Makeup brands sell color cosmetics: foundation, concealer, blush, lip products, and eye makeup. This directory lists 177 brands, including Chanel, Fenty Beauty, Rare Beauty, Glossier, E.l.f. Cosmetics, and Charlotte Tilbury. The category covers luxury houses, clean beauty, inclusive shade specialists, and value brands. Makeup ads are highly visual, driven by swatches, tutorials, and creators, so they offer a clear view of how brands demonstrate a product on skin in a few seconds.
100% Pure is an American clean beauty brand offering cosmetics and skincare made with fruit pigments and natural ingredients, free from synthetic dyes and chemicals. It sells through its own DTC website, retail stores, and select beauty retailers. 100% Pure advertises on Meta placements to support ecommerce sales.
3CE (3 Concept Eyes) is the makeup brand of Korean fashion label Stylenanda, acquired by L'Oréal in 2018 for approximately $400M. Founded by Nana Yoon, 3CE pioneered the Instagram-pink aesthetic in Korean makeup, offering lip products, eye looks, and base makeup that defined a generation of K-beauty visual identity. Now distributed globally through DTC and Sephora. Also searched as 3CE.
AMUSE is a Korean vegan makeup brand founded by beauty influencer Lee Saem-i. The brand's Dew Tint liquid lip product went viral for its glass-skin dewy finish, driving global discovery. AMUSE is distributed at Sephora and through DTC, with the founder's authentic influencer presence as a core marketing asset.
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.
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.
Alleyoop is a beauty and personal care brand selling multi-functional, on-the-go cosmetics and skincare products designed for busy lifestyles. It sells primarily through its own DTC ecommerce site and select retail partners. Alleyoop advertises on Meta placements to drive online sales.
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.
Althea Korea is a Malaysia-based K-beauty DTC e-commerce platform founded in 2015 by Frank Kang. It ships authentic Korean beauty products to Southeast Asia with localized formulations for its house label, optimized for tropical and Southeast Asian skin types. Also searched as Althea.
Ami Colé was a New York-based clean beauty brand founded in 2021 by Diarrha N'Diaye-Mbaye, designed specifically for melanin-rich skin. Distributed through Sephora and backed by investors including Greycroft, G9 Ventures, and L'Oréal, the brand raised over $3 million and became a celebrated example of culturally specific inclusive beauty. Ami Colé earned fans including Kelly Rowland and Mindy Kaling. Despite strong brand equity and critical acclaim, the brand announced closure in July 2025, citing unsustainable market conditions, rising tariffs, DEI funding rollbacks, and economic pressures on indie beauty brands. Founder N'Diaye-Mbaye subsequently joined Skims as EVP of Beauty and Fragrance. Also searched as Ami.
Annemarie Börlind is a German natural cosmetics brand founded in 1959 in Altensteig, Black Forest. One of Europe's original natural beauty pioneers, the brand uses biologically active plant extracts and was an early adopter of mail-order DTC. Today the brand sells through its webshop, pharmacy and retail channels. Also searched as Annemarie.
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.
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.
BLK Cosmetics is a Philippine DTC beauty brand co-founded in 2018 by actress Anne Curtis and Jacqe Yuengtian-Gutierrez. Targeting Gen Z and millennial Filipinas, BLK is known for its All-Day Wear Cushion and vivid lip collections, sold via DTC, Shopee, and Lazada. Also searched as BLK.
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.
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.
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.
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.
Bobbi Brown rebuilt its DTC channel via BobbibrownCosmetics.com with a skin-first makeup philosophy and subscription skincare sets after founder Bobbi Brown departed ELC. The brand competes in a sophisticated beauty segment with an interesting dynamic: the founder's new DTC brand, Jones Road, targets the same consumer. Also searched as Bobbi.
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.
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.
Canmake is a Japanese drugstore cosmetics brand under Ikemoto Co., offering affordable makeup products including cheek color, eyeshadow, and base makeup. It is popular within the J-beauty category for trend-driven, budget-friendly formulas, sold in Japan and through international beauty retailers online.
Chanel is a global luxury powerhouse defining modern elegance across fragrance, jewelry, and cosmetics. Analyzing these Chanel ads provides critical insights into high-end digital strategy.
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.
Chi Chi Cosmetics is an Australian makeup and beauty brand offering affordable, trend-driven cosmetics sold through pharmacies, retail partners, and its own DTC website. It targets younger, value-conscious beauty shoppers. Chi Chi advertises on Meta placements to drive retail and online sales.
Chifure is a Japanese cosmetics and skincare brand founded in 1947, famous for introducing refillable makeup compact packaging in 1974—making it one of the world's earliest sustainable makeup pioneers. The brand combines accessible pricing with a circular-economy refill model, operating through Japanese drugstores, supermarkets, and DTC channels.
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.
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.
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.
Colourette Cosmetics is a Philippine DTC beauty brand founded in 2015 by Nina Cabrera. Known for its inclusive shade range — particularly nudes and foundations for morena skin — Colourette has become a symbol of Filipino beauty diversity and is widely distributed on Shopee and Lazada. Also searched as Colourette.
Cosmax is a South Korean cosmetics manufacturer and brand producing skincare and makeup formulations, known primarily as an ODM/OEM supplier to other beauty brands as well as marketing its own products. It operates through e-commerce and B2B channels across Asia. The brand advertises on Meta placements related to its consumer-facing product lines.
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.
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.
DB Cosmetics is an Australian makeup brand offering affordable, cruelty-free cosmetics sold through pharmacies, retail partners, and its own DTC website. It positions itself as an accessible everyday beauty option. DB Cosmetics advertises on Meta placements to support retail and online sales.
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.
Dear Me Beauty is an Indonesian DTC beauty brand and platform launched around 2019, focused on self-care rituals, skin positivity, and accessible beauty for modern Indonesian women. The brand spans skincare, colour cosmetics, and wellness products, positioning itself as a companion for holistic daily beauty routines rather than a single-category product brand. Also searched as Dear Me.
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.
Dr. Jart+ is a Seoul dermo-cosmetics brand founded in 2004 by Chin Wook Lee and acquired by Estée Lauder Companies in 2019. Its Cicapair Tiger Grass Correcting Treatment is a globally recognised Sephora bestseller. The brand bridges clinical skincare and makeup at a premium price point. Also searched as Dr..
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.
e.l.f. Cosmetics is an Oakland-based mass-market color cosmetics brand founded by Joey Shamah and Scott Vincent Borba in 2004. The brand pioneered TikTok brand marketing with the viral 'Eyes Lips Face' song in 2019 and has since acquired Rhode Beauty, positioning itself as a DTC-native beauty platform. Also searched as E.l.f..
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.
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.
Elianto is one of Malaysia's original homegrown masstige beauty brands, selling colour cosmetics and skincare inspired by botanical and flower-oil ingredients. The name derives from the Italian word for sunflower. Products are formulated internationally (Switzerland, South Korea, Italy) and sold at accessible price points through Watsons, Guardian, and its own DTC webstore. Also searched as Elianto.
Ellana Cosmetics is a Philippine mineral makeup brand selling foundation, powder, and other color cosmetics formulated with mineral-based ingredients. It sells through ecommerce and retail channels, advertising across Meta placements.
Emina Cosmetics is a Jakarta-based beauty brand launched in 2015 by PT Paragon Technology and Innovation — the group behind Wardah and Make Over. Designed as a 'beauty bestie' for Indonesian teens, Emina offers pastel-packaged, gentle-formula cosmetics and skincare at pocket-friendly prices, distributed widely across e-commerce and offline retail.
Ere Perez is a Sydney natural cosmetics brand founded by its eponymous founder in 2006. The brand uses food-based hero ingredients (oat milk, carrot, argan, corn) as its product foundation, building a clean beauty reputation through ingredient education and international stockists including Cult Beauty UK. Also searched as Ere.
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 (formerly Etude House) is a South Korean cosmetics brand under Amorepacific known for playful, pastel-branded makeup and skincare aimed at younger consumers. It sells color cosmetics, cushions, and skincare through its own stores, e-commerce, and international beauty retailers as part of the K-beauty category.
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.
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.
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.
Florence by Mills is a Gen Z-focused beauty brand founded by actress Millie Bobby Brown in August 2019. Known for affordable skincare and clean color cosmetics, the brand combines fun, expressive visuals with an anti-perfectionism ethos. It expanded to retail giants including Ulta and Target and surpassed $200M in brand value, with Millie acquiring majority ownership in 2024. Also searched as Florence.
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.
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.
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.
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.
Happy Skin is a Philippines DTC and retail beauty brand founded in 2014 by Jacqe Yuengtian-Gutierrez and Rissa Mananquil-Trillo. The brand pioneered the skincare-makeup category in the Philippines, formulating colour cosmetics — particularly lip products, foundations, and base makeup — with active skincare ingredients to benefit skin while wearing makeup. Happy Skin is sold through its DTC website, own stores, Watsons Philippines, and Rustan's.
Heme is a Taiwanese colour cosmetics brand founded in the 1990s, offering accessible foundation, blush, eyeshadow, and lip products at budget-friendly prices. The brand maintains a strong presence in Taiwanese drugstores and department stores and runs seasonal social media campaigns targeting young women seeking quality makeup without imported-brand price tags.
Hera is AmorePacific's flagship luxury beauty brand, positioned as Korea's answer to Chanel Beauty. The brand's Black Cushion foundation and collaborations with global K-pop icon Jennie (BLACKPINK) drove massive DTC growth and international recognition, making Hera one of Asia's most aspirational makeup brands.
Rougj is a Trieste-founded Italian dermocosmetics brand established in 1987 to reinvent pharmacy beauty with glamour and formulation quality. Now majority-owned by Maeco Group, it operates across pharmacy retail and a growing DTC web channel, offering skincare, makeup, and hair care tested to dermatological standards. Also searched as Herbàl.
Hold Live is a Korean makeup brand known for the Wear Live Fixing Spray, widely used by K-pop idol makeup artists for long-wear performance on stage. The brand markets its professional backstage credentials to consumer audiences seeking the same setting and longevity results as idol performances. Also searched as Hold.
Holika Holika is a Seoul-based K-beauty brand under Enprani, founded in 2010. Known for whimsical product designs including Pig Nose cleansing strips and the Good Cera skincare range, it combines effective formulas with Instagrammable packaging sold globally through DTC, Amazon, and Ulta. Also searched as Holika.
Honest Beauty is a cosmetics and skincare brand co-founded by Jessica Alba as an extension of The Honest Company, focused on clean beauty formulations without certain synthetic ingredients. The brand sells makeup, skincare, and beauty products through ecommerce, mass retailers, and specialty beauty stores in the United States. It positions itself around ingredient transparency and safer beauty formulations.
House of Masaba is Mumbai-based fashion and beauty brand founded in 2009 by celebrity designer Masaba Gupta. Known for bold, eclectic Indian print designs, it has expanded into beauty (MasabaxNykaa collaboration) and leverages its founder's Netflix series 'Masaba Masaba' as a powerful brand storytelling vehicle. Also searched as House.
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.
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.
ILIA Beauty, founded in 2011 by Sasha Plavsic in Laguna Beach, is a clean makeup brand best known for the Super Serum Skin Tint SPF 40. Positioning makeup as skincare and sun protection in one, ILIA runs substantial Meta paid social spend and is available at Sephora, Nordstrom, and DTC. Also searched as ILIA.
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.
IT Cosmetics was founded in 2008 by Jamie Kern Lima and acquired by L'Oréal in 2016 for $1.2B. Built on QVC with skincare-infused makeup, it is known for the CC+ Cream and a science-backed confidence narrative. Operates DTC via itcosmetics.com.
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.
Implora is an Indonesian cosmetics and personal care brand selling makeup and beauty products through e-commerce and retail across Indonesia. The brand targets budget-conscious beauty consumers with a broad product range. It advertises on Meta to reach its target market.
Intercos is an Italian cosmetics manufacturer founded in 1972, headquartered in Agrate Brianza, that develops and produces makeup and skincare products for major beauty brands worldwide. It operates as a business-to-business manufacturer rather than a direct-to-consumer label, supplying color cosmetics and formulations across global markets.
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.
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.
Issy & Co is a Philippine minimalist clean beauty brand founded around 2018, offering curated everyday makeup essentials. It positions itself as a clean, fuss-free alternative to complex beauty routines, sold DTC via its own site and major Philippine marketplaces. Also searched as Issy &.
Item Beauty is a clean, cruelty-free cosmetics brand co-founded by TikTok star Addison Rae and her mother Sheri Nicole in August 2020, launching directly into Sephora. Positioned around 'clean-ish' beauty — fun, low-key, and fuss-free — it was one of the first creator-native brands to validate the TikTok-to-Sephora pipeline. The brand runs strong influencer seeding supplemented by Meta performance ads. Also searched as Item.
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.
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.
Juice Beauty is an organic skincare and cosmetics brand selling facial care and makeup made with certified organic ingredients. Founded in 2005, it positions itself in the clean beauty category and has collaborated with Gwyneth Paltrow's Goop line. Products are sold direct-to-consumer and through beauty retailers.
Jungsaemmool is a Korean professional makeup brand founded in 2015 by celebrity makeup artist Jung Saem Mool, known for her work with top Korean celebrities since the early 1990s. The brand pioneered accessible 'natural beauty' and glass skin aesthetics, earning Red Dot, iF Design, and Allure Best of Beauty awards. Distributed through Ulta, Amazon, and official DTC storefronts globally.
Just Herbs is a Chandigarh-based certified organic Ayurvedic beauty brand founded in 2013 by Arush Chopra. Backed by the PhytoCosmetica research platform, it offers plant-based skincare, haircare, and colour cosmetics made with authentic Ayurvedic formulations at accessible price points. Also searched as Just.
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.
Kate Tokyo is a Japanese cosmetics brand under Kanebo focused on bold, editorial-style makeup including eyeliners, mascaras, and eyeshadow palettes. It is positioned as an accessible drugstore-tier J-beauty brand, sold in Japan and exported to international beauty retailers and e-commerce platforms.
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.
Kjaer Weis is a Danish luxury clean beauty brand offering makeup and skincare in refillable, sustainably designed packaging. It positions itself in the premium clean beauty segment, selling through its own DTC website and select high-end retailers. Kjaer Weis advertises on Meta placements to support ecommerce sales.
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.
Kosé Corporation is a Japanese cosmetics conglomerate founded in 1946 by Kozaburo Kobayashi. Its portfolio includes Sekkisei (Japan's best-known brightening lotion), ultra-luxury Decorté, botanical-lifestyle brand Three, and 40+ domestic and international labels. Sekkisei is one of Asia's best-selling skincare products, driving significant duty-free and travel retail revenue.
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.
La Bouche Rouge Paris was founded in 2017 by former L'Oréal marketing director Nicolas Gerlier. Every product is plastic-free, with lipstick refills housed in handcrafted leather cases made at the Tanneries du Puy. The brand sells DTC and through luxury retailers including Net-a-Porter and Sephora, proving sustainability and luxury are not opposites.
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.
Lilybyred is a Korean makeup brand created by At Cosmetics, positioning itself for the 'beauty minimalist' consumer with concentrated small-format products and muted packaging. The Mood Liar Velvet Tint is its signature product, generating a dedicated following among K-makeup enthusiasts who value quality over quantity.
M.O.I Cosmetics is a Vietnamese DTC cosmetics brand founded in 2016 by superstar singer and model Hồ Ngọc Hà. The brand is known for bold colour cosmetics — particularly lip products — and positions itself as a premium Vietnamese alternative to imported K-beauty and Western cosmetics. M.O.I's celebrity founder gives it organic media reach and aspirational appeal with Vietnamese consumers. Also searched as M.O.I.
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.
MCoBeauty is an Australian affordable luxury makeup brand founded by Shelley Sullivan in 2019, evolving from ModelCo's legacy. Known for viral 'dupe culture' positioning on TikTok, the brand scaled rapidly across Australia and New Zealand before expanding to the US through exclusive Kroger distribution.
MISSHA is a South Korean cosmetics and skincare brand under ABLE C&C, known for affordable, widely distributed products such as its BB creams. It sells through its own stores, drugstores, and ecommerce across Asia and internationally, and advertises across Meta placements.
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.
Make Over is Indonesia's leading professional-grade cosmetics brand, owned by PT Paragon Technology and Innovation. Founded around 2010, it has built a reputation for bold, highly pigmented formulas and editorial-style advertising campaigns closely tied to Jakarta Fashion Week, appealing to makeup artists and beauty-forward consumers across the archipelago. Also searched as Make.
MAOGEPING is China's premier luxury cosmetics brand, founded by celebrity makeup artist Mao Geping around 2000. Known for Peking Opera-inspired packaging and professional artistry credentials, the brand listed on the Hong Kong Stock Exchange in 2024. It competes with Charlotte Tilbury and Armani in premium positioning. Also searched as Mao.
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.
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.
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.
Milk Makeup is a New York-based makeup and skincare hybrid brand co-founded by Mazdack Rassi and team in 2016. Born from the Milk Studios creative community, the brand popularized stick-format makeup-skincare hybrids and cannabis-derived ingredients, distributed through Sephora and Ulta. Also searched as Milk.
Mistine is Thailand's largest direct-sales beauty brand, founded in 1990 under Better Way (Thailand) Co., Ltd. The brand operates one of Thailand's largest beauty distributor networks and is particularly known for its SPF and sun care innovations. Mistine has expanded significantly into social media and e-commerce channels while maintaining its core direct-selling model.
Moonshot is a luxury K-makeup brand owned by YG Entertainment, the label home to BLACKPINK. The brand leverages K-pop IP, particularly through BLACKPINK collaboration products, to drive global fandom-commerce. Its campaigns combine luxury beauty positioning with idol endorsement authenticity rarely available to independent brands.
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.
MyGlamm is a Mumbai-based beauty brand founded in 2015 by Darpan Sanghvi, later joined by Priyanka Gill (founder of POPxo) and Naiyya Saggi. The brand pioneered India's content-to-commerce model by acquiring POPxo's large millennial women's audience as an owned media and product launch platform, operating under the Good Glamm Group umbrella.
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.
Natura Argentina is the Argentine market operation of Natura Cosméticos, Brazil's largest cosmetics company and the world's first publicly traded B Corp (certified 2014). The brand operates through 400,000+ direct sales consultants in Argentina and increasingly through DTC digital channels, offering skincare, makeup, and fragrance with a sustainability-first ethos. Also searched as Natura.
Nature Republic is a Korean affordable natural skincare and makeup brand founded in 2009, globally recognized for its Aloe Vera 92% Soothing Gel — one of K-beauty's most iconic and most-imitated products. With EXO as long-running brand ambassadors and extensive street-front stores across Asia, the brand built global reach on one hero product. Also searched as Nature.
Nude by Nature is an Australian cosmetics brand offering mineral-based makeup formulated with natural ingredients, positioned around clean beauty principles. It sells through its own DTC website, pharmacies, and beauty retailers in Australia and internationally. Nude by Nature advertises on Meta placements to support ecommerce sales.
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.
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.
O Boticário is Brazil's most iconic beauty and fragrance brand, founded in 1977 by Miguel Krigsner as a small pharmacy in Curitiba. Through the Grupo Boticário, it grew to over 4,000 franchise points of sale across Brazil and internationally, making it the world's largest beauty franchise network. Known for iconic Valentine's Day and Father's Day campaigns.
Pacifica Beauty (pacificabeauty.com) is a US 100% vegan and cruelty-free cosmetics, skincare, and fragrance brand founded in 1996 in Portland, OR by Brook Harvey-Taylor. Originally a candle brand, Pacifica pivoted to beauty in 2007 and has become a leading affordable vegan beauty brand sold at Target, Ulta, and Whole Foods alongside a DTC subscription channel. Also searched as Pacifica.
Painted is a Los Angeles-based vegan, cruelty-free cosmetics brand launched in August 2023 by beauty YouTuber and makeup artist James Charles. The brand's hero product — Create Paints, a multi-use cream-to-matte formula available in 10 vivid shades at $15 each — was developed over four years with an emphasis on professional-quality performance at an accessible price point. The launch generated significant media attention when it was revealed that Beyoncé's makeup artist used the black shade 'Ink' on the singer's Renaissance tour. Painted sells exclusively DTC through painted.co and targets makeup artists, enthusiasts, and Charles's existing YouTube and Instagram community.
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.
Peripera is the youth-focused makeup brand from Coreana Cosmetics, known for its Ink Mood Glowy Tint and K-pop-inspired packaging. The brand has built a strong global following through K-pop beauty culture association, Sephora distribution, and accessible pricing that appeals to teenage and young adult K-beauty fans.
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.
Priceline Pharmacy is an Australian pharmacy-beauty chain founded in 1982, known for running the Sister Club — one of Australia's most engaged loyalty programs. Operated under API (acquired by Chemist Warehouse Group), the brand drives significant DTC beauty revenue through 470+ stores and a growing e-commerce channel. Also searched as Priceline.
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.
Purplle is a Mumbai-based beauty marketplace founded in 2012 by Manish Taneja and Rahul Dash. India's second-largest beauty platform after Nykaa, it uses AI-driven product recommendations and owns private-label brands including Faces Canada and NY Bae, with a strong Tier 2/3 city presence.
Quem Disse, Berenice? ('Who said, Berenice?') is Grupo Boticário's Gen-Z-targeting color cosmetics brand, launched in 2012. Known for irreverently named products, affordable pricing, and vibrant social media presence, the brand targets Brazilian Gen-Z women through franchise stores, DTC e-commerce, and aggressive social commerce campaigns. Also searched as Quem.
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..
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.
RMS Beauty is an American clean beauty brand offering makeup and skincare formulated with organic and natural ingredients, known for its raw coconut cream-based foundations. It sells through its own DTC website and select premium retailers globally. RMS Beauty advertises on Meta placements to support ecommerce sales.
Rare Beauty was founded by Selena Gomez in 2020 with a mission to destigmatize mental health. The brand donates 1% of sales to the Rare Impact Fund and launched Soft Pinch Liquid Blush, which became one of Sephora's fastest-ever-selling makeup products, generating hundreds of millions in annual revenue. Also searched as Rare.
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.
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.
Rodial is a British skincare and cosmetics brand founded in 1999 by Maria Hatzistefanis, known for results-driven, premium-positioned products like its Bee Venom line. It sells through department stores, specialty beauty retailers, and its own ecommerce site, and advertises across Meta placements.
Rollover Reaction was founded in 2016 by four friends — Naya Tinanda Nabila, Dinar Amanda, Novianti Haryanto, and Sarah Novia Hartono — as Indonesia's first independent cruelty-free cosmetics brand. The brand's lip-and-cheek multifunctional debut product became an instant hit, establishing a loyal following for its clean, pigment-forward formulas at mid-range prices. Also searched as Rollover.
Rom&nd is a South Korean color cosmetics brand known for its tinted lip products, particularly the Juicy Lasting Tint line, along with cushion foundations and eye makeup. Part of the K-beauty category, it is sold through Korean beauty retailers, e-commerce marketplaces, and its own DTC channels internationally.
Romand is one of South Korea's most globally recognized affordable K-makeup brands, best known for the Juicy Lasting Tint lip range. With distribution at Sephora globally and millions of social media followers, Romand has become a gateway brand for international consumers entering the K-makeup category.
Rose All Day Cosmetics is a Philippine beauty brand selling color cosmetics, including lip and face products, through ecommerce and retail channels. It advertises across Meta placements to reach beauty consumers in Southeast Asia.
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.
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.
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.
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.
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.
Stylenanda is a Seoul digital-native fashion and beauty brand founded in 2004 by Kim So-hee. It launched the 3 Concept Eyes (3CE) makeup line, which became globally coveted. L'Oréal acquired the brand in 2018 for a reported ~$400M, one of the largest K-beauty acquisitions.
Subtl Beauty is an Australian female-founded DTC travel makeup brand known for its stackable 'Stak' system — customisable, TSA-approved makeup cylinders that click together like a pill organiser. The brand went viral on TikTok for its satisfying unboxing and build-your-stack content, converting millions of views into direct DTC sales. Also searched as Subtl.
Sugar Cosmetics is an Indian colour cosmetics brand founded in 2015 by Vineeta Singh and Kaushik Mukherjee in Mumbai. Built on the insight that international makeup formulas fail in India's tropical humidity, Sugar develops long-wear, high-pigment products engineered for Indian skin tones and climate. The brand has grown to over 45,000 retail touchpoints alongside its DTC channel. Also searched as Sugar.
Sunnies Studios is the Philippines' most influential homegrown beauty and lifestyle brand, founded in 2013 by Bea Soriano-Dee, Eric Dee, Georgina Wilson, Jess Wilson, and Martine Cajucom-Ho. The brand launched with eyewear and expanded into beauty (Sunnies Face, debuted 2018) and cafes (Sunnies Cafe), creating a multi-vertical lifestyle brand known for its highly aesthetic product design and aspirational but accessible pricing for Filipino consumers. Also searched as Sunnies.
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.
The Face Shop is LG H&H's flagship natural K-beauty brand, founded in 2003. With over 2,000 stores globally and strong DTC, it is one of the most widely distributed K-beauty brands worldwide. Its Rice Water Bright cleansing range is a globally recognisable hero line. Also searched as The Face.
Thin Lizzy is an Auckland makeup brand with roots in the infomercial era, known as NZ's largest online beauty store. The brand successfully pivoted from TV direct-response selling to digital DTC, adapting the demo-led format to Facebook video advertising and subscription beauty mechanics, serving a loyal AU and NZ audience. Also searched as Thin.
Three is a Japanese beauty brand founded in 2009, rooted in Ayurvedic philosophy and Japanese minimalism. Its skincare, makeup, and fragrance range uses high-quality botanical and essential oil formulations. Sold through own boutiques, department stores, and global DTC, it occupies a premium wellness-beauty niche.
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.
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.
Tower 28 Beauty, founded in 2019 by Amy Liu in Los Angeles, is the first color cosmetics brand to earn the National Eczema Association Seal of Acceptance. Its SkinSafe-certified formulas target sensitive-skin consumers with clean makeup-skincare hybrids sold at Sephora, Target, and DTC. Also searched as Tower 28.
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.
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.
Vice Cosmetics is a Philippines beauty brand launched in September 2017 by celebrity comedian Vice Ganda. The brand became famous for its entry-level lipstick priced at 88 pesos — a deliberate affordability signal that positioned Vice Cosmetics as the beauty brand accessible to every Filipino. Despite the entry price, the brand maintains quality formulations and has expanded beyond lip products into a broader colour cosmetics range. Also searched as Vice.
VIOLETTE_FR was founded in 2021 by award-winning French makeup artist Violette Serrat with $2.75M in seed funding. Hero products include Boum-Boum Milk facial mist and Bisou Balm sheer lipsticks. Following Series A and B rounds, the brand expanded into Sephora, Liberty London, and Le Bon Marché.
Vult is a Brazilian mass-market makeup brand under Grupo Boticário, launched to serve the high-volume color cosmetics segment. Offering foundations, lipsticks, palettes, and more, Vult positions itself as the go-to affordable option for Brazilian consumers who want trend-forward looks.
Wardah is Indonesia's leading halal-certified beauty brand, founded in 1995 by Nurhayati Subakat under parent company PT Paragon Technology and Innovation. The brand pioneered inclusive cosmetics for Muslim women in Indonesia, becoming the first major brand to prominently feature hijab-wearing women in beauty advertising. Wardah is now the top-selling cosmetics brand in Indonesia by volume, available across pharmacies, minimarkets, and digital channels.
Westman Atelier is a New York-based luxury clean makeup brand founded in July 2018 by celebrity makeup artist Gucci Westman and her husband David Neville, co-founder of Rag & Bone. The brand achieved $100M in retail sales by 2023, five years post-launch, with Sephora, Nordstrom, and Neiman Marcus distribution. Also searched as Westman.
Wet n Wild is a Los Angeles-based cosmetics brand owned by Markwins International, offering bold, affordable makeup since 1979. The brand experienced a major Gen Z revival through TikTok virality, with products regularly going viral for delivering premium-quality pigment and finish at drugstore prices of $1–$10. Also searched as Wet.
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.
Yves Rocher was founded in 1959 in La Gacilly, Brittany, by Yves Rocher, who pioneered mail-order plant-based cosmetics in France. The brand invented the modern DTC beauty subscription model and grew to 90+ countries by democratising botanical beauty. It remains family-owned under the Groupe Rocher umbrella. Also searched as Yves.
Founded in Lagos in 2011, Zaron Cosmetics creates makeup and skincare formulated specifically for African skin tones. The brand has expanded to 15 African countries and built a loyal following through inclusive shade range messaging and pan-African beauty campaigns. Also searched as Zaron.
dUCk Cosmetics is the beauty arm of Malaysia's dUCk Group, launched in 2017. Known for halal-certified makeup with limited-edition collectible packaging, it has become a cult brand among Malaysian beauty consumers who prize both the aesthetics and the religious compliance of its products. Also searched as dUCk.
Makeup is sold through demonstration. Typical ads show a swatch, a quick application, or a full face built in under a minute. Creator tutorials and first-impression style videos are common, since viewers want to see the product on real skin. Brands pick positions. Fenty Beauty and Mented Cosmetics emphasize inclusive shade ranges. Il Makiage uses a quiz to match foundation shades, which turns the click into a personalized recommendation. Clean and skin-first names such as ILIA Beauty, Saie, Merit Beauty, and Jones Road Beauty sell low-effort, natural-looking results. Rare Beauty brings a mission and a founder story, and E.l.f. Cosmetics speaks to value shoppers. Luxury names such as Chanel, Charlotte Tilbury, and Westman Atelier lean on glamour, craft, and prestige imagery. Offers often include gift sets, minis, shade finders, and retailer links.
Study how each brand solves the shade problem. Inclusive ranges, quizzes, and shade-matching tools all address the biggest friction in online makeup buying. See which ads put it in the first seconds. Compare demonstration styles. Some brands favor close-up texture, some favor a creator talking to camera, and some favor polished campaign imagery. Note which formats stay live the longest, since those usually reflect what converts. Check audience framing too. Jones Road Beauty speaks to women 35 and older who want natural, un-retouched looks, while Milk Makeup and Rare Beauty speak to younger audiences. The same product idea, such as a blush or a tint, gets different language by age and attitude. Finally, notice retail strategy: some brands push to their own site, others to Sephora or Mecca.
They rely on demonstration: swatches, application tutorials, and creator videos. The product is shown on skin quickly, followed by a shade or finish message. Brands such as E.l.f. Cosmetics, Rare Beauty, and Glossier use this approach with different tones. Open a few of their ads side by side to compare the hooks, formats, and offers directly.
Fenty Beauty and Mented Cosmetics both build their message around broad shade ranges, and Il Makiage uses a quiz to match foundation shades. Their ads put the shade solution early, since finding the right match is the biggest friction in buying makeup online.
ILIA Beauty, Saie, Merit Beauty, and Jones Road Beauty emphasize skin-like finishes, simple routines, and thoughtful ingredients. Their ads show light, natural results and often position makeup as an easy daily step that also supports the look of skin. Comparing their live ads side by side makes the differences in hook, format, and offer easy to spot.
Look at the shade solution, demonstration style, audience framing, and where the click leads. Ads running for months, from brands like Charlotte Tilbury or Nudestix, are worth studying closely because longevity often signals a message that earns results. Pull up several of their ads together and note which hooks and formats repeat.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →