What Thirteen lune does

Thirteen Lune is a curated online beauty and wellness marketplace founded in 2020 that exclusively aggregates products from BIPOC-founded brands. The platform offers 747+ SKUs across five core categories—skincare, makeup, hair care, bath & body, and fragrance—featuring brands such as Ami Colé, Danessa Myricks Beauty, Dezi Skin, LolaVie, Maude, Vyrao, Flamingo Estate, Charlotte Mensah, Acaderma, and Born to Stand Out, supplemented by curated collections (Nyakio's Picks, Award Winners, Travel Size), an $85 in-store makeup service, and digital gift cards. The technology stack is a standard Shopify storefront with social login (Facebook, Google, Twitter), Google Analytics for traffic measurement, Google AdSense and Google AdWords Remarketing for paid acquisition, and a 'Skincare Quiz' decision-tree tool. There is no proprietary AI, no public API, and no native mobile app.

The company operates a three-channel distribution model: a direct-to-consumer e-commerce site (thirteenlune.com), a wholesale partnership with JCPenney Beauty placing its brand assortment into 600 physical retail locations, and a company-owned physical store in Los Angeles. Revenue is generated through unit-priced product sales ($5–$950+ AOS), the makeup application service, e-gift cards, and ancillary services; there is no subscription tier. Pricing mechanics are pay-as-you-go: $7.95 flat-rate ground shipping (free above $50), $15 expedited shipping, and a $7.95 return-shipping fee withheld from refunds. Customer acquisition runs through content (Shop Talk blog), email/newsletter (15% off first order), social media, a loyalty rewards program (1 point per $1 spent), press coverage in Fortune/Allure/Forbes/Essence, and event-driven activations such as the Feb 2026 Emmys Week gifting lounge with Luxury Experience & Co. The company is incorporated as a State of New York corporation, registered at 2020 Ocean Avenue, Ronkonkoma, NY, with functional operations in Los Angeles.

To date Thirteen Lune has raised $11 million in venture funding across two seed-stage rounds: a $3 million seed in November 2021 led by Fearless Fund (with Capstar Ventures, Fab Ventures, Swiftarc Beauty, and Gaingels), and an $8 million seed-plus in January 2023 with new participation from BrainTrust Fund. The business is led by co-founders Patrick Herning (CEO) and Nyakio Grieco, with department-level leadership including Head of Ecommerce. The company remains private, has 11–50 employees, and does not publicly disclose revenue, GMV, or order volume; international shipping is not offered, confining the addressable market to the United States.

Name

Thirteen lune

Legal name

Thirteen Lune

Website

https://thirteenlune.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Thirteen Lune is a curated online beauty marketplace founded in 2020 that sells skincare, makeup, hair care, and wellness products exclusively from BIPOC-founded brands directly to consumers through its e-commerce site and JCPenney retail.

Ownership category

akta.pro rank

Product category

Inclusive beauty marketplace

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

Keywords

• Inclusive beauty marketplace
• BIPOC-founded beauty brands
• Beauty ecommerce platform
• Skincare and makeup retail
• Wellness product curation

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online retail sales of beauty and wellness products from BIPOC-founded brands through thirteenlune.com. Customers purchase directly from the platform with standard and expedited shipping options available.
2. Wholesale/Retail Partnership: Revenue from partnerships with retailers such as JCPenney Beauty, where Thirteen Lune brands are sold through physical retail locations (600 JCPenney locations). Note: the 2026 article mentions this rapid scaling caused financial damage to Thirteen Lune brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Thirteen Lune operates an online beauty marketplace that curates and sells skincare, makeup, hair care, bath & body, fragrance, and wellness products from BIPOC-founded brands. The platform serves consumers directly through thirteenlune.com and extends reach through a wholesale partnership with JCPenney Beauty (600 stores) and a company-owned retail store in Los Angeles.

Product overview

Thirteen Lune is an inclusive beauty e-commerce marketplace founded in 2020, specializing in products from BIPOC-founded brands designed for people of color. The platform operates a core e-commerce marketplace offering over 747 products across five main categories: Skincare, Makeup, Hair Care, Bath & Body, and Fragrance. The product portfolio includes curated brand collections (Ami Colé, Danessa Myricks Beauty, Dezi Skin, LolaVie, Maude, Vyrao, Flamingo Estate, Born to Stand Out), founder-curated selections (Nyakio's Picks), award-winning products, and travel-size essentials. The company supplements its marketplace with loyalty rewards, makeup services, e-gift cards, and periodic promotional sales. Strategic partnerships include J.C. Penney Beauty for retail expansion and BrainTrust Fund for investor backing.

Differentiator

Problem solved

Functional benefit

Products and services

• Thirteen Lune Online Beauty Marketplace Direct-to-consumer e-commerce marketplace offering 747+ skincare, makeup, hair care, bath & body, fragrance, and wellness products from BIPOC-founded brands, with standard ($7.95, free over $50) and expedited ($15) shipping within the United States.
• Thirteen Lune Rewards Program Customer loyalty program offering 1 point per $1 spent, 50 bonus points for new members, exclusive offers, early access to new products, and free shipping on qualifying orders.
• In-Store Makeup Application Service Professional in-store makeup application service priced at $85 per session, offering personalized beauty consultations and application by makeup artists.
• E-Gift Cards Digital gift cards purchasable through thirteenlune.com, allowing customers to give the gift of inclusive beauty products across the marketplace assortment.
• Thirteen Lune Private Label Beauty Line Own-branded private-label beauty products funded by the November 2021 seed round to expand Thirteen Lune's proprietary assortment alongside the curated third-party marketplace offering.

Quantifiable outcome

• Over 2,000% year-over-year sales growth
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Luxury Experience & CominorGTM or Marketing Partner · 18 February 2026Partnership to host an exclusive gifting lounge during Emmys Week in Los Angeles, featuring diverse beauty and wellness brands. The event brought together celebrities, press, and tastemakers who received exclusive gifts from various beauty and wellness brands.
• JCPenney BeautycoreChannel Partner/ Reseller/ Distributor · 19 January 2023Major retail partnership to expand Thirteen Lune's BIPOC-founded beauty brands into 600 JCPenney store locations. This wholesale/retail arrangement significantly increased brand visibility and distribution reach. Note: According to a 2026 Beauty Independent article, the rapid scaling into 600 JCPenney locations resulted in financial damage to Thirteen Lune brands.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Sephora: Global specialty beauty retailer with deep BIPOC-discovery initiatives (e.g., Sephora Accelerate, "Black-Owned and Founded" badges) and omnichannel storefronts. Comparable as the dominant mainstream destination Thirteen Lune competes with for inclusive beauty share.
• Ulta Beauty: Largest US specialty beauty retailer with a curated assortment and growing emphasis on diverse-owned brands. Comparable as the broadest incumbent that is actively expanding into the inclusive-curation territory Thirteen Lune pioneered.
• Glossier: Beauty brand combining DTC with owned showrooms and selective retail. Comparable as a digitally native, experience-driven beauty brand operating physical retail that Thirteen Lune's own LA store aims to emulate.
• E.l.f. Beauty: Mass-market beauty brand with strong multichannel presence across mass and specialty retail. Comparable for broad-appeal inclusive beauty positioning and presence in large retail doors like JCPenney, where Thirteen Lune brands are also merchandised.

Direct peers

• Credo Beauty: Curated clean-beauty marketplace with values-led brand selection and physical stores. Directly comparable as a values-driven, curated beauty retailer combining DTC e-commerce with brick-and-mortar experience.
• Violet Grey: Luxury beauty curation platform with rigorous brand vetting and a Hollywood-provenance brand story. Comparable as a tightly curated beauty marketplace operating at the intersection of storytelling, e-commerce, and selective retail.
• The Lip Bar: Black-owned, women-founded beauty brand sold DTC and through retail. Comparable as a featured-brand archetype on Thirteen Lune and a direct competitor in inclusive beauty positioning.
• Mented Cosmetics: Black-owned beauty brand built around inclusive shade ranges, sold DTC and via retail. Comparable for its BIPOC-led, mission-driven positioning and channel-overlap with Thirteen Lune.
• Soko Glam: Curated Korean-beauty discovery platform combining marketplace, content, and own-brand. Comparable as a curator-led beauty e-commerce brand pairing content marketing with curated third-party and private-label assortment.

Emerging players

• Beautycounter: Mission-driven clean beauty company with DTC, consultant, and selective retail channels. Comparable in its values-based positioning and omnichannel-plus-community operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 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 Thirteen lune