Luxe

What Luxe does

Luxe Cosmetics (Luxecosmetics LLC) is a direct-to-consumer beauty brand specializing in at-home alternatives to professional salon lash and brow treatments, with the company description "on-demand valet parking and car services app" in the firmographic record appearing to be a stale or misattributed artifact from a different entity sharing the "Luxe" name. The company was founded in 2013, is headquartered in Casper, Wyoming, and operates an Amsterdam-based warehouse for EU fulfillment. Its core product is a three-step lash lift system (Luxe Lashlift Set) using keratin-bond restructuring technology, vegan collagen conditioning balms, and deep-pigment tints, complemented by brow lamination kits, growth serums (peptide complexes for lashes and brows), and tint sets. The portfolio has expanded into Korean skincare (under-eye balm), hair care (shampoos, conditioners, marula oil), and nail care (dip powder kits), all positioned under a vegan and cruelty-free formulation philosophy.

The business model is exclusively direct-to-consumer through luxe.com, with products priced between $19.95 and $59.95 and aggressive BOGO promotions driving unit economics of $7.95 per lash lift application versus approximately $139 at a salon. Revenue comes from one-time purchases and a Subscribe & Save subscription program offering 15% off on 6/8/10-week refill cadences. Customer acquisition relies on a 15-30% commission influencer/affiliate program, content marketing, organic social media, and tutorial video content, with a cited 6% visitor conversion rate and a customer base exceeding 1.8 million. The company is privately held with no disclosed institutional investors, operates with 101-250 employees, and reports a refund rate of less than 1% on its flagship product, indicating high customer satisfaction.

Name

Luxe

Legal name

Luxecosmetics LLC

Website

https://luxe.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Luxe Cosmetics is a direct-to-consumer beauty brand selling at-home lash lifts, brow lamination, skincare, hair care, and nail products to beauty-conscious women as vegan, cruelty-free alternatives to salon services, distributed exclusively through luxe.com.

Ownership category

akta.pro rank

Product category

At-Home Beauty Treatments

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Brow & Lash Growth Treatments / Conditioning (Serums/In-Salon) (HSALAIAK)

akta.pro secondary industries

Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Conditioners & Hair Masks (CRABABAB), Makeup Brushes & Brush Sets (CRABAKAA), Eyelash Tinting Services (HSALAIAJ)

Keywords

• At-home lash lift
• Brow lamination kits
• Eyelash growth serum
• Vegan beauty products
• At-home beauty treatments

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time purchases of cosmetics products (lash lifts, brow kits, serums, tints) sold directly to consumers through luxe.com. Products are priced at $19.95-$59.95 per unit with frequent BOGO promotions. Subscription model available with 15% savings for refills.
2. Subscription Refills: Subscribe & Save program offering 15% off with refills shipped every 6, 8, or 10 weeks. Customers can pause or cancel anytime from their account dashboard.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Luxe Cosmetics sells direct-to-consumer at-home lash lift kits, brow lamination kits, eyelash and eyebrow growth serums, tint sets, and dip powder nail kits, along with related accessories. The company also offers a Korean under-eye balm and a hair care line of shampoos, conditioners, and treatments. Products are positioned as vegan, cruelty-free, salon-quality alternatives sold at a fraction of professional service prices.

Product overview

Luxe Cosmetics is a direct-to-consumer beauty brand offering at-home alternatives to salon treatments. The core product portfolio centers on eyelash and eyebrow enhancement solutions, including the flagship Luxe Lashlift Set (a 3-step at-home eyelash lifting kit), Luxe Eyelash Growth Serum, Luxe Brow Lamination Kit, and Luxe Eyebrow Growth Serum. Supporting products include tint sets, cleansers, adhesives, and applicators. The brand has expanded into Korean skincare with the Luxe Korean Under-Eye Balm and a hair care line featuring shampoos, conditioners, and treatments. A nail care collection offers dip powder kits, nail tips, and removers. All products are positioned as affordable, vegan, and cruelty-free alternatives to professional salon services, with the company emphasizing cost savings (e.g., $7.95 per treatment vs. $139 salon visits).

Differentiator

Problem solved

Functional benefit

Products and services

• Luxe Lashlift Set At-home eyelash lifting kit that curls, tints, and conditions natural lashes for up to 8 weeks using a three-step process (Lift, Set, Tint) with keratin bond restructuring, designed as an at-home alternative to $80-$180 salon lash lift appointments.
• Luxe Eyelash Growth Serum Peptide-based daily serum that promotes eyelash growth, delivering up to 55% longer and 75% more voluminous-looking lashes with continued use.
• Luxe Brow Lamination Kit At-home eyebrow shaping kit that smooths and sets brow hairs for fuller, bushier eyebrows lasting up to 8 weeks.
• Luxe Eyebrow Growth Serum Vegan eyebrow serum infused with vitamins, peptides, and botanical extracts (including Panax Ginseng, Rosmarinus Officinalis, and Magnolia Officinalis Bark Extracts) that delivers visible results in 4 weeks with up to 120% denser-looking brows.
• Luxe Tint Set Professional-grade brow and lash tint kit that provides mascara-effect color lasting up to 8 weeks, available in black and brown shades.
• Luxe Korean Under-Eye Balm Korean skincare-formulated under-eye balm with Adenosine, Niacinamide, and Bisabolol that reduces puffiness, dark circles, and fine lines within 30 days.
• Luxe Dipping Powder Kit At-home dip powder nail kit providing salon-quality manicures lasting up to 3 weeks.

Quantifiable outcome

• 95% cost savings compared to salon treatments ($7.95 vs $139 per session)
• +5 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brow Code: Brow Code specializes in professional and at-home brow lamination kits, tints, and brow care products, overlapping directly with Luxe's Brow Lamination Kit and Tint Set.
• Nanolash: Nanolash sells at-home DIY lash lift kits and brow lamination products directly to consumers via its own e-commerce site, competing head-to-head with Luxe's Lashlift Set on formulation, process, and price point.
• Babe Lash: Babe Lash sells lash conditioning and growth serums DTC, directly competing with Luxe's Eyelash Growth Serum and Lash and Brow Serum Set.
• Grande Cosmetics: Grande Cosmetics is a DTC lash and brow brand best known for its lash-enhancing serum and brow products, competing with Luxe's growth serum line in the same channels and price band.
• Lilac St. Lilac St. sells at-home lash lift kits and brow lamination systems through its DTC storefront, with similar step-based treatment systems and price positioning to Luxe.
• MoxieLash: MoxieLash is a DTC lash brand offering DIY lash lift kits, lash serums, and related accessories — directly competing with Luxe in the at-home lash lift and lash care category.

Broad incumbents

• Benefit Cosmetics: Benefit is a broad brow and lash beauty incumbent with strong retail distribution and brow bar services, representing the professional-salon alternative that Luxe positions against.
• The Ordinary (DECIEM): The Ordinary is a science-led, mass-priced skincare and beauty brand with growing brow/lash serum offerings; relevant as a competitive comparable for Luxe's K-beauty and serum extensions on price and ingredient transparency.
• e.l.f. Cosmetics: e.l.f. is a mass-market beauty incumbent offering affordable mascara, brow products, and lash serums through mass and DTC channels; it competes with Luxe on price and reach in lash and brow categories.

Emerging players

• UK Lash Pro: UK Lash Pro is an emerging DTC lash serum and lash care brand with overlapping product positioning to Luxe's lash serum and treatment portfolio, though with smaller scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/luxecosmetics
• Xx.com/luxevalet
• Facebookfacebook.com/luxevalet
• LinkedInlinkedin.com/company/luxe-valet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds5 records

Investors25 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 Luxe