What Michael Todd Beauty does

Michael Todd Beauty is a privately held, direct-to-consumer beauty technology company founded in 2008 and headquartered in Port St. Lucie, Florida. The company designs and sells a portfolio of sonic- and light-based at-home beauty devices paired with proprietary anti-aging skincare, targeting primarily women aged 40 and above seeking professional-grade skincare outcomes without spa or clinical visits. Its core hardware lineup includes the Sonicsmooth Pro+ and Sonicsmooth (sonic dermaplaning at 15,000 vibrations per minute with patented blade guard technology), the Soniclear facial cleansing brush (18,000 bristle movements per minute with patented antimicrobial brush protection), the Lumos IPL (FDA Class II-cleared at-home hair removal with COOLMAX cooling and skin safety sensors), and adjacent devices including Hydrojet, Sonicsculpt, and Sonic Refresher. The hardware is protected by two granted patents covering sonic dermaplaning technology and antimicrobial brush protection.

The company operates a hybrid distribution model combining a Shopify-based direct-to-commerce storefront at michaeltoddbeauty.com shipping to 40+ countries with physical retail placement in Ulta Beauty stores. Revenue is generated through one-time hardware sales priced $79-$299 (with sale prices ~40% off list), recurring consumables (Sonicsmooth Clear Refill Tips at $25 per 8-pack, Microsmooth heads at $26 per 2-pack, brush replacements), and a subscription program offering 15-40% savings on the Knú anti-aging skincare line, which features serum and cream formulations built around peptides, snail mucin, hyaluronic acid, and bakuchiol. Marketing relies on a celebrity endorsement strategy anchored by Alyssa Milano, multi-platform organic social (Facebook, Instagram, Twitter, YouTube, Pinterest, TikTok), earned media in InStyle, Vogue, Byrdie, and Allure, and a review base of over 10,000 verified customer reviews. The company has served more than one million customers globally, holds five industry/editorial beauty awards including the 2026 Allure Readers' Choice Award, and operates with a headcount of 11-50 employees. No external funding, parent company, or institutional investors are disclosed.

Name

Michael Todd Beauty

Legal name

Michael Todd Beauty

Website

https://michaeltoddbeauty.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Michael Todd Beauty is a privately held DTC beauty technology company that designs and sells sonic dermaplaning devices, IPL hair removal systems, and anti-aging skincare to women primarily aged 40+, distributed through its own e-commerce storefront in 40+ countries and Ulta Beauty retail.

Ownership category

akta.pro rank

Product category

Consumer Beauty Devices

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI)

akta.pro secondary industries

Skincare Devices & Beauty Tech (LED, Microcurrent, Cleansing Devices) (CRABAAAJ), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Sonic skincare devices
• At-home beauty tools
• Anti-aging skincare
• Dermaplaning tools
• Facial cleansing brushes

Headquarters

HQ city

Port St. Lucie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Device Sales: Primary revenue stream from selling beauty devices including Sonicsmooth Pro+, Soniclear, Lumos IPL, Hydrojet, Sonicsculpt, and Younilook Cosmetic Readers. One-time purchase model with varying price points from $79 to $299.
2. Skincare Product Sales: Sales of accompanying skincare products and serums including Knú Serum, Knú Cream, Lip Plumping + Hydrating Serum, and Hair Identifier Spray. Consumable products that require regular repurchase.
3. Consumable Refills: Recurring revenue from replacement parts and consumables including Sonicsmooth Clear Refill Tips (8pc for $25) and Microsmooth replacement heads. Creates repeat purchase opportunity.
4. Subscription Program: Subscription model offering 15-40% savings on skincare products including Knú Serum (from $69 to $41.40) and Knú Cream (from $59 to $35.40). Generates predictable recurring revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Michael Todd Beauty designs, manufactures, and sells at-home sonic beauty devices and companion anti-aging skincare products. Its core hardware portfolio includes the Sonicsmooth Pro+ dermaplaning system, Soniclear sonic cleansing brush, FDA-cleared Lumos IPL hair removal device, Hydrojet sonic shower system, Sonicsculpt facial contouring device, and Sonic Refresher microdermabrasion tool. These devices are paired with a recurring consumable ecosystem (refill tips, microdermabrasion heads, Hair Identifier Spray) and the Knú anti-aging serum and cream line featuring peptides, snail secretion filtrate, and bakuchiol.

Product overview

Michael Todd Beauty is a direct-to-consumer beauty technology company offering a portfolio of award-winning sonic skincare devices and anti-aging skincare products. The core product line includes Sonicsmooth (sonic dermaplaning for exfoliation and peach fuzz removal), Soniclear (sonic facial cleansing brush with antimicrobial protection), and Lumos IPL (at-home laser hair removal). These devices are complemented by proprietary skincare lines including the Knú anti-aging serum and cream with peptides and snail mucin, and the Lip Plumping + Hydrating Serum. Accessories include replacement tips, microdermabrasion heads, and the Hair Identifier Spray. The company also offers Hydrojet (sonic shower system), Sonicsculpt (ice/heat roller), Sonic Refresher (microdermabrasion device), and Younilook cosmetic readers. Products are sold primarily through the company's e-commerce platform with a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• Knú: Knú Anti-Aging Skincare line including serum, cream, and related anti-aging products formulated with peptides, snail mucin, and botanical extracts.

Products and services

• Sonicsmooth Pro+ Premium 2-in-1 facial exfoliation and peach fuzz hair removal system with Clear Glow Technology, delivering 15,000 sonic vibrations per second with three speed settings for at-home dermaplaning.
• Sonicsmooth At-home sonic dermaplaning system that removes peach fuzz and exfoliates dead skin using 15,000 movements per minute with three power/speed levels and a USB rechargeable battery.
• Soniclear Dermatologist-recommended sonic facial cleansing brush with patented antimicrobial protection, 18,000 bristle movements per minute, four power levels, and serum infusion head for enhanced product absorption.
• Lumos IPL FDA-cleared at-home IPL hair removal device with COOLMAX cooling technology (50°F), 999,999 flashes for lifetime use, UV shield, contact sensor, nine energy levels, and both manual and automatic modes.
• Hydrojet Sonic cleansing shower system combining water pressure with sonic technology for deep cleansing of skin and hair.
• Sonicsculpt Sonic facial contouring device with ice and heat roller functionality for skin firming and toning treatments.
• Sonic Refresher Wet/dry sonic microdermabrasion and pore extraction system with diamond tip and powerful suction for acne treatment and skin refinement.
• Younilook Cosmetic Readers Portable magnification tool designed to assist with makeup application, particularly for close-up work.
• Hair Identifier Spray Collagen-infused spray that highlights even tiny peach fuzz for precise dermaplaning, with rice starch for oil absorption and menthol for gentle cooling.
• Sonicsmooth Clear Refill Tips 8-piece pack of single-use dermaplaning safety tips for the Sonicsmooth device, designed for hygienic use and optimal exfoliation results.
• Microsmooth Microdermabrasion tips for Sonicsmooth that use a diamond-tipped head for painless exfoliation, designed for intermediate treatment between weekly Sonicsmooth sessions.
• Knú Serum Concentrated anti-aging serum with face-lifting peptides (SYN-COLL), snail secretion filtrate, and hyaluronic acid in an aloe vera base for skin regeneration and collagen stimulation, available via subscription.
• Knú Cream Ultra-rich anti-aging face cream with peptides, hyaluronic acid, bakuchiol (retinol alternative), and snail secretion filtrate for lifting, firming, and hydrating face, neck, and décolletage, available via subscription.
• Lip Plumping + Hydrating Serum Anti-aging lip serum formulated with niacinamide, squalane, and ceramides to hydrate, soften vertical lines, and restore youthful definition to thinning lips.

Quantifiable outcome

• Visible skincare results within weeks of consistent use
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foreo: Foreo sells sonic facial cleansing brushes (LUNA) and skincare devices with similar technology and DTC model; directly competes with Michael Todd Beauty in the at-home sonic cleansing and beauty tech category.
• NuFace: NuFace is a leading at-home microcurrent facial toning device brand with similar premium beauty-tech positioning, DTC + retail (Sephora) distribution, and target demographic of women seeking anti-aging solutions.
• Tria Beauty: Tria Beauty is a direct competitor in FDA-cleared at-home IPL hair removal and beauty devices, with overlapping product category (Lumos IPL) and similar premium DTC positioning.
• Dermaflash: Dermaflash specializes in at-home dermaplaning devices, directly competing with Michael Todd Beauty's Sonicsmooth Pro+ in sonic dermaplaning for exfoliation and peach fuzz removal.
• PMD Beauty: PMD Beauty sells at-home microdermabrasion devices (similar to Michael Todd's Sonic Refresher) and skincare tools through DTC and retail channels, targeting a similar anti-aging beauty enthusiast segment.
• Solawave: Solawave offers at-home red light therapy skincare wands and beauty devices, competing in the same beauty-tech category with celebrity-driven DTC marketing aimed at anti-aging consumers.
• Dr. Dennis Gross Skincare: Dr. Dennis Gross is a dermatologist-founded brand offering at-home light therapy and skincare devices with a premium price point, overlapping with Michael Todd Beauty in the clinical-grade at-home beauty device space.
• CurrentBody: CurrentBody is a UK-based beauty tech retailer specializing in at-home IPL, LED, and microcurrent devices, directly competing with Michael Todd's device portfolio and overlapping in international distribution.

Broad incumbents

• Philips Beauty (Lumea, VisaPure): Philips offers Lumea IPL hair removal devices and VisaPure sonic cleansing brushes as part of a much broader personal care portfolio; competes with Michael Todd's Lumos IPL and Soniclear but as an incumbent with global retail scale.

Emerging players

• BeautyBio: BeautyBio is an emerging beauty-tech brand offering at-home skincare tools (including dermaplaning and microcurrent devices) with Sephora retail and DTC distribution, partially overlapping with Michael Todd's device and skincare portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MichaelToddBeau
• YouTubeyoutube.com/c/michaeltoddbeautyofficial
• Facebookfacebook.com/MichaelToddBeauty
• Instagraminstagram.com/michaeltoddbeauty
• Pinterestpinterest.com/MichaelToddBeauty
• TikToktiktok.com/@michaeltoddbeauty
• LinkedInlinkedin.com/company/michael-todd-beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Michael Todd Beauty