Laura Mercier Cosmetics

What Laura Mercier Cosmetics does

Laura Mercier Cosmetics is a prestige color cosmetics and bath-and-body brand founded in 1996 by celebrity makeup artist Laura Mercier. The portfolio centers on long-wear face and eye products — most notably the Translucent Loose Setting Powder, the #1 loose setting powder in US prestige beauty by Circana dollar sales in 2024 — alongside the Tinted Moisturizer SPF 30, Caviar Stick Eye Shadow, Tinted Blur Balm, Secret Camouflage concealer, and Blush Color Infusion Duo. Formulation emphasis is on 16- to 24-hour wear claims, ultra-fine powder milling, no-flashback optics, and skincare-makeup hybrid ingredient systems such as 88% skincare-based tinted moisturizer and peptide- or hyaluronic-acid-infused complexion products.

The brand operates a hybrid direct-to-consumer model: DTC e-commerce powered by Shopify at lauramercier.com, premium third-party retail through Sephora and the Amazon Premium Beauty storefront (launched February 2025), and an experimental immersive commerce channel via an Apple Vision Pro metaverse app built with Obsess. Pricing is unit-based across $26-$50 per SKU, with subscription/replenishment options and the Mercier Muses loyalty program supporting retention. Marketing leverages the #MyMercier community, a Pro Makeup Artist Program, and the Text An Artist consultation service, while 64,709 verified reviews across the catalog via Okendo indicate an engaged consumer base.

Since 2024, Laura Mercier has been owned by private equity firm Advent International and operated under Orveon Global alongside bareMinerals and BUXOM, following acquisition from Shiseido Americas. Orveon Global CEO Ginny Wright, formerly of Audemars Piguet Americas, is repositioning the brand with a stated focus on India as a core growth market and luxury-style brand management. The brand ships to over 25 countries across North America, Latin America, Europe, and Asia, and maintains a workforce of 1,001-5,000 employees.

Name

Laura Mercier Cosmetics

Legal name

Laura Mercier Cosmetics

Website

http://www.lauramercier.com/store/

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Laura Mercier Cosmetics is a prestige color cosmetics and bath-and-body brand founded in 1996, selling long-wear face and eye products including the #1 US setting powder through DTC e-commerce, Sephora, Amazon Premium Beauty, and an Apple Vision Pro metaverse storefront.

Ownership category

akta.pro rank

Product category

Prestige Color Cosmetics

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

akta.pro secondary industry

Luxury & Premium Catalog Department Store Retailers (CRAGAIAL)

Keywords

• Prestige color cosmetics
• Setting powders
• Skincare makeup hybrids
• Tinted moisturizers
• Luxury beauty brand

Headquarters

HQ city

New York

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-to-Consumer Product Sales: Primary revenue stream through lauramercier.com selling makeup products including setting powders, foundations, tinted moisturizers, concealers, eye shadows, and bath & body products. Customers can purchase individual items, bundles, and sets.
2. Subscription/Replenishment Model: Customers can subscribe to products for regular replenishment, generating recurring revenue through the Mercier Muses loyalty program with points and rewards.
3. Amazon Marketplace Sales: Revenue from official storefront on Amazon Premium Beauty, making products including viral Translucent Loose Setting Powder accessible to Amazon customers with Prime shipping.
4. Apple Vision Pro App Commerce: Revenue generated through metaverse commerce experience on Apple Vision Pro, expanding digital commerce into immersive shopping environments.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Laura Mercier manufactures and sells prestige color cosmetics and bath & body products, anchored by face makeup such as the #1 U.S. Translucent Loose Setting Powder, Tinted Moisturizer SPF 30, Tinted Blur Balm, and Secret Camouflage concealer, plus eye products including the 24-hour Caviar Stick Eye Shadow collection and lip and bath & body ranges. The brand sells primarily through its lauramercier.com DTC website, with additional distribution through Amazon Premium Beauty, Sephora retail, and an immersive Apple Vision Pro shopping app, and operates a Mercier Muses loyalty and subscription program for repeat purchases.

Product overview

Laura Mercier is a prestige cosmetics brand offering a unified portfolio of makeup and bath & body products. The core offering centers on face products including setting powders (Translucent Loose Setting Powder, Ultra-Blur Setting Powder Mint), foundations (Tinted Moisturizer SPF 30, Tinted Blur Balm), and complexion correctors (Secret Camouflage Complexion Perfector, Caviar Stick Eye Shadow). These products work together as a complete artistry system, with the brand's famous 'Flawless Face' technique using setting powders to lock in foundation and concealer. The brand operates under parent company Orveon Global and sells through direct-to-consumer channels including its Shopify-powered website, Amazon Premium Beauty Store, and Apple Vision Pro shopping app. Key differentiators include long-wear formulas (16-24 hour claims), skincare-infused makeup, and professional-grade results marketed to both consumers and makeup artists.

Differentiator

Problem solved

Functional benefit

Brands

• World of Beauty: Metaverse commerce platform and virtual boutique experience launched in December 2022 for immersive online shopping.

Products and services

• Translucent Loose Setting Powder The brand's hero setting powder that locks in makeup for 16-hour wear, controls shine for 24 hours, and delivers a flawless matte finish with no photo flashback. Sold to prestige beauty consumers and professional makeup artists.
• Tinted Moisturizer Natural Dewy SPF 30 Skincare-makeup hybrid tinted moisturizer that provides sheer-to-light coverage, 24+ hour hydration, broad-spectrum SPF 30, and improves skin tone and texture over time. Targeted at prestige beauty consumers seeking a natural dewy finish.
• Tinted Blur Balm A balm-to-powder skin-perfecting tint that blurs pores, smooths texture, and sets to a breathable matte with 12-hour wear and a peptide-infused formula. Targeted at consumers seeking lightweight complexion coverage.
• Caviar Stick Eye Shadow A creamy 24-hour life-proof eyeshadow stick that is fade-, crease-, transfer-, smudge-, sweat-, and waterproof. Available in 15+ shades; targeted at prestige consumers and professional makeup artists.
• Secret Camouflage Complexion Perfector A reformulation of the brand's original artistry concealer: waterproof, full-coverage concealer with natural matte finish that stays flawless for 16 hours without fading, creasing, or transferring. Enriched with Vitamins C and E and Chamomile Extract.
• Blush Color Infusion Duo A ceramide-infused powder blush duo that delivers a natural 16-hour flush through a silky-smooth, two-finish formula for added dimension.
• Ultra-Blur Setting Powder Mint A new mint shade variant of the Ultra-Blur setting powder designed to instantly correct redness and set makeup for 16 hours with a Hyaluronic Acid-infused, hydrating formula.

Quantifiable outcome

• 64,709 verified reviews across products with average ratings of 4.3-4.7 stars
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core, flagship and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorLaura Mercier launched an official storefront on Amazon Premium Beauty in February 2025 and enabled Buy with Prime on its US DTC website. This partnership makes products accessible with Prime shipping, including exclusive bundles and limited-edition items.
• ObsessflagshipTechnology or IntegrationLaura Mercier partnered with immersive shopping platform Obsess to build a shopping app for Apple Vision Pro, providing HD-quality 3D metaverse experience with virtual boutiques and shoppable videos.
• ReshopminorOthersLaura Mercier partnered with Reshop, a refund platform providing instant refunds for online purchases via virtual prepaid card or bank deposit, enhancing post-purchase customer experience.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MAC Cosmetics: MAC is the global prestige professional-makeup leader owned by Estée Lauder, with a far broader color cosmetics assortment and stronger pro-artist positioning. Comparable as a higher-scale incumbent in the same artist-prestige space.
• Estée Lauder: Estée Lauder is the parent of MAC, Bobbi Brown and other prestige color brands and operates as the broad incumbent in the prestige beauty space. Comparable as a larger portfolio player whose brand-management resources and Sephora/DTC channel clout Laura Mercier competes against.

Direct peers

• Bobbi Brown Cosmetics: Bobbi Brown is a makeup-artist-founded prestige beauty brand historically owned by Estée Lauder, with a complexion-centric portfolio (Skin Foundation Stick, Setting Powder, Tinted Eye Balm). Highly comparable founder-artist positioning and product mix.
• Charlotte Tilbury Beauty: Charlotte Tilbury is a celebrity-artist-founded prestige beauty brand with a hero-setting-powder-adjacent portfolio (Airbrush Flawless Setting Spray, Hollywood powders) and a strong Sephora and DTC global footprint. Closely matches Laura Mercier on price point, hero-product philosophy and Sephora-centric distribution.
• bareMinerals: bareMinerals is the sister brand of Laura Mercier under Orveon Global (Advent International) and competes in the same clean-leaning complexion and mineral foundation space. Operates the same DTC, Sephora and Amazon distribution architecture and shares parent-company cost and marketing resources.
• Tarte Cosmetics: Tarte is a prestige clean-leaning color cosmetics brand with hero complexion and eye products (Shape Tape Concealer, Maracuja Juicy Liners) distributed through Sephora and DTC. Closely mirrors Laura Mercier's prestige/sephora distribution and skincare-makeup hybrid positioning.
• NARS Cosmetics: NARS is a prestige makeup brand founded by a makeup artist (François Nars) with a complexion-heavy portfolio (Radiance Foundation, Soft Matte, Light Reflecting Setting Powder). It sells through DTC, Sephora and department stores — directly comparable to Laura Mercier in artist heritage, channel mix and category emphasis.
• IT Cosmetics: IT Cosmetics is a prestige skincare-makeup hybrid brand owned by L'Oréal, with hero complexion products (Your Skin But Better CC+, Confidence in a Foundation) emphasizing skincare benefits. Highly comparable on the skincare-makeup hybrid value proposition that Laura Mercier pursues.
• Hourglass Cosmetics: Hourglass is a prestige beauty brand focused on complexion and ambient lighting powders with a Sephora and DTC distribution model. Directly comparable on hero-product category (setting/finishing powders), price point and channel mix.
• Make Up For Ever: Make Up For Ever is a pro-artist-rooted prestige color cosmetics brand owned by LVMH, distributed via Sephora and DTC with a strong complexion franchise (HD Skin, Super Boost setting sprays). Comparable on artist heritage and professional-channel emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights2 records

Customer concentration

• Xx.com/LauraMercier
• LinkedInlinkedin.com/company/laura-mercier-316bb41b

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 Laura Mercier Cosmetics