What Babe Original does

Babe Original (legal entity Babe Original Elixir Cosmetics, LLC) is a U.S.-based, privately-held direct-to-consumer beauty brand headquartered in Salt Lake City with an 11–50 employee footprint. The company sells a five-pillar beauty portfolio — Babe Lash (serums, conditioners, primers, mascaras), Babe Brow, Babe Lip, Babe Locks (hair care), and Babe Skin — through an owned Shopify storefront, supported by a Subscribe & Save subscription program offering 15% recurring savings and free shipping on orders $50+.

Core technology centers on clinically tested topical formulations rather than software platforms. Hero SKUs include the Essential Lash Serum, which uses the prostaglandin analog isopropyl cloprostenate for 4-week visible results, and the Renewing Lash Serum, built on the proprietary Pro-6 Peptide Complex™ with Tahitian Sea micro-algae for sensitive-eye users. Adjacent technology spans stem-cell-infused mascara formulations, multi-peptide scalp serums with Baicapil/Redensyl/caffeine, and peptide-and-bakuchiol-based under-eye and face serums. Pricing is anchored in the $10–$49 range per SKU, with bundle sets from $30–$98 that deliver 15–33% savings and drive cross-category attach.

The business model combines one-time DTC purchases with a recurring subscription layer, plus a wholesale application channel for domestic retail partners. Customer acquisition is product-led: heavy reliance on 10,000+ reviews on flagship SKUs, social media presence across Facebook, Instagram, YouTube, TikTok, and Pinterest, influencer-curated bundles (e.g., Emily Fauver's Faves), and an AI-driven personalization layer via Rebuy. Payments are processed through Shopify's native stack with PayPal and Afterpay options; analytics run on Google Analytics and Adobe Analytics. The brand holds Leaping Bunny cruelty-free certification. No venture, private equity, or institutional investor ownership has been disclosed.

Name

Babe Original

Legal name

Babe Original Elixir Cosmetics, LLC

Website

https://babeoriginal.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Babe Original is a U.S. DTC beauty brand selling lash serums, brow, lip, hair, and skin treatments directly to consumers via Shopify, anchored by its Essential Lash Serum and Renewing Lash Serum and supported by a subscription model.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

Keywords

• Eyelash serum
• Lash care
• Brow serum
• Lip treatment
• Hair care

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of individual products across lash, brow, lip, hair, and skin categories. Products range from $10-$49 for individual items, with various sizes and formats available.
2. Subscription (Subscribe & Save): Recurring auto-delivery model offering 15% discount on all subscription orders, with free shipping included. Customers select replenishment frequency and can modify, pause (up to 90 days), or cancel anytime. No minimum term or minimum purchase amount.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Babe Original designs, formulates, and sells a multi-category line of clinically proven, vegan and cruelty-free beauty products across lash, brow, lip, hair, and skin categories, distributed direct-to-consumer through its own e-commerce storefront and recurring subscription program. The portfolio is anchored by the Essential Lash Serum (over 11,000 reviews) and the prostaglandin-free Renewing Lash Serum with the proprietary Pro-6 Peptide Complex™, and supported by mascaras, brow serums, lip treatments, hair care, and curated bundle sets.

Product overview

Babe Original is a direct-to-consumer beauty brand operating through a Shopify e-commerce platform. The company offers a multi-category personal care product portfolio organized around five core pillars: Lash, Brow, Lip, Hair (Babe Locks), and Skin. The product architecture consists of hero/core products supported by treatment-specific conditioners and mascaras, complemented by curated bundled sets for gifting and routine-building. The Lash category is anchored by two distinct serum formulations—the Essential Lash Serum (prostaglandin-based, #1 best-seller) and the Renewing Lash Serum (prostaglandin-free, peptide-based)—supported by the Enhancing Lash Conditioner, mascaras (4 Real and Volumizing), primer, and lash separator. The Brow line features the Amplifying Brow Serum and Volumizing Brow Filler. The Lip collection includes Cloud 9 Lip Serum, Lip Mask, Plumping Lip Jelly, and Exfoliating Scrub Stick. The Babe Locks hair care line centers on the Densifying Shampoo, Densifying Conditioner, Densifying Hair Serum, and Glossy Rinse Hair Treatment. The Skin category features the Eye Bright Under-Eye Serum and Halo Face Serum. All categories are supported by multi-product sets (AM/PM regimens, treatment kits, and themed bundles) that combine core products to encourage routine-building and cross-category purchasing.

Differentiator

Problem solved

Functional benefit

Brands

• Babe Lash: Lash care product line including lash serums, conditioners, primers, and mascaras
• Babe Brow
• Babe Lip
• Babe Locks
• Babe Skin

Products and services

• Essential Lash Serum Clinically proven lash serum powered by Biotin and Amino Acids that nourishes lashes at the root and improves the look of thin, short lashes over time. Contains a small amount of Isopropyl Cloprostenate, a prostaglandin analog. Sized as 3-month (2 mL) or 6-month (4 mL) supply, with a 6-week mini.
• Renewing Lash Serum Prostaglandin-free peptide lash serum powered by exclusive Pro-6 Peptide Complex™ and nourishing botanicals. Strengthens and supports lash health while minimizing fallout; clinically proven and ophthalmologist tested for sensitive eyes. Available in 2-month (3 mL) and 4-month (6 mL) supply sizes.
• Eye Bright Under-Eye Serum Under-eye treatment serum that hydrates, brightens, and depuffs tired eyes using Peptides, Bakuchiol, Niacinamide, and Hyaluronic Acid with a cooling metal applicator. Smooths fine lines and wrinkles in 4 weeks.
• Enhancing Lash Conditioner Nourishing AM lash conditioner with hydrating and conditioning ingredients including Hyaluronic Acid, Peptides, Biotin, and Clover Flower Extract. Protects against environmental and mechanical damage. Clinically proven for thicker-looking lashes.
• 4 Real Mascara #1 selling lengthening and volumizing mascara powered by Apple Stem Cells, Olive Stem Cells, Shea Butter, and Castor Seed Oil. Functions as both makeup and lash treatment; flexible silicone wand with micro-fine bristles delivers a falsie-like effect without clumping.
• Volumizing Mascara Max-impact volumizing mascara for dramatic lashes with root-to-tip volume; contains peptides and is water-resistant for long-lasting wear.
• Intensifying Lash Primer Nourishing lash primer that adds volume and length, preparing lashes for mascara application.
• Pro Lash Separator Precision lash separator for defined, separated lashes.
• Amplifying Brow Serum Brow serum formulated with multi-peptide blends and supportive ingredients to achieve naturally bolder, fuller-looking brows over time.
• Volumizing Brow Filler Brow filling product that fills brows in seconds, available in 5 shades for customizable brow looks.
• Pro Tweezers Professional-grade tweezers for precise brow grooming and shaping.
• Cloud 9 Lip Serum Peptide treatment serum that smooths and hydrates lips, delivering intensive lip care with plumping and smoothing benefits.
• Lip Mask Overnight lip treatment that soothes and restores dry lips; available in Birthday Cake scent and unscented variants.
• Plumping Lip Jelly Lip treatment product designed to plump lips for a fuller appearance.
• Exfoliating Scrub Stick Lip exfoliation product in stick format for removing dead skin and smoothing lip texture.
• Glossy Rinse Hair Treatment Quick in-shower lamellar water treatment infused with hemisqualene and vegan keratin; hydrates hair, improves split end appearance, and reduces tangling and frizz in 5 seconds. Available in 250 mL, 500 mL XL, and 50 mL Mini sizes.
• Densifying Hair Serum Clinically studied scalp serum with multi-peptide blends, ceramides, Biotin, Caffeine, and Baicapil. Supports healthier scalp and encourages fuller, healthier, longer hair by balancing the scalp microbiome.
• Densifying Shampoo Cleansing shampoo with Amaranth extract and rice protein that densifies and plumps each strand. Contains ceramides, vegan collagen, and amino acids for glossy, healthy-looking hair with instant volume.
• Densifying Conditioner Ultra-hydration, instant-volume conditioner with Amaranth extract, rice protein, ceramides, panthenol, and amino acids. Creates extra body and visibly thicker-looking locks over time.
• Root Refresh Dry Shampoo Powder Volumizing, oil-absorbing dry shampoo powder for refreshing hair between washes.
• Halo Face Serum Hydrating face serum formulated for radiant and even complexion. Offered free with first subscription orders.
• Pro Face Roller Facial massage tool designed to enhance serum absorption and reduce puffiness.
• AM/PM Lash Treatment Set Complete lash treatment set combining Essential Lash Serum and Enhancing Lash Conditioner for around-the-clock lash care; clinically validated for longer and thicker-looking lashes.
• Triple Threat Mini Set Miniature lash-and-brow treatment set with mini versions of key products for clinically proven results.
• Lash & Brow Builder Duo Combination duo pairing a Babe Lash serum (Essential or Renewing) with Amplifying Brow Serum for comprehensive lash and brow enhancement.
• AM/PM Brow Treatment Set Comprehensive brow treatment set pairing AM and PM brow products for fuller-looking brows over time.
• Locks & Lash Set Bundle combining Babe Locks hair care products with Babe Lash lash serums for a complete beauty routine.
• Lip Bliss Duo Set Daily lip care routine set combining two lip treatment products for rejuvenated lips.
• AM/PM Lip Treatment Set Around-the-clock lip treatment combination for continuous lip care and rejuvenation.
• The All Nighter Serums Set Premium serum bundle combining multiple treatment serums for overnight transformation.
• TLC Total Lash Care Kit Comprehensive lash care kit providing complete TLC for lashes through multiple treatment products.
• Viral Lashes Set Trending lash set combining lash products designed for visibly longer-looking, lifted, and well-defined lashes.
• Limited Edition Lash Essentials Set Holiday-themed limited edition bundle of lash essentials combining multiple lash products.
• Emily Fauver's Faves Curated bundle featuring influencer Emily Fauver's top picks, including Glossy Rinse, Essential Lash Serum, and unscented Lip Mask.

Quantifiable outcome

• Essential Lash Serum delivers visibly longer-looking lashes in as little as 4 weeks with 4.5-star rating from 11,212 reviews
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grande Cosmetics: Grande Cosmetics is the most direct competitor to Babe Original's lash serum business, best known for GrandeLASH-MD lash enhancing serum. It competes head-to-head with Babe's Essential Lash Serum in the DTC lash-growth category with similar price points and prostaglandin-based formulations.
• Vegamour: Vegamour is a plant-based, vegan lash, brow, and hair wellness brand operating on a similar DTC, subscription-friendly model. Its multi-category lash/brow/hair serum portfolio directly mirrors Babe Original's category architecture and cruelty-free positioning.
• RevitaLash Cosmetics: RevitaLash is a long-established lash and brow conditioning brand founded by a physician, selling through both DTC and prestige retail channels. It is a direct competitor in lash/brow enhancement serums at a premium price point.
• RapidLash: RapidLash is a dedicated lash-enhancing serum brand competing in the same OTC lash serum category as Babe's Essential and Renewing serums. Comparable product positioning, packaging, and price band.
• Rodan + Fields Lash Boost: Rodan + Fields' Lash Boost is a peptide-based lash conditioning serum sold via a multi-level marketing model. It directly competes for the same consumer looking for non-prescription lash enhancement, though distributed very differently.
• Briogeo: Briogeo is a multi-category hair care brand whose Densifying and scalp-health product line closely mirrors Babe Original's Babe Locks (Densifying Shampoo, Conditioner, and Hair Serum). It competes for the same consumer in the haircare-densifying niche.

Broad incumbents

• The Ordinary (DECIEM): The Ordinary (owned by Estée Lauder via DECIEM) is a multi-category treatment-serum brand built on affordable, ingredient-forward formulations. It overlaps with Babe Original's serum-centric, clinical-claims positioning across lash-adjacent and broader skincare.
• Honest Beauty: Honest Beauty is a multi-category clean beauty brand covering skin, hair, and color. It competes with Babe Original on the broader cruelty-free / vegan beauty positioning and is sold through both DTC and mass retail.
• Drunk Elephant: Drunk Elephant is a premium multi-category skincare and treatment-serum brand (owned by Shiseido) that overlaps with Babe Original on the clean, peptide-and-active-driven skincare segment, though at a meaningfully higher price point.

Emerging players

• Kosas Cosmetics: Kosas is a DTC clean beauty brand with cross-category coverage including lip treatments, brow products, and skincare. It competes for the same multi-category, ingredient-conscious consumer and has overlapping lip and brow product formats.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/babeoriginal?paipv=0&eav=AfaXcSeUslTXH42AQnpuvHaAoHAaoWY9fVli51qD7SoMk9dOPSyBzdunX9bt2upWAs4&_rdr
• YouTubeyoutube.com/@BabeOriginal
• Facebookfacebook.com/babeoriginal
• LinkedInlinkedin.com/company/babeoriginal
• Instagraminstagram.com/babeoriginal
• TikToktiktok.com/@babe.original?_t=8YmLJDRGgVm&_r=1
• Pinterestpin.it/3RE243n

Compliance1 record

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 Babe Original