town retail parks. Most positions sit within the private sector, though some local authority leisure facilities and NHS trusts employ beauty therapists in adjacent roles where this qualification provides a useful foundation.
How it's assessed
How the apprenticeship is assessed
Throughout the apprenticeship, learners work in a beauty or retail environment and build competence in product knowledge, customer consultation, and sales. Before moving to final assessment, the apprentice and employer complete a readiness check, often called a gateway, which confirms the apprentice has met all required knowledge, skills and behaviours. Final assessment then confirms the apprentice can perform the role to the standard expected of a competent beauty and make-up consultant. Apprentices also work towards a Level 2 Diploma for Beauty Professionals during the programme. Assessment models across many standards are currently being updated, so check the standard's gov.uk page for the current specification.
What learners need to prepare
Building good records of real workplace activity from the start makes the end of the apprenticeship much more manageable. That means keeping evidence of customer consultations, product demonstrations, and sales interactions as they happen, rather than trying to reconstruct them later. Learners should maintain regular contact with both their employer and training provider to check progress against the knowledge, skills and behaviours required, and address any gaps well before the gateway review. English and maths requirements also apply, so it is worth confirming the relevant level early on.
Choosing a provider
What good looks like
Strong providers will have tutors or assessors with current, hands-on experience in beauty retail, not just teaching qualifications. Check achievement rates on FATP; above 65% is a reasonable baseline for a short, vocationally intensive programme like this one. Employer satisfaction scores matter here because this apprenticeship sits inside specific retail environments, often at a branded counter, so the provider needs to work closely with the employer. Look for evidence they have delivered this standard across different retail settings, from department stores to independent beauty retailers, and that they can accommodate flexible delivery around counter rotas.
Red flags to watch for
Be cautious if a provider cannot explain how they tailor off-the-job training around shift patterns common in beauty retail. Low or declining achievement rates on a 12-month programme suggest problems retaining apprentices through to End-Point Assessment. Vague answers about how they keep product knowledge and application techniques current are a concern, given how quickly beauty brands and product ranges change. If assessors have no recent retail floor experience, the practical coaching will likely miss the pace and sales pressure of a real counter environment.
Questions to ask before you commit
- How do your assessors keep their product knowledge and application skills current across make-up, skincare, and perfumery?
- How do you structure off-the-job training around retail shift patterns and peak trading periods?
- What is your achievement rate for this standard specifically, and how has it moved over the last two cohorts?
- How do you support apprentices who are working on a branded counter with brand-specific protocols alongside your programme?
- Can you show examples of where apprentices from similar roles have progressed after completing this programme?
- How do you handle the English and maths requirement if an apprentice needs to build from Level 1?
- How large are your cohorts for this standard, and how much contact time does each apprentice get with their assessor?
Common questions
What are the entry requirements for the Beauty and Make Up Consultant apprenticeship?
There are no formal academic entry requirements set by the standard, so employers can set their own criteria. Apprentices must be employed in a relevant role for the duration of the programme. Before the End-Point Assessment, they need to have achieved at least Level 1 English and maths and sat the Level 2 tests. Applicants with an education, health and care plan may meet the requirement at Entry Level 3. British Sign Language qualifications are accepted as an alternative to English for eligible candidates.
How long does the apprenticeship take and what does the time commitment look like for the employer?
The minimum duration is 12 months. Throughout that time, the apprentice remains employed and learns on the job, building competence across make-up, skin care, nail care and perfumery while working on the counter or shop floor. A portion of their contracted hours is set aside for off-the-job training. The precise percentage is subject to current Skills England reforms, so check the latest specification on the Institute for Apprenticeships and Technical Education page on gov.uk before planning delivery.
How is the apprentice assessed at the end of the programme?
Before reaching the End-Point Assessment, the apprentice must pass through a gateway, demonstrating that they have met the required standard of knowledge, skills and behaviours and completed the Level 2 Diploma for Beauty Professionals. The employer and training provider confirm gateway readiness together. Assessment models across many standards are currently being updated under Skills England reforms, so check the current assessment plan on gov.uk for the specific methods and grading in use when you recruit.
How does an employer pay for this apprenticeship?
The funding band for this standard is £3,000, which is the maximum amount of apprenticeship funding that can be applied to training and assessment costs. Levy-paying employers draw that cost from their Digital Apprenticeship Service account. Non-levy employers co-invest, paying 5 per cent of the training cost with the government contributing the remaining 95 per cent. If your business employs fewer than 50 people and you recruit an apprentice aged 16 to 18, the government covers the full cost.
What does a Beauty and Make Up Consultant apprentice actually do day to day?
On a typical shift, the apprentice demonstrates and applies products, advises customers on skin care, make-up, nail care and fragrance, and recommends options based on individual needs. They work to sales and profit targets set by the counter or department manager, follow brand guidelines and pricing structures, and handle transactions in line with legal requirements. They may also restock displays, carry out skin consultations and support promotional events, all while delivering bespoke customer service in a fast-paced retail setting.
What can a Beauty and Make Up Consultant apprentice do after completing the programme?
Completing this apprenticeship, along with the Level 2 Diploma for Beauty Professionals, gives a solid grounding for progression within retail beauty. From there, many move into senior consultant or team leader roles, or progress to a Level 3 apprenticeship in a related area such as beauty therapy or retail management. Some go on to work in brand training, account management or specialist treatment-based roles, depending on the employer and the direction they want to take their career.
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Curated by Alex Lockey, FATP founder and editor. Last reviewed: .
Sources include the apprenticeship's official specification on apprenticeships.gov.uk, Skills England guidance, IfATE archive records, DWP funding bands, and provider data sourced directly from the public Apprenticeship Provider and Assessment Register (APAR). Standard reference: 390.
Some sections on this page were drafted with AI assistance from published source data and reviewed by a human editor before publication. See our editorial methodology for how we maintain this content. Spotted something out of date? Tell us.