What Hero Cosmetics does

Hero Cosmetics, Inc., founded in 2017 by Ju Rhyu, Andrew Lee, and Dwight Lee, is a New York-based skincare company that designs, manufactures, and sells products targeting acne-prone and sensitive skin. Its flagship is the Mighty Patch line of medical-grade hydrocolloid acne patches, which absorb impurities visibly within approximately 6 hours, supplemented by differentiated Micropoint technology for early-stage blemishes and encapsulated color-correcting pigments in recovery balms. The portfolio has expanded to 30+ products spanning patches for face, nose, chin, forehead, body, dark spots, and tired eyes, alongside post-blemish recovery topicals (Rescue Balm, Pimple Correct, Pore Release, Dark Spot Correct), mineral sunscreen (Superlight SPF 30), and ancillary accessories.

The business operates on a product-led growth model anchored in direct-to-consumer e-commerce at herocosmetics.us, supplemented by retail distribution through Amazon, Walmart, and Ulta Beauty (28 SKUs), with some products eligible for FSA/HSA reimbursement. Revenue is generated through unit-priced product sales and a subscription option offering 20% savings with auto-delivery at 30/45/60/90 day intervals, plus a tiered bundle builder delivering 15-25% discounts on 3-5 product combinations. The company is a wholly-owned subsidiary of Church & Dwight Co., Inc. following a $630 million acquisition in 2022. Marketing emphasizes Gen Z and young millennial consumers through TikTok/Instagram virality, influencer and ambassador partnerships (including Olympic gymnast Jordan Chiles as 2025 Global Ambassador), educational content via the Skin School blog, a Skin Squad community program, and a tiered Hero Rewards loyalty program. The brand holds the #1 position in Amazon's beauty rankings (Q4 2025) and the #1 acne patch brand per Circana unit sales, supported by nearly 150,000 five-star reviews on the flagship product.

Name

Hero Cosmetics

Legal name

Hero Cosmetics, Inc.

Website

https://herocosmetics.us

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Hero Cosmetics is a New York-based skincare company founded in 2017 that designs, manufactures, and sells a 30+ product portfolio of gentle, hydrocolloid-based acne patches, recovery balms, and protective skincare for acne-prone and sensitive skin consumers, distributed via DTC, Amazon, Walmart, and Ulta.

Ownership category

akta.pro rank

Product category

Acne Treatment Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Acne patch skincare
• Hydrocolloid pimple patches
• Blemish recovery products
• Sensitive skin solutions
• Post-blemish care

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Product Sales (Direct E-commerce): Hero Cosmetics generates primary revenue through direct-to-consumer online sales via herocosmetics.us. Products include hydrocolloid patches (Mighty Patch line), recovery balms, color correctors, sunscreens, and bundled kits. The brand offers subscription options providing 20% savings with auto-delivery.
2. Retail Distribution: Hero Cosmetics products are sold through major retail channels including Amazon, Walmart, and Ulta Beauty, generating revenue through wholesale and marketplace sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Hero Cosmetics manufactures and sells a line of medical-grade hydrocolloid acne patches (the Mighty Patch family) along with complementary post-blemish recovery balms, color correctors, blackhead solutions, mineral sunscreens, and targeted skincare products formulated for acne-prone and sensitive skin. The company sells these products directly to consumers through its own e-commerce site and distributes them through Amazon, Walmart, and Ulta Beauty.

Product overview

Hero Cosmetics is a skincare brand specializing in acne-prone skin solutions, offering a portfolio of 30+ products centered around its flagship Mighty Patch™ line of hydrocolloid acne patches. The product lineup includes targeted patches (Original, Invisible+, Nose, Surface, Forehead, Chin, Face, Body, Mini, and specialized variants for Early-Stage Blemishes and Dark Spots), post-blemish recovery topicals (Rescue Balm, Rescue Balm +Red Correct, Pimple Correct, Pore Release, Dark Spot Correct), protective products (Superlight Sunscreen SPF 30, Mighty Shield), and complementary bundles and accessories. The brand operates on a direct-to-consumer model with subscription options, a loyalty rewards program (Hero Rewards with Skin Ace and Glow Pro tiers), and a community program (Skin Squad). Products are distributed through the brand's website, Amazon, Walmart, Ulta, and other major retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Mighty Patch Original The flagship nighttime acne patch made of medical-grade hydrocolloid designed to absorb pus and visibly shrink whiteheads within 6 hours; targeted at consumers with acne-prone and sensitive skin.
• Mighty Patch Invisible+

Quantifiable outcome

• Shrinks the look of pimples in 1 use (6 hours)
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Jordan ChilescoreGTM or Marketing Partner · 5 June 2025Olympic gymnast Jordan Chiles became Hero Cosmetics' 2025 Brand Ambassador. This partnership leverages athlete endorsement to drive brand awareness and consumer engagement across marketing channels.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Starface: Direct competitor in hydrocolloid pimple patches with a similar Gen Z-targeted, social-media-driven brand identity. Starface competes head-to-head with Hero's Mighty Patch on Amazon, at Ulta, and in the cultural narrative around "pimple positivity."
• COSRX: Korean skincare brand best known for its Acne Pimple Master Patch, directly competing with Mighty Patch on Amazon and at Ulta. COSRX shares Hero's positioning around gentle, clinical acne care and uses similar Korean hydrocolloid sourcing.
• ZitSticka: Direct competitor in the micro-needle / micro-dart acne patch category that overlaps with Hero's Micropoint technology for early-stage blemishes. Targets a similar acne-prone, treatment-oriented consumer with a premium positioning.
• Proactiv: Established acne-treatment brand (benzoyl peroxide regimen) targeting similar acne-prone consumers via DTC and infomercial channels. Represents the legacy, regimen-based model that Hero's patch-first approach is disrupting.

Emerging players

• Curology: Personalized prescription and OTC acne-treatment subscription brand serving a similar acne-prone cohort but with a telehealth/clinical angle. Competes with Hero on retention and recurring revenue rather than on shelf product.

Broad incumbents

• The Ordinary (Deciem): Treatment-focused skincare brand (owned by Estée Lauder) with active-ingredient serums, acids, and acne-targeting products. Competes for the same ingredient-savvy Gen Z consumer with broader portfolio depth than Hero.
• Drunk Elephant: Premium clinical skincare brand (owned by Shiseido) known for clean formulations and treatment serums targeting acne, aging, and discoloration. Competes with Hero's treatment skincare positioning at a higher price tier.
• La Roche-Posay: Major dermatology skincare brand (owned by L'Oréal) offering Effaclar and other acne-treatment ranges. Competes with Hero in drugstores, dermatologists' offices, and mass beauty retail on clinical credibility and acne claims.
• Murad: Clinical skincare brand with strong acne-treatment credentials (founded by dermatologist Howard Murad), selling through Sephora and DTC. Overlaps with Hero's "consciously clinical" positioning and acne-treatment product lines.
• Cetaphil: Mass-market sensitive-skin cleanser and moisturizer brand (owned by Galderma). Competes with Hero's "sensitive skin" positioning at drugstores and on Amazon at a lower price point, often serving as a private-label or dermatologist-recommended alternative.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/herocosmetics
• YouTubeyoutube.com/channel/UC0wZCPILuEVZaTPCUutXPag
• Facebookfacebook.com/herocosmetics
• Instagraminstagram.com/herocosmetics
• TikToktiktok.com/@herocosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hero Cosmetics