Dose of Colors

What Dose of Colors does

Dose of Colors is a privately held, founder-owned direct-to-consumer cosmetics company headquartered in Burbank, California, founded in May 2013 by makeup artist Anna Petrosian. It designs, formulates, and sells vegan and cruelty-free makeup and skincare across four product families—lips (Liquid Matte Lipsticks, Velvet Mousse Lipstick, Lip Gloss, Glass Petal Lip Oil, Lip Balm, Lip Liners), eyes (eyeshadow palettes, Block Party singles, mascaras, eyeliners, lashes), face (Let's Face It Concealer, highlighters, blushes, brushes, sponges), and a small skincare line (Energizing Serum, Cold Pressed Booster). The catalog spans over 100 SKUs at price points from $5 single shadows to $52 anniversary palettes and $156 complete brush sets, with select products manufactured in the USA, Italy, and Korea, and is certified cruelty-free by both PETA and Leaping Bunny.

The company operates a Shopify-powered DTC storefront at doseofcolors.com as its primary sales channel, supplemented by select authorized retailers (previously Ulta; currently noted as no longer carried there) and international shipping via USPS and FedEx, subject to country-specific restrictions. Go-to-market is anchored on organic social media presence across six platforms, a Daily Dose loyalty rewards program, email marketing, and recurring limited-edition collaborations and anniversary drops (notably the Shayla X Dose of Colors collection and the 10-year anniversary She's A 10 palette). The revenue model is one-time purchase with secondary retention mechanics (loyalty points, gift cards, value bundles), and the company has not disclosed any institutional funding, parent company, or acquisition activity.

Name

Dose of Colors

Legal name

dose of colors

Website

https://doseofcolors.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Dose of Colors is a private, founder-owned direct-to-consumer cosmetics brand based in Burbank, California, selling vegan and cruelty-free lip, eye, face, and skincare products to individual consumers and professional makeup artists through its Shopify storefront and international shipping.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Vegan cosmetics
• Lip color products
• Eyeshadow palettes
• Clean beauty makeup
• Skincare serums

Headquarters

HQ city

Burbank

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. Direct Product Sales: One-time purchase model for cosmetics and beauty products across lips, eyes, face, and skin categories. Consumers purchase directly through e-commerce website. Digital gift cards available in $25-$100 denominations.
2. Rewards Program: Daily Dose rewards program where customers earn points per purchase that can be redeemed for discounts and gift cards, encouraging repeat purchases and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Dose of Colors is a direct-to-consumer color cosmetics and skincare brand that designs, develops, and sells vegan, cruelty-free makeup products across lips, eyes, face, and skin through its owned e-commerce platform. Its portfolio spans liquid matte and velvet mousse lipsticks, lip glosses, lip oils, lip balms, lip liners, eyeshadow palettes, single eyeshadows, mascara, eyeliner, false lashes, concealer, blush, highlighter, brushes, sponges, serums and boosters, complemented by limited edition collaborations, value sets, accessories, and digital gift cards.

Product overview

Dose of Colors is a direct-to-consumer beauty brand selling a comprehensive portfolio of makeup and skincare products primarily through its e-commerce platform. The product portfolio centers on three core categories: Lips (including the hero Liquid Matte Lipsticks, Velvet Mousse Lipstick, Lip Gloss, Lip Oil, Lip Balm, and Lip Liners), Eyes (eyeshadow palettes like Baked Browns and Smokey Soiree, single Block Party eyeshadows, mascaras, eyeliners, and false lashes), and Face (concealers, highlighters, blushes, and brushes/sponges). The brand also offers a growing Skincare line with serums and boosters, limited edition collections (Shayla collaboration, 10 Year Anniversary), value sets and bundles, accessories, and digital gift cards. Products are predominantly vegan, cruelty-free (PETA and Leaping Bunny certified), and manufactured in the USA with select items made in Italy and Korea. The company operates on a Shopify e-commerce platform with a loyalty rewards program called 'Daily Dose'.

Differentiator

Problem solved

Functional benefit

Products and services

• It's Literally Magic Multi-Use Shimmer Stick A water-based multi-use shimmer stick for eyes, lips, and face delivering a cooling effect and diamond-like shine with 70% water content. Vegan, cruelty-free, silicone-free, and gluten-free formula available in 5 shades at $28.
• Liquid Matte Lipsticks Creamy liquid lipstick formula delivering rich, long-wearing color that dries to a weightless matte finish with all-day comfort. Available in 24+ shades including Berry Me, Truffle, Cork, and Merlot; made in USA.
• Velvet Mousse Lipstick Whipped creamy mousse lipstick enriched with Jojoba Seed Oil, Shea Butter, and Apple Seed Extract for nourished lips with a soft matte finish. Available in 6 shades including Beachy, Twin Flame, and Fired Up; made in USA.
• Velvet Mousse Duo Bundle pairing a full-sized Velvet Mousse Lipstick with a perfectly matched Lip Liner. Features twist-up lip liner design with creamy, long-lasting formula. Available in shades Catching Feelings and Cashew Later.
• Glass Petal Lip Oil Glossy, hydrating lip oil infused with Vitamin E, Golden Jojoba Oil, Jelly Oil, and real Pink Helichrysum petals, with a soft doe foot applicator and a delicate vanilla scent. Made in Italy.
• Lip Reveal Lip Balm Ultra-hydrating vegan lip balm with Shea Butter, Cocoa Butter, and Vitamin E. Fragrance-free, non-sticky formula with glossy finish; locks in moisture. Available in Clear and Peach. Net Wt: 15.2ml.
• Lip Liners Lip liner products including the Wooden Lip Liner (4 shades) and standard Lip Liner (2 shades), providing precise lip definition with long-lasting formula.
• Lip Gloss Lip gloss available in 5 shades including Can You Not, Macchiato, Made You Blush, On Repeat, and Playful, providing a glossy finish with comfortable wear.
• Block Party Single Eyeshadow Single eyeshadows featuring bold color and sparkle with intense pigment and dimensional reflects, in a compact with a handy mirror. Available in 8 shades including I Need Space, Olive You, Teal Me More, and X-Ray.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kosas Cosmetics: Clean, skin-focused color cosmetics brand emphasizing skincare-makeup hybrids. Comparable on clean/vegan positioning, DTC primary channel, and price points ($24–$48) for lip, eye, and face makeup.
• Rare Beauty: Celebrity-founded color and complexion brand focused on approachable, inclusive, everyday beauty. Comparable target consumer (millennial/Gen Z), DTC-plus-Sephora distribution, and emphasis on inclusive shade ranges across face and lips.
• Kylie Cosmetics: Celebrity-founded DTC color cosmetics brand owned by Coty; offers lip kits, eyeshadow palettes, complexion, and brushes at accessible-to-premium price points. Closely comparable in product mix (lip-forward hero SKUs, palettes) and direct-to-consumer go-to-market.
• ColourPop Cosmetics: Independent DTC color cosmetics brand selling ultra-affordable lip, eye, and face products ($5–$20 range). Overlaps with Dose of Colors on liquid mattes, eyeshadow palettes, and value bundles, and competes for the same digitally native Gen Z and millennial consumer.
• ILIA Beauty: Clean color cosmetics and skincare brand with strong credentials (cruelty-free, vegan, conscious formulation) and a Sephora-led distribution model. Closely comparable clean-beauty positioning and overlap on complexion, lip, and multi-use face products.
• Anastasia Beverly Hills: Prestige color cosmetics brand founded by a makeup artist, known for brow products, eyeshadow palettes, and lip kits. Highly comparable in heritage, artist-founder DNA, palette-heavy assortment, and DTC-plus-retail distribution.
• Huda Beauty: Influencer-founded color cosmetics brand with hero eyeshadow palettes, lip products, and complexion. Comparable in founder-driven marketing, palette-led assortment, and DTC distribution with selective retail partnerships.
• Pat McGrath Labs: Makeup-artist-founded prestige color cosmetics brand with hero lipsticks, eyeshadow palettes, and complexion. Comparable founder DNA (career MUA), palette-led assortment, and DTC plus selective retail distribution.

Emerging players

• Beautycounter: Clean beauty brand spanning skincare and color cosmetics with strong certification and ingredient transparency positioning. Comparable clean-beauty credentials and inclusive shade ranges, though heavier mix toward skincare than Dose of Colors.

Broad incumbents

• Fenty Beauty: Celebrity-founded, LVMH-backed inclusive beauty brand with extensive complexion, lip, eye, and skincare lines. Overlaps in clean/inclusive positioning and shade range but operates at significantly larger scale and broader distribution than Dose of Colors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/doseofcolors
• YouTubeyoutube.com/channel/UCvev1A2qdYQ3CyVrcyss-mQ
• Facebookfacebook.com/DoseofColors
• Instagraminstagram.com/doseofcolors
• TikToktiktok.com/@doseofcolors
• Pinterestpinterest.com/doseofcolors

Compliance2 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 Dose of Colors