Danyel Cosmetics

What Danyel Cosmetics does

Danyel Cosmetics, Inc. is a privately held, women-owned family business founded in 1980 and headquartered in White House, Tennessee, operating two complementary sub-brands: Danyel Cosmetics (color cosmetics) and Marli Skin Care (anti-aging skincare). The product catalog spans foundations (cream-to-powder full-coverage formulas in single, mini, and contouring-duo compacts), lipsticks, lip plumpers including a clinical-strength LIPTOXYL X3 gloss, eye shadows in quad, trio and limited-edition palettes, blushes, highlighters, lip liners, and skincare items led by the Rapid Wrinkle Erase moisturizer and the Marli Collagen Lifting Facial. Active ingredients cited include hyaluronic acid, collagen, elastin, retinol, tri-peptide 5, vitamins C, E and D, panthenol, emu oil, and squalane, with the line positioned as fragrance-free and formulated for sensitive and mature skin.

The business is structured around unit-priced, one-time-purchase transactions with no subscription layer: foundations retail from $24.99–$32.99, lipsticks at $19.99, lip plumpers at $26.99–$29.99, eye shadows at $29.99–$59.99, and Rapid Wrinkle Erase at $34.99 (explicitly benchmarked against $95+ luxury alternatives). Distribution is hybrid: a Shopify-powered DTC storefront at danyelcosmetics.com, a long-running network of independent retailers (salons, boutiques, spas, pharmacies, health food stores, beauty supply houses), Amazon, and makeover shows nationwide. Marketing is modest and content-led, combining blog content, email, organic social, and a VIP SMS Text Club for flash sales. Operations are US-only with 1–10 employees and no disclosed institutional capital.

Recent strategic activity has been defensive and incremental: a sitewide price reduction, a new LuminAge SkinRenew Anti-Aging Body Lotion extending the franchise into body care, seasonal lipstick shade drops, curated Mother's Day and Fall 2024 collections, and ongoing retailer recruitment through a 'Become a Retailer' program. The company remains founder-controlled (Kimberly Stahlin, owner) with no funding rounds, acquisitions, or geographic expansion disclosed.

Name

Danyel Cosmetics

Legal name

Danyel Cosmetics, Inc.

Website

https://danyelcosmetics.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Danyel Cosmetics is a women-owned family business founded in 1980 that sells color cosmetics and anti-aging skincare formulated for sensitive and mature skin, distributed through its Shopify DTC storefront, independent salons and boutiques, Amazon, and makeover shows across the United States.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Eye & Lip Skincare (CRABAAAC), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Cosmetics and skincare
• Anti-aging skincare
• Mineral foundation makeup
• Lip plumping gloss
• Collagen facial treatment

Headquarters

HQ city

White House

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of cosmetics and skincare products through e-commerce website and physical retail locations including salons, boutiques, spas, pharmacies, health food stores, and beauty supply houses. One-time purchase model for individual products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Danyel Cosmetics manufactures and sells color cosmetics (foundations, lipsticks, lip plumping glosses, eye shadows, blushes, lip liners) and skincare products (Rapid Wrinkle Erase anti-aging moisturizer, Collagen Lifting Facial, Panthenol Hair & Skin Treatment, LuminAge SkinRenew Anti-Aging Body Lotion) under the Danyel Cosmetics and Marli Skin Care brands. Products are fragrance-free, cruelty-free, and made in the USA, formulated for women with sensitive and mature skin, and priced as affordable alternatives to luxury beauty brands.

Product overview

Danyel Cosmetics and Marli Skin Care is a women-owned family business since 1980 offering two complementary product lines: Danyel Cosmetics (makeup) and Marli Skin Care. Danyel Cosmetics provides weightless, full-coverage makeup including foundations, lipsticks, lip plumpers, eye shadows, blushes, and lip liners formulated for sensitive and mature skin. The Danyel foundation uses a cream-to-powder formula with long-wear dewy finish and comes in single compacts, mini concealers, and contouring duos. The Marli Skin Care line focuses on anti-aging skin care with products like Rapid Wrinkle Erase (Hyaluronic Acid, Collagen, Retinol-based moisturizer), 5% Panthenol Hair & Skin Treatment, and Collagen Lifting Facial. Both lines are fragrance-free, cruelty-free, made in the USA, and positioned as affordable alternatives to luxury brands. Products are sold through the Shopify-powered e-commerce site, via salons, boutiques, spas, and at makeover shows.

Differentiator

Problem solved

Functional benefit

Brands

• Marli Skin Care: A skincare sub-brand focusing on skin structure, repair, and replenishing essential building blocks. Products include Rapid Wrinkle Erase, Collagen Lift Mask, and the Marli Complete Skin Care Kit. Formulated for sensitive and aging skin with pharmaceutical-grade ingredients.

Products and services

• Danyel Foundation Cream-to-powder foundation with long-wear dewy finish that softens fine lines, unifies uneven skin-tones, and provides full coverage without looking grey on deeper skin tones; available in single color compacts, mini concealer compacts, and duo contouring compacts. Formulated for sensitive and mature skin.
• Danyel Lipsticks Long-lasting vivid lipsticks formulated to moisturize lips and deliver color that does not change or fade, including Vitamin E conditioning variants. Available in shades such as Strawberry Soda, Dusty Dawn, Raspberry Swirl, Rosewood, Pink Dream, Lilac Shimmer, Red Flame, and Island Kissed.
• Lip Plumping Glosses (LIPTOXYL X3) Clinical-strength clear and colored lip plumping glosses that are balmy, ultra-hydrating, and provide high-shine without stickiness, using LIPTOXYL X3 lip plumping technology.
• Eye Shadows Pressed-powder eye shadows sold in multi-shade collections including Shadow Drop Quads (e.g., Chantilly Love, Chocotini, Smokin' Hot, Winter Bliss), Trio Pallets (Nautical Chic, Champagne & Copper, Botanical Beauty, Purple Passion), and the Wine Cellar Collection.
• Cheek Products Blushes and highlighters (including the White Frost Highlighter for cheeks, eyes, and body) designed to complement the foundation and eye shadow ranges.
• Lip Liners Lip liners sold in multiple shades (Passion, Roseberry, Coral Kiss, Eggplant, Retro Red) to define and complement the lipstick and plumping gloss lines.
• Translucent Pressed Powder Translucent pressed finishing powder used to set makeup and deliver a smooth, flawless finish; also sold in a foundation + powder bundle at $54.99.
• Marli Skin Care Rapid Wrinkle Erase Dual-action anti-aging moisturizer formulated for sensitive and aging skin with Hyaluronic Acid, Aloe, Vitamin C, Collagen, Elastin, Retinol, Tri-Peptide 5, Vitamins E and D, Panthenol, Squalane, DMAE, and Emu Oil. Replenishes moisture, restores elasticity and firmness, and reduces fine lines and wrinkles.
• Marli 5% Panthenol Hair & Skin Treatment Pro-vitamin B5 treatment that thickens hair and adds body and luster while nourishing, restoring, and healing chapped, irritated, or sun-exposed skin.
• Marli Collagen Lifting Facial Non-surgical facelift treatment that uses collagen technology to smooth, correct, brighten, tighten, lift, firm, and detoxify skin in a single session.
• Marli Skin Care Complete Skin Care Kit Complete multi-step skin care kit combining core Marli Skin Care products into a regimen formulated for sensitive skin, addressing dryness and oiliness concerns.
• LuminAge SkinRenew Anti-Aging Body Lotion Anti-aging body lotion positioned within the LuminAge SkinRenew collection to extend the Marli anti-aging skincare range to body skincare.
• Danyel & Marli Gift Certificates Gift certificates redeemable on Danyel Cosmetics and Marli Skin Care products, sold in $25 increments.

Quantifiable outcome

• Reduces fine lines and wrinkles within 7-14 days
• +1 more outcomes

Named customers3 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

Integration11 records

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• CoverGirl (Coty): Mass-market color cosmetics brand with broad lip, eye, and face assortment at accessible price points; competes with Danyel for the same drugstore and mass-retail shopper.
• bareMinerals (Shiseido): Mineral-based clean color cosmetics brand with a sensitive-skin heritage; a bigger incumbent operating in the same clean/natural color category.
• IT Cosmetics (L'Oréal): Solution-oriented color cosmetics and skincare brand built on anti-aging and coverage claims; a larger, now-L'Oréal-owned competitor pursuing the same mature-skin full-coverage use case.
• Revlon: Heritage mass-market color cosmetics brand with broad lip, face, and eye categories; competes with Danyel on price-tier accessibility and retail distribution.

Emerging players

• Purlisse Beauty: Asian-inspired clean color cosmetics and skincare brand with BB creams and anti-aging skincare; an emerging niche competitor overlapping Danyel's clean, sensitive-skin positioning.

Direct peers

• Pacifica Beauty: Clean/natural color cosmetics and skincare brand with vegan and cruelty-free positioning; competes in the same natural, sensitive-skin-friendly niche Danyel occupies.
• Honest Beauty: Clean, sensitive-skin-friendly color cosmetics and skincare brand with strong DTC and retail presence; targets the same natural-formulation-conscious consumer as Danyel/Marli.
• Physicians Formula: Affordable, hypoallergenic color cosmetics brand formulated for sensitive skin — directly aligned with Danyel's fragrance-free, sensitive/mature-skin positioning and mass-retail price points.
• e.l.f. Beauty: Mass-affordable color cosmetics and skincare brand sold DTC and through mass retailers; directly competes with Danyel on price-sensitive lip, eye, and face makeup with similar 'accessible beauty' positioning.
• Mineral Fusion: Natural mineral-based color cosmetics and skincare brand sold through health food stores and salons — overlapping closely with Danyel's health-food-store and salon distribution and natural-formulation positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Danyelcosmetics
• Facebookfacebook.com/danyelcosmetics
• LinkedInlinkedin.com/company/danyel-cosmetics

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 Danyel Cosmetics