What Moira does

Moira Beauty is a US-based direct-to-consumer cosmetics brand founded in 2017 and headquartered in Commerce, California, that develops and sells a comprehensive range of makeup and skincare products to individual beauty consumers and wholesale retail buyers. The product portfolio spans face (foundations with up to 36 shades, primers, blush, bronzer, contour, highlight, setting sprays), eyes (a 24HR eyeliner family with five applicator variants, multichrome and chrome gel liners, liquid and cream shadows, palettes, mascaras), lips (liners, tints, balms, oils, lipsticks), and curated skincare collections including Oil Control, Hyaluronic Acid, Rose, Cica, Hemp Seed Aloe Vera, and Vitamin C Glow lines. Core technical differentiation sits in specialty pigment and formulation work — color-shifting multichrome and chrome technologies (Supernova, Space Chameleon, Diamond Daze, Starstruck Chrome), pH-reactive color (Chroma Kiss pH Tint Oil), long-wear polymer systems (24HR liners, 16HR Seal primer and setting spray) — alongside a clean-beauty compliance stack (PETA-certified cruelty-free, 100% vegan, paraben-, gluten-, and sulfate-free).

The business operates a multi-channel go-to-market: a Shopify-based DTC e-commerce site at moirabeauty.com is the primary revenue engine, augmented by iOS and Android mobile apps, a recurring Moira Membership subscription program, and a digital gift card offering. Distribution extends into physical retail through CVS pharmacy stores with dedicated in-store signage and an integrated store locator, into B2B wholesale through the Faire marketplace, and onto Amazon. The brand ships globally (North America, Europe, Asia, Australia, Africa, South America, Middle East), with free US shipping on orders over $35 and bundle promotions at the $60+ threshold. Pricing is fragmented across hundreds of SKUs at $5–$25 for typical items, with premium bundles (e.g., 24-shade Chroma Light Shadow at $125, 18-shade Diamond Daze bundle at $148) extending the upper end.

The company markets through TikTok-led social content, email newsletters, press coverage in publications including Glamour, Essence, and Harper's Bazaar India, and customer review integration via Judge.me (9,519+ verified reviews, Top 1% platform ranking). A April 2026 partnership with Miraculous Corp extended the brand into an immersive Paris-based experiential activation. Christine Ko is the founder and creative director. The company is privately held with no disclosed funding rounds, no parent company, and 11–50 employees.

Name

Moira

Legal name

Moira Beauty

Website

https://moirabeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Moira Beauty is a US-based direct-to-consumer cosmetics brand founded in 2017 that sells vegan, cruelty-free makeup and skincare through its e-commerce site, CVS retail, wholesale, and mobile apps to individual beauty consumers globally.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Cosmetics brand
• Makeup products
• Clean beauty
• Vegan skincare
• Beauty ecommerce

Headquarters

HQ city

Commerce

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, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through the moirabeauty.com e-commerce website selling cosmetics directly to individual consumers. Products include makeup (face, eyes, lips, palettes) and skincare items. Offers free shipping on orders over $35.
2. Retail Distribution (CVS): Products sold through CVS retail stores, expanding physical retail presence beyond e-commerce.
3. Wholesale Distribution: Wholesale distribution through Faire marketplace for retail buyers and smaller retailers.
4. Moira Membership Subscription: Recurring subscription program offering members exclusive benefits, early access to products, and special pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Moira Beauty is a direct-to-consumer cosmetics brand that formulates, brands, and sells makeup (face, eyes, lips, palettes) and skincare products. The portfolio features specialty-finish pigment technologies such as multichrome, chrome, and holographic effects across eyeliner, eyeshadow, and lip categories, with clean-beauty formulations (PETA cruelty-free, vegan, paraben-free, gluten-free, sulfate-free). Products are sold via the company's own e-commerce site, CVS retail stores, mobile apps, Amazon, and wholesale through the Faire marketplace.

Product overview

Moira Beauty is a direct-to-consumer cosmetics brand offering a comprehensive range of makeup and skincare products through its e-commerce platform and CVS retail stores. The product portfolio is organized into two main categories: Makeup (including Face, Eyes, Lips, and Palettes) and Skincare (including Cleansers, Toners, Treatments, and Moisturizers). The brand emphasizes clean beauty principles with PETA cruelty-free, 100% vegan, paraben-free, gluten-free, and sulfate-free formulations. Notable product lines include the 24HR eyeliner series (Ink Dip, Nano Ink, Micro Gel, Bold Gel, and Pro Tip variants), the Supernova Multichrome Gel Liner with color-shifting technology, the Chroma Light Shadow and Diamond Daze Liquid Shadow for eye color, the Complete Wear Foundation collection (liquid, powder, and soft matte formulas), the Butter Bliss Lip Balm with 20 shades, the Loveheat Cream Blush with warming sensation, and the 16HR Seal primer and setting spray system. Skincare offerings include targeted collections for Oil Control, Hyaluronic Acid, Rose, Cica, Hemp Seed Aloe Vera, and Vitamin C Glow. The brand also offers value sets, membership subscriptions, and gift cards, positioning itself as an accessible yet trend-forward beauty brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete Wear Foundation Full-coverage liquid foundation available in 17 shades from Light Ivory to Deep Walnut, for individual consumers seeking inclusive shade ranges.
• Complete Wear Powder Foundation Pressed powder foundation with 36 shades across Fair to Deep Rich with undertone variations.
• Complete Wear Soft Matte Foundation Soft matte finish foundation with 34 shades from 100N to 925N for individual consumers.
• Loose Setting Powder Loose setting powder available in multiple shades including Translucent White, Pink, Translucent, Banana, and Mint.
• Dreamlight Highlighter Highlighter palette with 12 shades including Ballerina, Dreamlite, Honeysuckle, Foxy Pink, and Gold Frost.
• Soft Blush Balm Soft-focus blush balm with 12 shades including Love Bitten, All That, Dreamer, and Sweet On You.
• Loveheat Cream Blush Cream blush with warming sensation and 20 shades including I Understand You, I Love You, and I Adore You.
• Precision Sculpt Stick Bronzer & Contour Stick-format bronzer and contour with 8 shades including Silk, Shade, Warmth, and Depth.
• Supernova Multichrome Gel Liner Multichrome gel eyeliner with color-shifting pigments, available in 18 shades including Atlas, Chroma, Phoenix, Electra, and Ara.
• 24HR Ink Dip Liner Long-wear liquid eyeliner designed for dip application with 24-hour wear claims.
• 24HR Nano Ink Liner Fine-tip liquid eyeliner with nano-precision applicator and 24-hour wear claims.
• 24HR Micro Gel Liner Micro-tip gel eyeliner with 24-hour wear claims.
• 24HR Bold Gel Liner Bold-tip gel eyeliner with 24-hour wear claims.
• 24HR Pro Tip Ink Liner Professional-tip liquid eyeliner with 24-hour wear claims.
• Diamond Daze Liquid Shadow Liquid eyeshadow with diamond-like sparkle, available in 34 shades including Airglow, Stardom, and Mermaid Dream.
• Chroma Light Shadow Light-reflective eyeshadow with 24 shades including Fairy Dust, Summer Dream, Aquamarine, and Lilac Love.
• Space Chameleon Multichrome Shadow Color-shifting liquid eyeshadow with chameleon effect in shades including Estella, Prima Donna, Helios, and Space Cadet.
• Starstruck Chrome Loose Powder Chrome-effect loose pigment powder with 19 shades including Pink Era, Lovebeam, Cosmic Dust, and Nebula Blossom.
• Prism Pop Pigment Multi-use pigment with holographic shimmer effect, available in 8 shades including Sugar Plum, Happy Holo, and Bubbly Bliss.
• Intense Volume & Lengthening Mascara Mascara combining volume and lengthening benefits in Blackest Black.
• Maximum Volume & Lifting Mascara Mascara delivering maximum volume and lift in Jet Black, waterproof formula.
• Lumina Vault Eyeshadow Palette Eyeshadow palette featuring luminous shades.
• Diamond Glitz Eyeshadow Palette Sparkly eyeshadow palette with diamond-inspired shades.
• Celestial Chic Eyeshadow Palette Eyeshadow palette with celestial-inspired shades.
• Lover's Starlight Eyeshadow Palette Eyeshadow palette with romantic, starlight-inspired shades featuring high pigmentation.
• Cosmic Desire Eyeshadow Palette Eyeshadow palette with cosmic-inspired color story.
• Chroma Kiss pH Tint Oil pH-responsive lip tint oil that changes color based on the wearer's lip chemistry, available in six shades including Pearl Chroma, Blush Prism, and Petal Copper.
• Butter Bliss Lip Balm Shea butter-enriched lip balm with 20 shades including Mauve Majesty, Heartbreaker, and Forever Young.
• Velvet Air Lip Tint Lightweight lip tint with 14 shades including Pep Talk, First Love, Velvet Vibes, and Coquette.
• Must-Have Lip Liner Retractable lip liner available in 12 shades from Rose Beige to Cocoa.
• Lip Chic Liner Lip liner with 8 shades including Timeless, Luxe, Muse, Retro, Edgy, Icon, and Cool Girl.
• Lip Appeal Plumping Liner Plumping lip liner with 12 shades including Honey, Bare, Tease, Obsession, and 2000's.
• 16HR Seal Mattifying Glue Primer Long-wear mattifying primer with 16-hour hold, part of the 16HR Seal system including setting spray.
• 16HR Seal Setting Spray Long-wear setting spray with 16-hour hold, part of the 16HR Seal system.
• Hyaluronic Caffeine Depuff Eye Gel Eye gel with hyaluronic acid and caffeine for depuffing and hydrating the under-eye area.
• Fizzi Lemon Peeling Gel Exfoliating peeling gel with lemon scent for physical skin exfoliation.
• Advanced 4-in-1 Multi-Water Multi-purpose cleansing water that purifies, tones, and removes makeup in one step.
• Moira Membership Cosmetic subscription membership program offering exclusive benefits and early access to products.
• Gift Card Digital gift cards available for purchase on moirabeauty.com.

Quantifiable outcome

• 9519+ verified customer reviews with Diamond Verified Reviews badge
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Miraculous CorpminorStrategic or Co-development Partner · 3 April 2026Moira partnered with Miraculous Corp to develop an immersive superhero training experience in Paris featuring interactive technology. The partnership created a high-tech experience where participants work together to stop the villain Monochroma, with exclusive content tied to the partnership.
• CVScoreChannel Partner/ Reseller/ DistributorCVS pharmacy chain serves as a key retail distribution partner for Moira Beauty products, with dedicated in-store signage and a store locator on Moira's website to help customers find products at CVS locations near them.
• FaireminorChannel Partner/ Reseller/ DistributorWholesale distribution partnership through Faire marketplace, allowing independent retailers and small businesses to purchase Moira products for resale.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BH Cosmetics: Affordable color cosmetics brand specializing in eye palettes and face palettes with a heavy shade-range philosophy. Closely aligned with Moira in product mix and value-tier pricing.
• e.l.f. Beauty: Public mass-market color cosmetics brand with a similar affordable price architecture ($5–$25), heavy DTC + mass retail distribution, and emphasis on trend-driven product drops. Most direct comparison given overlap in shade range philosophy and target consumer.
• ColourPop: Digital-native color cosmetics brand built on affordable, high-shade-range eye and face products with strong influencer and TikTok marketing. Closely comparable to Moira in product mix, price band, and GTM motion.
• NYX Cosmetics: Affordable professional-grade color cosmetics brand carried in mass retail (Target, CVS, Ulta) with a heavy eye-and-face SKU assortment. Comparable to Moira in price band, distribution strategy, and consumer demographic.
• Morphe: Trend-driven color cosmetics brand known for affordable eye palettes and influencer-led marketing. Highly comparable in palette-heavy product mix, accessible pricing, and viral-marketing GTM.
• Pacifica Beauty: Indie vegan and cruelty-free color cosmetics and skincare brand sold through DTC and drugstore channels. Comparable to Moira on clean-beauty positioning, vegan credentials, and mass-plus-DTC distribution.
• Kaja Beauty: Sephora-exclusive affordable beauty brand offering trending color cosmetics with innovative formats. Comparable to Moira on product innovation (pH-reactive tints, jelly sticks) and trend-led SKU development.
• C'est Moi: Clean-beauty color cosmetics and skincare brand targeting teens and young adults with vegan, dermatologist-tested formulations. Comparable to Moira on clean-beauty positioning, age demographic, and affordability.

Broad incumbents

• Revolution Beauty: Global affordable beauty conglomerate with broad color cosmetics, skincare, and haircare portfolios sold in 40+ countries. Comparable as a larger, established player overlapping with Moira across eye, face, and lip categories.
• Rare Beauty: Celebrity-founded DTC-led color cosmetics brand with Sephora-anchored retail. Comparable as a higher-AOV, brand-led color cosmetics peer that competes for the same Gen-Z / Millennial consumer mindshare Moira targets via TikTok and influencer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@moiracosmetics
• Xx.com/moiracosmetics
• LinkedInlinkedin.com/company/moira-cosmetics

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Moira