What Aether Beauty does

ĀTHR Beauty (also referenced as Aether Beauty) is a privately held, direct-to-consumer clean beauty brand founded in 2018 in San Francisco by Tiila Abbitt, who serves as CEO, Founder, and Creative Director. The company designs, markets, and sells high-impact color cosmetics for conscious beauty consumers and wellness-oriented enthusiasts, with a portfolio spanning crystal-infused eyeshadow palettes, mascaras, face powders and cheek palettes, lip oils, lip stains, lip crèmes, and gloss sticks. All products are 100% vegan, cruelty-free, and formulated under the company's proprietary #NOBADVIBES standard, which bans more than 2,700 ingredients and exceeds EU and California Prop 65 requirements.

The company's core technology centers on crystal-infused formulations using crushed semi-precious gemstones — Rose Quartz, Citrine, Amber, and Sapphire — combined with organic skincare oils such as jojoba, rosehip, prickly pear, shea, moringa, and castor. Its packaging platform is built around FSC-certified paper, water-based soy ink, and recycled aluminum pans, including what the company claims to be the first zero-waste eyeshadow palettes with individually recyclable components. Mascara SKUs feature a proprietary faceted brush head with two fiber sizes and Black Diamond Powder; highlighting oils use 100% recycled glass bottles; and Aurora Glow Lip Oil is packaged in recycled PCR plastic. A CleanHub integration enables per-transaction plastic offsets.

The business model is asset-light and product-led: revenue is generated through one-time direct product sales (no subscription) at unit prices ranging from $14 for travel-size mascaras to $58 for 12-pan palettes, with a $25 digital gift card and a $0.25 carbon-neutral add-on as additional SKUs. Distribution is anchored on the owned e-commerce storefront at athrbeauty.com (a Shopify store) with wholesale exposure through the Faire marketplace; marketing relies on organic social (Facebook, Instagram, TikTok), an owned #goodvibesbeauty content blog, influencer and affiliate partnerships, email newsletter, and earned media in publications such as Vogue, Forbes, Glamour, Allure, Harper's Bazaar, and the New York Times. The company has raised a single disclosed round of approximately $333,403 in May 2021 and operates with 1–10 employees.

Name

Aether Beauty

Legal name

ĀTHR Beauty

Website

https://athrbeauty.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Clean Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Clean beauty cosmetics
• Crystal-infused makeup
• Vegan color cosmetics
• Zero-waste beauty packaging
• Sustainable skincare makeup

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: ĀTHR Beauty generates revenue through direct-to-consumer sales of clean beauty products including eyeshadow palettes, mascaras, lip products, and face products via their e-commerce website and wholesale distribution through Faire marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

ĀTHR Beauty is a direct-to-consumer clean beauty brand that formulates and sells crystal-infused color cosmetics including eyeshadow palettes, mascaras, face powders, bronzers, cheek palettes, lip oils, lip stains, lip crèmes, and gloss sticks. Products are 100% vegan, cruelty-free, and formulated without over 2,700 banned ingredients, packaged in zero-waste FSC-certified paper and recycled aluminum components.

Product overview

ĀTHR Beauty is a clean, sustainable beauty brand offering high-impact cosmetics. The product portfolio centers on crystal-infused makeup with hero categories including eyeshadow palettes (Crystal Eyeshadow Palettes in 4-pan, 10-pan, and 12-pan formats), mascaras (Big Bang Mascara, Comeback Mascara), face products (Desert Mirage Blurring Powder, Crystal Charged Cheek Palette, Diffused Reflections Bronzing Powder, Desert Illuminating Oils), and lip products (Desert Rose Lip + Cheek Oil Stain, Dewy Quench Tinted Gloss Stick, Aurora Glow Lip Oil, Radiant Ruby Lip Crème). All products are 100% vegan, cruelty-free, and formulated without over 2,700 ingredients. Packaging uses FSC-certified paper, water-based soy ink, and recycled materials with zero-waste design principles.

Differentiator

Problem solved

Functional benefit

Products and services

• Desert Mirage Blurring Powder A talc-free pressed powder that diffuses imperfections, blurs texture, and controls shine with a soft-focus mirage-like finish, available in four shades: Sagebrush, Rose Mesa, Citrine Sand, and Sienna Dune. Targeted at consumers seeking clean, non-toxic face powders.
• Crystal Charged Cheek Palette A 3-pan recyclable cheek palette infused with crystals (Amber or Ruby) and formulated with Jojoba Oil and Rosehip Oil, available in Amber and Ruby shade collections. Targeted at clean beauty consumers seeking sustainable blush.
• Diffused Reflections Bronzing Powder A talc-free bronzing powder made with ethically sourced mica that blends seamlessly for a radiant, sun-kissed glow, available in Aurora and Ethereal shades. Targeted at consumers seeking clean, ethically sourced bronzer.
• Desert Moon Illuminating Oil A highlighting oil made with Honeysuckle Flower Extract and Jojoba Seed Oil designed to boost collagen, hydrate, and nourish skin; packaged in 100% recycled glass. Targeted at skincare-makeup hybrid consumers.
• Desert Rose Lip + Cheek Oil Stain A multi-purpose lip and blush oil stain featuring prickly pear seed oil, jojoba seed oil, and organic rosehip seed oil, available in four buildable shades: Wisdom, Courage, Harmony, and Influence. Targeted at consumers wanting multi-use clean color.
• Dewy Quench Tinted Gloss Stick A tinted gloss stick for lips available in Aura and Muse shades. Targeted at consumers seeking portable, clean lip gloss sticks.
• Aurora Glow Lip Oil A luxurious lip treatment oil providing luminosity and nourishment, enriched with Non-GMO Rice Extracts, Monoi de Tahiti, and Non-GMO Soybean Oil; features recycled PCR plastic packaging. Targeted at consumers seeking clean, treatment-focused lip oils.
• Radiant Ruby Lip Crème A clean lipstick available in multiple shades including Manifest, Protect, Dream, Self Love, and Motivate. Targeted at consumers seeking vegan, non-toxic lipstick.
• Rose Quartz Crystal Eyeshadow Palette The brand's #1 best-selling 10-pan eyeshadow palette featuring soft cool-toned hues and warm earthy tones, containing Rose Quartz Crystal powder and organic skincare oils; offers highly blendable mattes, pigmented shimmers, and creamy metallics. Targeted at consumers seeking crystal-infused eyeshadow.
• Rose Quartz Crystal Eyeshadow Quad A 4-pan travel-friendly eyeshadow palette featuring Rose Quartz best-sellers with a creamy, rich, ultra-pigmented formula infused with Rose Quartz to smooth, calm, and restore radiance; packaged in zero-waste materials. Targeted at consumers wanting travel-size crystal-infused eyeshadow.
• Summer Solstice Crystal Eyeshadow Palette A 12-pan eyeshadow palette featuring warm, sun-inspired shades, vegan and cruelty-free, made with FSC-certified materials. Targeted at consumers seeking warm-toned, sustainable eyeshadow.
• Moonlight Crystal Eyeshadow Palette A 12-pan palette made with pure crushed Sapphire, infused with Shea Butter and Moringa Oil, in 100% recyclable packaging. Targeted at wellness-oriented beauty enthusiasts.
• Manifest Crystal Eyeshadow Palette A 12-pan eyeshadow palette. Targeted at consumers seeking clean, crystal-infused color cosmetics.
• Desert Sunset Crystal Eyeshadow Palette A 10-pan palette made with Amber crystal to help balance skin tone and improve hyperpigmentation, infused with Prickly Pear Seed Oil. Targeted at consumers seeking amber-crystal-infused eyeshadow.
• Citrine Crystal Eyeshadow Quad A 4-pan eyeshadow quad containing Organic Coconut Oil, Moringa Seed Oil, and Organic Shea Butter, infused with Citrine crystal to recharge and re-energize skin. Targeted at wellness-oriented consumers.
• The Big Bang Mascara A volume and length mascara featuring a unique faceted brush head with two sizes of fibers for volume and definition, infused with Organic Castor Oil and Black Diamond Powder; features biodegradable bristles and recycled plastic tube. Targeted at consumers seeking clean, high-performance mascara.
• The Comeback Mascara A travel-size mascara formulated with plant-powered, crystal-charged formula for bold, blooming definition. Targeted at consumers seeking portable, clean mascara.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bite Beauty: Clean lip-focused color cosmetics brand emphasizing food-grade ingredients. Comparable as a clean color brand, particularly in the lip category where ĀTHR's oil stains and gloss sticks compete.
• Kosas: Clean color cosmetics brand with skincare-grade formulations and a direct-to-consumer plus Sephora presence. Comparable in marrying skincare ingredients with high-performance color at prestige price points.
• RMS Beauty: Pioneer in clean, organic color cosmetics with celebrity-founder heritage. Directly comparable as a prestige clean-makeup brand targeting the same conscious-consumer segment with similar price points and ingredient transparency.
• Alima Pure: Clean mineral makeup brand with a focus on minimal-ingredient formulations and sustainable practices. Directly comparable as a smaller clean color cosmetics brand with similar ethical positioning.
• ILIA Beauty: Clean beauty brand spanning complexion, lip, and eye products with a focus on skincare-infused makeup and sustainable packaging. Closely comparable in product mix, clean positioning, and prestige DTC distribution.
• W3LL PEOPLE: Clean, plant-based color cosmetics brand sold through DTC and clean retailers. Comparable in ingredient philosophy and clean positioning across eye, face, and lip categories.
• Herbivore Botanicals: Natural, botanically-focused beauty brand covering skincare and color-adjacent products. Cited alongside ĀTHR as a leader in the sustainable beauty movement and competes for the same clean-conscious consumer.

Emerging players

• Ethique: Zero-waste beauty brand focused on solid bars and sustainability. Comparable in sustainability positioning and packaging innovation, though primarily in haircare/skincare bars rather than color cosmetics.

Broad incumbents

• Glossier: Iconic digitally-native beauty brand with a broader clean-leaning color and skincare lineup. Represents the scaled DTC benchmark that ĀTHR's growth ambitions are measured against.
• Sephora Collection: Major beauty retailer's private label offering broad color cosmetics assortment at accessible price points. Represents the scaled incumbent that defines shelf standards and trend cycles for the category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/athrbeautyco
• Instagraminstagram.com/athrbeautyco
• TikToktiktok.com/@athrbeautyco
• Xx.com/aetherbeautyco
• LinkedInlinkedin.com/company/aetherbeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Aether Beauty