Source Beauty
Source Beauty is an Egypt-based online beauty and wellbeing retailer curating 8,000+ SKUs across skincare, makeup, fragrance, K-Beauty, and wellness, serving Egyptian consumers through a Shopify storefront and its own private-label Source Beauty brand.
- Company typePrivate
- Founded2018
- HeadquartersCairo, Egypt
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Source Beauty does
Source Beauty is an Egypt-based, online-only beauty and wellbeing retailer operating from Cairo and serving Egyptian consumers through a Shopify storefront. The company was established in 2016 and began operations in 2018, and it curates more than 8,000 SKUs across skincare, haircare, body care, fragrance, makeup, K-Beauty, tools, and wellness supplements, combining internationally recognized brands (such as medicube, Maybelline, Cosrx, and FINO) with its own proprietary "Source Beauty" private-label line of body mists, perfumes, skincare sets, and curated bundles. The platform supports both Arabic and English, offers nationwide delivery with next-day shipping in Cairo, Giza, and Alexandria, and accepts cash on delivery, cards, mobile wallets, and installment payments.
The business model is direct-to-consumer e-commerce with one-time product purchases rather than subscriptions; price points range from under 100 EGP to over 4,500 EGP, with free shipping above 999 EGP in major cities. Distribution is exclusively online, with no disclosed retail footprint, and customer acquisition is driven through organic and paid social (Facebook, Instagram, TikTok), an email newsletter offering 10% off first orders, blog content such as fragrance guides, and SEO. The company employs between 11 and 50 people and is led by founder and CEO Lydia Schoonderbeek.
Technology is anchored on Shopify with no public API and a referenced but undocumented mobile app; the only explicitly AI-adjacent feature is the "Layla's Picks" curated collection, which uses customer and trend data to surface product recommendations. Recent 2025 launches have extended the proprietary product line into fragrance and sun care while adding K-Beauty premium devices and wellness supplements, signaling an effort to move up the value chain from pure curation toward branded manufacturing and category expansion within the Egyptian market.
Source Beauty firmographics
Firmographics- Name
- Source Beauty
- Legal name
- Source Beauty
- Website
- https://sourcebeauty.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Source Beauty is an Egypt-based online beauty and wellbeing retailer curating 8,000+ SKUs across skincare, makeup, fragrance, K-Beauty, and wellness, serving Egyptian consumers through a Shopify storefront and its own private-label Source Beauty brand.
- Ownership category
- akta.pro rank
Source Beauty industry classification
Industry- Product category
- Beauty and Personal Care E-commerce
- NAICS
- 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
- Beauty & Personal Care Online Retailers (CRAFADAC)
- akta.pro secondary industries
- Beauty & Personal Care Marketplaces (CRAFABAB), Body Sprays & Mists (CRABADAC), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
Keywords
Where Source Beauty is headquartered
LocationHeadquarters
- HQ city
- Cairo
- HQ country
- Egypt
- HQ region
- Africa
Markets served
Source Beauty business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of beauty and wellbeing products including skincare, haircare, makeup, fragrance, body care, and wellness supplements. Revenue generated through one-time product purchases at various price points ranging from under 100 EGP to over 4,500 EGP.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly products under 100-500 EGP |
| Unit Pricing | Pay-as-you-go | Mid-range products 500-2,000 EGP |
| Unit Pricing | Pay-as-you-go | Premium products and tools over 2,000 EGP |
| Unit Pricing | Pay-as-you-go | Bundle and gift sets |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Source Beauty product offering
Product offeringCore offering
Source Beauty operates an online-only, direct-to-consumer beauty and wellbeing e-commerce platform based in Egypt, curating over 8,000 products across skincare, haircare, makeup, fragrance, body care, K-Beauty, tools & accessories, and wellness supplements. The company sells both its own Source Beauty sub-brand of body mists, perfumes, and skincare sets and third-party international and local Egyptian brands through its Shopify-powered storefront at sourcebeauty.com, with nationwide delivery across Egypt.
Product overview
Source Beauty is an online-only beauty and wellbeing e-commerce destination in Egypt, offering over 8,000 products across multiple categories including skincare, haircare, body care, makeup, fragrance, K-Beauty, tools & accessories, and wellness supplements. The platform operates as a curated marketplace featuring both its proprietary Source Beauty brand products (body mists, perfumes, skincare sets, bundles) and third-party international and local brands. Source Beauty positions itself as a full self-care destination bringing skincare, haircare, fragrance, body, and wellness together in one place, with only 100% authentic and verified products from trusted brands. The company has been serving customers since 2018 and offers free shipping on orders above 999 EGP in Cairo, Giza & Alexandria.
Differentiator
Problem solved
Functional benefit
Brands
- Source Beauty: The company's own branded product line including skincare, body care, fragrances, and accessories.
Products and services
- Source Beauty Body Mists Signature body mists under the Source Beauty sub-brand offered in multiple fragrance variants for personal fragrance use.
- Source Beauty Perfumes Eau de perfumes under the Source Beauty sub-brand in signature scents such as Baby Powder, Woody Musk, and White Musk.
- Source Beauty Skin Care Sets Full skincare routine bundles under the Source Beauty sub-brand including Glow Edit SPF, Vanilla Skin, Coconut Milk, Summer Moon, and Glycolic Acid variants.
- Source Beauty Discovery Set (Perfume Gift Set) Perfume discovery gift sets that let consumers sample various fragrance profiles under the Source Beauty sub-brand.
- Source Beauty Glow To Goal Bundle Curated skincare bundle under the Source Beauty sub-brand featuring complementary products for a complete beauty routine.
- Source Beauty Heatproof Makeup Kit Makeup kit under the Source Beauty sub-brand designed for long-lasting wear and heat protection.
- Source Beauty Hair Reset System Complete hair care system under the Source Beauty sub-brand for hair reset and restoration.
- Source Beauty Bundles & Gift Sets Curated multi-brand product bundles, perfect pairs, promo packs, and gift sets aggregated through the Source Beauty storefront.
- medicube Age-R Booster Pro Professional-grade skin tool resold via Source Beauty, available in Pink and Black variants, used for at-home anti-aging treatments.
- Capixy Intense Tonic Spray Hair treatment tonic spray resold via Source Beauty for hair strengthening and growth.
- FINO Premium Touch Hair Mask Premium hair treatment mask resold via Source Beauty for deep conditioning and repair.
- Dermacy Labs Peeling Solution AHA + BHA Face scrub with AHA and BHA combination resold via Source Beauty for deep exfoliation and skin resurfacing.
- SKIN1004 Poremizing Quick Clay Stick Mask Quick-acting clay stick mask resold via Source Beauty with Centella Asiatica for deep pore cleansing.
- Maybelline Fit Me Matte & Poreless Foundation Long-wearing matte foundation resold via Source Beauty in multiple shades for seamless coverage.
- EQQUALBERRY Aloe PDRN Calming Serum Calming face serum resold via Source Beauty with Aloe and PDRN for skin repair and hydration.
Quantifiable outcome
- Over 2,000 verified positive customer reviews demonstrating customer satisfaction and trust
Companies that use Source Beauty
Customer profileSegments2 records
Ideal customer profiles2 records
Source Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Source Beauty partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Source Beauty competitors and assessment
Company assessmentBroad incumbents
- Noon: Large regional e-commerce marketplace with a meaningful beauty and personal care category across Egypt and the wider MENA region. Comparable as an online beauty shopping destination for Egyptian consumers, though it operates as a broad marketplace rather than a beauty-specialist.
- Sephora (Middle East): Global multi-brand beauty retailer with regional presence in the Middle East. Comparable as a curated multi-brand beauty destination selling skincare, makeup, and fragrance to consumers in the same regional geography.
- Ulta Beauty: Largest US specialty beauty retailer offering an extensive multi-brand assortment across skincare, makeup, fragrance, and wellness with strong loyalty and private-label programs. Comparable as a broad beauty destination with both discovery and owned brand models at much larger scale.
Direct peers
- Nykaa: India's leading online beauty and wellness pure-play retailer with multi-brand curation, private-label brands, and content-led discovery. Closely comparable business model to Source Beauty as a specialized beauty e-commerce platform combining marketplace curation with owned brands.
- Cult Beauty: UK-based online beauty specialist retailer focused on curated indie, K-Beauty, and clinical skincare brands. Comparable to Source Beauty's positioning around discovery, K-Beauty, and clean beauty across an authentic multi-brand catalog.
- Glossier: Direct-to-consumer beauty brand with strong own-label positioning, content-led marketing, and bundle/ritual selling. Comparable as a DTC-led beauty operator that combines owned brand products with curated discovery, though Glossier is single-brand-led and US-focused.
- Yesstyle: Asia-focused online beauty, skincare, and fashion retailer with strong K-Beauty and J-Beauty assortment. Comparable as an online beauty destination with deep K-Beauty catalog and direct brand sourcing, selling globally to a similar digitally-native beauty audience.
Emerging players
- Namshi: MENA-focused fashion and beauty e-commerce platform serving Gulf and Egyptian consumers. Comparable as an online beauty and lifestyle retailer in the same regional market, with overlapping product categories like fragrance and skincare.
Regional players
- Ounass: Luxury beauty and fashion e-commerce platform serving the Middle East, particularly the UAE. Comparable as a curated premium beauty e-tailer with a multi-brand assortment and emphasis on discovery, though more luxury-skewed and UAE-focused than Egypt-focused.
- FACES (MENA): Middle East-based multi-brand beauty retailer combining physical stores and online channels across the Gulf. Comparable as a curated beauty retailer serving the same regional consumer base, though primarily Gulf-focused rather than Egyptian.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Source Beauty social profiles
Digital presenceSource Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Source Beauty leadership team
Management profileNumber of profiles
Profiles1 record
Source Beauty funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Source Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Source Beauty
What does Source Beauty do?
Source Beauty operates an online-only, direct-to-consumer beauty and wellbeing e-commerce platform based in Egypt, curating over 8,000 products across skincare, haircare, makeup, fragrance, body care, K-Beauty, tools & accessories, and wellness supplements. The company sells both its own Source Beauty sub-brand of body mists, perfumes, and skincare sets and third-party international and local Egyptian brands through its Shopify-powered storefront at sourcebeauty.com, with nationwide delivery across Egypt.
Is Source Beauty a public or private company?
Source Beauty is a private company. It is classified as venture growth investor backed and is currently operating.
When was Source Beauty founded?
Source Beauty was founded in 2018. It employs 11 to 50 people.
Where is Source Beauty based?
Source Beauty is headquartered in Cairo, Egypt, in the Africa region.
How does Source Beauty make money?
One revenue line is on record: product Sales.
Who are Source Beauty's main competitors?
Broad incumbents on record are Noon, Sephora (Middle East) and Ulta Beauty. Direct peers are Nykaa, Cult Beauty, Glossier and Yesstyle. Namshi is listed as an emerging player. Regional players are Ounass and FACES (MENA).
Does Source Beauty have an API?
No public API is recorded for Source Beauty.
What industry is Source Beauty in?
Source Beauty's product category is Beauty and Personal Care E-commerce. Its primary akta.pro industry code is CRAFADAC, Beauty & Personal Care Online Retailers, with a secondary code of CRAFABAB, Beauty & Personal Care Marketplaces. Its NAICS code is 45612 and its SIC code is 2844.