Name

RMS Beauty

Legal name

RMS Beauty

Website

https://rmsbeauty.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Clean Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Eye & Lip Skincare (CRABAAAC)

Keywords

• Clean beauty cosmetics
• Skincare-infused makeup
• Natural color cosmetics
• Refillable beauty products
• Non-toxic makeup

Headquarters

HQ city

Charleston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: RMS Beauty generates primary revenue through its e-commerce platform (rmsbeauty.com) selling individual products and bundles directly to consumers. Products range from $15-$69 with various bundle discounts available.
2. Subscription/Loyalty Program: RMS Beauty operates a rewards club (RMS Rewards Club) with tiered benefits (Rose Gold: 5% rewards, Platinum: 10% rewards for $300+ spend). Subscribers receive 10-20% rewards, free shipping, and exclusive access to promotions.
3. Retail/Distribution Partnerships: Revenue generated through retail partnerships including Watsons Al Futtaim in the Middle East region, expanding the brand's physical retail footprint beyond direct e-commerce.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

RMS Beauty designs, formulates, and sells clean, skincare-infused color cosmetics and body care products for face, lips, and eyes. The product portfolio includes lip glosses, lipsticks, concealers, foundations, blushes, bronzers, luminizers, eye shadows, mascaras, brushes, and skincare items such as beauty oils, moisturizers, and SPF products, priced from $15 to $69.

Product overview

RMS Beauty is a clean beauty brand founded in 2009 by makeup artist Rose-Marie Swift, offering a comprehensive portfolio of skincare-infused makeup and body care products. The product line centers on color cosmetics for face, lips, and eyes, supplemented by a growing skincare collection featuring vitamin C-rich Kakadu Plum formulations. Key product categories include: lip products (Liplights Cream Lip Gloss, Legendary Lip Oil, Lip2Cheek, Legendary Serum Lipstick, Go Nude Lip Pencil, Lipnights Overnight Lip Mask); face products (UnCoverup Concealer, Revitalize Hydra Concealer, ReEvolve Natural Finish Liquid Foundation, ReDimension Hydra Powder Blush and Bronzer, Buriti Bronzer, Luminizer, ReDimension Hydra Dew Luminizer, Hydra Setting Powder); eye products (Eyelights Cream Eyeshadow, Cashmere Matte Eyelights, Eye Polish, Back2Brow Powder, Straight Up Volumizing Peptide Mascara, Straight Line Kohl Eye Pencil); skincare (Kakadu Beauty Oil, Kakadu Luxe Cream, SuperSerum Hydrating Mist, Coconut Clean Cleansing Balm, Kakadu Clean Cleansing Gel); and sun protection (SunCoverup Super Tint SPF 50, SuperNatural Radiance Serum SPF 30, ReFresh Eye Brightener SPF 30). The brand also offers tools (Skin2Skin brushes and sponges, Back2Brow Brush), bundles and sets, and services including virtual Artist Advice consultations and shade-finding quizzes. Notable recent launches include the Kakadu Body Collection (2025) featuring body oil and butter, and the Cashmere Matte Eyelights (2024) with matte finish. The brand is recognized for its commitment to clean, non-toxic formulations without parabens, phthalates, sulfates, synthetic fragrances, and non-nano minerals.

Differentiator

Problem solved

Functional benefit

Brands

• RMS Beauty: Core clean beauty brand offering makeup, skincare, and body care products

Products and services

• Liplights Cream Lip Gloss A 3-in-1 pH-adjusting cream lip gloss that works as a treatment balm, sophisticated gloss, and subtle sting-free volumizer with plumping peptides and botanical butters, available in 8 shades.
• Legendary Lip Oil A lightweight lip oil with 8-hour wear that hydrates, nourishes, and adds shine without stickiness, available in 10 shades.
• Lip2Cheek A multi-use cream color for lips and cheeks delivering a sheer, natural flush with a dewy finish, infused with nourishing oils.
• Legendary Serum Lipstick A serum-infused lipstick delivering high pigment color while nourishing lips with hydrating ingredients, available in 12 shades.
• Go Nude Lip Pencil A long-wearing, 8-hour water-resistant lip pencil in 6 nude shades for precise lip definition.
• Lipnights Overnight Lip Mask An overnight lip treatment that deeply hydrates and repairs dry, damaged lips while sleeping.
• UnCoverup Concealer A cult-favorite buildable concealer with 26 shades for under-eye brightening and spot coverage in a creamy, skin-nourishing formula.
• Revitalize Hydra Concealer A hydrating concealer in 26 shades that brightens, covers, and corrects with a lightweight, blendable formula infused with skin-loving ingredients.
• ReEvolve Natural Finish Liquid Foundation A natural finish liquid foundation with flexible, buildable coverage and a luminous, skin-like finish, available in 16 shades with refill options.
• ReDimension Hydra Powder Blush A talc-free, hydrating powder blush with gel-to-powder technology for a natural, radiant flush, available in shades with refill options.
• ReDimension Hydra Bronzer A talc-free, hydrating bronzer providing a natural sun-kissed glow with buildable warmth.
• Buriti Bronzer A cream bronzer infused with wildcrafted buriti oil for a natural, radiant bronzed look with skin-nourishing benefits.
• Luminizer An award-winning luminizing product that adds a subtle, natural highlight to high points of the face for an incandescent glow.
• ReDimension Hydra Dew Luminizer A multi-dimensional, long-wear gel-to-powder luminizer in a refillable mirrored compact featuring Gel2Powder technology.
• Hydra Setting Powder A light hydrating setting powder that sets makeup with a soft-focus finish without a cakey appearance.
• Eyelights Cream Eyeshadow A luminous cream eyeshadow with a light-reflective finish available in 12 shades, long-wearing and crease-resistant.
• Cashmere Matte Eyelights A creaseproof matte cream eyeshadow with a cashmere-soft finish in 8 nourishing shades, featuring organic green tea and quinoa peptides and 100% recycled aluminum packaging.
• Eye Polish A multi-use cream color for eyes providing buildable, luminous color in shades including Lunar, Magnetic, and Myth.
• Back2Brow Powder A long-wearing 12-hour brow powder that defines, shapes, and fills in brows in Light, Medium, and Dark shades with cocoa seed butter.
• Straight Up Volumizing Peptide Mascara A peptide-infused volumizing mascara that lifts and separates lashes for dramatic volume without clumping or flaking.
• Straight Line Kohl Eye Pencil A long-wearing Kohl pencil for precise eye definition with smudge-resistant formula.
• Kakadu Beauty Oil A vitamin C-rich face oil with Kakadu Plum that hydrates, brightens, and nourishes skin in a fast-absorbing formula with adaptogenic herbal blend.
• Kakadu Luxe Cream A luxurious moisturizer infused with vitamin C-rich Kakadu Plum that provides deep hydration and a radiant finish.
• SuperSerum Hydrating Mist A dual-phase skincare serum in an innovative mist format that refreshes skin with moisture and improves the look of dry, dull skin.
• Coconut Clean Cleansing Balm A nourishing cleansing balm that melts away makeup while cleansing and hydrating skin with coconut-derived ingredients.
• Kakadu Clean Cleansing Gel A gentle, hydrating cleansing gel that cleanses skin without stripping moisture, infused with Kakadu Plum extract.
• SunCoverup Super Tint SPF 50 A silicone-free daily tinted moisturizer with mineral SPF 50 broad spectrum protection, available in 13 flexible shades with GlowPlex technology for hydration and brightening.
• SuperNatural Radiance Serum SPF 30 An ultra-sheer daily tinted sunscreen serum with SPF 30 protection and soft-focus complexion correcting with a radiant, glowy finish.
• ReFresh Eye Brightener SPF 30 An eye brightener with SPF 30 that corrects and protects the delicate eye area.
• Radiance Lock Setting Mist An alcohol-free, radiance-enhancing setting spray that locks in makeup wear for 8 hours with a 97% naturally derived formula featuring Pullulan and GlowPlex.
• ReEvolve Radiance Locking Primer A radiance-locking primer that prepares skin for makeup application with a luminous base, available in full size, refill, and travel sizes.
• RMS x Heretic: Scarlet Moon Fragrance A fragrance co-developed with Heretic Parfum as part of a strategic collaboration, marketed as 'hauntingly beautiful' with a distinctive scent profile.
• Skin2Skin Beauty Sponge A professional-grade beauty sponge for seamless makeup application and blending.
• Skin2Skin Powder Blush Brush A soft, dense brush designed for flawless powder blush application with precise blending.
• Skin2Skin Everything Brush A versatile multi-purpose brush for various makeup application needs.
• Skin2Skin Classic Fan Brush A fan brush for highlighting and luminizing application.
• Back2Brow Brush A dual-sided eyebrow brush with plush brush end for powder application and spoolie end for shaping and blending.
• The Radiant Body Duo A value bundle featuring Kakadu Body Oil and Kakadu Body Butter for complete body care with vitamin C-rich hydration.
• The New Skincare Lineup A curated skincare set featuring full-sized Kakadu Beauty Oil, SuperSerum Hydrating Mist, and Kakadu Luxe Cream for a complete skincare routine.
• Ultimate Brow Kit A complete brow grooming kit for shaping, defining, and filling in eyebrows with multiple products.
• Double Clean Cleansing Duo A cleansing duo featuring Coconut Clean Cleansing Balm and Kakadu Clean Cleansing Gel for a complete double-cleanse routine.
• Artist Advice A virtual consultation service connecting customers with professional makeup artists (14-40 years of experience) for personalized application tips, shade matching, and product advice via video chat.
• Kakadu Body Collection A new body care line featuring Kakadu Body Oil and Kakadu Body Butter formulated with Kakadu Plum, providing vitamin C-rich hydration for the body.

Quantifiable outcome

• 97% Naturally derived formula (Radiance Lock Setting Mist)
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature9 records

Partnerships

Two partnerships are on record, tiered core.

• Heretic ParfumcoreStrategic or Co-development Partner · 12 July 2024RMS Beauty and Heretic Parfum collaborated on the 'Scarlet Moon Fragrance' - a co-branded fragrance product. The partnership combines RMS Beauty's clean beauty positioning with Heretic Parfum's fragrance expertise, resulting in a unique product offering for both brands' customers.
• Watsons Al FuttaimcoreChannel Partner/ Reseller/ Distributor · 2 July 2024RMS Beauty expanded its regional footprint through a partnership with Watsons Al Futtaim, a major beauty and health retailer in the Middle East. This distribution partnership enables RMS Beauty products to be available in physical retail locations across the region, complementing the brand's direct-to-consumer e-commerce operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glossier: Direct peer as a first-generation Instagram-era DTC clean beauty brand founded around the same time. Operates a similar skincare-infused color cosmetics assortment sold primarily DTC with selective retail expansion.
• Kosas: Direct peer in clean, skincare-infused color cosmetics with comparable positioning around ingredient transparency and hybrid skincare-makeup products. Sells through DTC and Sephora/Ulta.
• ILIA Beauty: Direct peer in clean color cosmetics with skincare-grade formulations (Super Serum Skin Tint SPF 40+ parallels RMS SunCoverup). Similar founder-led, ingredient-transparency positioning and Sephora/Ulta retail presence.
• Tower 28 Beauty: Direct peer in clean, dermatologist-friendly color cosmetics targeting sensitive skin. Sells through DTC and Sephora, with comparable price points ($20-$40 range) overlapping RMS's mid-premium positioning.
• Merit Beauty: Direct peer in minimalist, clean color cosmetics with skincare-grade ingredients. Operates a similar DTC-led model with clean ingredient positioning and emphasis on multi-use hybrid products.
• Saie Beauty: Direct peer in clean, sustainable color cosmetics with comparable mid-premium price points and founder-led DTC model. Strong overlap in hybrid skincare-makeup product architecture.
• Westman Atelier: Direct peer in prestige clean color cosmetics founded by a makeup artist (Gucci Westman), paralleling RMS's founder-as-MUA narrative. Clean formulations with skincare-grade ingredients at similar price points.
• Herbivore Botanicals: Direct peer explicitly named alongside RMS as a first-generation Instagram-era DTC clean beauty brand. Operates in adjacent skincare + color categories with shared sustainability and ingredient-transparency positioning.
• Juice Beauty: Direct peer in USDA-organic, clean beauty skincare and color cosmetics. Overlaps with RMS in clean ingredient positioning, organic formulation claims, and hybrid skincare-makeup product strategy.

Broad incumbents

• Beautycounter: Broader clean beauty incumbent with wider portfolio across skincare, color, and body. Operates DTC plus consultant/channel sales motion; competes in the same clean beauty consumer segment though at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rmsbeauty
• Pinterestpinterest.com/rmsbeauty
• TikToktiktok.com/@rmsbeauty
• YouTubeyoutube.com/rmsbeauty
• Xx.com/rmsbeauty

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 RMS Beauty