Stila Styles
Stila Cosmetics is a U.S.-based cruelty-free cosmetics brand selling long-wearing, waterproof eye, lip, and face makeup through a direct-to-consumer e-commerce storefront and emerging TikTok Shop, serving beauty enthusiasts and entertainment-franchise collectors.
- Company typePrivate
- Founded1994
- HeadquartersGlendale, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stila Styles does
Stila Cosmetics, operating under the trade name Stila Styles, is a U.S.-based cruelty-free cosmetics company founded in 1994 and headquartered in Glendale, California. The company sells a comprehensive portfolio of eye, lip, and face makeup products built around proprietary long-wearing, waterproof, and smudge-proof formulation technologies, including the trademarked Stay All Day® eyeliner family, Liqua-Play™ liquid eye shadows, Convertible Color™ dual-use lip and cheek creams, Heaven's Dew™ lip care line, and HUGE™ mascara. Its core technical differentiators are durability-focused (transfer-proof, no-crease, no-budge wear) and ease-of-use-focused (marker-like precision tips, blendable liquid textures), supported by Leaping Bunny supply-chain certification and consecutive Good Housekeeping Beauty Award recognition in 2025 and 2026.
Stila's business model is direct-to-consumer e-commerce led, with its primary revenue stream being unit sales through the owned stilacosmetics.com storefront at price points ranging from $15 (Liqua-Play Eye Shadow) to $36 (One Step Correct Primer). Revenue mechanics include a Subscribe & Save subscription program offering 10% off repeat purchases, 20% bundle discounts on curated product combinations, free shipping thresholds on $50+ orders, and a loyalty program (Stila Star Rewards). Distribution is being actively expanded beyond the owned storefront into TikTok Shop social commerce, and the company is pursuing event-driven demand through exclusive entertainment partnerships, most notably its exclusive makeup collaboration with Lionsgate for The Hunger Games: Sunrise on the Reaping film (November 2026 release), which is producing character-inspired limited-edition collections.
The company operates with a small team (51–100 employees) under recently appointed CEO Daniel M. Annese, who joined in April 2026 from The Estée Lauder Companies where he oversaw Estée Lauder and TOM FORD BEAUTY. Stila's customer base comprises general beauty enthusiasts seeking high-performance, cruelty-free makeup and entertainment/franchise-driven collectors purchasing limited-edition collaborations, with a marketing mix centered on TikTok, Instagram, and other social channels supported by influencer and community-driven product discovery.
Stila Styles firmographics
Firmographics- Name
- Stila Styles
- Website
- https://stilacosmetics.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Stila Cosmetics is a U.S.-based cruelty-free cosmetics brand selling long-wearing, waterproof eye, lip, and face makeup through a direct-to-consumer e-commerce storefront and emerging TikTok Shop, serving beauty enthusiasts and entertainment-franchise collectors.
- Ownership category
- akta.pro rank
Stila Styles industry classification
Industry- Product category
- 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
- Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
Keywords
Where Stila Styles is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Markets served
Stila Styles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through owned e-commerce storefront (stilacosmetics.com). Products sold individually with tiered pricing. Subscription model available for repeat products with 10% savings via Subscribe & Save.
- Bundle and Set Sales: Bundle discounts offered (20% savings) on curated product combinations. Gift with purchase promotions on orders $60+.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Stay All Day Waterproof Liquid Eye Liner |
| Unit Pricing | Pay-as-you-go | Liqua-Play Eye Shadow |
| Unit Pricing | Pay-as-you-go | Stay All Day Smudge & Set Waterproof Gel Eye Liner |
| Unit Pricing | Pay-as-you-go | HUGE Extreme Lash Mascara |
| Unit Pricing | Pay-as-you-go | One Step Correct Color Correcting Primer |
| Unit Pricing | Pay-as-you-go | Stay All Day Chroma-Flash Liquid Eye Liner |
| Unit Pricing | Pay-as-you-go | Stay All Day Liquid Lipstick |
| Unit Pricing | Pay-as-you-go | Heaven's Dew Honey Glow Balm |
| Unit Pricing | Pay-as-you-go | Sunrise Eyes Liqua-Play Eye Shadow Collection |
| Unit Pricing | Pay-as-you-go | All Fire Liquid Eye Shadow/Kajal Eye Liner Duo |
| Unit Pricing | Pay-as-you-go | Bundle Discount |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Stila Styles product offering
Product offeringCore offering
Stila Cosmetics is a cruelty-free color cosmetics brand that manufactures and sells a portfolio of eye, lip, and face makeup products directly to consumers through its owned e-commerce storefront. Its core offering centers on long-wearing, waterproof, smudge-proof, and transfer-proof formulas across eyeliners, eye shadows, mascaras, liquid lipsticks, lip oils, primers, and multi-use lip-and-cheek creams, supplemented by limited-edition collections developed with entertainment franchise partners such as Lionsgate's The Hunger Games.
Product overview
Stila Cosmetics is a cruelty-free makeup brand offering a comprehensive portfolio of eye, lip, and face makeup products. The core line includes the award-winning Stay All Day® eyeliner family (Waterproof Liquid Eye Liner, Smudge & Set Waterproof Gel Eye Liner, and InkWear Liquid Eye Liner), Liqua-Play™ Eye Shadows, mascara offerings (HUGE™ Extreme Lash and Made-U-Lash™ tubing mascara), and the versatile Heaven's Dew™ lip care line (Honey Glow Balm and Gel Lip Oil). Face products include Convertible Color™ dual-use lip and cheek creams, One Step Correct color-correcting primer, and Heaven's Hue Highlighter. The brand has partnered with Lionsgate for a limited-edition The Hunger Games: Sunrise on the Reaping collection featuring character-inspired products including the Sunrise Eyes™ Eye Shadow Collection and All Fire™ duo, with retail availability timed to the film's November 2026 theatrical release.
Differentiator
Problem solved
Functional benefit
Products and services
- Stay All Day Waterproof Liquid Eye Liner
Quantifiable outcome
- 4.3-4.7 out of 5 star ratings across major products with 100+ to 1000+ reviews per product
Companies that use Stila Styles
Customer profileSegments2 records
Ideal customer profiles2 records
Stila Styles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Stila Styles partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LionsgatecoreStila Cosmetics partnered with Lionsgate to launch a limited-edition makeup collection tied to The Hunger Games: Sunrise on the Reaping film (releasing November 2026). Stila is the exclusive makeup partner for the film. The collaboration includes character-inspired products developed in coordination with the film's production team and author Suzanne Collins. Products include Sunrise Eyes Liqua-Play Eye Shadow Collection, All Fire Liquid Eye Shadow/Kajal Eye Liner Duo, and themed sub-collections (Meadow Dream, Pretty Striking, Rebel Beauty).
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Stila Styles competitors and assessment
Company assessmentDirect peers
- Urban Decay: L'Oréal-owned prestige color cosmetics brand with an almost identical product architecture to Stila — eye-forward lineup anchored by iconic eyeliners (24/7 Glide-On) and eyeshadow palettes. Competes head-to-head for the same prestige eye-makeup shopper at Sephora/Ulta.
- NARS Cosmetics: Shiseido-owned prestige color cosmetics brand known for high-pigment eyeliners (Liquid Eyeliner), award-winning blushes, and editorial positioning. Directly comparable in price point, prestige retail presence, and cruelty-free positioning.
- Too Faced Cosmetics: Estée Lauder-owned prestige color cosmetics brand with playful positioning and a heavy eye-product focus (Better Than Sex mascara, Born This Way line). Directly comparable on category mix, prestige price tier, and target demographic.
- KVD Beauty (formerly Kat Von D): Vegans-cruelty-free prestige color cosmetics brand with a tattoo-inspired, edgy aesthetic and a category-defining eyeliner (Tattoo Liner). Directly comparable on hero-eyeliner-led brand architecture, cruelty-free positioning, and prestige price tier.
- Tarte Cosmetics: Prestige color cosmetics brand with cult mascara (Lash Sensational) and TikTok-viral product motion. Directly comparable on eye-focused hero SKU strategy, Sephora distribution, and viral discovery funnel.
- Benefit Cosmetics: LVMH-owned prestige color cosmetics brand famous for brow products and playful packaging. Comparable on prestige positioning, broad DTC + Sephora/Ulta distribution, and editorially-validated hero SKUs (BADgal BANG, They're Real! mascara).
- bareMinerals: Clean-beauty positioned color cosmetics brand (mineral-based foundations, clean mascaras). Comparable on cruelty-free/clean positioning, prestige tier pricing, and DTC-led distribution with selective wholesale.
- Laura Mercier: Shiseido-owned prestige color cosmetics brand with artist-founder heritage (Laura Mercier was a celebrity makeup artist). Comparable on premium positioning, professional/editorial credibility, and prestige retail distribution.
- Charlotte Tilbury: DTC-led prestige color cosmetics brand that scaled globally through celebrity-founder halo and Pillow Talk product franchise. Comparable on premium pricing, celebrity-grade marketing, and social commerce sophistication.
Emerging players
- Rare Beauty: Selena Gomez-founded DTC-native color cosmetics brand with a strong social-media-driven discovery motion and Sephora retail. Comparable as a modern prestige competitor for the same Gen-Z/millennial consumer, though with substantially larger scale and marketing reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Stila Styles social profiles
Digital presenceStila Styles compliance and trust
Trust signalCompliance1 record
Stila Styles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stila Styles leadership team
Management profileNumber of profiles
Profiles5 records
Stila Styles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stila Styles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stila Styles
What does Stila Styles do?
Stila Cosmetics is a cruelty-free color cosmetics brand that manufactures and sells a portfolio of eye, lip, and face makeup products directly to consumers through its owned e-commerce storefront. Its core offering centers on long-wearing, waterproof, smudge-proof, and transfer-proof formulas across eyeliners, eye shadows, mascaras, liquid lipsticks, lip oils, primers, and multi-use lip-and-cheek creams, supplemented by limited-edition collections developed with entertainment franchise partners such as Lionsgate's The Hunger Games.
Is Stila Styles a public or private company?
Stila Styles is a private company. It is classified as unknown and is currently operating.
When was Stila Styles founded?
Stila Styles was founded in 1994. It employs 51 to 100 people.
Where is Stila Styles based?
Stila Styles is headquartered in Glendale, United States, in the North America region.
How does Stila Styles make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are bundle and Set Sales.
Who are Stila Styles's main competitors?
Direct peers on record are Urban Decay, NARS Cosmetics, Too Faced Cosmetics, KVD Beauty (formerly Kat Von D), Tarte Cosmetics, Benefit Cosmetics, bareMinerals, Laura Mercier and Charlotte Tilbury. Rare Beauty is listed as an emerging player.
Does Stila Styles have an API?
No public API is recorded for Stila Styles.
What industry is Stila Styles in?
Stila Styles's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAB, Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.