Beauty enthusiasts browse, compare and buy across categories, often loyal to a retailer as much as a brand. The sample brands show how wide the field is: retailers like Adore Beauty, Mecca and Nykaa, skincare names like Winona and Proya, sun-protection label Beneunder and hair-removal device maker Ulike. Studying their ads shows how retailers and brands pitch variety, rewards and science-backed results, and how messaging shifts by market across Australia, India and China.
They buy skincare, makeup, hair and wellness products, and rarely stay with a single brand.
They read reviews, watch tutorials and compare options before committing.
Many shop through a favorite retailer and value loyalty programs and curated ranges.
Sensitivity, sun protection, hair removal and anti-aging act as clear buying triggers.
They enjoy new launches and are open to switching when a product earns attention.
They worry about ingredients, results and whether a product suits their skin type.
Adore Beauty was founded in 2000 by Kate Morris and James Height as Australia's first online beauty retailer. Now ASX-listed (ASX: ABY), the Melbourne-based marketplace carries thousands of beauty brands, operates the Beauty IQ Uncensored podcast, and runs a strong loyalty program. DTC-first with no physical retail footprint. Also searched as Adore.
Alaska Bear is an ecommerce brand selling silk sleep accessories such as eye masks and pillowcases. It markets affordable silk goods primarily through online retail channels including marketplace and direct-to-consumer sales. Alaska Bear advertises across Meta placements.
Allure Beauty Box (allurebeautybox.com) is a monthly beauty subscription launched in 2012 by Allure magazine (Condé Nast). Each box contains editor-curated full-size and deluxe sample beauty products, often tied to Allure's Best of Beauty Awards. Based in New York City. Also searched as Allure.
Aritaum is AmorePacific's dedicated retail and DTC channel, operating as a Korean multi-brand beauty destination carrying all major AmorePacific brands alongside Aritaum own-label accessories and tools. With hundreds of stores across Korea and an e-commerce platform, it functions as both a retailer and a brand in its own right.
Beauty Pie was founded in December 2016 by serial beauty entrepreneur Marcia Kilgore (creator of Bliss Spa, Soap & Glory, FitFlop). The brand operates a membership model giving subscribers access to luxury-quality beauty products at their factory cost — typically 70–80% below retail. Raised a $100M Series B and serves members in the UK and US. Also searched as Beauty.
Founded in 2008 and acquired by Grupo Boticário, Beleza na Web is Brazil's leading online beauty multi-brand retailer. It stocks thousands of SKUs across skincare, makeup, haircare, and fragrance from both prestige and mass-market brands, shipping nationwide. Also searched as Beleza.
Beneunder (蕉下) was founded in 2013 in Shenzhen. The brand created China's sun-protection fashion category, transforming UV-blocking clothing and accessories from frumpy outdoor utility into a stylish, lightweight daily essential. Beneunder's DTC model on Tmall and JD generates over RMB 4 billion in annual revenue, supported by high-profile celebrity endorsements and educational UV-damage content on Douyin.
Birchbox (birchbox.com) was founded in 2010 by Katia Beauchamp and Hayley Barna in New York City. The company invented the beauty subscription box model, curating monthly sample boxes personalized by quiz. Acquired by Bansk Group in 2023 after financial difficulties.
Blank ME (blankmé) is a Shanghai luxury base makeup brand founded in 2016 by Yang Boya. Its Little Black Box and Little Silver Box foundations topped Tmall's domestic brand foundation rankings, attracting L Catterton as an investor. The brand competes directly with Armani and YSL on finish quality at a China-native price. Also searched as Blank.
Blissy is a direct-to-consumer brand selling mulberry silk pillowcases and sleepwear marketed for skin and hair benefits. It sells primarily online with a strong presence in social media advertising. Blissy advertises across Meta placements to reach consumers interested in beauty-focused sleep products.
Borghese is a luxury Italian skincare brand founded in 1956 by Princess Marcella Borghese and Charles of the Ritz, built around proprietary Fango volcanic mud sourced from Montecatini Terme, Tuscany. The brand distributes through DTC e-commerce, department stores, and spa channels, with anti-ageing formulations and mineral-rich mud masks as hero products.
BoxyCharm (boxycharm.com) was founded in 2013 by Joe Martin in Miami, FL. The brand built a large beauty subscription following by offering full-size products rather than samples, acquired by Ipsy in 2021 and continued as a distinct brand within the Ipsy Group.
CAIA Cosmetics is a Stockholm DTC beauty brand founded in 2018 by influencer Bianca Ingrosso alongside Vanessa Lindblad, Mikael Snabb, and Jesper Matsch. Combining Ingrosso's 1M+ Instagram following with professional beauty industry expertise, CAIA scaled to over $50M in annual revenue, expanding from makeup into skincare, haircare, and fragrance. Also searched as Caia.
California Naturals is a clean body and hair care brand launched in 2023 by Playa hair co-founder Shelby Wild, backed by actor Owen Wilson. Positioned as 'accessible clean beauty,' it targets Walmart and DTC shoppers who want cleaner formulas at drugstore prices. The brand fills the gap between premium DTC clean brands and conventional mass-market personal care. Also searched as California.
Caliray is a Los Angeles-based clean color cosmetics brand founded in 2021 by Wende Zomnir, co-founder of Urban Decay. Launched exclusively within Sephora's Clean + Planet Positive program — the retailer's most rigorous sustainability certification — Caliray differentiates through founder credibility, California outdoor-lifestyle aesthetic, and a commitment to clean, reef-safe formulas. The brand's hero product, the Freediving Clean Color-True Mascara, exemplifies its positioning: performance-first clean beauty designed for active, sun-exposed California living. Caliray appeals to consumers who want makeup that holds up to real life while meeting strict clean and sustainable standards.
Chicnutrix is an Indian nutrition and wellness brand selling supplements targeted at women's health, including hair, skin, and beauty nutrition products. The brand sells direct-to-consumer online across India, advertising across Meta placements.
Clarel is Spain's largest drugstore beauty and personal care chain, created in 2013 by Grupo Día after acquiring Schlecker's Spanish and Portuguese operations. Operating approximately 1,000 stores nationwide, the brand was sold to Colombian conglomerate Trinity Group in 2024. Its commercial model centres on private-label margins and a loyalty card programme driving high repeat purchase frequency. Also searched as Clarel.
Coco & Eve was founded in 2018 in London by Alexandra Preston-Morley and Emily Hamilton, inspired by Bali beauty rituals. Launched with the Like A Virgin Hair Masque, the brand expanded into self-tan and skincare, with the Honey Bali Bronzing Foam becoming a viral hit. Available at Space NK, Sephora, and major retailers globally. Also searched as Coco.
Colorkey is a Shanghai-based Gen Z beauty brand founded around 2019, best known for its Velvet Air Lip Mud — a whipped matte texture that became a Douyin phenomenon. The brand distributes through Tmall and Douyin live commerce, targeting young Chinese consumers with vibrant shades and trend-first product innovation.
Crown Affair is a New York hair care brand founded in 2020 by Dianna Cohen. The brand positions hair care as a slow-beauty mindfulness ritual with a minimalist, Vogue-adjacent editorial aesthetic. Available at Sephora, Goop, and DTC, targeting premium wellness-oriented consumers.
Cult Beauty was co-founded in 2007 in London by Jessica DeLuca and Alexia Inge as a curated online retailer for prestige and emerging beauty brands. Its editorial-first discovery model attracted a loyal beauty-insider audience. THG acquired Cult Beauty for approximately £275m in 2021, integrating it into its global beauty e-commerce network. Also searched as Cult.
Daye (yourdaye.com) is a UK femtech brand founded in 2018 by Valentina Milanova in London. It pioneered the world's first CBD-infused tampon and has expanded into gynaecological health services including STI and BV screening. Raised ~$24M and launched in the US in 2023.
Dizziak was founded in 2018 by Nigerian-Italian Londoner Loretta De Feo to bring accessible, high-quality haircare for afro and textured hair to the UK high street. The multi-award-winning brand secured investment from Dua Lipa and expanded into body care. Available at Liberty London, Space NK, and dizziak.com.
Druni is a Spanish beauty retail chain founded in 1987 in Carlet, Valencia by the Casp family. Following a 2023 merger with Arenal and MCretail, the group became Spain's largest beauty and wellness retailer with over 500 stores and combined annual turnover exceeding €1 billion. The brand runs a strong omnichannel digital strategy anchored by a loyalty app and email programme.
ESPA Skincare was founded in 1993 by spa industry pioneer Sue Harmsworth in Winchester and has become one of Britain's leading luxury spa skincare brands. Available in 5-star hotels and spas worldwide, ESPA's DTC retail channel leverages its expert provenance for high-AOV gifting sets and treatment kits. Also searched as ESPA.
Eleven Stockholm is a Stockholm-based online multi-brand beauty retailer founded in 2004 by Michael Gegerfeldt. Operating as one of the largest online beauty destinations in the Nordics with over 30,000 products, Eleven competes with Lyko and Lookfantastic for the Nordic beauty consumer. Also searched as Eleven.
Estrid is a Stockholm-based razor subscription brand founded in 2019, known for disrupting the traditional shaving category with inclusive, body-positive messaging, pastel packaging, and a strong DTC subscription model. The brand rapidly expanded across Europe, leveraging viral social content and Meta paid media.
Eudora is the premium direct-sales beauty brand within Grupo Boticário, launched in 2000 to target aspirational Brazilian women with higher-end fragrance, skincare, and cosmetics. Sold through a direct consultant network and DTC digital channels, Eudora leverages influencer marketing and lifestyle content to build premium brand perception.
FabFitFun (fabfitfun.com) was founded in 2010 in Los Angeles by Michael Broukhim, Daniel Broukhim, and Katie Rosen Kitchens. The brand offers a seasonal lifestyle subscription box with full-size products across beauty, wellness, fitness, fashion, and home — with member customization and an add-on shop.
GXVE Beauty is Gwen Stefani's vegan, cruelty-free clean cosmetics brand launched in 2022 at Sephora. The brand name plays on Stefani's signature style — 'gxve' as in give — and targets millennial beauty consumers who grew up with her bold aesthetic. GXVE combines clean formulas, vibrant color payoff, and Stefani's decades of beauty icon status to occupy the premium-yet-clean segment of color cosmetics. Also searched as GXVE.
Glossybox was founded in Berlin in 2011 by Florian Heinemann and Brigitte Wittekind, becoming one of Europe's leading beauty subscription boxes. The brand was acquired by The Hut Group (THG) and operates across multiple markets with a focus on premium editorial curation and limited-edition collaboration boxes.
GLOV is a Polish DTC beauty accessories brand founded in 2014 by Monika Żochowska and Ewa Dudzic-Filaseta in Warsaw. Its flagship product — a reusable microfibre glove that removes makeup with water only — went viral across global beauty communities. The brand has a strong presence in Spain and across Europe through DTC e-commerce, beauty retailers, and marketplaces.
Hairburst was founded in Manchester in 2014 and grew into one of the UK's leading hair growth supplement brands by pioneering influencer seeding and before-and-after Instagram content. Stocked in Boots, ASOS, and major international retailers, the brand spans vitamins, haircare, and hair tools.
HomeFacial Pro is a Shenzhen-based DTC brand offering microcurrent, EMS skin-tightening, and LED light therapy devices for at-home facial treatments. Sold primarily via its own site and Amazon, the brand targets beauty-conscious consumers seeking affordable alternatives to NuFACE and FOREO. Also searched as HomeFacial.
Founded in Dubai in 2013 by Huda Kattan alongside sisters Mona and Alya, Huda Beauty grew from a makeup blog and false lash collection into a multi-category global beauty empire spanning cosmetics, skincare and fragrance. The brand was built social-first, with Huda's influencer presence driving global reach across Sephora and DTC channels. Also searched as Huda.
INTO YOU is a Shanghai-founded Gen Z beauty brand that pioneered dopamine colour cosmetics in China. Launched around 2020, it rapidly became known for vivid blush and lip shades amplified by Douyin creator campaigns, achieving top-10 domestic brand status on Tmall within two years. Also searched as INTO.
Inoherb is a Shanghai-based skincare brand founded in 1999 that blends Traditional Chinese Medicine with modern dermatology. Co-developed with the Shanghai University of TCM, its hero ingredient Rhodiola Rosea anchors an anti-ageing line that generated over 2.3 billion RMB in peak annual sales. The brand is now expanding into Southeast Asia via Guardian.
Ipsy (ipsy.com) was founded in 2011 in San Mateo, CA by YouTube beauty icon Michelle Phan, Marcelo Camberos, and Jennifer Goldfarb. It is the largest beauty subscription service in the US by subscribers, offering monthly Glam Bags personalized to beauty profile quizzes.
Judydoll is a Shanghai-based Gen Z colour cosmetics brand celebrated for its richly pigmented blush palettes and fantasy eye looks. Sold primarily via Tmall and Douyin, the brand targets young Chinese consumers with trend-forward formulas at highly accessible price points.
Founded in Dubai in 2018 by Mona Kattan, KAYALI (meaning 'my imagination' in Arabic) pioneered the fragrance layering concept inspired by Middle Eastern scent traditions. Distributed globally through Sephora and its own DTC channel, KAYALI has become one of the fastest-growing fragrance brands in the prestige sector, led by hero scent Vanilla 28. Also searched as KAYALI.
Kay Beauty is an Indian makeup brand co-created with actress Katrina Kaif, selling foundations, lipsticks, and other cosmetics. The brand is sold through Nykaa's retail and online channels in India, advertising across Meta placements.
Kiko Milano is an Italian cosmetics brand founded in Bergamo in 1997 by the Percassi group, offering affordable-premium makeup and skincare through over 900 global stores and a growing DTC e-commerce channel. Known for rapid new product launches and one of Europe's most active beauty loyalty programmes, Kiko bridges mass-market accessibility with Italian beauty credibility. Also searched as Kiko.
Kinvara Skincare is an Irish natural skincare brand founded in 2012 by Dr. Joanne Reilly in Galway, created to solve her own sensitive skin challenges. Using omega fatty acid-rich plant ingredients inspired by Ireland's Atlantic coastline, the brand has grown to over 800 retail outlets globally while maintaining a strong DTC channel. Also searched as Kinvara.
Kosas is a Los Angeles clean beauty brand founded in 2015 by Sheena Yaitanes. Its skincare-makeup hybrids—including the Tinted Face Oil and Air Soft Blush—contain active skincare ingredients that improve skin with wear. The brand is available at Sephora, Nordstrom, and direct-to-consumer.
LG Household & Health Care (LG H&H) is South Korea's second-largest beauty and personal care company, operating brands including Belif, The Face Shop, Sum37, Ohui, and Dr. Belmeur. The company competes directly with AmorePacific across premium skincare and mass beauty, leveraging LG's global infrastructure.
LILYSILK is a direct-to-consumer brand selling silk bedding, sleepwear, and apparel sourced from mulberry silk. It markets globally through online retail with an emphasis on natural fiber comfort. LILYSILK advertises across Meta placements.
Laconicum is a Madrid-based independent DTC niche fragrance and beauty curator, founded by Anabel and María. The brand stocks hard-to-find international niche fragrance and skincare brands — many with exclusive Spanish launch rights — and serves beauty enthusiast 'pioneers and curious souls' through a strong editorial content approach and fast Iberian DTC fulfilment.
AmorePacific Corporation is South Korea's largest beauty company, operating a portfolio including Laneige, Sulwhasoo, Innisfree, Etude House, and Mamonde. Founded in 1945, the company pioneered K-beauty globally, with Laneige's Lip Sleeping Mask becoming a global DTC bestseller distributed through Sephora and Amazon. Also searched as Laneige.
Lay Bare Waxing was founded in 2006 by three siblings who couldn't find a salon dedicated to waxing. Now the Philippines' first and largest waxing specialist with 170+ locations, it has expanded into DTC home waxing products using its proprietary sugar, honey, and citrus cold wax formula. Also searched as Lay.
Lookfantastic was founded in 1996 and acquired by The Hut Group in 2010. It is now Europe's largest online beauty retailer, stocking over 600 premium brands and shipping to more than 200 countries. Its monthly curated beauty subscription box was an early mover in the UK gifting subscription market and remains a core acquisition channel.
Marvis is a Florentine oral care brand originally founded in 1958 and repositioned in the 2000s as a luxury lifestyle toothpaste. Known for its distinctive striped retro tubes and adventurous flavours—jasmine mint, ginger mint, amarelli—Marvis has become a global cult gifting product sold DTC and through premium beauty and lifestyle retailers worldwide.
Mecca was founded in Melbourne in 1997 by Jo Horgan and has grown into Australia's dominant prestige beauty retailer. The Beauty Loop loyalty program has over 4 million members across five tiers, creating a powerful annual acquisition and retention cycle. Mecca operates physical stores across Australia and New Zealand plus a full DTC e-commerce channel at mecca.com.
NAILS.INC was founded in 1999 by Thea Green MBE, launching with a nail studio on South Molton Street in London's West End. The brand democratised salon-quality nail care with trend-led polish collections, rapid colour drops, and at-home gel kits. It is sold in major UK and US retailers including John Lewis, Boots, and Target.
Nykaa is India's leading beauty and lifestyle e-commerce platform, founded in 2012 by Falguni Nayar, a former investment banker and MD at Kotak Mahindra Capital. Listed on Indian stock exchanges since 2021, Nykaa operates as a marketplace for 4,000+ brands while also producing its own Nykaa-label cosmetics, creating a unique vertically integrated beauty retail model.
Nykaa Cosmetics is the in-house beauty label of Indian beauty retailer Nykaa, selling makeup products including lipsticks, foundations, and eye cosmetics. The brand is sold through Nykaa's own e-commerce platform and stores across India, advertising across Meta placements.
Obagi is a Long Beach-based clinical skincare brand founded in 1988 by dermatologist Dr. Zein Obagi. The brand built its reputation through physician channels with prescription-grade formulas for hyperpigmentation and anti-aging, and has since expanded to DTC with clinical positioning intact.
Obvi is a bootstrapped DTC collagen supplement brand co-founded on June 1, 2019, by Ronak Shah, Ash Melwani, and Ankit Patel — three e-commerce operators who previously ran the DTC agency Ghost3Media. The founders identified a gap in the collagen supplement market: existing products were flavorless or unpalatable powders, meaning consumers either mixed them into drinks and tolerated the taste or gave up on the routine. Obvi's answer was to make collagen genuinely delicious in nostalgic flavors (Fruity Cereal, Hot Cocoa, etc.) and build a community of female buyers around the product. Within two years, Obvi surpassed $10M in sales, built the world's second-largest collagen community (36K active Facebook group members), and amassed 100K+ customers across 75 countries. By 2023, the brand crossed $40M in revenue — all bootstrapped with no outside investment. Co-founder Ash Melwani became one of the most-followed DTC marketing educators on X (formerly Twitter), creating additional brand credibility through his public documentation of Obvi's marketing strategy.
OSEA is a California-based skincare brand built around seaweed and ocean-derived ingredients, offering cleansers, body oils, and moisturizers. It emphasizes clean, natural formulations and sells through DTC e-commerce, spas, and select retail. The brand is positioned in the clean beauty and body care segment.
Parívie (pronounced 'par-ee-vee') is a luxury skincare brand launched in May 2025 by Paris Hilton and co-founder Alexandra Marsh as a joint venture between Hilton's 11:11 Media company and direct-response marketing powerhouse Guthy-Renker. The name combines 'Paris' and 'vie' (French for 'life'), reflecting the brand's connection to Hilton's always-on-the-go lifestyle. The debut collection of six products is powered by inPHinite Youth Technology, a proprietary blend developed exclusively for the brand over a two-year development period. Parívie launched DTC-only with a planned retail expansion in 2026.
Pestle & Mortar is an Irish skincare brand founded in 2015 by Sonia and Padraic Deasy in County Kildare. Built around a focused, hero-product approach led by their Pure Hyaluronic Serum, the brand has grown from a kitchen-table startup to an internationally distributed clean skincare brand with a loyal DTC following. Also searched as Pestle.
Point of View Beauty (POV Beauty) is a skin-prep brand launched in March 2025 by TikTok creator Mikayla Nogueira and industry veteran Ani Hadijinian, backed by Imaginary Ventures. Nogueira — known for her authentic makeup tutorials and 50M+ combined social following — co-founded the brand to bridge clinical skincare and makeup application with five skin-prep products. The brand generated $1 million in sales in its first seven minutes, driven entirely by Nogueira's engaged TikTok community. POV Beauty is currently DTC-only with a planned Ulta Beauty retail rollout, targeting makeup-application-focused consumers who invest in skin prep as the foundation of their beauty routine. Also searched as Point of View.
Prequel is a dermatologist-founded barrier repair skincare brand launched in July 2023 by Dr. Samantha Ellis. TikTok virality drove $18M in DTC revenue in its first year before the brand entered all Target stores in August 2024. Prequel focuses on a tight SKU lineup of barrier-supporting actives, with clinical credibility as the primary marketing hook.
Proya (珀莱雅) is China's top domestic skincare brand, headquartered in Hangzhou and founded in 2003. Known for its Ruby Essence peptide serum and sunscreen lines, Proya competes with global giants at accessible premium prices through aggressive digital marketing and science-backed branding.
Pupa Milano is an Italian cosmetics brand founded in Milan in 1975, celebrated for its playful, collectible packaging and themed limited editions. The brand markets to fashion-forward women who view makeup as a creative expression, distributing through DTC e-commerce, pharmacies, and beauty retailers across Italy and internationally. Also searched as Pupa.
R.E.M. Beauty is a Los Angeles-based color cosmetics brand launched by Ariana Grande in November 2021. Named after her single 'R.E.M.,' the brand features a space-age aesthetic with extraterrestrial packaging and intergalactic color palettes. Multiple products sold out on launch day, driven by Grande's massive global fanbase and the visual distinctiveness of the brand's UFO-inspired campaign imagery. R.E.M. Beauty expanded into Ulta Beauty retail and has broadened its range to include fragrance-adjacent products. The brand targets Grande's core demographic — beauty consumers 18–30 who value bold color and distinctive aesthetics — with a mix of fan-driven organic demand and performance marketing. Also searched as R.E.M..
RY (ry.com.au) was established on the Gold Coast, Australia in 2005 and has grown into Australia's largest online professional haircare and beauty retailer, stocking over 250 premium brands including GHD, Redken, Dermalogica, and SkinCeuticals. The marketplace delivers salon-grade tools and formulas direct to consumers.
Refy Beauty is a London-based beauty brand co-founded in November 2020 by model and influencer Jess Hunt and entrepreneur Jenna Meek. The brand launched with a single Brow Sculpt gel designed to replicate the brow lamination salon look at home, which went viral on TikTok and Instagram and sold out repeatedly in its first months. Refy's aesthetic — soft, editorial, 'your face but better' — resonated with a generation of consumers moving away from heavily contoured makeup toward natural-enhancement beauty. The brand has since expanded into lip, face, and body products while maintaining a disciplined product line and the same minimalist visual language that drove its initial viral success. Also searched as Refy.
Rhode Skin was launched on June 15, 2022 by Hailey Bieber with Lauren and Michael D. Ratner. The brand launched with three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment — the last priced at $16 and destined to become one of the most viral beauty products in social media history. The 'glazed donut skin' aesthetic Bieber popularised on TikTok — dewy, luminous, barely-there — became a global beauty trend that functioned as a continuous organic brand campaign. Rhode sold 1 million Peptide Lip Treatments by August 2023. Revenue reached $212 million in the 12 months to March 2025, with Rhode becoming the number one skincare brand by Earned Media Value in 2024. e.l.f. Beauty acquired the brand in May 2025 for up to $1 billion ($800M upfront plus $200M earnout). Also searched as Rhode.
Sallve is Brazil's first digitally native vertical brand in cosmetics, founded in 2018 by Julia Petit, Juliana Shor, and Marcia Netto. The brand co-creates products with its community, using consumer input at the formulation stage — an unprecedented model in Brazilian beauty. Launched in May 2019, Sallve sells exclusively through its own DTC digital channels.
Sculpted by Aimee is Ireland's leading makeup brand, founded in 2016 by professional MUA Aimee Connolly. Known for its contouring palettes and complexion products, the brand is stocked in 400+ stores across Ireland and the UK and continues to build DTC international reach through founder-led social campaigns. Also searched as Sculpted.
Sephora is a global beauty retailer selling cosmetics, skincare, fragrance, and haircare from hundreds of brands alongside its own private label. Founded in France in 1970, it operates large-format retail stores worldwide plus a major e-commerce and loyalty program business. It is known for open-sell, try-before-you-buy store formats.
Shhh Silk is an ecommerce brand selling silk pillowcases, eye masks, and sleepwear. It markets its products through online direct-to-consumer channels with a focus on natural sleep accessories. Shhh Silk advertises across Meta placements.
Skin Genie is a Philippines-based personal care brand offering natural-ingredient, cruelty-free skincare for acne, whitening, and general skin health. Products are available through its DTC website, Watsons Philippines, and Lazada, at accessible price points for Filipino consumers. Also searched as Skin.
Space NK is a UK-founded prestige beauty retailer selling curated skincare, makeup, and fragrance brands through boutique stores and e-commerce. It is known for introducing niche and emerging beauty brands to the British market alongside established names. The retailer operates across the UK and internationally.
St.Tropez launched in 1993 when entrepreneur Judy Naake introduced a professional spray-tan formula to the UK. Her Whipped Mousse launched in 2005 and transformed the at-home tanning category. Acquired by PZ Cussons in 2010, the brand is now the world's most recognised self-tan label, sold in over 70 countries.
Sugarbear is a supplement brand best known for gummy vitamins marketed for hair health, alongside other wellness gummies. It positions itself as a lifestyle-oriented, direct-to-consumer vitamin brand with strong social media presence. Products are sold primarily online.
Tira is an Indian beauty retail platform, backed by Reliance Retail, selling makeup, skincare, and fragrance from a mix of international and domestic brands. It operates through e-commerce and physical stores in India, advertising across Meta placements.
Trinny London was founded in 2017 by Trinny Woodall from her kitchen table. The brand built its audience through daily Facebook Live makeup tutorials, converting viewers into buyers of its stackable Match2Me pots. Valued at over £200M, the brand is a case study in founder-led social content as a full acquisition and retention funnel. Also searched as Trinny.
Ulike is a Shenzhen beauty device brand founded in 2013, dominating the at-home IPL hair removal market in China and growing aggressively internationally. Its sapphire ice-cooling technology differentiates the brand from older IPL devices, and it runs some of the most aggressive Meta advertising campaigns in the beauty device category.
Vacation Inc is a Miami-based sunscreen brand launched in April 2021 as a spin-off of the music streaming service Poolside FM. The brand built an entire retrofuturist 1980s resort universe around SPF products — complete with a fictional backstory, vintage-inspired packaging, and a brand voice that reads like a lost travel magazine from 1983. The launch generated $50,000 in first-day sales with no paid advertising, driven entirely by editorial press and the viral novelty of its aesthetic. By 2025, Vacation had grown to an estimated $80 million brand, entering Ulta Beauty and expanding its product line while maintaining the distinctive creative identity that made it famous.
Winona is a Kunming-based sensitive skin DTC brand founded in 2010 by Guo Zhenyu under parent company Betaine Bio-tech. China's number one brand for sensitive and reactive skin, Winona built its credibility through hospital pharmacy distribution and clinical dermatological research before expanding to e-commerce.
Zenyum is a Singapore-founded dental DTC brand offering telehealth-enabled clear aligners and premium oral care products. Founded in 2018 by Julian Artopé, the brand operates across 8 Asian markets — connecting patients with a network of certified dentists and offering treatment at a fraction of traditional orthodontic costs.
Beauty enthusiasts like discovery, so ads that introduce something new or solve a specific concern hold attention. Pair a clear benefit with proof: a texture shot, a demo, a clinical or dermatologist-backed point where legitimate, or a customer review. Because they compare, make the difference obvious. Say what the product does that alternatives do not. Retailer ads such as those from Mecca, Adore Beauty and Nykaa tend to promote range, rewards and curated picks. Brand ads such as those from Winona and Proya tend to focus on skin science and a clear concern like sensitivity. Ulike and Beneunder sell a single standout solution, hair removal and UV protection, with strong demonstration. Localize carefully. Ingredients, skin concerns, retail habits and platforms differ by country, so a message that works in Australia may not land in India or China. Avoid vague promises. This group has seen many, and specifics about a concern, a routine or a result build more trust.
Retailers and brands compete in different ways. Retailers sell choice, advice and rewards, so their ads often spotlight brand lineups, seasonal events and loyalty perks. Brands sell a specific benefit and a reason to trust it, which shows up in clinical language, founder story or a signature product. When researching, group the ads by promise: variety, results, sensitivity, convenience or prestige. Note how often each brand shows the product being used versus a lifestyle scene. Check the call to action. Retailers may push an account sign-up or loyalty program, while brands push a first purchase or a bundle. Also compare how the same company advertises across formats, such as video demos for devices and static visuals for skincare. The gaps between these approaches point to angles that remain open for your own product.
Adore Beauty, Mecca, Nykaa, Beneunder, Winona, Proya and Ulike appear in this group. They include retailers, skincare brands and beauty devices serving shoppers in Australia, India and China. Look at the format, hook and offer together, since the combination matters more than any single element.
Retailers usually promote range, curated picks, events and loyalty programs, while brands emphasize a specific product benefit or ingredient story. Both use demos and reviews to build trust. Ads that stay active for a long time are worth studying first, because advertisers tend to stop ads that do not work.
Brands like Winona position around clinically backed, gentle formulas for reactive skin. Ads typically name the concern first, then explain how the product addresses it, often using doctors, testing or customer feedback as proof. Treat what you find as a starting point for your own tests rather than a template to copy.
Search each brand in AdLibrary and filter by platform and region where available. Compare hooks, offers and visual styles to see how messaging changes across markets. Check how messaging shifts across platforms and seasons to understand the full strategy. Comparing several of these brands side by side in AdLibrary shows which messages repeat and which angles are still open.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →