Colourette

What Colourette does

Colourette is a Philippine direct-to-consumer beauty brand founded in 2015 by Nina Ellaine Dizon and operated under parent entity Niv Della alongside sister brand Fresh Formula. The company designs, manufactures, and sells multi-use, cruelty-free, and largely vegan color cosmetics — led by the 24-shade Colourtint for eyes, cheeks, and lips, the 12-shade First Base Everyday Skin Tint SPF30, the 9-shade Colourbalm tinted lip balm, the Colourbounce jelly-to-powder blush, and supporting SKUs including Shimmertint, Colourflick eyeliner, Brow Bestie, Easy Matte lipstick, and Sky Dye semi-permanent hair dye. Sister brand Fresh Formula extends the portfolio into underarm and body care (Sgt. At Arms deo spray, overnight cream, brightening serum) and activewear (FF x EB sports bras and leggings). Product formulation claims center on shade inclusivity for Filipino skin tones, multi-use architecture, dermatologically tested and non-comedogenic formulas with active ingredients such as azelaic acid, hyaluronic acid, niacinamide, and SPF 30, and PETA-certified cruelty-free status.

The company monetizes primarily through one-time unit sales (PHP ₱199–₱2,499) across four distribution layers: owned e-commerce on Shopify (colourette.ph), third-party marketplaces (Shopee, Lazada), multi-brand online retailers (BeautyMNL, Watsons Online, SM Online, GoRobinsons), and physical retail through 50+ SM Stores, Robinsons department stores, 7-Eleven convenience stores, and regional malls (NCCC, KCC, Gaisano). A reseller partnership with Lumibella.ca provides limited international reach into Canada. Marketing is heavily social-first (Instagram, TikTok, Facebook, YouTube, Twitter, Telegram) with influencer and community-driven customer acquisition rather than traditional paid media. Colourette has raised approximately $2 million in a July 2024 Pre-Series A round led by DSG Consumer Partners, following a 2022 seed round from Foxmont Capital Partners, and operates with a 51–100 person team headquartered in Quezon City.

Name

Colourette

Legal name

Colourette Cosmetics

Website

https://colourette.ph

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Products

NAICS

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

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Mobile Cosmetic Tattooing & Permanent Makeup (HSALAMAL)

Keywords

• Multi-use makeup
• Cruelty-free cosmetics
• Filipino beauty brand
• Tinted skincare
• Inclusive shade cosmetics

Headquarters

HQ city

Quezon City

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales - E-commerce: Direct-to-consumer sales through owned e-commerce platform (colourette.ph), selling makeup and skincare products directly to consumers in the Philippines and internationally.
2. Marketplace Sales: Sales through third-party marketplaces including Lazada, Shopee, BeautyMNL, Watsons Online, SM Online, and GoRobinsons. Company ships products to customers who order through these platforms.
3. Retail Distribution: Products sold through physical retail partners including SM stores nationwide, Robinsons stores, NCCC Mall, KCC Mall, Gaisano Mall, and 7-Eleven convenience stores.
4. Fresh Formula Sister Brand: Sister brand Fresh Formula generates revenue through self-care products including Sgt. At Arms underarm care line (deo spray, overnight cream, serum) and activewear (sports bra, leggings).

Pricing tiers

Go-to-market motion1 record

Distribution channels12 records

Marketing channels9 records

Core offering

Colourette designs, manufactures, and sells multi-use, cruelty-free makeup and skincare products — including multi-use tints, tinted lip balms, skin tints with SPF, blushes, highlighters, eyeliners, brow pencils, lipsticks, and semi-permanent hair dye — formulated and shade-matched for Filipino skin tones. It also operates the sister Fresh Formula sub-brand for underarm and body care products, distributing through its own e-commerce site, major online marketplaces, and a nationwide physical retail footprint across the Philippines.

Product overview

Colourette is a Filipino direct-to-consumer beauty brand specializing in multi-use, cruelty-free makeup products designed for the Filipino lifestyle. The core product portfolio centers on the Colourtint multi-use tint (available in 24 shades for eyes, cheeks, and lips) and Colourbalm tinted lip balm (9 shades), supported by face products including First Base Everyday Skin Tint SPF30 (12 shades), Colourbounce jelly-to-powder blush/highlighter, and Shimmertint liquid highlighter. Eye products include Colourflick graphic eyeliner and Brow Bestie eyebrow pencil, while lip offerings include Easy Matte velvet lipstick. The brand also offers Sky Dye semi-permanent hair dye in 8 shades. Fresh Formula operates as a sister self-care sub-brand focused on underarm and body care products under the Sgt. At Arms line (deodorant spray, overnight cream, brightening serum), plus activewear. The brand emphasizes inclusivity, affordability, and products made by Filipinos for Filipinos, with most formulations being vegan and paraben-free.

Differentiator

Problem solved

Functional benefit

Brands

• Fresh Formula: Colourette's sister self-care brand and home of Sgt. At Arms products including underarm care, deodorant sprays, overnight creams, and exfoliating serums.

Products and services

• Colourtint A multi-use tint designed for eyes, cheeks, and lips with a matte finish. Available in 24 versatile shades curated for diverse Filipino skin tones. Features an oil-based formula with stainless steel ball applicator for smooth blending; true to color, easily blendable, and ultra-pigmented.
• Mini Colourtint A travel-friendly mini version of the Colourtint multi-use tint. Ultra-pigmented, easily blendable, and dries down to matte finish for use on eyes, cheeks, and lips.
• Colourbalm Tinted Lip Balm A nourishing everyday tinted lip balm providing natural-looking color and a perfect glossy shine. Formulated with vegan Candelilla Wax and Vitamin E for hydration. Available in 9 shades with a leak-proof tube and doe-foot applicator.
• First Base Everyday Skin Tint SPF30 A demi-matte lightweight skin tint with light to medium coverage, fragrance-free, cruelty-free, vegan, dermatologically tested, and non-comedogenic. Contains broad spectrum SPF 30, Azelaic Acid, Hyaluronic Acid, and Niacinamide. Available in 12 shades curated for Filipino skin.
• Colourbounce Jelly-to-Powder A compact jelly-to-powder blush and highlighter for natural yet radiant glow. Features 6 pigmented blush shades with 3 finishes (matte, shimmer, glitter) and 3 vivid highlighter shades in a lightweight, long-wearing formula.
• Shimmertint Multi-use Liquid Highlighter A multi-use liquid highlighter with long-wearing, lightweight, and buildable formula for instant luminosity. Can be used on eyes, cheeks, and various parts of the face. Available in 7 luminous shades suitable for all skin tones.
• Colourflick Graphic Eyeliner A highly pigmented, budge-proof graphic eyeliner for creating unique looks. Features precision applicator and long-lasting formula.
• Brow Bestie Eyebrow Pencil A double-ended eyebrow pencil with smudge-proof and long-lasting formula for filling, defining, and fluffing brows. Available in two shades: Espresso and Mocha.
• Easy Matte Velvet Lipstick An all-day velvet lipstick with creamy, lightweight, smooth matte formula. Available in 12 universal shades with transfer-resistant properties lasting up to 6 hours.
• Sky Dye Semi-permanent Hair Dye A nourishing semi-permanent hair dye that provides shiny and vivid color without damage. 100% vegan, cruelty-free, creamy formula with safe and moisturizing ingredients. Lasts approximately 4-6 weeks in 8 bold shades.
• Sgt. At Arms Lightening Deo Spray An underarm deo spray formulated to combat sun damage and unclog pores for fresh, odor-free underarms. Contains niacinamide and arbutin to smoothen and even out dark underarms. Quick-drying, paraben-free, fragrance-free, and cruelty-free.
• Sgt. At Arms Nourishing Overnight Cream An overnight cream specially formulated to nourish and hydrate underarms, nape, and inner thighs. Contains Niacinamide to lock in moisture and strengthen skin barriers, plus Vitamin B3, C, and E for lighter, smoother skin.
• Sgt. At Arms Brightening & Exfoliating Serum A serum specially formulated with intensive skin protection for brightening, firming, and smoothing underarm, nape, and inner thigh skin at the cellular level. Contains natural AHAs from fruit extracts. Vegan, paraben-free, GMO-free, fragrance-free, and mineral-oil free.
• FF x EB Activewear An activewear line in partnership with Every Body brand, including sports bras and leggings designed for comfort during exercise and everyday activities.
• Colourette Logo Tee A branded t-shirt with soft fabric and top-quality embroidery for everyday comfort, available in sizes XS-3XL to fit a wide range of body shapes.

Quantifiable outcome

• Over 2 million Colourtints sold
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Lumibella.caminorChannel Partner/ Reseller/ DistributorOfficial global partner for international customers. Ships Colourette products to customers outside the Philippines, specifically serving the Canadian market.
• Shopee PhilippinescoreChannel Partner/ Reseller/ DistributorOfficial Shopee store for Philippine market. One of the major e-commerce marketplaces for reaching Filipino consumers online.
• Lazada PhilippinescoreChannel Partner/ Reseller/ DistributorOfficial Lazada stores including RDS Lazada for Philippine market. Major e-commerce marketplace partnership.
• SM StorescoreChannel Partner/ Reseller/ DistributorMajor retail partner with physical presence across the Philippines including Metro Manila, Luzon, Visayas, and Mindanao. Over 50 SM store locations including SM Mall of Asia, SM Megamall, SM North EDSA, and more.
• Robinsons StorescoreChannel Partner/ Reseller/ DistributorMajor department store partner with nationwide presence including Robinsons Place Manila, Robinsons Antipolo, Robinsons Galleria, and stores in Visayas and Mindanao.
• 7-Eleven PhilippinescoreChannel Partner/ Reseller/ DistributorConvenience store partnership providing accessible retail presence nationwide through 7-Eleven stores across the Philippines.
• BeautyMNLminorChannel Partner/ Reseller/ DistributorMulti-brand beauty retailer online platform serving the Philippine market.
• Watsons OnlineminorChannel Partner/ Reseller/ DistributorHealth and beauty retailer online platform partnership for Philippine market.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/heycolourette
• YouTubeyoutube.com/channel/ColouretteTV
• Facebookfacebook.com/ColouretteBeIT
• Instagraminstagram.com/colourette.cosmetics
• TikToktiktok.com/@colourettecosmetics

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 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 Colourette