What Eadem does

EADEM LLC, operating as Eadem, is a US-based direct-to-consumer skincare brand headquartered in New York that formulates and sells clinically tested skincare and lip-care products targeted primarily at women of color with melanin-rich skin. The product portfolio spans Sunsuede SPF 50+ Daily Sunscreen and Blurring Primer ($32), Le Chouchou Lip Softening Balm ($24), Cashmere Peel Milky Exfoliant ($42), Dew Dream Hydrating Cleansing Balm ($34, featuring a proprietary jelly-to-oil-to-milk texture technology), Milk Marvel Dark Spot Serum ($68), Cloud Cushion Airy Brightening Moisturizer ($48), and the upcoming Meet The Mark dark spot treatment. Products are formulated with ingredients such as Tiger Grass, Kalahari Melon, and Allantoin, and emphasize clinical validation, vegan and cruelty-free positioning, and absence of bleaching agents.

Eadem operates a dual-channel go-to-market combining its own e-commerce storefront at eadem.co with selective retail placement in Sephora, including expansion into Sephora locations across Europe. Revenue is generated through one-time product sales, subscription options for replenishment on items such as Dew Dream, and bundle offerings (e.g., the Le Chouchou Build Your Own Bundle). Marketing relies on content-driven community building via the Atlas of Beauty Substack journal, organic social presence on Instagram and TikTok, email capture with a 10% first-order incentive, and earned media in outlets such as Essence. The company maintains a small operating team of 1-10 employees, has not disclosed external funding rounds, and is privately held as an LLC with no disclosed parent company or institutional investors.

Name

Eadem

Legal name

EADEM LLC

Website

https://eadem.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Eadem is a US-based direct-to-consumer skincare brand formulating clinically tested, vegan skincare and lip-care products for women of color with melanin-rich skin, selling through its own e-commerce site and Sephora retail in the US and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated through direct online sales via eadem.co website. Products are sold individually with subscription options for recurring purchases.
2. Retail Distribution: Products sold through Sephora retail locations across Europe, generating revenue through wholesale/retail distribution channels.
3. Subscription Services: Subscription options available for products like Dew Dream cleansing balm, providing recurring revenue through automatic replenishment.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Eadem develops and sells a curated line of skincare and lip care products — including a mineral SPF 50+ sunscreen, lip balm, dark-spot serum, moisturizer, cleansing balm, and exfoliant — formulated specifically for women of color and melanin-rich skin. Products are manufactured under Eadem's own brand and sold direct-to-consumer via eadem.co and through retail partner Sephora.

Product overview

Eadem is a skincare and lip care brand that offers clinically tested products for daily use, targeting women of color. The product portfolio includes Sunsuede SPF 50+ (daily sunscreen and blurring primer), Le Chouchou (lip softening balm), Cashmere Peel (milky exfoliant and hydrating essence), Dew Dream (hydrating cleansing balm), Milk Marvel (dark spot serum), and Cloud Cushion (airy brightening moisturizer). The brand focuses on hyperpigmentation, dullness, pores, and hydration concerns. Products are available at Sephora and eadem.co with subscription options. The brand also offers bundles and gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Sunsuede SPF 50+ A daily-use mineral broad-spectrum SPF 50+ sunscreen developed for consumers with melanin-rich skin, designed to avoid the white cast commonly associated with mineral SPF and sold as a standalone hero product by Eadem.
• Le Chouchou A luxury lip balm formulated with intent to address lip concerns (including tone and texture) relevant to women of color, sold as a standalone lip-care hero by Eadem.
• Cashmere Peel A gentle exfoliant formulated for melanin-rich skin to support even tone and texture without the irritation commonly triggered by stronger acids in darker complexions.
• Dew Dream A cleansing balm positioned as part of the Eadem daily skincare routine, formulated for consumers with melanin-rich skin.
• Milk Marvel A targeted dark-spot serum formulated for melanin-rich skin to address hyperpigmentation and uneven tone.
• Cloud Cushion A rich daily moisturizer formulated for melanin-rich skin as part of the Eadem skincare routine.
• Meet The Mark A targeted dark-spot treatment formulated for melanin-rich skin to address post-inflammatory hyperpigmentation and uneven tone.

Quantifiable outcome

• Clinically proven results in just two weeks for dark spot treatment
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• SephoracoreChannel Partner/ Reseller/ DistributorEadem products are available at Sephora retail locations, including Sephora stores across Europe. This retail partnership provides Eadem with access to Sephora's established beauty retail network and customer base, complementing the brand's direct-to-consumer e-commerce channel.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Topicals: Topicals is a DTC skincare brand also founded to address the needs of melanin-rich and 'chronic skin' consumers. It shares Eadem's core positioning (women of color, clinically informed formulas, Sephora and DTC distribution) and is its closest direct comparable.
• Hyper Skin: Hyper Skin is a multi-ethnic skincare brand whose Hyper-Clear serum targets hyperpigmentation across skin tones. It overlaps directly with Eadem's Milk Marvel serum and broader melanin-rich-skin value proposition.
• Mented Cosmetics: Mented is a beauty brand specifically developed for women of color, with a similar 'by us, for us' positioning. While primarily color cosmetics, its target demographic and DTC-plus-retail GTM closely match Eadem's model.

Broad incumbents

• Drunk Elephant: Drunk Elephant is a clinical, ingredient-focused premium skincare brand distributed via Sephora. It overlaps with Eadem on clinically tested, prestige-priced skincare sold through the same retail channel, although it is not melanin-focused.
• Glossier: Glossier is an iconic DTC-first beauty brand that scaled via community and content into major retail. Eadem follows a similar DTC-plus-Sephora playbook with a niche positioning layered on top.
• Tatcha: Tatcha is a premium heritage-inspired skincare brand sold at Sephora and via DTC. It mirrors Eadem's strategy of weaving cultural/ritual narrative around clinically validated formulas, although at much larger scale.
• The Ordinary (DECIEM): The Ordinary/DECIEM is a clinical, ingredient-led skincare brand sold through Sephora and DTC. It competes in adjacent clinical skincare territory and sets consumer expectations for ingredient-forward skincare value propositions.

Emerging players

• Tower 28 Beauty: Tower 28 is a Sephora-led, sensitive-skin-friendly beauty brand built around clinical/hypoallergenic positioning. It is a relevant peer for Eadem's sensitive-skin and fragrance-free claims captured in customer reviews.
• Shani Darden Skin Care: Shani Darden is a prestige skincare brand sold via DTC and Sephora focused on results-driven clinical formulas. Comparable to Eadem on clinical credibility and Sephora presence, though broader in target market.
• Then I Met You: Then I Met You is a heritage-inspired, clean K-beauty-influenced skincare brand sold at Sephora. It mirrors Eadem's strategy of marrying cultural heritage with clinically-informed skincare at a similar size and stage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/eadem
• Instagraminstagram.com/eadem.co
• TikToktiktok.com/@eadem.co?lang=en
• Xx.com/eademco

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 Eadem