Makeup enthusiasts love color, texture, and technique. They collect products, watch tutorials, test new shades, and follow beauty creators. Brands that target them include Saie, Fenty Beauty, Glossier, Il Makiage, Mented Cosmetics, Nudestix, and Jones Road Beauty. Their ads show how to sell shade range, finish, and ease of use in a visual category. Studying them helps you see how brands use swatches, tutorials, quizzes, and community to move a shopper from curiosity to a first purchase, and which angles hold attention in a space with constant launches.
They enjoy trying new launches and building a kit, so newness and limited drops capture interest.
They learn from tutorials and influencers, and expect to see a product applied on real skin.
Finding the right match is the biggest hurdle. Inclusive shade ranges from Fenty Beauty and Mented Cosmetics speak directly to that.
Some chase full glam, while others prefer skin-first looks, as Glossier and Jones Road Beauty offer.
They share looks and opinions online, so brands with strong communities gain advocates.
They want honest swatches and real results, not edited images.
About-Face is a gender-fluid color cosmetics brand founded by Halsey in 2021. Known for bold editorial aesthetics and an inclusive, non-conformist creative philosophy, the brand launched DTC-first before expanding to Ulta Beauty, targeting Gen Z consumers who reject traditional beauty gender norms.
Addiction Tokyo, founded by Rebecca Chua in 2009, is a Japanese color cosmetics brand celebrated for richly pigmented seasonal eyeshadow palettes and cult glitter formulas. Sold in Japanese department stores, Sephora Asia, and via DTC, it draws a devoted global collector base. Also searched as Addiction.
Anastasia Beverly Hills (ABH) is a luxury cosmetics brand founded by Anastasia Soare in 1997. Renowned for brow products and bold eyeshadow palettes, ABH operates DTC via anastasiabeverlyhills.com and through Sephora and Ulta globally. Also searched as Anastasia.
BH Cosmetics is a Los Angeles-founded DTC cosmetics brand launched in 2009, specializing in highly pigmented eyeshadow palettes and affordable vegan makeup. The brand pioneered influencer affiliate marketing in beauty, building scale via YouTube tutorial creators and Instagram discount-code partnerships before expanding to Ulta Beauty retail.
BLP Beauty is a cosmetics brand offering makeup products sold primarily through ecommerce channels and its own DTC website. It positions itself as an accessible beauty option for everyday use. BLP Beauty advertises on Meta placements to drive online sales.
Banila Co is a Seoul-based K-beauty brand founded in 2006, best known for creating the Clean It Zero cleansing balm — a sherbet-texture formula that became a global Sephora bestseller and effectively defined the K-beauty cleansing balm category. Available DTC, on Amazon, and through major international retailers. Also searched as Banila.
Benefit Cosmetics is a San Francisco–based beauty brand founded in 1976 and owned by LVMH since 1999. Known for its cheeky retro aesthetic, brow bars, and hero products like Gimme Brow and Badgal Bang mascara, Benefit operates DTC via benefitcosmetics.com. Also searched as Benefit.
Charlotte Tilbury is a London-based luxury beauty brand founded by makeup artist Charlotte Tilbury in 2013, acquired by Puig in 2020. The brand built its DTC business on founder credibility, hero SKUs (Magic Cream, Pillow Talk lip pencil), and aspirational luxury creative across global paid social. Also searched as Charlotte.
Clio is a South Korean cosmetics brand known for color cosmetics including its Kill Cover foundation and Kill Lash mascara lines. It sells through its own stores, drugstores, and ecommerce across Asia and internationally, and advertises across Meta placements.
CoverGirl is an American mass-market makeup brand founded in 1961 and owned by Coty Inc. since 2016. One of the most recognized beauty brands globally, it has undergone a significant brand transformation under Coty with expanded shade ranges, cruelty-free formulations, and an inclusivity-first 'I Am What I Make Up' campaign platform. Also searched as Covergirl.
DIBS Beauty (Desert Island Beauty Status) is an Austin-based color cosmetics brand founded in 2021 by influencer Courtney Shields, beauty veteran Jeff Lee, and Tula co-founders Ken Landis and Dan Reich. The brand's hero Desert Glow Bronzing Duo became a DTC sell-out, supported by L Catterton investment and Ulta expansion. Also searched as Dibs.
Eco Tan is an Australian self-tanning and skincare brand offering organic, plant-based tanning products formulated without harsh chemicals. It sells through its own DTC website, pharmacies, and beauty retailers in Australia and internationally. Eco Tan advertises on Meta placements to reach eco-conscious beauty shoppers.
Espoir is AmorePacific's professional makeup brand, positioned at the intersection of artist-grade performance and DTC accessibility. Known for the Real Skin Founwear foundation range and rich lip products, Espoir targets makeup-literate consumers who want professional results without department store pricing.
Etude House is AmorePacific's playful makeup brand, founded in 1985. Known for its pink-castle branding, K-pop collaborations, Play Color Eyes palettes, and Dream Cushion foundation, it targets teens and young adults globally through own stores and DTC. Also searched as Etude.
Fenty Beauty was founded by Rihanna with LVMH in 2017, launching with 40 foundation shades and generating $100M in sales within 40 days. The brand's inclusivity-first positioning triggered the 'Fenty Effect' across the beauty industry and established a new standard for shade range diversity. It's sold at Sephora, Boots, Harvey Nichols, and DTC. Also searched as Fenty.
Florasis is a Chinese cosmetics brand selling makeup products including lipsticks, eyeshadows, and complexion products with packaging and branding drawing on traditional Chinese aesthetics. It sells primarily through e-commerce platforms in China and internationally. The brand advertises on Meta to reach beauty consumers.
Flower Knows is a Chinese cosmetics brand selling makeup products known for elaborate, fantasy-themed packaging design across eyeshadow, blush, and lip lines. It sells primarily through e-commerce platforms across Asia and internationally. The brand advertises on Meta to reach makeup and beauty consumers.
Glossier was founded in 2014 by Emily Weiss, growing out of the Into The Gloss beauty blog. The brand pioneered community-first DTC beauty with its 'skin first, makeup second' positioning and became a $1.8B valuation darling before restructuring. A 2023 Sephora partnership marked a major distribution shift.
Half Magic Beauty was founded in 2022 by Donni Davy, the makeup artist behind HBO's Euphoria. The brand translates the show's iconic editorial looks into shoppable DTC products, targeting consumers who want to recreate Euphoria aesthetics with products from the artist who created them. Available at Sephora and Ulta. Also searched as Half Magic.
Founded by Tara Fela-Durotoye in Lagos in 1998, House of Tara is Nigeria's first modern professional makeup brand and beauty education institution. The brand operates studios, franchises, and beauty schools alongside a growing DTC product line formulated for African skin tones. Also searched as House.
Il Makiage is a New York-based DTC cosmetics brand founded by Oran Holtzman and Shiran Holtzman-Erel in 2018 under Oddity Inc. The brand's PowerMatch AI quiz matches consumers to their exact foundation shade online, paired with a try-before-you-pay model that dramatically reduces the primary barrier to online cosmetics purchase.
IsaDora is a Swedish colour cosmetics brand founded in Malmö in 1983. Known for its wide shade range of foundations and long-wear lipsticks, it became a fixture in Scandinavian drugstores and pharmacies before expanding into European and US retail via Walgreens. The brand is rooted in the idea that makeup should suit Nordic skin tones and climate — buildable coverage, staying power in cold weather, and accessible price points. After a period of private equity ownership under Axcel, IsaDora returned to family-backed ownership, continuing its expansion into DTC e-commerce while maintaining its mass-prestige drugstore positioning.
Jones Road Beauty is a New York-based DTC beauty brand founded by Bobbi Brown in 2020 after departing Estée Lauder. Built on 'real skin' philosophy, the brand's Miracle Balm became a paid-social sensation through founder-led creative that rejected retouching and airbrushing. Also searched as Jones Road.
Kanebo traces its origins to 1887 in Japan's textile industry and pivoted to cosmetics. KAO Corporation acquired the cosmetics business in 2006. Under KAO, Kanebo operates as a luxury cosmetics house with premium skincare (Kate, Freshel, Kanebo main line) and the annually released Milano Collection powder compact — a collector's item that attracts press coverage every year. Distribution is primarily through department store beauty counters and DTC.
Kose Cosmeport is a Japanese cosmetics and skincare brand, a subsidiary of Kose Corporation, selling mass-market beauty and personal care products through retail and e-commerce channels in Japan and Asia. It operates within the broader Japanese beauty industry. The brand advertises across Meta placements targeting beauty shoppers.
L'Oreal built a sophisticated portfolio DTC layer across brands including Lancome, NYX, CeraVe, Garnier, Kiehls, and Maybelline. The unified first-party data strategy and ModiFace AR virtual try-on technology create DTC engagement moats across price points and categories that no wholesale retailer can replicate. Also searched as L'Oréal.
Lumene is a Finnish beauty brand founded in 1970, headquartered in Espoo, built around Arctic cloudberry extract and Nordic spring water. One of Scandinavia's largest beauty brands, Lumene has executed a widely studied DTC-to-retail expansion into the US market through Target.
MAC Cosmetics built its DTC channel on makeup artist credibility and limited-edition drop culture on MAC.com. MACSelect loyalty rewards, the Back-to-MAC empties return program, and high-profile collaborations with cultural figures (RuPaul, Viva Glam) drive direct purchase and repeat engagement. Also searched as MAC.
Maybelline is a mass cosmetics brand founded in 1915 and owned by L'Oréal since 1996. Known for the iconic brand tagline, Sky High mascara, and Fit Me foundation, Maybelline operates DTC via maybelline.com alongside mass retail. Also searched as Maybelline.
Memebox is a Seoul-based digital beauty company founded in 2012 by Hyungseok Dino Ha. It pioneered K-beauty DTC digitally, raised $190M from investors including GGV and Goodwater, and evolved into a brand incubator that launched Pony Effect with mega-influencer Pony and I'm Meme makeup.
Mented Cosmetics is a New York-based color cosmetics brand co-founded by KJ Miller and Amanda E. Johnson in 2017. The brand launched to fill the nude lipstick gap for deeper skin tones and expanded into full-face color products, distributed DTC and through Target and Ulta. Also searched as Mented.
Merit Beauty is an LA-based minimalist clean makeup brand launched in January 2021 by Katherine Power, co-founder of Who What Wear and Versed. Backed by L Catterton with $20M, Merit focuses on everyday essential makeup — foundation, mascara, balms — with clean ingredients and Sephora exclusivity. Also searched as Merit.
Mikyajy ('My Make-up' in Arabic) was founded in 1999 in Jeddah and has grown to 190+ stores across the GCC, pioneering 100% halal-certified color cosmetics designed specifically for Arabic women, sold across 6 countries.
Milani Cosmetics is a Los Angeles-based affordable beauty brand founded in 2002, offering richly pigmented makeup formulated for diverse and multicultural skin tones. The brand built a strong DTC channel at milanicosmetics.com and is especially beloved by Latina consumers for its bold color range and accessible pricing. Also searched as Milani.
Morphe is a Los Angeles cosmetics brand founded in 2008. Known for pioneering the influencer discount-code DTC model and blockbuster collabs with James Charles and Jaclyn Hill, Morphe operates DTC via morphe.com alongside Ulta. Also searched as Morphe.
NARS Cosmetics is a luxury makeup brand founded in New York in 1994 by François Nars, the celebrated makeup artist. Owned by Shiseido since 2000, it is known for its provocative product names, editorial-quality creative, and the iconic Orgasm shade franchise across blush, gloss, and foundation. Also searched as NARS.
NYX Professional Makeup was founded in 1999 by Toni Ko and acquired by L'Oréal in 2014 for approximately $500M. Known for professional-quality affordable cosmetics and a strong MUA following, NYX operates DTC via nyxcosmetics.com. Also searched as NYX.
Nudestix is a Toronto-based minimal makeup brand co-founded by Jenny Frankel and her daughters Taylor and Ally Frankel in 2014. The brand sells multi-use makeup crayons designed for a fast, no-makeup-makeup look, distributed through Sephora and Ulta.
Pony is a South Korean cosmetics brand selling makeup products including base, eye, and lip cosmetics, associated with beauty influencer Park Hye-min (Pony). It sells through e-commerce and beauty retail across Asia. The brand advertises on Meta targeting K-beauty and makeup consumers.
RMK is a Tokyo makeup brand founded by makeup artist Rumiko Kosuge in 1997. Known for natural-finish foundations, artful color palettes, and premium skincare-infused formulas, RMK operates through own boutiques and department stores across Japan and via a global DTC site.
Revlon is one of the world's most iconic cosmetics brands, founded in 1932 by Charles Revson in New York. After filing Chapter 11 bankruptcy in 2022, the brand emerged restructured and continued operating revlon.com as a key DTC channel, supported by celebrity ambassador partnerships and strong Amazon presence. Also searched as Revlon.
Saie is a New York-based clean makeup brand founded in 2019 by Laney Crowell. Known for the Glowy Super Gel and Slip Tint Moisturizing Skin Tint, Saie differentiates with radical supply-chain transparency, founder-led content marketing, and sustainable packaging commitments at Sephora and DTC.
Shiseido was founded in 1872 in Ginza, Tokyo by Arinobu Fukuhara as Japan's first Western-style pharmacy. The company evolved into Japan's largest cosmetics group with brands spanning prestige (Clé de Peau Beauté, NARS), premium (Shiseido, Cle de Peau), and mass tiers. ULTIMUNE serum is the brand's hero global SKU. Annual revenues exceed ¥900B with operations in 120+ countries.
Smashbox Cosmetics is a US makeup brand founded in 1996 by Dean and Davis Factor (great-grandsons of Max Factor) inside their Smashbox Studios photography studio in Culver City. Acquired by Estée Lauder in 2010, it is known for its primer category leadership and photo-ready performance. Also searched as Smashbox.
Stila Cosmetics is a US independent makeup brand founded in 1994 by makeup artist Jeanine Lobell. Known for pioneering liquid eye shadow and stay-all-day lip colors, it occupies the affordable luxury makeup space with a loyal beauty enthusiast following. Also searched as Stila.
Suqqu is Albion's prestige makeup brand, launched in Tokyo in 2003. Famous for its Crystal GR face powder and richly pigmented eyeshadow compacts, Suqqu bridges traditional Japanese beauty philosophy with contemporary artistry. Sold in high-end department stores globally and via DTC online.
Tarte Cosmetics is a cruelty-free beauty brand founded in 1999 by Maureen Kelly. Known for the viral Shape Tape concealer and eco-conscious positioning, Tarte sells DTC via tartecosmetics.com alongside Sephora and Ulta. Also searched as Tarte.
TIRTIR is a Seoul-based K-beauty brand founded in 2019, that went viral globally with its Mask Fit Red Cushion offering 40+ shades — a K-beauty first for foundation inclusivity. The cushion's coverage, skin-care benefits, and diverse shade range drove massive TikTok and YouTube engagement, making it a Sephora bestseller.
Too Faced is a cosmetics brand founded in 1998, acquired by Estée Lauder in 2016. Famous for Better Than Sex mascara and whimsical holiday collections, it operates DTC via toofaced.com alongside Sephora and Ulta. Also searched as Too.
Urban Decay is a cruelty-free cosmetics brand founded in 1996 and acquired by L'Oréal in 2012. Known for the iconic Naked palette franchise and rebellious brand identity, it sells DTC via urbandecay.com alongside Sephora and Ulta.
Wojooh, operating under the Faces name and owned by Chalhoub Group since 1996, is the leading Middle East beauty retailer with 85 stores in 9 countries, curating global and regional beauty brands with a DTC channel at wojooh.com.
Zeesea is a Chinese cosmetics brand selling makeup products such as eyeshadow palettes, mascaras, and lip products, often featuring museum and cultural-heritage-themed collaborations. It sells through e-commerce and beauty retail across Asia. The brand advertises on Meta targeting makeup shoppers.
Makeup buyers respond to proof of color and finish. They want to see how a shade looks on skin like theirs, how a formula wears, and how easy it is to apply. A product that solves the shade-matching problem or simplifies a routine earns attention quickly. Different segments want different things. Some seek clean, glowy, low-effort looks, which is the space Saie and Nudestix occupy. Others want inclusivity and range, as Fenty Beauty and Mented Cosmetics emphasize. Women 35 and over who want natural-looking results gravitate toward Jones Road Beauty's real-skin approach. Il Makiage uses quiz-based matching to reduce risk. When you research ads, note the demonstration. Is it a swatch, a tutorial, a before-and-after, or a quiz? Note how brands handle shade range, and which claim leads: clean ingredients, inclusivity, ease, or finish. Check how often creators appear and how offers like trial or samples reduce the barrier to a first order.
Show the product on skin, in motion. Close-up application, swatches across several tones, and quick tutorials are the strongest formats. Real creators and customers add credibility, especially when they show different skin tones and ages. Make matching easy. Quizzes, shade guides, and clear comparisons help shoppers feel safe buying online. Highlight what is different, whether that is a multi-use stick, a glowy gel, or a wide shade range. Mistakes to avoid include heavy filters, limited representation, and long copy that hides the visual. Let the product do the talking and keep the offer simple. In AdLibrary, compare how beauty brands combine tutorials, testimonials, and offers. Pay attention to which ads run for a long time, since evergreen tutorials and shade-focused creative usually signal what keeps converting.
Saie, Fenty Beauty, Glossier, Il Makiage, Mented Cosmetics, Nudestix, and Jones Road Beauty all target makeup lovers. They range from clean and glowy to inclusive shade ranges, quiz-matched foundation, and natural, real-skin makeup. Filtering by format and run date in AdLibrary helps separate tested creative from short experiments.
They rely on tutorials, swatches, creator content, and before-and-after demos shown on real skin. Many highlight shade range or ease of use. Fenty Beauty and Glossier show how brand identity and community support product-led creative. Reviewing these brands' live ads in AdLibrary shows which versions stay in market longest.
Many use quizzes, shade guides, and swatches across tones to reduce purchase risk. Il Makiage emphasizes quiz-matched foundation, while Mented Cosmetics and Fenty Beauty stress broad shade ranges for deeper and varied skin tones. Comparing several advertisers side by side in AdLibrary makes the repeating patterns easy to spot.
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