Seint

What Seint does

Seint (legal entity Maskcara Industries, Inc.) is a privately held direct-to-consumer beauty brand founded in 2013 by Cara Brook and headquartered in St. George, Utah. The company sells makeup, skincare, haircare, fragrance, brushes, and tools through its own e-commerce site (seintofficial.com) and ships to customers in the USA, Canada, and the UK. Originally launched as Maskcara Beauty, the company rebranded to Seint in 2020 and operates without disclosed institutional funding or external investors.

The company's flagship offering is the proprietary IIID palette system — a customizable, refillable makeup platform built around interchangeable cream-based tins in seven size configurations (2, 4, 8, 12, 18, 27, and 40 pans) that combine highlight, contour, blush, and color into a single compact. The IIID framework (Highlight, Define, Intensify, Detail) is paired with a dedicated brush line, an interactive Palette Builder tool on the website, and a pH-reactive lip product (Blackberry Lip Flush) that adapts to individual skin chemistry. The product portfolio spans roughly ten categories including face makeup, eyes, lips, brushes, tools, skincare (with lactic-acid formulations), haircare, fragrance, and starter collections priced from $107 to $285.

Seint operates a dual-channel go-to-market: direct e-commerce plus an Affiliate Program and a larger Artist Program of independent beauty consultants who sell directly and earn commissions. The Artist Kit carries a 90% refund within one year, lowering onboarding friction. Pricing is pay-as-you-go at unit prices ranging from $8 (mini palettes) to $185 (haircare) and $285 (large palette sets), with free shipping on orders above $50. The company is founder-led by Cara Brook (Founder & CEO), employs 11–50 people, and is not known to have raised outside capital.

Name

Seint

Legal name

Maskcara Industries, Inc.

Website

https://seintofficial.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Seint is a privately held, US-based direct-to-consumer beauty brand selling customizable makeup, skincare, haircare, and fragrance through its own e-commerce site and a multi-thousand-artist independent consultant network across the USA, Canada, and UK.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

akta.pro secondary industries

Makeup Brushes & Brush Sets (CRABAKAA), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Customizable makeup palettes
• Direct-to-consumer cosmetics
• Beauty affiliate program
• Clean skincare line
• Professional makeup brushes

Headquarters

HQ city

Saint George

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: One-time purchase model for makeup, skincare, haircare, fragrance, and tool products sold through the company's e-commerce website. Products include face makeup, eyeshadows, lips, brushes, palettes, skincare, haircare, and fragrances at various price points.
2. Affiliate/Artist Program: Independent artists and affiliates earn commissions by promoting and selling Seint products. Artists can enroll in the program and receive a unique referral link or kit to sell products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Seint designs, markets, and sells its own line of cosmetics, skincare, haircare, fragrances, brushes, and application tools through a direct-to-consumer e-commerce store. The flagship offering is the proprietary IIID customizable palette system, in which customers assemble interchangeable face, eye, and lip shades into refillable compacts of varying sizes. Products are cruelty-free and sold across the USA, Canada, and the UK, distributed via the owned website, an Affiliate Program, and an Artist Program of independent consultants.

Product overview

Seint (formerly Maskcara Beauty, founded 2013) is a cosmetics company offering a comprehensive makeup, skincare, and haircare product line built around its proprietary IIID (Interactive Interactive Individual Design) customizable palette system. The core offering centers on interchangeable palette tins for face, eye, and lip products, complemented by professional brushes, tools, skincare essentials, and haircare items. The company operates through an artist affiliate program and emphasizes simplifying beauty routines through multi-use products that can serve multiple functions (e.g., Lip + Cheek products, Balm as illuminator). Products are cruelty-free but not vegan (contain beeswax).

Differentiator

Problem solved

Functional benefit

Products and services

• IIID Palette Seint's flagship customizable, refillable palette system for face, eye, and lip shades, available in 2, 4, 8, 12, 18, 27, and 40 pan configurations; designed around the proprietary IIID (Highlight, Define, Intensify, Detail) application concept and supported by an online Palette Builder tool.
• Face Products Face makeup line including Pressed Pigment, Highlight, Contour, Lip + Cheek, Illuminator, Bronzer, Setting Powder, Cream Corrector, and Setting Sprays (Plush Prep Mist, Fixate Setting Spray, Setting Spray).
• Eyes Products Eye makeup line including Eyeshadow, Eyeliner, Brow Wax, Mascara Trio (Lash Velvet, Lash Silk, Lash Leather), Archangel Brow Gel, and Pencils.
• Lips Products Lip makeup line including Saved Salve, Lip Tint, Lip Whip, Lip Oil, Lip Gelato, Blackberry Lip Flush (pH-reactive technology), Lip Balm, and Lipstick.
• Brushes Collection Professional-grade makeup brushes including En Pointe Brush, Lash Brush, IIID Brush, Detail Brush, Blush + Bronzer Brush, Eyeshadow Brush, Multitasker Brush, Smudge Brush, Buff Brush, Blend Brush, Line Brush, Bright Brush, Shape Brush, Spot Brush, Etch Brush, Pilot Brush (4-in-1), and Brush Collection sets.
• Makeup Tools Makeup application and care tools including Perfector sponge, Brush Cleanser spray, Brush Cleansing Soap, Brush Cleaning Tile, 1/2 Brush Cleaning Tile, Mercury Compact Mirror, Lash Curler, and Lash Comb.
• Skincare Line Skincare collection including Creme (moisturizing cream with lactic acid), Cleanser (lactic acid cream-based), Toner, Microfiber Cloths, Refresh Wipes, and Skincare Collection bundle.
• Haircare Line Hair care products including Detangle Brush, Classic Brush, Classic Comb, The Hair Clip, Hair Pin, Heavenly Hair Gloss, Cloud Cleansing Creme, plus curated Shine, Cleansing, Detangle, and Hair Collection bundles.
• Fragrances Fragrance products including Solid Perfume (Folklore, Stardust variants), Fine Mist Perfume, and Room + Linen Spray (Room + Linen Spray not available in the UK).

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Mary Kay: Iconic MLM-driven beauty brand selling color cosmetics, skincare, and fragrance through independent consultants globally. Most analogous in direct-sales/artist model and product breadth to Seint.
• LimeLife by Alcone: Social-selling beauty brand built around independent 'Hustlers' selling cosmetics and skincare online; near-exact match on the modern influencer-MLM hybrid model.
• Avon Products: Long-established direct-sales beauty company with a representative-based model selling color cosmetics, fragrance, and skincare; closest large-scale analog to Seint's distribution approach.
• Younique: DTC MLM cosmetics brand selling makeup and skincare via independent presenters; structurally aligned to Seint's artist/affiliate GTM motion.
• Beautycounter: Clean beauty brand operating a consultant-driven direct-sales model with skincare and color cosmetics; closest peer on combining mission-led positioning with the artist salesforce motion.
• ColorPop (Beautylish brand): DTC color-cosmetics brand competing on affordable, cruelty-free palettes and broad shade ranges; comparable to Seint on palette-centric makeup and direct e-commerce merchandising.

Broad incumbents

• Fenty Beauty: Kendo-owned global color cosmetics brand with industry-leading shade inclusivity and influencer-driven launch model; comparable segment overlap and prestige positioning.
• IT Cosmetics: L'Oréal-owned color cosmetics and skincare brand with strong complexion and brush/skincare hybrid positioning; broader incumbent but overlapping face-makeup customer base.
• Glossier: Pioneer DTC beauty brand selling face, skin, and makeup with strong content/community engagement; broader in scope but comparable as a digitally native beauty brand.
• Charlotte Tilbury: Prestige global beauty brand selling makeup palettes, complexion, and skincare with a strong artist-tutorial content engine analogous to Seint's HAC tutorials.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGyEh4tPLpUgQFg3b-3eZOw
• Facebookfacebook.com/seintofficial
• Instagraminstagram.com/seintofficial
• Pinterestpinterest.com/seintofficial
• Xx.com/seintofficial

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 Seint