Eyeshadow brands make palettes, singles and liquid shadows for everyday wear and bold artistry. The directory includes Perfect Diary, Urban Decay, Anastasia Beverly Hills, Morphe, BH Cosmetics, Pupa Milano, Etude House, Suqqu and Florasis, among others. Color is the product, which makes ads highly visual and creator-driven. Studying them shows how brands demonstrate pigment on camera, use swatches and tutorials, adapt to Western and Asian beauty trends, and launch new palettes in recurring waves.
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.
Australis Cosmetics is an Australian beauty brand offering affordable, cruelty-free makeup products including eyeshadow, lip, and face products. It sells through its own DTC website, pharmacies, and retail partners across Australia. Australis advertises on Meta placements to drive online and retail sales.
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.
Dasique is a Korean makeup brand known for its seasonal concept eyeshadow palettes, each built around a visually distinctive food or nature theme. The brand has developed a strong international following among K-makeup collectors and beauty content creators, with its palettes frequently featured in global beauty haul and 'first impressions' videos.
ESQA Cosmetics is an Indonesian makeup and beauty brand selling color cosmetics such as lip products, eyeshadow, and complexion products aimed at younger consumers. It sells through ecommerce and retail channels in Southeast Asia, advertising across Meta placements.
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.
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.
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.
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.
Laka is a Korean vegan makeup brand launched in 2019, known for its Soul Looker collection of eyeshadows, lip products, and blush. The brand competes in the growing vegan K-makeup segment, sold through Olive Young, Amazon, and DTC globally, targeting the conscious beauty consumer.
Madame Gie is an Indonesian cosmetics brand selling affordable makeup products including eyeshadows, lip products, and complexion items. It sells through e-commerce and retail across Indonesia. The brand advertises on Meta to reach budget-conscious beauty consumers.
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.
Perfect Diary (完美日记) was founded in 2017 by Huang Jinfeng in Guangzhou. It became China's first DTC cosmetics unicorn, famous for high-quality eyeshadow palettes at mass-market prices. The brand pioneered WeChat private-traffic communities and KOL/KOC influencer marketing on Xiaohongshu, driving explosive growth. Its parent company Yatsen Global (YSG) is listed on the NYSE.
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.
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.
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.
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.
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.
Eyeshadow ads rely on the swatch and the look. A swipe across skin shows pigment, while a full tutorial shows how the palette becomes a finished eye. Creators and makeup artists are central, because buyers want to see the colors on skin tones close to their own. Shade range and inclusive undertone coverage are frequent talking points. Palettes are launched as events. Brands such as Anastasia Beverly Hills, Morphe and Urban Decay build creative around a named palette with a theme, then support it with tutorials, unboxings and comparison content. Budget-friendly lines like BH Cosmetics and Perfect Diary stress variety and value, while premium Japanese and European brands such as Suqqu, Addiction Tokyo and Pupa Milano lean on texture and refined color stories. Asian beauty brands like Judydoll, Florasis, Flower Knows and Zeesea frequently tie palettes to cultural aesthetics or collaborations, creating distinctive visual identities. Offers include gift-with-purchase, bundles and limited editions.
Look at how each brand proves performance. Swatches, blending shots, wear-time demonstrations and close-up macro footage all show up. Notice which proof appears in the first seconds, since cold audiences decide quickly. Group ads by format: swatch clips, full tutorials, creator reviews, unboxings and product-only stills. Long-running ads in each group show what the brand keeps paying for. Cross-check whether the ad shows a single wearable look or a wide range of colors, since it reveals whether the brand targets beginners or enthusiasts. Compare how brands position their palettes for seasons and trends, such as soft neutrals, vivid color or glitter. Palette names often act as hooks on their own. Finally, study how regional brands like Australis Cosmetics, Laka, Dasique, Pony and Madame Gie fit their message to local markets and influencer cultures. That comparison highlights which beauty trends spread across borders and which stay local.
Mostly with swatches, tutorials and creator looks that show pigment and blendability on real skin. Brands like Morphe and Anastasia Beverly Hills launch named palettes with supporting tutorials and unboxings. Open the brand pages listed in this directory to compare live creative, copy and offers side by side and see which approaches keep running.
Clear pigment on camera, a range of skin tones, and a finished look the viewer can copy. Compare Urban Decay and Perfect Diary to see how different brands show color payoff and value. Browse the brands in this directory and filter their ads by format and platform to see which messages and creative styles are used most often.
The directory lists 21 brands, including Perfect Diary, Suqqu, Etude House, Urban Decay, Anastasia Beverly Hills, Morphe, BH Cosmetics, Pupa Milano and Florasis. Open any brand to see its ads. Use the brand pages here to review each advertiser's current and past ads, then compare hooks, formats and offers to find patterns worth testing.
They often tie palettes to cultural aesthetics, collaborations and creator-led looks. Review Florasis, Judydoll and Flower Knows to see how their visual styles differ from Western palette brands. Open the brand pages listed in this directory to compare live creative, copy and offers side by side and see which approaches keep running.
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