What Grande Cosmetics does

Grande Cosmetics is a U.S. beauty company founded in 2008 by Alicia Grande, headquartered in Valhalla, New York, and operating as a portfolio company of Performance Beauty Group (which also owns Lilly Lashes, Velour Beauty, and FlutterHabit). The company develops and sells cosmetic enhancement products across four core categories—lashes, brows, lips, and hair—anchored by its flagship GrandeLASH-MD lash enhancing serum, a prostaglandin-analogue-based formulation (isopropyl cloprostenate) supplemented with peptides, amino acids, vitamins, hyaluronic acid, and botanical extracts. The product portfolio includes GrandeLASH-Sensitive (a prostaglandin-free peptide lash serum using the proprietary LashCatalyst™ complex), GrandeBROW and GrandeBROW 2-In-1 brow serums, GrandeHAIR Enhancing Serum and Full Boost system, GrandeLIPS Hydrating Lip Plumper, mascaras (GrandeMASCARA, GrandeDRAMA, GrandeWRAP tubing mascara), supplements (GrandeGUMMIES), sheet masks, and tools. Products are manufactured in ISO 22716 GMP-certified facilities and supported by 11+ safety and performance studies including ophthalmological and toxicological reviews.

The company operates a direct-to-consumer-first commerce model via grandecosmetics.com on Shopify, with a subscription option offering 15% off recurring orders and a free 6th order, complemented by an exclusive authorized Amazon Luxury Beauty partnership, select retail distribution (including Nordstrom), a wholesale program, and a Try Before You Buy partnership with mirra. Pricing spans $25–$125 across SKUs, anchored by $68 GrandeLASH-MD and $38 GrandeBROW. Marketing is social-media-led, relying on TikTok virality, Instagram community content, paid Meta/TikTok/Google/Snapchat/Pinterest/Criteo advertising, influencer partnerships, celebrity endorsements (Brooke Shields, Hilary Duff, Hailey Bieber, Jennifer Aniston), and earned media in publications such as Allure, Vogue, Harper's Bazaar, and Cosmopolitan. The company claims the #1 Lash & Brow Serum Brand position in the U.S. based on Circana prestige beauty data (January–April 2023) and reports cumulative sales of 10+ million GrandeLASH-MD bottles since launch.

In February 2026, Performance Beauty Group appointed Sabeen Mian (previously President of the Lash Division at PBG) as Brand President while founder Alicia Grande transitioned to Chief Visionary Officer, signaling an institutional phase. Recent product expansion includes a dedicated GLP-1 Restore collection targeting users experiencing medication-induced hair loss, the GrandeLASH-Sensitive prostaglandin-free formula, and entry into skincare (GrandeGLOW-UP sheet mask) and ingestibles (GrandeGUMMIES). Revenue, headcount (11–50 employees), and capital structure are not publicly disclosed.

Name

Grande Cosmetics

Legal name

Grande Cosmetics, LLC

Website

https://grandecosmetics.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Grande Cosmetics is a U.S. beauty company selling lash, brow, lip, and hair enhancement serums, anchored by flagship GrandeLASH-MD. It operates direct-to-consumer e-commerce with subscription, Amazon Luxury Beauty, and wholesale distribution, serving mass-market beauty consumers.

Ownership category

akta.pro rank

Product category

Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye & Lip Skincare (CRABAAAC)

akta.pro secondary industries

Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Lash enhancing serums
• Brow enhancement serums
• Lip plumping gloss
• Hair enhancement serums
• Beauty cosmetics

Headquarters

HQ city

Valhalla

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through grandecosmetics.com direct-to-consumer sales. Products sold at various price points ($25-$125) with subscription options offering 15% discount for recurring orders.
2. Amazon Marketplace: Exclusive authorized seller partnership with Amazon Luxury Beauty for marketplace sales in the U.S.
3. Wholesale Distribution: Wholesale program available for retailers through wholesale.grandecosmetics.com

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels13 records

Core offering

Grande Cosmetics develops, manufactures, and sells cosmetic enhancing serums and beauty products under its own brand across four core categories: lashes, brows, hair, and lips. Its flagship product GrandeLASH-MD is a prostaglandin-analogue lash enhancing serum, complemented by the peptide-based GrandeLASH-Sensitive, the GrandeBROW line, GrandeHAIR serums and haircare, and GrandeLIPS plumping gloss. Products are sold direct-to-consumer online with a subscription option, alongside Amazon, retail, and wholesale distribution.

Product overview

Grande Cosmetics is a beauty enhancement company offering a comprehensive portfolio of serum-based and cosmetic products centered around four core categories: lashes, brows, hair, and lips. The flagship product is GrandeLASH-MD, an award-winning lash enhancing serum with prostaglandin analogue technology, supported by GrandeLASH-Sensitive (peptide-based alternative for sensitive eyes). The brow line includes GrandeBROW serum and GrandeBROW 2-In-1 tinted gel. Hair products feature the GrandeHAIR Enhancing Serum and Full Boost collection (shampoo, conditioner, foam). Lip offerings include GrandeLIPS Hydrating Lip Plumper, GrandePOUT mask, and GrandeBUFF scrub. Supporting products include mascaras (GrandeMASCARA, GrandeDRAMA, GrandeWRAP tubing mascara), primers, conditioners, makeup removers, supplements (GrandeGUMMIES), and tools. The company also offers specialized collections like the GLP-1 Support line for medication-related hair loss and various bundled starter kits. All products emphasize clinical testing, ophthalmologist approval, and cruelty-free formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• GrandeLASH-MD Lash Enhancing Serum Award-winning lash enhancing serum with isopropyl cloprostenate (prostaglandin analogue) that promotes longer, thicker, healthier looking lashes in 4-6 weeks. Contains vitamins, peptides, amino acids, hyaluronic acid, and grape seed extract; ophthalmologist-tested, cruelty-free, and suitable for contact lens wearers and lash extensions.
• GrandeLASH-Sensitive Peptide Lash Serum Peptide-powered lash serum designed for sensitive eyes, featuring the proprietary LashCatalyst™ Peptide Complex (Copper Tripeptide-1, Myristoyl Pentapeptide-17, Biotinoyl Tripeptide-1). Free of prostaglandins, it promotes visibly thicker, longer looking lashes and reduces lash fall out with chamomile and green tea extracts.
• GrandeBROW Brow Enhancing Serum Brow enhancing serum designed to promote fuller, thicker-looking eyebrows with a blend of conditioning and nourishing ingredients for the brow area.
• GrandeBROW 2-In-1 Tinted Brow Enhancing Serum Tinted brow gel combined with brow enhancing serum in a single product, providing both color and growth benefits.
• GrandeBROW-FILL Volumizing Brow Gel Volumizing brow gel with fibers and peptides for immediate brow filling combined with long-term enhancement.
• GrandeHAIR Enhancing Serum Hair enhancing serum designed to promote thicker, fuller-looking hair and reduce hair thinning, with castor oil and other fortifying ingredients.
• GrandeHAIR Full Boost Shampoo Volumizing shampoo designed to boost hair fullness and thickness as part of the GrandeHAIR line.
• GrandeHAIR Full Boost Conditioner Volumizing conditioner designed to complement the GrandeHAIR Full Boost Shampoo for fuller-looking hair.
• GrandeHAIR Full Boost Volumizing Foam Leave-in volumizing foam for additional hair fullness and body.
• GrandeLIPS Hydrating Lip Plumper Instant lip plumping gloss that hydrates and creates the appearance of fuller lips without stinging, available in multiple shades including Clear, Barely There, Spicy Mauve, Sunbaked Sedona, Pale Rose, and Toasted Apricot.
• GrandePOUT Plumping Lip Mask Intensive plumping lip mask for deep hydration and enhanced lip fullness.
• GrandeBUFF Moisturizing Lip Scrub Exfoliating lip scrub that removes dead skin while moisturizing for smoother, softer lips.
• GrandeMASCARA Conditioning Peptide Mascara Peptide-infused mascara that conditions lashes while providing volume and length; made in Italy, buildable, clump-free, and water-resistant.
• GrandeMASCARA Waterproof Conditioning Peptide Mascara Waterproof version of the conditioning peptide mascara for long-lasting wear.
• GrandeDRAMA Intense Thickening Mascara with Castor Oil High-impact mascara with castor oil for maximum thickness and dramatic lash volume.
• GrandeWRAP Tubing Mascara with ProVitamin B5 Tubing mascara technology that wraps around lashes for extreme length, infused with ProVitamin B5 for lash health; TSA approved for travel.
• GrandePRIMER Pre-Mascara Lengthener & Thickener Pre-mascara primer that lengthens and thickens lashes before mascara application.
• GrandeREPAIR Leave-In Lash Conditioner Leave-in conditioner for lashes that helps repair and protect lashes, particularly beneficial after lash treatments.
• GrandeLASH-LIFT Heated Lash Curler Heated lash curler that lifts and curls lashes for a dramatic effect; positioned as a TikTok viral product.
• GrandeLASH-SEPARATOR Lash Separating Comb Comb designed to separate and define individual lashes after mascara application.
• GrandeVANISH Bi-Phase Makeup Remover Bi-phase makeup remover specifically designed for eye makeup, lash extension-safe, and lip makeup removal.
• GrandeGUMMIES Vegan Collagen Booster Gummy Vegan collagen-boosting gummy supplement designed to support beauty from within; gluten-free formula with vitamins and herbs.
• GrandeGLOW-UP Hydrating & Brightening Sheet Mask Sheet mask for facial skin hydration and brightening, part of the Grande skincare line.
• GLP-1 Restore the Lash, Brow & Hair Collection Bundled collection specifically designed for individuals experiencing hair, lash, and brow loss due to GLP-1 weight loss medications.

Quantifiable outcome

• 94% saw healthier looking lashes in 12-week consumer study
• +8 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Amazon Luxury BeautycoreChannel Partner/ Reseller/ DistributorExclusive authorized seller partnership for Grande Cosmetics products on Amazon marketplace. Only authorized seller on amazon.ca with green 'luxury beauty' flag designation.
• mirraminorGTM or Marketing PartnerTry Before You Buy program partner allowing customers to select up to 4 items to try at home for 30 days. Payment hold placed on card but customer only pays for items kept.
• Katz Institute for Women's HealthminorOthersCharitable partnership supporting women's health through fundraising events and product donations. Raised $40,679.
• Working For WomenminorOthersNon-profit partnership supporting women-owned businesses. Raised $100K to restore businesses built during pandemic. Donated 192 pieces of clothing through Bottomless Closet.
• Dress For SuccessminorOthersNon-profit partnership providing disadvantaged women with professional attire and career support.
• Susan G. KomenminorOthersBreast cancer research foundation partnership with annual fundraising through sales donations and awareness campaigns.
• Feeding AmericaminorOthersCOVID-19 Relief Fund partnership raising over $250K to help those affected during the pandemic. $1 donation = 10 meals through Feeding America network.
• NAACPminorOthersSocial justice organization partnership. Donated $25K immediately and raised additional $50K through percentage of sales in June 2021.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Olaplex: Hair wellness brand that has expanded from a single hero product (bond maintenance) into a broader portfolio, with DTC, salon, and retail distribution. Analogous trajectory and prestige-DTC playbook to Grande.
• e.l.f. Beauty: Digital-first mass beauty brand with strong TikTok and Amazon channel presence. Comparable digital marketing, celebrity-driven brand-building, and omnichannel DTC-plus-marketplace model.
• The Ordinary (DECIEM): Clinical, ingredient-led beauty brand under Estée Lauder with heavy DTC and social-driven acquisition. Comparable 'clinically proven, affordable efficacy' messaging and serums-led assortment.
• Drunk Elephant: Premium clinical skincare brand with a serums-led portfolio, strong Sephora distribution, and cult brand status. Comparable prestige-DTC positioning and ingredient-driven consumer narrative.
• Athena Cosmetics (RevitaLash parent): Diversified prestige beauty company owning RevitaLash and complementary skincare brands; operates in the same prestige beauty channel as Grande via department stores and specialty retail.

Direct peers

• LashFOOD: Natural lash and brow enhancing serum brand sold through prestige beauty retail. Competes in the same eye-area enhancing serum category with overlapping ingredient and efficacy narratives.
• RapidLash: Long-standing lash enhancing serum brand sold through prestige retail and DTC; directly competes with GrandeLASH-MD on efficacy claims, ingredient technology, and price-point segment.
• RevitaLash Cosmetics: Direct competitor in lash and brow enhancing serums with a similar prestige positioning, ophthalmologist-tested claims, and DTC + salon-channel distribution. Closest comparable brand in the lash enhancement category.
• Vegamour: Plant-based lash, brow, and hair wellness serums sold via DTC and Sephora. Comparable horizontal brand spanning lashes, brows, and hair with strong clean-beauty positioning.
• Blinc: Eyebrow and lash cosmetics brand featuring tubing mascaras and enhancing products with a similar lash/brow specialty focus. Overlaps with Grande on mascara innovation and lash care adjacencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/grandecosmetics
• TikToktiktok.com/@grandecosmetics
• Xx.com/grandecosmetics
• Facebookfacebook.com/GrandeCosmetics
• LinkedInlinkedin.com/company/grande-naturals-llc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Grande Cosmetics