Manna Kadar Beauty

What Manna Kadar Beauty does

Manna Kadar Beauty, Inc. is a US-based, founder-led direct-to-consumer cosmetics and personal care brand founded in 2012 and headquartered in Irvine, California. The company sells a unified portfolio spanning makeup (foundations, blush and highlighter, eyeshadow palettes, lip gloss and lip stains, face mists), bath and body (body washes, body lotions, scrubs, multi-purpose balms), beauty tools (brush sets, eyelash curlers), value sets, and a nascent men's grooming line, with unit prices ranging from approximately $8 to $28 and free domestic shipping on orders over $35. Distribution is exclusively through its owned Shopify e-commerce storefront at mannakadarcosmetics.com; there is no disclosed retail, wholesale, or marketplace presence, and the company is privately held with no institutional funding rounds on record.

The business operates a one-time-purchase DTC model, monetizing through direct product sales rather than subscriptions, licensing, or B2B contracts. Go-to-market is built on organic social (#MannaBabes community), an email newsletter, and an affiliate program, with brand credibility anchored by a 2022 New Beauty Award for the Happy Hydration Face Mist. Customer segmentation is horizontal, targeting individual everyday beauty consumers rather than enterprise or institutional buyers. Underlying technology is conventional e-commerce with no disclosed AI/ML, no proprietary software platforms, and no patents; the company's competitive positioning rests on brand identity, formulation, and price-point accessibility within the prestige-adjacent color cosmetics category.

Name

Manna Kadar Beauty

Legal name

Manna Kadar Beauty, Inc.

Website

https://mannakadarbeauty.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Manna Kadar Beauty is a US-based, founder-led direct-to-consumer cosmetics and personal care brand selling makeup, bath and body products, beauty tools, and men's grooming through its owned Shopify e-commerce storefront to individual everyday beauty consumers.

Ownership category

akta.pro rank

Product category

Color Cosmetics and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Body Sprays & Mists (CRABADAC), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Color cosmetics
• Bath body care
• Lip gloss products
• Face makeup
• Beauty accessories

Headquarters

HQ city

Irvine

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

Revenue model

1. Direct Product Sales: One-time purchase model for cosmetics and beauty products sold directly to consumers through e-commerce. Products include makeup, bath & body items, accessories, and value sets.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Manna Kadar Beauty designs, manufactures, and sells a prestige line of color cosmetics and bath & body care products under its own brand. The catalog spans face makeup (foundations, powders, blush, face mists), eye makeup (eyeshadow palettes), lip products (lip glosses and lip stains), body washes, body lotions, scrubs, balms, beauty tools, curated value sets, and a men's grooming line. Products are sold direct-to-consumer through the company's owned e-commerce storefront with free domestic shipping on orders over $35.

Product overview

Manna Kadar Beauty is a direct-to-consumer cosmetics and personal care brand offering a unified portfolio of makeup and bath & body products. The core product lines include: (1) Makeup — encompassing face products (Foundation & Powders, Blush & Bronzer, Face Mists/Setting Spray), eye products (eyeshadow palettes), and lip products (Gloss Goals lip glosses, LipLocked Priming Gloss Stain); (2) Bath & Body — including body washes, body lotions, body scrubs (Champagne Charcoal Scrub), and specialty items like Miracle Balm; and (3) Beauty Tools — professional-grade accessories such as the Eyelash Curler and 9pc Brush Library Set. Products are organized into sub-categories and collections including Best Sellers, Award Winners, Value Sets, and fragrance-based lines (Sea Minerals with Pomegranate). The brand operates primarily as an e-commerce-first business with free domestic shipping on orders over $35.

Differentiator

Problem solved

Functional benefit

Brands

• Bath & Body by Manna Kadar: Body care product line including body washes, body lotions, scrubs, and body creams.

Products and services

• Blossom Floral Blush & Highlighter Compact blush with floral design featuring a dual-purpose formula for cheeks and highlighting, priced at $18.00.
• Pink Mirage Eyeshadow Palette Makeup palette with heart-shaped compartments featuring soft, blendable shades from everyday neutrals to subtle shimmer, priced at $14.00.
• First Crush Eyeshadow Palette Eyeshadow palette featuring soft, blendable shades for everyday neutrals and subtle shimmer looks.
• Gloss Goals Lip Gloss High-shine lip gloss delivering juicy shimmer and smooth hydration with a non-sticky formula, available in 5 shades for solo wear or layering, priced at $10.00.
• Gloss Goals - 5pc Lip Gloss Set Value set of five Gloss Goals lip glosses, priced at $28.00.
• LipLocked Priming Gloss Stain Priming lip gloss stain combining lip color with lip care benefits.
• The Glow Edit Lip tint collection in pink shades with gold caps, priced at $10.00.
• Flawless Finish Dual Powder Foundation Newly reformulated dual powder foundation providing long-lasting wear with medium to full coverage finish for a flawless, natural, matte look, priced at $24.00.
• Photo Finish Foundation Liquid foundation providing perfect finish and all-day wear, available in universal shades.
• HD Perfecting Powder High-definition perfecting powder for a flawless finish.
• Sea Minerals Face Mists Face mist line featuring sea minerals for hydration, including the Happy Hydration variant recognized with the 2022 New Beauty Award, priced at $14.00-$19.00.
• Diamond Dust Roll-On Pigmented Shadow Roll-on pigmented shadow product with diamond dust effect.
• Firm Commitment Body Wash Body wash product in the Firm Commitment line, priced at $14.00.
• Firm Devotion Body Cream Body cream in the Firm Devotion line for skin hydration, priced at $14.00.
• Exfoliating Body Wash - Pomegranate Renewing exfoliating body wash with pomegranate fragrance from the Sea Minerals line.
• Champagne Charcoal Scrub Body scrub featuring a champagne and charcoal formula for exfoliation.
• Miracle Balm Multi-purpose balm product for skin care.
• Pretty in Pink Champagne Set Gift set featuring pink champagne-scented body products.
• Brush Library Set - 9pc Professional-grade makeup brush set with rose gold and white handles, containing 9 brushes.
• Eyelash Curler - Special Edition Special edition pink handle eyelash curler with gold accents, priced at $8.00.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• RMS Beauty: Founder-led, clean-positioned beauty brand with a comparable direct-to-consumer model and prestige-tier price points focused on skin-friendly face, lip, and eye color products.
• Honest Beauty: Direct-to-consumer and retail-distributed beauty brand with a comparable multi-category assortment (color cosmetics plus bath/body) and accessible prestige price points anchored by a strong founder identity.
• Milk Makeup: Independent DTC-first cosmetics brand with similar innovative color cosmetics positioning, social-media-driven community, and multi-category portfolio including complexion, lip, eye, and bath-adjacent items.
• ILIA Beauty: Clean beauty brand selling direct and through prestige retail with similar accessible pricing, blendable complexion products, and a founder-driven brand identity mirroring Manna Kadar's go-to-market.
• Tower 28 Beauty: Independent clean beauty brand founded in LA with a similar DTC-first motion, broad assortment across makeup and skin/bath products, and comparable positioning in the affordable-prestige tier.
• Kosas: Independent prestige beauty brand selling direct-to-consumer with comparable founder-led positioning and emphasis on blendable, easy-to-use color cosmetics at similar accessible prestige price points.
• ColourPop Cosmetics: Online-first, affordable-prestige cosmetics brand selling direct through owned e-commerce. Comparable to Manna Kadar in DTC model, price-point accessibility, and broad product portfolio across face, eyes, lips, and bath/body.

Broad incumbents

• Tarte Cosmetics: Established prestige-leaning beauty brand with broader distribution (Sephora, Ulta, DTC) and a comparable price-point band; relevant for understanding competitive dynamics in Manna Kadar's category, though operating at materially larger scale.
• Morphe: Mid-tier beauty brand with strong e-commerce presence and similar palette-and-tools-focused portfolio (notably eyeshadow palettes comparable to Manna Kadar's Pink Mirage and First Crush palettes), serving a similar accessible-prestige consumer.
• e.l.f. Cosmetics: Mass-affordable beauty incumbent with overlapping price band and multi-category portfolio (face, eye, lip, bath). Relevant as the lower bound of accessible beauty pricing that Manna Kadar must compete against, though at substantially greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/mannakadarbeauty
• LinkedInlinkedin.com/company/manna-kadar-beauty-inc.

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 Manna Kadar Beauty