What MOB Beauty does

MOB Beauty, Inc. is a privately held clean beauty company co-founded by Victor Casale (CEO) and Alisha Gallagher (Chief Brand Officer), operating from Palm Springs, California with secondary MOB Labs operations in Toronto, Canada. The company develops, manufactures, and sells vegan, cruelty-free, high-performance color cosmetics through a direct-to-consumer e-commerce storefront at mobbeauty.com, complemented by retail distribution through Credo Beauty stores in the US, The Detox Market in the US and Canada, and Beautylish for international customers. The product portfolio spans eyes (Cream Clay Eyeshadow, Long Wear Liquid Clay Eyeshadow, Eyeshadow, Volumizing Mascara, Cake Liner, Suspended Sparkle Balm), face (Blurring Ceramide Cream Foundation, Cream Clay Blush, Cream Clay Bronzer, Blurring Loose Setting Powder, Hyaluronic Highlight Balm), and lips (Lip Liner, Peptide Drench Cushion Lip Gloss, Frost Lipstick, Soft Matte Lipstick, Hydrating Shine Lip Balm), with unit prices ranging from $1 foundation samples to $145 custom-built palettes.

The company's core technology is housed in MOB Labs, an in-house R&D function where community members collaborate on shade and formula development. Proprietary technical components include a patent-pending biodegradable elastomer that replaces petroleum-based silicones in liquid eyeshadow formulations, a 35% pigment-load eyeshadow with amino-acid coated pigments, a multi-dimensional pigment foundation technology, and a cream clay texture platform used across eyeshadow, blush, and bronzer SKUs. Products are formulated without silicones, talc, microplastics, and petroleum-based ingredients, are certified vegan by PETA and cruelty-free by Leaping Bunny, and are sold in Earth-First® modular, refillable packaging using post-consumer recycled materials and biodegradable compacts.

MOB Beauty's go-to-market combines a community-led social strategy (Instagram, TikTok, Facebook, MOBnation email newsletter) with a MOB Lab co-creation program involving 20+ named pro-artist collaborators, a Pro Artist ambassador program, and selective clean-beauty retail partnerships. Revenue is generated through one-time e-commerce purchases at unit prices between $1 and $145, with the Custom Palette Builder ($105–$145) and refillable capsule system creating an implicit recurring revenue mechanic through ongoing refill purchases. In April 2021, the company co-founded Pact, a beauty industry recycling collective with Credo Beauty and Hudson's Bay Company, which has since grown to 160+ member brands, 3,300+ recycling bins, and over 500,000 lbs of collected material. The company discloses no external funding, parent company, or institutional investors, and operates with 1–10 employees.

Name

MOB Beauty

Legal name

MOB Beauty, Inc.

Website

https://mobbeauty.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MOB Beauty is a privately held clean beauty company selling vegan, cruelty-free, high-performance cosmetics via DTC e-commerce and clean beauty retail partners, built on proprietary MOB Labs formulations and a refillable modular packaging system.

Ownership category

akta.pro rank

Product category

Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industry

Color Cosmetics Packaging (Lipstick, Mascara, Compact, Palette) (IMALAJAH)

Keywords

• Vegan makeup products
• Clean beauty cosmetics
• Refillable makeup palettes
• Biodegradable cosmetic packaging
• Professional color cosmetics

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce Sales: Primary revenue stream through mobbeauty.com DTC website. Consumers purchase individual makeup refills, palettes, and accessories at listed retail prices. Includes custom palette builder allowing customers to build and purchase personalized, refillable palettes. Afterpay installment payment option drives conversion.
2. Retail Partnership Sales: Products sold through Credo Beauty stores (US) and The Detox Market (US and Canada), with international availability through Beautylish. Revenue flows through wholesale/retail distribution channels.
3. Custom Palette Builder: Customers design and purchase personalized palettes (Palette 4+, Palette 6+, Compact 1+) with their choice of refills at tiered price points ($105-$145). Recurring revenue potential through future refill purchases.
4. Gift Cards: Digital and printable gift cards sold in denominations of $25, $50, $75, $100, $150, $200, and $250, driving both direct revenue and new customer acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

MOB Beauty designs, formulates, and sells vegan, cruelty-free, clean color cosmetics (eyes, face, lips) under its own brand, with a signature modular, refillable custom palette system and Earth-First biodegradable packaging. The brand sells directly through its DTC e-commerce site, through retail partners such as Credo Beauty and The Detox Market, and co-founded the Pact collective for beauty packaging recycling.

Product overview

MOB Beauty is a clean, vegan, cruelty-free cosmetics brand offering a comprehensive portfolio of professional-quality makeup products centered around a modular, refillable packaging system. The core product line spans eyes (Cream Clay Eyeshadow, Long Wear Liquid Clay Eyeshadow, Eyeshadow, Cake Liner, Volumizing Mascara, Suspended Sparkle Balm), face (Blurring Ceramide Cream Foundation, Cream Clay Blush, Cream Clay Bronzer, Bronzer, Blurring Loose Setting Powder, Blush, Highlighter, Hyaluronic Highlight Balm, Blurring Blot Balm & Primer), and lips (Lip Liner, Peptide Drench Cushion Lip Gloss, Frost Lipstick, Soft Matte Lipstick, Hydrating Shine Lip Balm). Central to the brand is the Custom Eyeshadow Palette system—a modular, infinitely customizable, refillable palette that holds any combination of MOB's face and eye product refills. Products come in biodegradable compacts, capsules, and jars designed to be popped out and reorganized. The brand also offers curated collaboration palettes (Late Night Palette, Trad Goth Palette, Reverie Palette, Grunge Core Palette) created with pro-artists and community members, as well as accessories (empty Palettes, Lip Capsule, Mascara Capsule). All products are certified vegan and cruelty-free by PETA and Leaping Bunny, formulated without silicones, talc, microplastics, and petroleum-based ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Eyeshadow Palette An infinitely customizable, refillable, and reusable modular palette system that lets customers build a personalized palette holding any combination of MOB's face and eye refills; available in three sizes and multiple skin tone options.
• Cream Clay Eyeshadow A cult-favorite cream eyeshadow infused with clay that blends like a cream and sets to a velvety finish; mistake-proof, buildable, available in 32+ shades.
• Long Wear Liquid Clay Eyeshadow A clean, long-wearing, crease-proof liquid eyeshadow combining clay with patent-pending bio elastomers and polymers; water- and sweat-resistant, available in 4 shades, with inner tube made from 100% recycled ocean plastic.
• Eyeshadow A talc-free, buttery-smooth pressed eyeshadow with a 35% pigment load and amino acid-coated pigments for easy blending and no fallout; available in 31+ matte and shimmer shades.
• Volumizing Mascara An award-winning plastic-free volumizing mascara formulated with a six-plant wax blend and refill packaging made from 100% post-consumer recycled ocean plastic.
• Cake Liner A dense inky powder liner used wet for precision lines ranging from tight-line to dramatic cat eye, with natural biodegradable corn-starch polymers for smudge-proof wear; available in 7 shades.
• Suspended Sparkle Balm A baked balm that suspends plastic-free sparkle evenly without dryness, stickiness, or fallout, and is loaded with ceramides, hyaluronic acid, and squalene; available in 3 shades.
• Blurring Ceramide Cream Foundation A blurring, natural-radiant waterless cream foundation formulated with ceramide 2, small-molecule hyaluronic acid, and multi-dimensional pigments for skin diffusion; available in 40+ shades.
• Hyaluronic Highlight Balm A glitter-free highlight balm delivering natural glassy radiance, loaded with hyaluronic acid, ceramides, and squalene; available in 4 universally flattering shades.
• Blurring Blot Balm & Primer A multi-tasking colorless balm that absorbs excess oil, blurs texture and pores with micro-sponges, and preps skin as a primer; infused with ceramide NG and antioxidants.
• Cream Clay Blush A velvety cushion-cloud cream blush with a radiant soft-focus matte finish, infused with chamomile, vitamins C and E, avocado oil, and plant waxes; available in 9+ shades.
• Cream Clay Bronzer A cream bronzer infused with clay that delivers a warm, sun-kissed matte finish that can double as contour, with avocado for blendability; available in 4 shades.
• Bronzer A talc-free buttery-silky bronzer with a non-drying matte finish, amino-acid coated pigments for blendability, and the ability to double as contour; available in 4 shades.
• Blurring Loose Setting Powder A talc-free weightless loose setting powder using multidimensional mineral fusion technology with kaolin, 2% niacinamide, hyaluronic acid, and avocado oil; available in Translucent, Medium, Deep, and Pink shades with biodegradable jar.
• Blush A talc-free powder blush with a buttery texture, non-drying matte finish, and amino-acid coated pigments that intensify with layering; available in 8 shades.
• Highlighter A talc-free highlighter with a buttery texture and ultra-fine pearls delivering soft-focus non-drying illumination; available in M52 (shimmering copper).
• Smooth Precision Waterproof Lip Liner A waterproof, richly pigmented, silicone-free lip liner with no transferring or feathering, made with carnauba, candelilla, and jojoba; available in 3 shades with wooden barrel and aluminum cap.
• Peptide Drench Cushion Lip Gloss A plush pillow-soft cushion lip gloss formulated with hyaluronic acid, ceramides, a tripeptide plumping complex, and purslane flower, delivering a claimed 51% increase in hydration 20 hours after application; available in 11 shades.
• Frost Lipstick A creamy shimmer lipstick with a frost finish that catches light for plump shimmery lips, formulated with a five-plant blend (jojoba, avocado, plus antioxidants and vitamins C and E); available in 5 shades.
• Soft Matte Lipstick A soft matte lipstick with a flexible blurring velvety finish and creamy comfort feel, formulated with 100% natural bio-based elastomer gel replacing silicones; available in 16+ shades.
• Hydrating Shine Lip Balm A soft-tint plastic-free lip balm with jojoba, mimosa, and sunflower oils, a glossy finish, and antioxidants; available in 12 shades.
• Empty Refillable Palettes Endlessly reusable and refillable empty palette cases made with post-consumer recycled materials, available in Palette 4+ and Palette 6+ sizes, designed to hold any combination of MOB face and eye refills.
• Lip Capsule A reusable and refillable compact for one lipstick or lip balm refill, made with post-consumer recycled materials.
• Mascara Capsule A reusable and refillable mascara tube made with 50% post-consumer recycled materials that holds one MOB mascara refill.
• Late Night Palette A curated collaboration palette created with pro-artist Miss Megan featuring late-night city-inspired smoky olive, emerald, and mushroom shades; $72 USD retail value.
• The Neutrals Eye Essentials Palette A curated set of four best-selling essential neutral eyeshadow shades (bone, soft terracotta, plum brown, and warm pink) for everyday looks, priced at $48 (retail value $72).
• Trad Goth Palette A smoky eye palette co-created with pro-artist Jessica Haze inspired by 1980s subculture, featuring matte black, matte white, smoky sage gray, and shimmering smoky amethyst shades; $72 USD retail.
• Reverie Palette A warm sunset-inspired collaboration palette curated with creator Courtney featuring magenta-purple, golden ochre, camel brown, and copper sparkle shades; $74 USD retail.
• Grunge Core Palette A grunge-inspired collaboration palette curated with Courtney featuring smoky browns with a sultry red cranberry pop, including red magenta shimmer and bronze copper shimmer; $74 USD retail.
• The Cool Tones Waterproof Lip Liner Collection A curated set of three versatile cool-toned waterproof lip liner shades (cool neutral, chocolate port, cool taupe brown) with $66 USD value.
• The Beanie An ultra-soft one-size-fits-all beanie made with 60% recycled materials, PETA approved, featuring a MOB community patch.
• Gift Card Digital and printable gift cards available in denominations of $25, $50, $75, $100, $150, $200, and $250; Afterpay not available for gift card purchases.
• Blurring Ceramide Cream Foundation (Mini) A sample-size foundation offering 1-2 full-face uses to help customers find their shade match, accompanied by a $5-off code toward the full-size foundation purchase.

Quantifiable outcome

• 51% increase in lip hydration 20 hours after first application of Peptide Drench Cushion Lip Gloss
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Pact (Beauty Industry Recycling Collective)coreStrategic or Co-development PartnerMOB Beauty co-founded Pact with Credo Beauty and Hudson's Bay Company on Earth Day 2021 to address the beauty industry's massive packaging waste problem. Pact provides a recycling solution for hard-to-recycle beauty empties that cannot be processed through standard home recycling. To date, over 160 brands and retailers have joined, over 3,300 Pact bins have been placed, and over 500,000 lbs of material has been collected. MOB is piloting the mail-back recycling option for Pact.
• Credo BeautycoreChannel Partner/ Reseller/ DistributorCredo Beauty is a leading clean beauty retailer and co-founder of Pact. MOB Beauty products are available at all Credo Beauty stores in the US. Credo and MOB co-founded Pact to address beauty industry packaging waste.
• The Detox MarketcoreChannel Partner/ Reseller/ DistributorThe Detox Market is a retailer focused on clean and non-toxic beauty products in the US and Canada, where MOB Beauty products are available in-store.
• BeautylishminorChannel Partner/ Reseller/ DistributorBeautylish is the exclusive international e-commerce partner for MOB Beauty, enabling customers outside the US and Canada to purchase MOB products through beautylish.com.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ILIA Beauty: ILIA is a clean, vegan color cosmetics and skincare brand offering skin-centric foundation, lip, and eye products with sustainability positioning. Directly comparable to MOB on clean-ingredient, refillable/eco-friendly packaging, and prestige DTC-plus-specialty-retail distribution.
• Kosas: Kosas is a clean beauty brand focused on skin-nourishing color cosmetics including complexion, lip, and eye products with skincare-grade ingredients. Comparable to MOB on clean formulation philosophy, inclusive shade ranges, and DTC-led prestige positioning.
• RMS Beauty: RMS Beauty is a pioneer clean color cosmetics brand known for cream-based luminizers, blushes, and lip products with a focus on organic, food-grade ingredients. Comparable to MOB on cream-clay color formulations, clean/vegan positioning, and DTC-plus-specialty-retail (Credo, Detox Market) distribution.
• Tower 28 Beauty: Tower 28 is a clean, hypoallergenic makeup brand targeted at sensitive skin with hero products in tinted balms, SOS Daily Rescue Spray, and clean mascara. Comparable to MOB on clean-beauty formulation standards and Sephora/Credo distribution, though Tower 28 is more skin-driven.
• Saie Beauty: Saie is a clean beauty brand offering complexion, eye, and brow products with skincare-infused formulations and a strong emphasis on sustainability. Comparable to MOB on clean-positioning, refillable/recyclable packaging, and Sephora plus DTC distribution.
• Westman Atelier: Westman Atelier is a prestige clean color cosmetics brand founded by Gucci Westman, emphasizing pro-quality, skin-first formulations and refillable packaging. Comparable to MOB on clean formulation, pro-artist positioning, and refillable architecture, though positioned at higher price points.
• Jones Road Beauty: Jones Road (founded by Bobbi Brown) is a clean color cosmetics brand with a no-makeup makeup positioning and broad DTC distribution. Comparable to MOB on clean beauty stance, founder-driven brand credibility, and color cosmetics assortment across face/eye/lip.
• Honest Beauty: Honest Beauty offers clean, vegan color cosmetics and skincare with a focus on ingredient transparency and sustainability. Comparable to MOB on clean formulation standards, broad face/eye/lip portfolio, and DTC-plus-mass-retail distribution.

Emerging players

• Axiology: Axiology is a smaller, ethically-focused clean color cosmetics brand known for zero-waste, plastic-free lipstick crayons and multi-sticks. Comparable to MOB on clean-beauty and plastic-free/sustainability positioning, though narrower in assortment.

Others

• Credo Beauty: Credo Beauty is a leading clean beauty specialty retailer and MOB's retail channel partner, also co-founder of Pact. Relevant as both a primary distribution channel and as a competitive market-maker whose assortment decisions shape MOB's reach in the clean beauty category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheMOBBeauty
• Instagraminstagram.com/themobbeauty
• TikToktiktok.com/@themobbeauty?lang=en

Compliance2 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 MOB Beauty