Beautylish

Beauty and Personal Care E-commercebeautylish.com

Beautylish is a San Francisco-based DTC e-commerce platform that curates and sells premium beauty products from 100+ third-party brands alongside its co-founded skincare brand Good Molecules, serving beauty enthusiasts in 50+ countries with content, community, and loyalty programs.

Company typePrivate
Founded2010
HeadquartersSan Francisco, United States
Headcount101–250
GTM typeB2C
OfferingDigital Commerce or Content

What Beautylish does

Beautylish is a San Francisco-based direct-to-consumer e-commerce platform founded in 2010 that sells a curated selection of premium beauty products from over 100 third-party brands alongside its own co-founded and private-label brands. The platform serves beauty enthusiasts across more than 50 countries, with product categories spanning makeup, skincare, hair care, fragrance, nails, tools and brushes, and wellness supplements. The technology stack is a standard e-commerce storefront integrated with community features (product reviews, tutorials, user-generated content, editorial articles) and multiple payment methods including major credit cards, PayPal, Apple Pay, Alipay, and Afterpay. Value-added services include Flexible Payments (a buy-now-pay-later program), auto-replenishment subscriptions, and a store-credit-based Beautylish Rewards loyalty program. Fulfillment operations are run from San Francisco, Philadelphia, and Hong Kong, supporting the company's international reach.

The company's business model is primarily retail product sales on its marketplace, monetizing the spread between wholesale and retail pricing across hundreds of SKUs. GTM is content-led DTC: editorial articles, tutorials, social media (Instagram, Facebook, Pinterest), email marketing, and the rewards program drive both acquisition and repeat purchase. Beyond marketplace revenue, Beautylish operates three wholly-owned or co-founded sub-brands: Good Molecules (ingredient-focused skincare launched 2019, approximately 50 SKUs at $5-$18, estimated ~$100M annual sales distributed via Beautylish.com, Target, and Ulta Beauty), Beautylish Presents (exclusive brand), and María Catalá Beauty. The founders' brand-building track record is reinforced by Aria Growth Partners' 2026 investment in Good Molecules, which is described as profitable. Beautylish, Inc. itself remains a private company with no disclosed revenue, funding rounds beyond approximately $25M raised across 2010-2019, and no institutional investor or leadership details beyond the three co-founders.

Beautylish firmographics

Firmographics

Name: Beautylish
Legal name: Beautylish, Inc.
Website: https://beautylish.com
Company type: Private
Founded year: 2010
Operating status: Operating
Headcount range: 101–250 employees
Short description: Beautylish is a San Francisco-based DTC e-commerce platform that curates and sells premium beauty products from 100+ third-party brands alongside its co-founded skincare brand Good Molecules, serving beauty enthusiasts in 50+ countries with content, community, and loyalty programs.
Ownership category
akta.pro rank

Beautylish industry classification

Industry

Product category: Beauty and Personal Care E-commerce
NAICS: Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
SIC: Perfumes, Cosmetics & Other Toilet Preparations (2844)
akta.pro primary industry: Beauty & Personal Care Omnichannel (CRAFAEAB)
akta.pro secondary industry: Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

Beauty e-commerce
Curated beauty marketplace
Online cosmetics retail
Skincare makeup platform
Beauty community commerce

Where Beautylish is headquartered

Location

Headquarters

HQ city: San Francisco
HQ country: United States
HQ region: North America

Offices3 records

Markets served

Beautylish business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

Retail Product Sales: Beautylish generates revenue by selling third-party beauty products directly to consumers through its e-commerce platform, earning the margin between wholesale and retail pricing.
Own Brand Revenue (Good Molecules): Beautylish founders co-founded Good Molecules in 2019, an ingredient-focused skincare brand generating approximately $100 million in annual sales. As a founder-backed brand sold through Beautylish and major retailers like Target and Ulta Beauty.

Pricing tiers

Model	Billing	Price
One time/ perpetual license	Pay-as-you-go	Standard retail pricing across all product categories
Other	—	Beautylish Rewards program for returning customers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Beautylish product offering

Product offering

Core offering

Beautylish is an online beauty e-commerce platform that sells a curated selection of makeup, skincare, hair, fragrance, nail, bath and body, tools, and wellness products from over 100 premium, luxury, and niche third-party brands. The platform combines retail with community features such as product reviews, tutorials, user-generated photos and videos, and editorial content to support purchase decisions. Beautylish also operates its own private-label skincare brand Good Molecules, co-founded by the company's founders in 2019, and offers value-added services including Flexible Payments buy-now-pay-later, auto-replenishment subscriptions, and a store-credit rewards program.

Product overview

Beautylish is an online beauty e-commerce platform offering a curated selection of makeup, skincare, hair, fragrance, nails, tools, and wellness products from over 100 premium and luxury brands including Chantecaille, Charlotte Tilbury, Hourglass, Hindash, and Natasha Denona. The platform operates on a marketplace model featuring both third-party brands and its own private label brand Good Molecules (co-founded by Beautylish founders in 2019). Product categories span makeup (foundations, lipsticks, eyeshadows, blushes), skincare (serums, moisturizers, treatments), hair care, fragrance, nail products, tools and brushes, and wellness supplements. The platform differentiates through exclusive products, editorial content including tutorials and reviews, customer service from makeup experts, and loyalty rewards. Value-added services include Flexible Payments (buy-now-pay-later), subscription auto-replenishment, and a rewards program earning store credit.

Differentiator

Problem solved

Functional benefit

Products and services

Beautylish Online E-commerce Platform
Good Molecules
Beautylish Rewards

Companies that use Beautylish

Customer profile

Segments2 records

Ideal customer profiles1 record

Beautylish technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration10 records

Beautylish partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered core and minor.

Good MoleculescoreOthersGood Molecules was co-founded by the Beautylish founders in 2019. It is an ingredient-focused skincare brand that has scaled to roughly 50 products priced between $6 and $18 with strong retail presence at Target and Ulta Beauty.
The Inkey ListminorOthersThe Inkey List is a portfolio company of Aria Growth Partners, the investment firm that also invested in Good Molecules.
Ultra VioletteminorOthersUltra Violette is a portfolio company of Aria Growth Partners, the investment firm that also invested in Good Molecules.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Beautylish competitors and assessment

Company assessment

Direct peers

Mytheresa: Global luxury e-tailer with a curated beauty vertical alongside fashion. Comparable to Beautylish in combining prestige-brand assortment with editorial content and global shipping.
Cult Beauty: Online specialist beauty retailer offering curated, hard-to-find prestige brands globally. Directly comparable to Beautylish's curated DTC discovery model and exclusive-brand assortment.
Space NK: UK-based multi-brand specialty beauty retailer combining curated prestige brands with editorial-led merchandising. Closely aligned with Beautylish's curation and content strategy.
Glossier: Direct-to-consumer beauty brand retailer built on community, content, and own-brand product. Comparable to Beautylish in leveraging editorial content and audience engagement to drive conversion.
Violet Grey: Curated luxury beauty online retailer with a 'clean' beauty tilt and editor-vetted assortment. Closely resembles Beautylish's prestige-discovery positioning and curated merchandising approach.
Dermstore: Online retailer focused on clinical and prestige skincare with editorial content and dermatologist curation. Comparable to Beautylish's skincare-heavy, content-supported DTC model.
Bluemercury: US omni-channel specialty beauty retailer with both online and boutique storefronts. Comparable to Beautylish in combining curated prestige beauty with brick-and-mortar service expertise.
StrawberryNET: Long-running online beauty retailer offering discounted global brand assortment. Comparable to Beautylish as an online-first, multi-brand beauty e-tailer with international reach.

Broad incumbents

Sephora: Largest omni-channel specialty beauty retailer globally with broad indie and prestige assortment and heavy content/community investment. Overlaps with Beautylish's curated-discovery mission but at vastly greater scale.
Ulta Beauty: Largest US omni-channel beauty retailer across mass and prestige; also a distribution channel for Beautylish's own brand Good Molecules. Defines the competitive floor for specialty beauty retail.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Beautylish financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Beautylish leadership team

Management profile

Number of profiles

Profiles3 records

Beautylish subsidiaries and ownership

Company hierarchy

Subsidiaries3 records

Beautylish funding detail

Funding detail

Funding overview

Funding rounds6 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Beautylish M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beautylish

What does Beautylish do?

Is Beautylish a public or private company?

Beautylish is a private company. It is classified as venture growth investor backed and is currently operating.

When was Beautylish founded?

Beautylish was founded in 2010. It employs 101 to 250 people.

Where is Beautylish based?

Beautylish is headquartered in San Francisco, United States, in the North America region.

How does Beautylish make money?

Two revenue lines are on record. Retail Product Sales are the primary driver. The others are own Brand Revenue (Good Molecules).

Who are Beautylish's main competitors?

Direct peers on record are Mytheresa, Cult Beauty, Space NK, Glossier, Violet Grey, Dermstore, Bluemercury and StrawberryNET. Broad incumbents are Sephora and Ulta Beauty.

Does Beautylish have an API?

No public API is recorded for Beautylish.

What industry is Beautylish in?

Beautylish's product category is Beauty and Personal Care E-commerce. Its primary akta.pro industry code is CRAFAEAB, Beauty & Personal Care Omnichannel, with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 456120 and its SIC code is 2844.