What Loli Beauty does

LOLI Beauty (Living Organic Loving Ingredients) is a New York-based Public Benefit Corporation that formulates and sells waterless, zero-waste skincare and beauty products made from upcycled food-grade ingredients. Founded in 2017 by Tina Hedges, the company transforms imperfect or discarded food inputs — French Ente plum kernels, Sumo Citrus mandarins, West African date nut oil, matcha, hibiscus, and other superfoods — into concentrated serums, balms, cleansers, tonics, masks, and hair and lip treatments. All products are MADE SAFE certified, vegan, and cruelty-free (Leaping Bunny), and packaged in compostable glass jars and materials sourced under Canopy's Pack4Good policy. The product line is organized into Bases, Treatments, and Bundles, with individual SKUs priced between $18 and $68 and bundle offerings in the $60-$64 range.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce on a Shopify storefront with multi-channel retail distribution through Ulta Beauty, Amazon, Grove Collaborative, Verishop, The Beauty Doctrine in the US, and Lilou Organics in Canada. Marketing is driven primarily by earned media (Forbes, Allure, Byrdie, Fast Company, CEW), organic social on Instagram, Facebook, X, and Pinterest, and content marketing via the company blog and email newsletter. Sustainability positioning — including a plastic-negative initiative that claims to remove 2 lbs of plastic per purchase and $1 donations to anti-trafficking organizations per $75+ purchase — is central to brand differentiation. The company has received Fast Company's Innovation By Design Honorable Mention (2018), a Sustainability Excellence Award, and Best Face Oil recognition.

LOLI Beauty is privately held and founder-controlled, with disclosed funding of approximately $1.66 million across early rounds (including a $663K round in 2018 led by Emami with Social Starts). It has not raised institutional growth capital and operates with a headcount of 11-50. Strategic partnerships include Sumo Citrus (2024), Canopy (sustainable packaging), Made In A Free World (supply chain ethics), Ecocart.io (carbon-neutral shipping), Shopify (commerce platform), and a West African women's cooperative for date nut oil sourcing.

Name

Loli Beauty

Legal name

LOLI Beauty PBC

Website

https://lolibeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

LOLI Beauty is a New York-based, founder-led Public Benefit Corporation that formulates and sells waterless, zero-waste organic skincare using upcycled food-grade ingredients. It serves clean beauty consumers through DTC e-commerce and retail partners including Ulta and Amazon.

Ownership category

akta.pro rank

Product category

Clean Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Intimate & Personal Hygiene Washes (CRABAEAF)

akta.pro secondary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Organic skincare products
• Clean beauty brand
• Zero waste cosmetics
• Waterless beauty formulations
• Upcycled skincare ingredients

Headquarters

HQ city

Newyork

HQ country

United Kingdom

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. Direct Product Sales: E-commerce sales through own Shopify storefront at lolibeauty.com. Products sold directly to consumers at fixed prices, including single products and bundle configurations.
2. Retail Distribution: Wholesale distribution through retail partners including Ulta, Amazon, Grove Collaborative, Verishop, The Beauty Doctrine (USA), and Lilou Organics (Canada). Products available in physical and digital retail channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Loli Beauty formulates, brands, and sells waterless, concentrated skincare and beauty products made from upcycled food-grade superfood ingredients, including serums, balms, cleansers, toners, masks, and hair/body treatments. Products are MADE SAFE certified, vegan, and cruelty-free, packaged in zero waste compostable materials, and sold directly to consumers via a Shopify e-commerce site and through retail partners such as Ulta Beauty, Amazon, and Grove Collaborative.

Product overview

LOLI Beauty (Living Organic Loving Ingredients) is a zero waste, waterless beauty brand operating as a Public Benefit Corporation. The product portfolio centers on concentrated, food-grade skincare formulated from upcycled superfood ingredients including French Ente plum, Sumo Citrus, date nut, and various botanical oils. Products are organized into three main categories: BASES (standalone serums, oils, cleansers, tonics, and balms), TREATMENTS (masks, scrubs, and specialized formulas), and BUNDLES (curated combinations). Key products include the Plum Elixir (flagship serum), Date Nut Brûlée (3-in-1 balm), Tea Seed Elixir (balancing facial oil), Sumo Citrus Cleanser (brightening jelly cleanser), and Pank Plum Elixir (multitasking beauty oil). All products are MADE SAFE certified, vegan, cruelty-free, and packaged in compostable materials. The brand emphasizes a BIY (Blend It Yourself) philosophy where customers can mix and layer products according to their needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Date Nut Brûlée A 3-in-1 miracle melting balm that cleanses, moisturizes, and treats, made with date nut seed oil sourced from a women's cooperative in West Africa, olive oil, and tamanu oil; serves as a cleanser, mega moisturizer, and body balm for lips, cuticles, rough elbows, and waterproof makeup removal.
• Tea Seed Elixir A skin-balancing facial oil combining sweet orange, pink grapefruit, tea seed, flaxseed, and apricot oils to balance oil production, shrink blemishes, and brighten skin tone.
• Plum Elixir LOLI's #1 best-selling ultra-hydrating serum made from sustainably upcycled French Ente plum kernels, blending plum kernel, pomegranate, sea buckthorn, and tea seed oils for skin, hair, and lips.
• Sumo Citrus Cleanser A gentle, brightening cleansing jelly made from upcycled Sumo Citrus mandarins that functions as a multipurpose balm-to-jelly cleanser, scrub, and revitalizing mask; SLS-free and waterless.
• Pank Plum Elixir A multitasking beauty oil combining hibiscus, passion fruit, safflower, and upcycled French plum kernel oils; functions as a serum, moisturizer, lip gloss, and hair/nail treatment with a natural rosy tint.
• MINI Date Nut Brûlée Travel-sized version of the signature Date Nut Brûlée miracle balm that hydrates, treats, removes makeup, and nourishes skin, lips, nails, and cuticles.
• Chamomile Lavender Tonic A calming toner for cleansing and toning routines, featured in the cleansers + toners category.
• Blue Cornflower Tonic A toner featured in the cleansers and toners category of the LOLI Beauty catalog.
• Arnica Elderberry Jelly A soothing jelly product for skin, available in the best sellers and treat categories of the LOLI Beauty catalog.
• Matcha Coconut Paste A treatment product featured in the treat category of the LOLI Beauty catalog.
• Pank Pitaya Mask A mask product in the clear up category of the LOLI Beauty catalog.
• Purple Corn Grains A base product for cleansing and brightening routines, sold at $32 (noted as sold out at time of extraction).
• Cleanse + Calm Duo A bundle combining cleansing products into a curated calming routine.
• Glow Getter Duo A bundle designed to deliver radiant, glowing skin through paired products.
• Soothe + Tone Duo A bundle for soothing and toning the skin.
• LOLI Beauty Gift Cards Digital or physical gift cards for purchasing LOLI Beauty products, offered in denominations of $25, $50, $75, and $150.

Quantifiable outcome

• Plum Elixir: 90% of testers experienced instant hydration within first use
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Sumo Citrus (ACMPC California 7, LLC)coreStrategic or Co-development PartnerCollaboration for Sumo Citrus Cleansing Jelly product. LOLI upcycles imperfect Sumo Citrus mandarins into a brightening cleanser. Sumo Citrus is a registered trademark of ACMPC California 7, LLC and is used under license.
• CanopycoreStrategic or Co-development PartnerPartnership for ancient and endangered forest conservation in paper and packaging sourcing. LOLI works with Canopy to develop reduction and reuse strategies, explore alternative fiber sources, and eliminate sourcing from ancient and endangered forests.
• Made In A Free WorldcoreStrategic or Co-development PartnerSoftware platform partnership to monitor supply chain for people trafficking prevention. LOLI is committed to being people-free and donates $1 to anti-trafficking organizations for every purchase of $75 or more.
• Ecocart.iominorGTM or Marketing PartnerCarbon neutral shipping partnership allowing customers to make their online orders carbon neutral at checkout, eliminating carbon emissions created from shipping.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the lolibeauty.com online storefront. Shopify processes payments and manages the online retail operations.
• Union of Women's Groups (West Africa)coreStrategic or Co-development PartnerWomen's empowerment partnership sourcing Date Nut Oil from a union of women's groups in West Africa, supporting fair trade and ethical sourcing practices.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Susteau: Susteau is a direct peer in waterless haircare and beauty, using concentrated, powder and waterless formats with natural ingredients. Comparable size and stage, similar sustainability positioning, and overlapping target customer (clean/sustainable beauty consumer).
• Everist: Everist makes waterless, concentrate-format haircare products with a sustainability-led D2C model. Directly comparable on the waterless + clean + concentrated thesis, similar price-point, and a small-team operating model.
• Seadrop Skincare: Seadrop Skincare is a waterless beauty brand explicitly named alongside LOLI as a leader in the waterless category. Comparable product formats (concentrated serums/oils) and clean-beauty target customer.

Broad incumbents

• Biossance: Biossance is a clean, science-led skincare brand built around sugarcane-derived squalane with waterless and sustainable sourcing. Sells through Sephora and DTC with a much larger assortment and brand footprint than LOLI; overlaps on clean-beauty + sustainability positioning.
• Drunk Elephant: Drunk Elephant is a leading clean/biocompatible skincare brand (now owned by LVMH) widely distributed at Sephora and Ulta. Comparable clean-ingredient positioning and similar product categories (serums, cleansers, oils) at significantly greater scale.
• Beautycounter: Beautycounter is a clean beauty incumbent with advocacy-led brand and broad assortment across skincare, body, and makeup. Comparable on clean/safe ingredient positioning, MADE SAFE-style certification messaging, and multi-channel retail.
• Tata Harper: Tata Harper is a luxury clean skincare brand with farm-sourced natural ingredients. Comparable on natural/clean positioning and direct-to-consumer plus selective retail distribution; operates at much higher price points.
• Youth to the People: Youth to the People is a clean, superfood-ingredient skincare brand sold at Sephora and Ulta. Directly comparable ingredient narrative (cold-press superfoods), product categories (cleansers, serums, moisturizers), and target customer (clean-beauty Gen X/Millennial).

Emerging players

• True Botanicals: True Botanicals is a clean, non-toxic skincare brand with MADE SAFE–style certification and a sustainability mission. Comparable on clean-ingredient thesis and skincare product mix, though more weighted to face serums and creams than LOLI's balm/oil focus.
• Herbivore Botanicals: Herbivore Botanicals is a natural, plant-based skincare brand with a similar D2C-plus-Sephora model and visually-driven packaging. Comparable target customer and clean-positioning, with broader category coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lolibeauty
• Facebookfacebook.com/LOLIBeautyNYC
• Instagraminstagram.com/loli.beauty
• Pinterestpinterest.com/LOLI_beauty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 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 Loli Beauty