Fancii

What Fancii does

Fancii & Co. is a privately held direct-to-consumer beauty tools company that designs, sells, and ships LED-lighted mirrors and adjacent beauty devices to consumers globally. Its core product platform is the Tru-Glow LED mirror line, featuring 95 CRI dimmable LEDs with three light settings (Natural Daylight, Soft Warm, Neutral White), dual magnification (1x and 10x) configurations, and USB-C rechargeable batteries rated for up to 30 days of typical use or 10-12 hours of continuous lighting, with auto shut-off and TSA-approved carry-on compliance. The catalog spans compact mirrors (Taylor, Mini Taylor, Mila 2, Abigail), vanity mirrors (Vera, Madeline, Hailey), specialty mirrors (Juni 2 car visor, Glowcation Station), and a growing skincare device category that includes the Clara microdermabrasion device, Rivo nano-ionic facial steamer, Nyla sonic body scrubber, Cali electric callus remover, and Remi facial roller.

Fancii operates exclusively through its Shopify-based D2C storefront (fancii.com), shipping from US and Canadian warehouses to nine-plus countries with eight supported currencies. Pricing ranges from $16 for entry-level magnifying mirrors to $340 for the Glowcation Station, with bundle configurations offering 10-40% discounts and an average selling price band of $84-$191 for bundles. The company monetizes through one-time product sales rather than subscriptions, supplements conversion with Sezzle Buy Now Pay Later financing on a 4-payment / 6-week schedule, and runs a Leaddyno-powered ambassador program that pays influencer commission via custom referral links. Marketing is product-led and content-led, leaning on organic social (Instagram, TikTok, Facebook, YouTube, X), editorial placement in Vogue, Harper's Bazaar, WWD, and Byrdie, a beauty blog, and interactive product-discovery quizzes, with a Fancii Rewards loyalty program for retention.

The customer base is highly distributed and consumer-only, with the company claiming 1,000,000+ lifetime customers and no disclosed B2B or wholesale channels. The brand is built around self-positioning as premium, design-forward, and technology-validated, supported by celebrity endorsement from Kylie Jenner and recurring limited-edition artist collaborations such as the Secret Garden Collection (Danielle Malmgren, Macu Barreto, Nina Mus), Into the Wild Collection, and the Fancii x S.W.Smiley Bag Charm Mirror, the last of which ties a portion of proceeds to Mental Health America.

Name

Fancii

Legal name

Fancii & Co.

Website

https://fancii.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Fancii & Co. is a privately held D2C beauty tools company that designs and sells LED-lighted mirrors (Tru-Glow line with 95 CRI, dual magnification, USB-C rechargeable) and adjacent skincare devices to consumers in 9+ countries via its Shopify storefront.

Ownership category

akta.pro rank

Product category

Beauty Tools and LED Mirrors

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Electric Housewares & Fans (3634)

akta.pro primary industry

Mirrors & Lighting (Vanity Mirrors, Lighted Mirrors) (CRABAKAK)

akta.pro secondary industry

Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI)

Keywords

• LED lighted mirrors
• Beauty tools
• Compact makeup mirrors
• Vanity mirrors
• Skincare devices

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales - LED Mirrors: Primary revenue stream from selling LED lighted mirrors across multiple form factors: compact mirrors (Taylor, Mini Taylor, Mila 2, Abigail), vanity mirrors (Vera), magnifying mirrors, and specialty mirrors. Revenue is one-time purchase (no subscription), with products ranging from $16 to $340 USD per unit. Upsell opportunities through bundling (up to 40% discount on bundles) and cross-selling accessories.
2. Direct Product Sales - Skincare Tools & Accessories: Secondary revenue from skincare devices (Clara microdermabrasion, Rivo facial steamer, Nyla sonic body scrubber, Cali callus remover, Remi facial roller) and accessories (Madison/Macy makeup bags, Charlotte scalp massager, Zoe reusable makeup pads, Elle satin scrunchies, gift cards). Products range from $16 to $340 USD.
3. Bundle & Cross-Sell Revenue: Pre-configured and mix-and-match bundles offering 10-40% discounts drive higher average order value. Products bundled include mirror pairs, mirror + skincare combinations, and multi-piece sets.
4. Ambassador/Influencer Revenue Share: Ambassador program where influencers earn commission on sales through custom referral links, creating a distributed affiliate/influencer revenue share model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Fancii designs, manufactures, and sells LED-lighted makeup mirrors and premium beauty tools directly to consumers through its own e-commerce storefront. The core lineup includes compact travel mirrors (Taylor, Mini Taylor, Mila 2, Abigail), vanity mirrors (Vera, Madeline Hollywood), and magnifying mirrors, all featuring proprietary Tru-Glow LED lighting with 95 CRI, dual 1x/10x magnification, and USB-C rechargeable batteries. The company also sells skincare devices (facial steamer, microdermabrasion, sonic body scrubber), accessories, and curated bundles.

Product overview

Fancii is a beauty technology company specializing in LED-lighted mirrors and premium beauty tools. The core product portfolio centers on professional-quality LED makeup mirrors featuring Tru-Glow lighting technology with multiple light settings and magnification levels (1x, 5x, 10x). The mirror lineup includes the flagship Taylor LED Compact Mirror and Mini Taylor LED Compact Mirror (compact travel versions), Vera Vanity Mirrors (tabletop/wall-mounted), Mila 2 LED Compact Mirrors, Abigail Travel Mirrors, and various magnifying mirrors (Lana, Mira 2, Lara, Tara). The skincare tool collection includes Nyla Rechargeable Sonic Body Scrubber, Rivo Nano Ionic Facial Steamer, Cali Electric Callus Remover, Clara Microdermabrasion Device, and Remi Facial Massage Roller. Accessories include makeup bags, travel cases, scalp massagers, and specialty items like the Fancii x S.W.Smiley collaboration. The company offers bundled product sets at discounted pricing and provides free shipping on orders over $90 USD.

Differentiator

Problem solved

Functional benefit

Products and services

• Taylor LED Compact Mirror Signature compact LED mirror with 10x magnification, Tru-Glow lighting, dimmable settings, USB rechargeable battery; available in 20+ patterns.
• Mini Taylor LED Compact Mirror Compact travel-sized LED mirror with 1x/10x magnification, 3 light settings, rechargeable battery, fits small purses; available with artist collaboration prints.
• Vera Lighted Vanity Mirror LED vanity mirror with adjustable Tru-Glow lighting, dimmable LEDs, 1x magnification; tabletop or wall-mount use in Black, Chrome, Rose Gold.
• Vera Vanity with 10x Lara Mirror Professional vanity mirror with Tru-Glow LED, 1x true view and 10x magnification spot mirror, adjustable lighting.
• Mila 2 Luxe LED Compact Mirror Premium compact LED mirror with Tru-Glow lighting, dual 1x/10x magnification, dimmable function, rechargeable battery; Crystals Edition available.
• Mila 2 LED Compact Mirror Compact LED mirror with 1x/10x magnification, LED lighting, USB rechargeable; Midnight Majesty, Harbor Blue, Champagne Cream, Beige, Black, Blue.
• Abigail LED Travel Mirror Travel-friendly LED magnifying mirror with lights, 10x magnification, folding design, USB rechargeable.
• Abigail 10x Travel Mirror Compact travel mirror with 10x magnification, LED lighting, folding design for portability.
• Madeline Hollywood Vanity Mirror Hollywood-style vanity mirror with LED bulb lighting for professional-quality at-home makeup application.
• Lana 10x Magnifying Mirror Suction-mounted magnifying mirror with 10x magnification, LED lights, portable design.
• Mira 2 Magnifying Mirror 10x Gooseneck magnifying mirror with 10x magnification, LED lighting, suction mount, portable.
• Hailey Double Sided Makeup Mirror with Lights Double-sided vanity mirror with LED lights, 1x and 10x magnification, Chrome finish, tabletop use.
• Sadie Double Sided Travel Mirror Double-sided travel mirror with 1x and 10x magnification, compact design.
• Cami Lighted Handheld Mirror Double-sided handheld mirror with LED lighting, 1x and 5x magnification; multiple colors.
• Juni 2 Lighted Car Visor Mirror LED lighted mirror that attaches to car visors for on-the-go touch-ups.
• Glowcation Station Multi-mirror travel set with multiple magnification options for complete makeup routines on the go.
• Fancii x S.W.Smiley Bag Charm Mirror World's first bag charm compact mirror with LED lighting, 1x/10x magnification, Tru-Glow technology, USB-C rechargeable, clip-on carabiner; Pink, Yellow, Aqua.
• Nyla Rechargeable Sonic Body Scrubber Rechargeable sonic body scrubber with extended handle for cleansing and deep skin cleansing.
• Rivo Nano Ionic Facial Steamer Nano ionic facial steamer producing micro-fine steam for deep skin hydration, detoxification, spa-quality treatments at home.
• Cali Electric Callus Remover Electric callus remover with vacuum technology for cracked feet, mani/pedi treatments.
• Clara Microdermabrasion Device In-home microdermabrasion machine with pore extraction for professional-quality skin exfoliation and rejuvenation.
• Remi Uplift Facial Massage Roller Facial massage roller for self-care routines to reduce puffiness and promote skin wellness.
• Charlotte Scalp Massager Scalp massage brush for hair and scalp care, stimulates scalp and promotes healthy hair.
• Cora 7 Body Cleansing Brush Set Waterproof facial and body cleansing brush set with 7 brush heads.
• Tasha Heated Eyelash Curler Heated eyelash curler providing long-lasting curl for enhanced eye appearance.
• Ultimate Mirror Bundle Comprehensive mirror bundle with multiple LED lighted makeup mirrors at discounted bundle pricing.
• Tru-Glow Lighted Mirrors Duo Bundle featuring Vera and Mila 2 Tru-Glow LED lighted mirrors at savings.
• Mix and Match Set Customizable mirror bundle allowing selection of multiple products at discounted pricing.
• Traveling Twosome Bundle featuring Taylor compact mirror and Madison travel case for travel beauty setup.
• Madison Makeup Case Travel makeup case and weekender bag for cosmetics and toiletries; vegan-friendly.
• Macy Makeup Bag Travel makeup bag for organizing and carrying cosmetics.
• Gift Cards Digital gift cards in USD, CAD, and GBP currencies.

Quantifiable outcome

• 1,000,000+ customers served
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Mental Health AmericaminorOthersCharitable partnership tied to the Fancii x S.W.Smiley Bag Charm Mirror. A portion of proceeds from each purchase is donated to Mental Health America to support mental health awareness. The partnership aligns with the brand's mission to 'spread smiles' and create meaningful social impact. Mental Health America's name and logo are used with permission and do not imply endorsement of the product.
• S.W.SmileycoreStrategic or Co-development PartnerLimited-edition collaboration creating the Fancii x S.W.Smiley Bag Charm Mirror — the world's first bag charm compact mirror. The partnership combines S.W.Smiley's iconic smiley design with Fancii's LED mirror technology. The product features 1x/10x magnification, 3 light settings, USB-C rechargeable battery (30-day life), and a bag-clip design. Available in Pink, Yellow, and Aqua colors. Sold at $121 USD with volume discounts. Includes exclusive collectible sticker and wallpaper download with purchase.
• Danielle Malmgren (Artist)minorStrategic or Co-development PartnerCalifornia-based artist Danielle Malmgren created the Italian Citrus artwork featured on the Mini Taylor LED Compact Mirror as part of Fancii's Secret Garden Collection. The design is inspired by sun-soaked gardens and slow afternoons along the Italian coast.
• Macu Barreto (Illustrator)minorStrategic or Co-development PartnerIllustrator Macu Barreto created the Happy Flowers artwork featured on the Mini Taylor LED Compact Mirror as part of Fancii's Secret Garden Collection. The design is inspired by blooming florals and life's sweetest everyday moments.
• Nina Mus (Illustrator)minorStrategic or Co-development PartnerIllustrator Nina Mus created the Vibrant Florals artwork featured on the Mini Taylor LED Compact Mirror as part of Fancii's Secret Garden Collection. The design is inspired by quiet mornings, peaceful gardens, and the simple joy of slowing down.
• Kate Eldridge (Artist)minorStrategic or Co-development PartnerArtist Kate Eldridge created the Romantic Florals design featured on the Mini Taylor LED Compact Mirror as part of the Artist Collab collection. Currently showing as 'Out Of Stock'.
• SezzlecoreGTM or Marketing PartnerSezzle is Fancii's Buy Now, Pay Later partner, enabling customers to split their entire order into 4 interest-free payments over 6 weeks. This partnership reduces purchase friction and increases conversion rates, particularly for higher-priced vanity mirrors and bundles.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rio Beauty (Rio): UK-based beauty device brand specializing in skincare tools (facial steamers, microdermabrasion, cleansing brushes) plus LED mirrors. Closely comparable to Fancii's skincare device line and compact mirror range.
• Zadro: Heritage lighted-mirror brand offering LED vanity, wall-mounted, and magnifying mirrors at mid-tier price points. Direct competitor to Fancii's Vera and Lara magnifying lines.
• simplehuman: Premium home/hardware brand best known for its sensor-activated LED vanity mirrors with high-CRI lighting and magnification. Closest direct competitor to Fancii's vanity/compact LED mirror range, with broader bathroom and home goods as adjacencies.
• Jerdon Style: Specialty maker of vanity, wall-mounted, and travel LED magnifying mirrors sold through department stores and Amazon. Overlaps directly with Fancii's Vera, Madeline, Lana, and Abigail lines.

Broad incumbents

• Hot Tools: Established beauty tools brand offering heated styling tools, mirrors, and accessories through mass retail. Comparable to Fancii's broader beauty tools/accessories portfolio, with hair-styling core.
• Sephora Collection: Beauty retailer's own brand of tools, mirrors, and accessories sold through Sephora stores and online. Comparable as a D2C-anchored beauty tools/accessories assortment, though distributed across Sephora's retail footprint.
• Conair: Long-standing mass-market beauty and personal care brand selling lighted mirrors, skincare tools, and haircare appliances across retail and online. Competitor at the lower price tier of Fancii's magnifying and compact mirror SKUs.

Emerging players

• CurrentBody: D2C beauty-tech retailer focused on LED skincare devices, microcurrent, and at-home beauty technology. Comparable to Fancii's Tru-Glow LED/skincare device category, with a more clinical positioning.
• Mykitco: D2C brand selling pro-grade makeup mirrors and accessories directly to consumers online with strong social-media-driven acquisition. Comparable GTM motion (influencer + Shopify D2C) and premium compact mirror positioning to Fancii.
• BeautyBio: Professional-grade skincare brand with at-home beauty devices (microcurrent, cleansing tools) sold D2C. Comparable to Fancii's Clara/Rivo skincare device line, but with stronger skincare formulation roots.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fanciico
• YouTubeyoutube.com/c/Fanciico
• Facebookfacebook.com/fanciico
• Instagraminstagram.com/fanciico
• TikToktiktok.com/@fanciico

Compliance2 records

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 Fancii