Jouer Cosmetics

What Jouer Cosmetics does

Jouer Cosmetics is a Los Angeles-based direct-to-consumer beauty brand that formulates and sells clean, vegan, and Leaping Bunny-certified skincare and color cosmetics under the positioning 'French beauty, the LA way.' Its product portfolio spans approximately 45 SKUs across face (Soft Focus Setting Powder, concealers, bronzers, highlighters), lips (lip oils, balms, liners, masks, kits), cheeks (blushes and multi-use cheek-lip products), eyes (palettes and liquid shadows), skincare (Luminizing Glow Serum with 7% Niacinamide, Luminize Eye Patches, Skin Barrier Cream and Balm, Moisture Mist), accessories (travel brushes, weekender bags), and curated gift sets. The brand's proprietary Soft Focus Powder technology — an award-winning pressed setting powder that blurs, hydrates, and perfects across seven shades — is the franchise anchor and has received Allure Best of Beauty and Clean Beauty Innovation recognition. Additional technical differentiators include clean-beauty formulations designed for sensitive skin and skincare-makeup hybrids such as the Luminizing Glow Serum.

The company operates an exclusive DTC commerce model via jouercosmetics.com, with no disclosed physical retail, wholesale, or third-party distribution. Revenue mechanics combine one-time purchases and an opt-in Subscribe & Save program (15% off, monthly/bi-monthly/tri-monthly cadence). Pricing spans $20 to $167, with most color and skincare SKUs in the $20-$59 range and gift sets/accessories at the upper end. Free shipping is offered on domestic orders $50+ and international orders $100+, supporting a cross-border motion from a single LA fulfillment base.

Customer acquisition leans on organic social media across Instagram, TikTok, Facebook, YouTube, Pinterest, and Twitter, augmented by influencer collaborations and a Shade Finder tool on-site to drive mid-funnel conversion. The brand positions for a single horizontal persona — beauty consumers seeking clean, vegan, cruelty-free products with French-inspired aesthetics — and recent 2024-2025 activity indicates continued product-line expansion (skincare adjacencies, seasonal collections such as Summer in Provence and Bare Rose) and franchise extensions (Soft Focus Brightening Powder).

Name

Jouer Cosmetics

Legal name

Jouer Cosmetics

Website

https://jouercosmetics.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Jouer Cosmetics is a Los Angeles-based, direct-to-consumer clean beauty brand selling vegan, cruelty-free, Leaping Bunny-certified skincare and color cosmetics exclusively through jouercosmetics.com to individual beauty consumers, anchored by its award-winning Soft Focus Powder line.

Ownership category

akta.pro rank

Product category

Color Cosmetics & Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Eye & Lip Skincare (CRABAAAC)

Keywords

• Clean beauty products
• Vegan cosmetics
• Skincare makeup
• Color cosmetics
• Cruelty free beauty

Headquarters

HQ city

Los Angeles

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. Product Sales (E-commerce): Direct-to-consumer sales through jouercosmetics.com. One-time purchases and subscription options (Subscribe & Save at 15% discount).
2. One-Time Product Purchases: Individual product purchases across face, lips, eyes, cheeks, and skincare categories with varying price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Jouer Cosmetics is a Los Angeles-based direct-to-consumer beauty brand that formulates and sells clean, vegan, and cruelty-free makeup and skincare products through its own e-commerce website (jouercosmetics.com). The portfolio centers on the award-winning Soft Focus Powder line and spans face, lip, eye, cheek, skincare, and accessory categories, with curated gift sets and subscription options.

Product overview

Jouer Cosmetics is a clean beauty brand offering high-performance skincare and makeup products designed for a playful, effortless beauty experience. The product portfolio centers on the award-winning Soft Focus Powder line as a core offering, complemented by an extensive range of face products (concealers, highlighters, bronzers), lip products (lip oils, balms, liners, masks), cheek products (blushes, multi-palettes), and skincare essentials (serums, barrier repair, eye patches). The brand emphasizes clean, vegan, and cruelty-free formulations across its entire range. Products are available as individual items or in curated gift sets and bundles, with recent launches including the Summer in Provence Collection and new Soft Focus Brightening Powder.

Differentiator

Problem solved

Functional benefit

Products and services

• Soft Focus Powder Award-winning pressed setting powder that blurs, hydrates, and perfects skin, available in 7 shades. Blurs the look of pores, controls shine, and keeps makeup fresh.
• Soft Focus Set Setting Powder and Brush combination providing an all-in-one solution for flawless powder application.
• Soft Focus Brightening Powder Soft Focus pressed powder designed to brighten and energize the under-eye area.
• Essential Liquid Concealer High coverage liquid concealer providing full coverage for blemishes and dark circles.
• Essential Concealer Pen High coverage concealer in pen format for easy application and touch-ups.
• Molten Glow Face and body highlighter with golden shimmer for radiant glow.
• Glow-on La Go Sparkle-focused highlighter product for glamorous looks.
• Tinted Lip Oil Hydrating sheer color lip treatment available in multiple shades such as Honey Kiss Shimmer and Bardot, offered with a Subscribe & Save option.
• Essential Lip Oil Hydrating lip treatment oil offered in full size and deluxe mini formats.
• Essential Lip Enhancer Conditioning lip treatment available in multiple sizes for lip care and enhancement.
• Overnight Lip Mask Conditioning and repairing overnight lip treatment formulated with nourishing oils and shea butter.
• Balm Bouche Demi-matte tinted lip balm offered in shades including Sororite.
• Lip Liner Long-wear crème lip liner available in shades such as Bare Rose.
• Essential Shine Balm Lip enhancer balm providing added shine and color payoff.
• Paris Lights Eye Palette Eye shadow palette featuring warm and cool tones for versatile looks.
• Paris Lights Eye Paint Liquid eyeshadow for vibrant, long-lasting eye looks.
• Blush Bouquet Multi-shade blush palette for customizable cheek color.
• Sun Wash Liquid Blush Multi-use liquid blush for cheek and lip application with a sun-kissed finish.
• Mini Blush Bouquet Dual-shade blush palette in compact format featuring multiple shade combinations including Brûlée and Bisou.
• Sunswept Bronzer Duo Dual bronzer palette for light to medium skin tones with warm, sun-kissed shades.
• Prêt-à-Porter Blush & Bronzer Palette Curated trio of blush and bronzer shades in a luxury palette format.
• Blush & Bloom Duo Multi-use product for cheeks and lips with buildable coverage and easy application.
• Ménage à Trois Butter-like bronzer, blush, and highlighter combination for radiant glow.
• Luminizing Glow Serum Skincare-makeup hybrid serum formulated with 7% niacinamide, vitamin C, and hyaluronic acid to boost radiance, soothe, and hydrate.
• Luminize Eye Patches Dark circle correcting and smoothing under-eye patches offered in single, 6-pack, and 30-pack sizes.
• Luminize Under Eye Balm Depuffing and brightening under-eye treatment for overnight recovery.
• Skin Barrier Cream Deeply hydrating cream designed to restore and protect a compromised skin barrier.
• Skin Barrier Balm Moisture-sealing balm that shields skin against daily stressors.
• Moisture Mist Refreshing and rehydrating facial spray mist for skin revitalization.
• SOS Skin Barrier Repair Set Three-step skincare set bundling Barrier Cream, Barrier Balm, and Overnight Lip Mask for comprehensive barrier repair.
• Summer in Provence Set Customizable summer essentials bundle for eye, cheek, and lip with Provence-inspired colors.
• The Effortless Set Complete routine set bundling Essential Lip Oil, Blush & Bloom Duo, and Crème Eyeshadow Stick for eyes, lips, and cheeks.
• Les Must Haves Curated collection of essential Jouer products across categories.
• Skincare Starter Set Entry-level skincare routine bundle designed for beginners.
• Essential Travel Complexion Brush Travel-sized retractable makeup brush with ultra-soft bristles for seamless makeup application.
• Le Weekender Travel Bag Lightweight duffle travel bag with gold zipper details.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Glossier: Iconic DTC-first beauty brand with broader skincare and color lines and significant scale. Comparable to Jouer as a clean, design-led DTC beauty benchmark with overlapping consumer base.
• Tatcha: Premium skincare-makeup hybrid brand (owned by Unilever) rooted in Japanese botanicals. Comparable to Jouer on the skincare-meets-makeup hybrid narrative and clean-leaning ingredient story.
• Rare Beauty: Celebrity-founded, mass-prestige clean-leaning beauty brand with extensive color and skincare ranges. Comparable to Jouer on consumer demographic and product categories even at larger scale.
• Honest Beauty: Clean beauty brand with broad skincare, color, and body portfolio sold DTC and at mass retail. Comparable to Jouer on clean ingredient positioning and hybrid skincare-makeup assortment.

Direct peers

• Saie Beauty: Clean, DTC-forward beauty brand known for hybrid makeup-skincare products such as glow serums and tinted balms. Overlaps Jouer on product architecture (Luminizing Glow Serum analogues) and target consumer.
• Kosas: Clean, skin-centric color cosmetics brand with skincare-makeup hybrids sold DTC and through Sephora. Directly comparable to Jouer on product philosophy, pricing architecture, and consumer demographic.
• ILIA Beauty: Clean beauty brand combining skincare actives with color cosmetics, distributed DTC and via Sephora. Comparable to Jouer on formulation ethos, hybrid product strategy, and clean positioning.
• RMS Beauty: Clean, ingredient-focused color cosmetics brand with a hero luminizer and skin tints. Comparable to Jouer on clean beauty credentials, premium positioning, and DTC-plus-retail distribution.
• Tower 28 Beauty: LA-based clean beauty brand built on sensitive-skin-safe, non-toxic formulations with a strong DTC and Sephora presence. Highly comparable to Jouer in positioning, channel mix, and target consumer.
• Westman Atelier: Editorial, clean luxury color brand with skincare-grade formulations sold DTC and through prestige retailers. Comparable to Jouer on premium clean positioning and skincare-makeup hybrid approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/JouerCosmetics
• YouTubeyoutube.com/user/JouerCosmetics
• Facebookfacebook.com/jouercosmetics
• Instagraminstagram.com/jouercosmetics
• TikToktiktok.com/@jouercosmetics
• Pinterestpinterest.com/JouerCosmetics

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Jouer Cosmetics