Younique

What Younique does

Younique, LLC is a privately held direct selling cosmetics and personal care company founded in 2012 and headquartered in Lehi, Utah. The company develops, manufactures, and markets a multi-category beauty portfolio organized into six lines — Eyes, Face, Lips, Skin, Supplements, and Body — with hero products including the YOUNIQUE QUADRA eyeshadow palette, GLOWPLEXION complexion treatment, serum+ foundation, bb tinted moisturizer+, and the all-in-one color stick. The company sells exclusively through a direct selling model: independent consultants purchase products at wholesale and resell to end consumers via personal networks, social media, in-person demonstrations, and Younique's own e-commerce storefront at youniqueproducts.com.

Younique operates in a community-led go-to-market motion rather than traditional retail distribution. Its independent consultant base functions as both the sales channel and the primary marketing surface, amplified by corporate-owned social media presence on Facebook, Instagram, YouTube, and Pinterest. The company is a member of the Direct Selling Association (US), AMDV (Mexico), AVEDISCO (Italy), and BDD (Germany), and holds Better Business Bureau accreditation, indicating formalized compliance with recognized direct selling industry codes. It maintains a wholly-owned European regional entity, Younique Products Italy S.r.l., headquartered in Milan, supporting operations across North America and Europe.

The company employs 1,001–5,000 people and is privately held with no disclosed institutional, private equity, or venture capital backing. Revenue figures, funding history, and detailed financial metrics are not publicly disclosed in the available sources. Its core technology stack is not explicitly documented; no mobile app, public API, or third-party integrations are listed. Younique is positioned alongside Sephora, Ulta Beauty, and The Body Shop as a recognized participant in the global cosmetics and personal care market, which is projected to reach $509.33 billion by 2030 at a 7.5% CAGR. Leadership consists of co-founders Melanie Huscroft (Chief Visionary Officer) and Derek Maxfield (CEO), alongside Chief Marketing & Digital Officer Steve Carlile.

Name

Younique

Legal name

Younique, LLC

Website

https://youniqueproducts.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Younique, LLC is a privately held direct selling cosmetics and personal care company founded in 2012 and headquartered in Lehi, Utah. It sells a six-category beauty portfolio (Eyes, Face, Lips, Skin, Supplements, Body) through a global network of independent consultants and its own e-commerce site, serving beauty-conscious consumers across North America and Europe.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Direct selling
• Color cosmetics
• Skincare products
• Beauty supplements
• Cosmetics manufacturing

Headquarters

HQ city

Lehi

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, Operations

Revenue model

1. Direct Selling - Product Sales: Younique generates revenue through a direct selling model where independent consultants purchase products at wholesale prices and resell them to end customers. Consultants build personal retail businesses through social selling and community engagement.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Younique develops, manufactures, and markets cosmetics and personal care products organized into six categories: Eyes, Face, Lips, Skin, Supplements, and Body. The company distributes products through independent consultants in a direct-selling model and via its own e-commerce website, with flagship offerings including the YOUNIQUE QUADRA eyeshadow palette, GLOWPLEXION complexion product, bb tinted moisturizer+, serum+ foundation, and all-in-one color stick.

Product overview

Younique is a direct-selling cosmetics and personal care company offering a unified portfolio of makeup and skincare products. The product line is organized into six main categories: Eyes, Face, Lips, Skin, Supplements, and Body. Key flagship products include YOUNIQUE QUADRA (signature eyeshadow palette), GLOWPLEXION (top-selling face treatment), bb tinted moisturizer+, serum+ foundation, and all-in-one color stick. Younique operates primarily as a direct sales business, selling through independent consultants to end consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• YOUNIQUE QUADRA A signature eyeshadow palette product representing Younique's core eye makeup offering, sold through independent consultants and the company website.
• GLOWPLEXION A top-selling face product designed for facial skin care and complexion enhancement, featured as a hero product on the Younique homepage.
• bb tinted moisturizer+ A tinted moisturizer product with SPF protection, part of Younique's face makeup line.
• serum+ foundation A foundation product infused with serum benefits, representing Younique's face makeup and skincare hybrid offerings.
• all-in-one color stick A multi-use color stick product from Younique's lips category, designed for versatile application.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Direct Selling Association (DSA)coreOthersYounique is a proud member of the Direct Selling Association, indicating compliance with industry standards and ethical direct selling practices in the United States.
• Better Business Bureau (BBB)minorOthersYounique LLC maintains accreditation with the Better Business Bureau, demonstrating commitment to business ethics and customer satisfaction standards.
• AVEDISCO (Associazione Mexicana de las Ventas Directas)coreOthersYounique is a member of AVEDISCO (Italian Direct Selling Association), supporting operations in the Italian market with regional industry association representation.
• BDD (Bundesverband Direktvertrieb Deutschland)minorOthersYounique maintains membership with BDD (German Direct Selling Association), indicating adherence to German direct selling industry standards.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• The Body Shop: The Body Shop is a global beauty retailer with an ethics-led brand positioning; it is directly named in industry commentary alongside Younique and competes for the same beauty-conscious consumer segment.
• Sephora: Sephora is a global specialty beauty retailer carrying multi-brand color cosmetics and skincare; it is explicitly named alongside Younique in industry commentary and competes for the same end consumer.
• L'Oréal: L'Oréal is the world's largest beauty conglomerate with extensive color cosmetics and skincare portfolios; it competes with Younique across multiple product categories and benefits from far greater R&D and marketing scale.
• Ulta Beauty: Ulta Beauty is a leading US beauty retailer with an extensive multi-category assortment of cosmetics and skincare; cited in the same market analysis as Younique and represents a major established channel competitor.

Direct peers

• Rodan + Fields: Rodan + Fields sells skincare and beauty products through independent consultants via a multi-level direct-selling structure, closely matching Younique's consultant-driven distribution model in personal care.
• Mary Kay: Mary Kay operates a comparable direct-selling model with independent beauty consultants selling color cosmetics and skincare, directly mirroring Younique's community-led, relationship-based GTM approach.
• Avon: Avon is a global direct-selling cosmetics company using independent representatives to sell beauty and personal care products, making it the closest structural analog to Younique's consultant-driven GTM motion in color cosmetics.
• Nu Skin: Nu Skin is a direct-selling personal care company using independent distributors across global markets, making it highly comparable to Younique in channel structure and multi-category beauty positioning.

Emerging players

• Beautycounter: Beautycounter sells clean beauty and skincare products through a combination of consultants and e-commerce, offering an emerging direct-selling overlap with Younique but with a narrower, mission-driven product focus.
• ColourPop Cosmetics: ColourPop is a digitally-native cosmetics brand selling affordable color cosmetics direct-to-consumer online; it represents the emerging digital-native competitive threat that challenges traditional direct-selling economics in makeup.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/YouniqueCorporate?sub_confirmation=1
• Facebookfacebook.com/YouniqueProducts
• Instagraminstagram.com/younique_corporate
• Pinterestpinterest.com/youniquemakeup
• Xx.com/youniquesupport
• LinkedInlinkedin.com/company/younique-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Younique