What Iris&Romeo does

Iris&Romeo is a US-based clean beauty brand founded in 2019 by Michele Gough Baril that pioneered the tinted skincare-makeup hybrid category, combining clinical-grade skincare actives with color cosmetics in single multi-functional products. The portfolio spans face (Weekend Skin SPF 50, Best Skin Days SPF 30, The Reset face mist, Skin Cocoon Barrier Glow Serum, Best Skin Days Treatment Concealer, Ceramide Multi-Balm), lip (Lip Cocoon Barrier Peptide Balm, Weekend Skin Lip SPF 30, Power Peptide Lip Balm), and eye (Brow Up Thickening Brow Balm, Lash Up Peptide Mascara, Treatment Concealer), plus bundled sets. Differentiated technical components include a four-molecular-weight hyaluronic acid delivery system, biomimetic tripeptides and pentapeptides for collagen and lash stimulation, time-release vitamin C (Ascorbyl Glucoside), serum-strength ceramides, Kakadu Plum-derived vitamin C, and non-nano mineral zinc oxide SPF, all formulated under a 1,400+ ingredient ban aligned with EU safety standards.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce via a Shopify storefront (irisandromeo.com) with US-wide retail distribution through Sephora stores and Sephora.com, plus DTC shipping to Canada and Puerto Rico. Products are priced $24-$58 individually and $38-$210 in bundles, with subscription/autoship at 10% discount powered by ReCharge, a tiered loyalty program, and an affiliate program through ShareASale. The brand has earned editorial validation including the 2024 Allure Best Overall Lip Treatment award and the 2024 New Beauty Award for Best Concealer for Dark Circles, with features in The Cut, Huffpost, Allure, Byrdie, Well+Good, and Glamour. Founded and led by Michele Gough Baril, Iris&Romeo operates with 1-10 employees, has raised approximately $5.0M across two rounds (2021 led by BrandProject, 2023 led by True Beauty Ventures), and is incorporated at 2261 Market Street, San Francisco, CA.

Name

Iris&Romeo

Legal name

Iris and Romeo

Website

https://irisandromeo.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Iris&Romeo is a US clean beauty brand founded in 2019 that sells tinted skincare-makeup hybrid products with clinical-grade actives through DTC e-commerce, Sephora nationwide, and subscription autoship, targeting women seeking simplified, ingredient-safe beauty routines.

Ownership category

akta.pro rank

Product category

Tinted Skincare and Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Eye & Lip Skincare (CRABAAAC)

Keywords

• Tinted skincare products
• Clean beauty cosmetics
• Mineral sunscreen SPF
• Skincare makeup hybrids
• Beauty direct to consumer

Headquarters

HQ city

Sunnyvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue channel through irisandromeo.com. Products sold at one-time purchase prices ranging from $24-$58. Subscription options available with 10% discount for recurring deliveries.
2. Direct E-commerce Sales: Single-purchase transactions on irisandromeo.com with prices from $24-$58 for individual products and $38-$210 for bundled sets.
3. Retail (Sephora): Products distributed through Sephora retail stores nationwide in the US, available both in-store and on Sephora.com.
4. Affiliate Program: 12% commission on sales referred through ShareASale affiliate program with 60-day cookie window and average order value of $65.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Iris&Romeo develops and sells hybrid skincare-makeup products that combine clinical-level skincare actives (peptides, ceramides, hyaluronic acid, vitamin C) with color cosmetics in single multi-functional formulas. The portfolio spans tinted mineral SPF, lip treatments, face mists and serums, concealers, brow and lash products, and curated sets, distributed direct-to-consumer via irisandromeo.com and through Sephora retail stores nationwide.

Product overview

Iris&Romeo is a tinted skincare brand offering multi-functional hybrid products that combine skincare benefits with makeup functionality. The portfolio centers on face mists and serums (The Reset, Skin Cocoon Barrier Glow Serum), mineral SPF products (Weekend Skin SPF 50, Weekend Skin Lip SPF 30, Best Skin Days SPF 30), tinted balms (Lip Cocoon, Power Peptide, Ceramide Multi-Balm), eye products (Best Skin Days Treatment Concealer, Brow Up, Lash Up Mascara), and curated bundles. Products feature clinical-level actives like peptides, ceramides, vitamin C, and hyaluronic acid. The brand is distributed through its own e-commerce site and Sephora stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Weekend Skin SPF 50 A 3-in-1 tinted mineral sunscreen combining SPF 50 protection, time-release vitamin C, and a luminous dewy glow finish. Provides broad-spectrum UVA/UVB and blue light protection in 4 adaptive shades. Targeted at consumers seeking multi-functional skincare-makeup hybrids with anti-aging and brightening benefits.
• Best Skin Days SPF 30 A 5-in-1 serum-strength whipped foundation combining SPF 30, brightening vitamin C, Bulgarian Rose complex, and dewy buildable coverage in 12 inclusive shades. Designed for consumers seeking light-to-medium coverage with skincare treatment benefits.
• The Reset 3-in-1 Face Mist A 3-in-1 face mist combining a luminous hyaluronic acid serum and niacinamide treatment with 4 molecular weights of hyaluronic acid for multi-layer skin hydration. Clinically-proven to deliver 85% cell hydration increase. Targeted at consumers seeking quick, multi-functional hydration and glow.
• Lip Cocoon Barrier Peptide Balm A barrier-repairing lip treatment with plumping collagen-boosting tripeptides in a nourishing lipid-rich formula featuring a rose cocoon lipid blend. Available in 4 shades including clear. Targeted at consumers seeking lip hydration, barrier repair, and anti-aging lip treatment.

Quantifiable outcome

• Cell hydration increase of 85% with Cellular Hydration Complex (watermelon rind, lentil fruit, apple extracts)
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core, minor and supporting.

• SephoracoreChannel Partner/ Reseller/ DistributorIris&Romeo products are available at Sephora stores nationwide in the US and on Sephora.com. This is a major retail partnership that provides significant distribution reach and brand credibility. Products are prominently featured on the Sephora website with dedicated product detail pages showing availability and stock information.
• ShareASaleminorGTM or Marketing PartnerShareASale hosts the Iris&Romeo affiliate program, enabling third-party affiliates to earn 12% commission on referred sales with a 60-day cookie window. Average order value is approximately $65 with no cap on commissions.
• ReChargesupportingTechnology or IntegrationReCharge payments platform powers the subscription/autoship functionality on irisandromeo.com, allowing customers to set up recurring deliveries with 10% discount every 30, 60, or 90 days depending on product.
• ShopifysupportingTechnology or IntegrationShopify provides the e-commerce platform powering irisandromeo.com, enabling online sales, payment processing, and order management. Iris&Romeo uses Shopify Audiences for personalized advertising.
• YotposupportingTechnology or IntegrationYotpo powers customer reviews and ratings on irisandromeo.com, displaying verified buyer reviews with photos and ratings prominently on product pages. Also used for the loyalty/rewards program.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Ilia Beauty: Ilia is a clean beauty brand best known for its Super Serum Skin Tint SPF and other skincare-makeup hybrid products, sold DTC and at Sephora. It is the closest direct competitor to Iris&Romeo's tinted skincare positioning.
• Tower 28 Beauty: Tower 28 is a clean, sensitive-skin-friendly beauty brand selling at Sephora with hybrid skincare/makeup products like SOS Daily Rescue Spray and tinted SPF. Comparable in Sephora distribution, clean positioning, and target demographic.
• Kosas: Kosas is a clean beauty brand with a strong skincare-meets-makeup identity, including Revealer Skin-Improving Foundation SPF 25 and Tinted Face Oil. Sells DTC and at Sephora, directly competing in the tinted skincare category.
• Saie Beauty: Saie is a clean beauty brand offering hybrid products like Glowy Super Gel and Slip Tint tinted moisturizer SPF 35. Sells DTC and at Sephora with a similar multi-functional clean positioning to Iris&Romeo.
• Merit Beauty: Merit is a minimalist clean beauty brand with skin tints, lip products, and complexion hybrids sold at Sephora. Comparable on the 'less-is-more' positioning and Sephora DTC retail mix.
• RMS Beauty: RMS Beauty is a clean beauty brand with skincare-makeup hybrids including the Living Luminizer, Beauty Oil, and ReEvolve Radiance Serum Skin Tint. Sells DTC and at Sephora, overlapping with Iris&Romeo's hybrid clean positioning.
• Westman Atelier: Westman Atelier is a luxury clean beauty brand founded by a celebrity makeup artist, selling complexion sticks and skincare-makeup hybrids at Sephora. Comparable in Sephora presence and clean hybrid positioning but at a higher price tier.

Broad incumbents

• Drunk Elephant: Drunk Elephant is a clinical clean skincare brand carried by Sephora with serum-grade actives. While skincare-led rather than tint-focused, it competes for the same clean-clinical Sephora shopper that Iris&Romeo targets with its hybrid products.
• Tatcha: Tatcha is a prestige skincare brand carried at Sephora with hybrid complexion products like The Silk Canvas and tinted balms. Overlaps with Iris&Romeo in Sephora distribution and skincare-hybrid positioning but at higher price points and broader scale.
• Glossier: Glossier is a digitally native beauty brand with skin tints, lip products, and complexion hybrids sold DTC and at Sephora. Comparable on DTC-first beauty model and clean-tinted complexion products, though at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@irisandromeo
• Instagraminstagram.com/irisandromeo
• TikToktiktok.com/@irisandromeo
• Xx.com/irisandromeo
• Facebookfacebook.com/irisandromeo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors3 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 Iris&Romeo