WAAM Cosmetics

What WAAM Cosmetics does

WAAM Cosmetics (legal name WAAM Cosmetics, doing business as WAAM) is a privately held French natural beauty brand founded in 2016 by Dieynaba Ndoye and headquartered in Savigny-sur-Orge, France. The company sells a catalog of 144+ products spanning hair care, face care, body care, food supplements, and raw natural ingredients (vegetable oils, essential oils, vegetable butters, plant powders, floral waters, clays, actives, sea salts) — organized into specialized sub-brands such as Gamme Boucles (curly hair), Gamme Pousse (hair growth), Gamme Corps (body), Magic Powders (powder cosmetics), and Collection Solaire WAAAAW! (sun care and bronzing). The offering combines finished ready-to-use formulations with customizable neutral bases and raw ingredients that consumers can mix themselves, supported by online Skin and Hair diagnostic tools. Products are manufactured in France using processes including cold saponification (saponification à froid), with formulations emphasizing natural origin, vegan, and eco-responsible positioning targeted at multicultural consumers and the textured-hair community.

The technology stack is conventional e-commerce infrastructure rather than proprietary tech: a Shopify storefront, payment integrations (CB, PayPal, Scalapay), Judge.me for review collection, and Typeform for hair diagnostics — with no disclosed AI/ML capabilities or proprietary models. Distribution is dual-channel: DTC e-commerce at waamcosmetics.com (French and English, EUR-denominated) supplemented by company-operated physical retail stores in France and global e-gift cards (€30/€50/€100).

The revenue model is primarily transactional one-time product sales across price points from €2.26 (essential oils) to €88.75 (premium routine bundles), with bundle/set discounts of approximately 10%, free shipping above €49, promotional discounting up to -70%, and an emerging recurring layer via a points-based loyalty program (1 point per €1 spent) and multi-month subscription packs for supplements (-10%/-15% volume discounts). The company has raised approximately €6.6M cumulatively across two funding rounds (Feb 2020 and Jun 2022) and operates with 11–50 employees.

Name

WAAM Cosmetics

Legal name

WAAM Cosmetics

Website

https://waamcosmetics.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

WAAM Cosmetics is a French natural, vegan beauty brand founded in 2016 that sells 144+ skincare, haircare (specialized for textured hair), body care, supplement, and DIY raw-ingredient products directly to consumers via its e-commerce site and physical stores in Western Europe.

Ownership category

akta.pro rank

Product category

Natural Personal Care & Cosmetics

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Natural cosmetics
• Vegan beauty products
• Hair care products
• Skincare products
• Diy beauty ingredients

Headquarters

HQ city

Savigny-sur-orge

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of natural cosmetics through waamcosmetics.com and physical stores. Product categories include hair care, face care, body care, raw ingredients, accessories, and food supplements. Individual product purchases as well as bundled routine packs.
2. Bundle/Set Sales: Pre-configured routine bundles and product sets (e.g., Routine Cheveux 100% clean, Routine Boucles, Duo products) offering value pricing compared to individual items.
3. Loyalty Program: Points-based loyalty program where customers earn 1 point per €1 spent, redeemable for gifts and exclusive benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

WAAM Cosmetics manufactures and sells natural, vegan, eco-responsible beauty products made in France, including finished skincare, haircare, body care, and food supplements alongside raw natural ingredients (vegetable oils, essential oils, butters, plant powders, clays, floral waters) for DIY beauty formulation. The brand operates a direct-to-consumer e-commerce storefront and physical retail stores, with specialty expertise in textured hair care (curly, kinky, wavy) and customizable neutral base products that customers can personalize with actives and essential oils.

Product overview

WAAM Cosmetics (We Are All Metis) is a French natural cosmetics brand founded by Dieynaba, offering a dual-format product portfolio: (1) finished ready-to-use beauty products organized into targeted sub-brands including Gamme Boucles (curly hair), Gamme Pousse (hair growth), Gamme Corps (body), Magic Powders (powder cosmetics), Collection Solaire WAAAAW! (sun care), and Compléments Alimentaires (food supplements), plus individual face serums, body products, and hair care items; and (2) raw natural ingredients including vegetable oils and macerates, essential oils, vegetable butters, plant powders, floral waters, clays, active ingredients, and sea salts for DIY beauty recipe customization. The company also sells DIY tools and accessories, and offers online skin and hair diagnostic tools to recommend personalized routines. Products are predominantly made in France from natural and/or organic origin ingredients, with an emphasis on multicultural beauty traditions, eco-responsibility, and vegan formulations.

Differentiator

Problem solved

Functional benefit

Brands

• WAAAAW!: A sub-brand line of products including bronzing capsules and protective hair oil, marketed for sun protection, tanning, and hair care during summer months.

Products and services

• Gamme Boucles (Curly Hair Line) A complete curly hair routine including curl-defining shampoo, detangling conditioner, nourishing mask, curl jelly, and curl activator spray, formulated for wavy, curly, and kinky hair types.
• Gamme Pousse (Hair Growth Line) A hair growth and anti-hair-loss range comprising a growth shampoo, anti-hair-loss serum, an oil synergy (Bain d'Huiles), and a massaging applicator brush, designed to stimulate hair growth and reduce shedding.
• Gamme Corps (Body Line) A body care line including an exfoliating body serum and a unifying and moisturizing body milk with Busserole, targeting skin imperfections, pigmentation spots, and dull complexion.
• Sérums Visage (Face Serums) Targeted natural face serums addressing specific skin concerns including Niacinamide 10%, Bakuchiol, Busserole Anti-Spot, Hyaluronic Acid 3%, Glycolic Acid 10%, Multi-Peptides, Purifying, and Exfoliating serums.
• Soins Neutres (Neutral Base Products) Customizable neutral base products made with organic ingredients, including a gentle cleansing gel, a nourishing hair care base, a moisturizing body milk, and a hyaluronic acid face cream, designed to be combined with actives, essential oils, or fragrances for personalized beauty recipes.
• Magic Powders (Powder Cosmetics) An innovative range of powder-based cosmetic products for face and hair that users can mix with water or other bases for customizable DIY treatments.
• Compléments Alimentaires (Food Supplements) Dietary supplements including bronzing capsules (WAAAAW!), spirulina capsules, and a hair vitality supplement, designed to support skin glow, energy, and hair health from within.
• Collection Solaire WAAAAW! (Sun Care Collection) A sun care collection including bronzing capsules, Buriti oil, and a protective hair oil designed to prepare skin and hair for sun exposure, protect during exposure, and prolong tan after summer.
• Coffrets (Gift Sets & Routine Bundles) Pre-curated gift sets and bundles combining multiple products for complete beauty routines, targeting specific concerns such as curly hair, anti-imperfections, and hydration.
• Huiles Végétales & Macérats (Vegetable Oils & Macerates) A wide range of pure and natural vegetable oils and oil macerates (e.g., Buriti, Busserole, Carrot, Onion, Fenugrec, Jojoba, Avocado, Argan, Castor, Linseed) used as raw ingredients for DIY beauty recipes or as standalone cosmetic oils.
• Huiles Essentielles (Essential Oils) Pure essential oils such as Tea Tree, Geranium Rose, Ylang Ylang, Bay Laurel, Tarragon, and Clary Sage, derived from organic or conventional botanical sources for aromatic and therapeutic use.
• Beurres Végétaux (Vegetable Butters) Natural vegetable butters including Shea Butter, Cocoa Butter, Mango Butter, and scented variants (Yuzu, Spring Freshness), used as raw ingredients for DIY formulations or as standalone nourishing skin and hair treatments.
• Poudres de Plantes (Plant Powders)

Quantifiable outcome

• 4.6/5 average rating from 15,021 customer reviews
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Caudalie: French natural skincare brand with broad retail and pharmacy distribution in France and internationally. Comparable on natural-positioning, made-in-France origin and DTC-plus-retail model.
• Melvita: Established French organic beauty brand (L'Occitane group) selling natural skincare, haircare and body care. Comparable on natural/made-in-France positioning but at much larger scale and broader retail distribution.
• Klorane: Pierre Fabre-owned French botanical haircare brand with dedicated lines by hair concern (including curly hair). WAAM's textured-hair and hair-growth ranges overlap with Klorane's category structure.

Direct peers

• Aroma-Zone: French natural beauty brand and the largest player in DIY raw cosmetic ingredients (oils, butters, essential oils, clays) plus finished skincare. WAAM competes head-to-head in raw-ingredient and DIY customisable bases.
• La Compagnie des Sens: French DTC brand focused on essential oils, vegetable oils and natural cosmetic ingredients with a strong DIY recipe content engine — directly overlapping WAAM's raw-ingredient and educational positioning.
• Acorelle: French natural and organic beauty brand offering skincare, haircare and body care with strong eco-credentials and DTC distribution — a similar-sized indie competitor in the natural beauty space.
• Cattier Paris: French organic cosmetics brand (skincare, haircare, body care, baby care) with made-in-France, vegan and eco-friendly positioning — closely comparable on brand values and product range breadth.
• Bouclème: Specialist curly and textured haircare brand with curl-defining products and routines. One of the closest direct comparables to WAAM's Gamme Boucles and Gamme Pousse in the textured-hair niche.

Emerging players

• Typology: French DTC skincare brand focused on natural, minimalist formulations with serums, masks and oils. Comparable DTC-native model and natural-positioning, though focused on face skincare rather than textured hair or DIY.
• Pai Skincare: UK-based certified organic and natural skincare brand selling DTC and through select retail globally. Comparable on clean/natural formulation positioning and premium indie-brand positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC_GCCcjhtD2vHC3XdA5qAxw
• Facebookfacebook.com/waamcosmetics
• Instagraminstagram.com/waamcosmetics
• TikToktiktok.com/@waamcosmetics
• Pinterestpinterest.fr/waamcosmetics
• LinkedInlinkedin.com/company/waam-cosmetics

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 WAAM Cosmetics