The Good Face Project

What The Good Face Project does

The Good Face Project, founded in 2018 and headquartered in San Diego, California, is a private B2B SaaS company operating an AI-driven ingredient transparency and formulation platform for the beauty and personal care industry. The company's core product, marketed under the trade name Good Face, combines a proprietary database of cosmetic ingredients with AI-powered analysis to deliver ingredient transparency, regulatory guidance, and product testing services. The platform serves three primary customer segments: beauty brands, cosmetic manufacturers, and retailers, all of which face increasing regulatory scrutiny and consumer demand for safe, sustainable, and transparently sourced products.

The underlying technology stack integrates knowledge retrieval across the ingredient database with process automation for safety, sustainability, and regulatory compliance workflows. The product surface spans both software (the AI formulation platform) and adjacent professional services (product testing), indicating a hybrid SaaS-plus-services revenue model. Pricing is quote-based and not publicly disclosed, consistent with enterprise B2B sales targeting mid-market and larger accounts. Distribution relies on direct enterprise sales supplemented by industry event presence (such as MakeUp in Los Angeles 2026) and content marketing through the company website.

Since founding, The Good Face Project has raised approximately $7.29 million across multiple funding events spanning 2018 to 2024, including a $5.65 million seed round in May 2022 led by VMG Partners with participation from Capsum, REDO Ventures, and Spark Growth Ventures. The company was incubated through EvoNexus and currently operates with 11-50 employees. Leadership consists of CEO and co-founder Iva Teixeira and co-founder and CTO Lena Skliarova-Mordvinova.

Name

The Good Face Project

Website

https://thegoodfaceproject.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Good Face Project is a B2B SaaS company offering an AI-driven ingredient transparency and regulatory compliance platform for beauty brands, cosmetic manufacturers, and retailers, combining a proprietary cosmetic ingredient database with AI-powered formulation analysis and product testing services.

Ownership category

akta.pro rank

Headquarters

HQ city

La Jolla

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Subscription: SaaS-based platform access providing ingredient data, regulatory guidance, and product testing services to beauty industry clients.
2. Product Testing Services: Product testing services for cosmetics integrated with the AI-driven platform offering.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

The Good Face Project provides an AI-driven cosmetic formulation software platform called Good Face that delivers ingredient transparency, regulatory guidance, and product testing for the beauty and personal care industry. The platform draws on a large database of cosmetic ingredients to help brands, manufacturers, and retailers develop safe, sustainable, and compliant products.

Product overview

The Good Face Project offers a unified AI-driven platform for the beauty and personal care industry. The core product, Good Face, is an AI cosmetic formulation software that provides ingredient data, regulatory guidance, and product testing services. The platform enables brands, manufacturers, and retailers to meet regulations and consumer demands for safe, sustainable products by utilizing a vast database of cosmetic ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Good Face AI-powered cosmetic formulation software that delivers ingredient transparency, regulatory guidance, and product testing for brands, manufacturers, and retailers in the beauty and personal care industry.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SkinSAFE: SkinSAFE maintains an ingredient and allergen database for personal care products with a scoring and transparency focus used by brands and consumers. It is the most directly comparable ingredient-intelligence and transparency platform to Good Face.

Broad incumbents

• Environmental Working Group (EWG) Skin Deep: EWG's Skin Deep is the most widely recognized cosmetic ingredient safety database, used by both consumers and brands for transparency positioning. While consumer-facing and non-commercial, it sets the benchmark for ingredient-transparency data that Good Face must compete with or differentiate from.
• Centric Software: Centric Software provides PLM and product development software to fashion, retail, and beauty enterprises. Its beauty PLM suite overlaps with Good Face's formulation and product-development workflows and represents the bundle threat from an incumbent enterprise platform.
• SGS (Consumer & Retail, Cosmetic Services): SGS is a global testing, inspection, and certification company with a substantial cosmetics testing and regulatory services practice. It is a relevant competitor for Good Face's product-testing services and a potential acquirer or partner for the professional services revenue stream.
• Intertek (Consumer Goods, Cosmetics): Intertek provides cosmetic testing, regulatory consulting, and product safety services globally. It competes with the professional services/testing layer of Good Face's offering and serves many of the same beauty brand and manufacturer buyers.
• Prospector (UL Solutions): Prospector is an established raw materials and ingredient search engine used across personal care, cosmetics, and chemicals. It overlaps with Good Face's ingredient database positioning, especially for R&D and formulation buyers in larger manufacturers.

Emerging players

• INCIDecoder: INCIDecoder is a cosmetic ingredient analysis platform that turns ingredient lists into plain-language explanations and function classifications. It targets the same transparency need as Good Face but is positioned as a consumer discovery tool rather than a B2B formulation platform.
• CosDNA: CosDNA is a long-standing ingredient-function and irritation database used widely across the Asian beauty market. It is a relevant comparator for Good Face's ingredient data layer, particularly for global brand and manufacturer customers operating across APAC.
• Spec ChemWorks / ChemVM: Emerging ingredient intelligence and chemical-data platforms serving personal care formulators. Comparable to Good Face in offering structured ingredient data and regulatory context to formulators and manufacturers.
• Material: Material is a startup building ingredient and product data infrastructure for the personal care industry. It targets a similar buyer (beauty brands and manufacturers) and represents the most direct emerging startup competitor to The Good Face Project.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds6 records

Investors6 records

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

M&A

Investments

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

Frequently asked questions about The Good Face Project