BHCosmetics
BHCosmetics is a Los Angeles-based affordable, cruelty-free cosmetics brand operating as a sub-brand within Revolution Beauty PLC. It sells 52 vegan-leaning makeup SKUs — eyeshadow palettes, lip products, brow products, and brushes — priced $2.80–$14.00 through Revolution Beauty's global direct-to-consumer e-commerce platform and mobile apps.
- Company typePrivate
- Founded2009
- HeadquartersNorth Hollywood, United States
- Headcount11–50
- GTM type—
- Offering—
What BHCosmetics does
BHCosmetics is a Los Angeles-headquartered cosmetics brand founded in 2009 and now operated as a sub-brand within Revolution Beauty PLC, a UK-based beauty conglomerate publicly listed on the London Stock Exchange. The company manufactures and sells affordable, cruelty-free makeup across eyeshadow palettes, lip products (lip gloss, lip liner, lip oil, lipsticks), brow products, face products, false lashes, and makeup brushes, with 50 of 52 listed SKUs certified vegan and individual prices ranging from approximately $2.80 to $14.00.
The business runs on a direct-to-consumer e-commerce model through the Revolution Beauty platform, supplemented by iOS and Android mobile apps and a multi-channel marketing strategy spanning TikTok, Instagram, YouTube, Pinterest, Facebook, and LinkedIn. Its technology stack is conventional e-commerce infrastructure with notable non-product assets including a shade-finder tool, customer reviews, and the Rev Rewards loyalty program that drives retention and repeat purchases across the parent company's brand portfolio. No proprietary AI, AR try-on, or personalization technology is disclosed in the available source material.
Revenue mechanics are unit-pricing on low-ticket items supported by frequent promotional discounting (25–70% off), targeting three overlapping consumer segments: beauty enthusiasts seeking trend-driven color collections, budget-conscious value shoppers, and ethical-beauty buyers prioritizing vegan and cruelty-free formulations. The brand serves a global consumer base through the Revolution Beauty storefronts, with the U.S. identified as a primary operating geography. BHCosmetics operates with 11–50 employees, and standalone financial disclosures are not available; the brand is privately held and consolidated within Revolution Beauty PLC's reported group financials.
BHCosmetics firmographics
Firmographics- Name
- BHCosmetics
- Legal name
- BH Cosmetics
- Website
- https://bhcosmetics.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BHCosmetics is a Los Angeles-based affordable, cruelty-free cosmetics brand operating as a sub-brand within Revolution Beauty PLC. It sells 52 vegan-leaning makeup SKUs — eyeshadow palettes, lip products, brow products, and brushes — priced $2.80–$14.00 through Revolution Beauty's global direct-to-consumer e-commerce platform and mobile apps.
- Ownership category
- akta.pro rank
BHCosmetics industry classification
Industry- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industry
- Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)
Keywords
Where BHCosmetics is headquartered
LocationHeadquarters
- HQ city
- North Hollywood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BHCosmetics business model
Business modelRevenue model
- Direct Product Sales: BH Cosmetics generates revenue through direct-to-consumer sales of makeup products including eyeshadow palettes, lip products, brow products, face products, brushes, and false lashes. Products are sold individually at various price points ranging from approximately $2.80 to $14.00.
- Loyalty Program: Rev Rewards loyalty program where customers earn points on purchases that can be redeemed for exclusive offers and discounts, driving customer retention and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing - $2.80 to $14.00 per item |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
BHCosmetics product offering
Product offeringCore offering
BHCosmetics manufactures and sells affordable, cruelty-free cosmetics and beauty products through direct-to-consumer channels. Its product line spans eyeshadow palettes, lip products (gloss, liner, oil, lipstick), brow products (pencil, gel, pomade), face products (bronzer, highlighter, blush), brushes, and false lashes, with prices ranging from approximately $2.80 to $14.00 per item. The brand operates as part of the Revolution Beauty group and emphasizes vegan and cruelty-free formulations.
Product overview
BH Cosmetics is a cosmetics brand now part of the Revolution Beauty family, offering a diverse portfolio of makeup and beauty products. The product line includes eyeshadow palettes (Shadow Quads), lip products (lip glosses, lip liners, lip oils), brow products (brow pencils, brow gels), face products (blush, highlighter, bronzer), false lashes, and makeup sets. BH Cosmetics emphasizes award-winning formulas and cruelty-free products, with offerings spanning eyes, lips, brows, and face categories. The brand operates as part of the broader Revolution Beauty ecosystem which includes related brands like Revolution Makeup and Relove By Revolution.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 50 out of 52 products are certified vegan, demonstrating commitment to ethical beauty
Companies that use BHCosmetics
Customer profileSegments3 records
BHCosmetics technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BHCosmetics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Revolution BeautycoreBH Cosmetics is a brand within the Revolution Beauty family. Revolution Beauty acquired BH Cosmetics and has integrated the brand into its portfolio. As part of Revolution Beauty, BH Cosmetics benefits from shared distribution, marketing resources, and the Rev Rewards loyalty program. Revolution Beauty is publicly listed on the London Stock Exchange.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
BHCosmetics competitors and assessment
Company assessmentDirect peers
- ColourPop Cosmetics: ColourPop is a digitally native affordable color cosmetics brand built around eyeshadow palettes, lip products, and trend-driven drops sold primarily direct-to-consumer. Its ultra-low price points, palette-led assortment and social-media virality closely mirror BH Cosmetics' playbook.
- Milani Cosmetics: Milani is an affordable drugstore color cosmetics brand with a similar face, lip and eye assortment at comparable price points, widely distributed in mass and drug channels. It competes for the same budget-conscious beauty shopper.
- e.l.f. Beauty: e.l.f. Beauty is the leading affordable cosmetics and skincare brand in the US, with comparable price points (most products under $10), a vegan and cruelty-free positioning, and a heavy emphasis on TikTok and social-media-led growth. It is the most direct comparable on positioning, channel mix, and target consumer.
- Morphe: Morphe built its brand around affordable eyeshadow palettes, brushes and influencer collaborations with similar price points and palette-led storytelling to BH Cosmetics. The two compete for the same Gen Z beauty enthusiast segment.
- NYX Professional Makeup: NYX is an affordable, professional-leaning color cosmetics brand owned by L'Oréal, competing across eyes, lips, brows and face at mass price points. It directly overlaps with BH Cosmetics on product categories, price band and target consumer.
- Wet n Wild: Wet n Wild is a long-standing drugstore affordable beauty brand with comparable single-digit-and-low-teens price points, cruelty-free positioning and a palette-heavy assortment, making it one of the closest mass-market analogs to BH Cosmetics.
- Makeup Revolution (Revolution Beauty): Revolution Beauty's flagship Makeup Revolution brand sits on the same e-commerce platform as BH Cosmetics, shares the Rev Rewards loyalty program, and competes head-to-head with overlapping palette and lip ranges - making it both the parent and closest internal peer.
Broad incumbents
- CoverGirl: CoverGirl is a mass-market color cosmetics incumbent owned by Coty, offering affordable full-face makeup ranges across eyes, lips, face and brows. It is a broad incumbent competing with BH Cosmetics on price band and shelf presence, though with deeper retail distribution.
- Physicians Formula: Physicians Formula is a mass-market beauty brand sold in drugstores with a broader skincare-meets-makeup positioning at affordable price points. It is a broader incumbent in the same affordable beauty category with overlapping face and eye SKUs.
Emerging players
- Lottie London: Lottie London is a UK-based affordable beauty brand with a strong vegan and cruelty-free identity and Gen Z-focused marketing, making it a comparable emerging peer in the same value beauty niche.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
BHCosmetics social profiles
Digital presenceBHCosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
BHCosmetics leadership team
Management profileNumber of profiles
BHCosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BHCosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BHCosmetics
What does BHCosmetics do?
BHCosmetics manufactures and sells affordable, cruelty-free cosmetics and beauty products through direct-to-consumer channels. Its product line spans eyeshadow palettes, lip products (gloss, liner, oil, lipstick), brow products (pencil, gel, pomade), face products (bronzer, highlighter, blush), brushes, and false lashes, with prices ranging from approximately $2.80 to $14.00 per item. The brand operates as part of the Revolution Beauty group and emphasizes vegan and cruelty-free formulations.
Is BHCosmetics a public or private company?
BHCosmetics is a private company. It is currently operating.
When was BHCosmetics founded?
BHCosmetics was founded in 2009. It employs 11 to 50 people.
Where is BHCosmetics based?
BHCosmetics is headquartered in North Hollywood, United States, in the North America region.
How does BHCosmetics make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are loyalty Program.
Who are BHCosmetics's main competitors?
Direct peers on record are ColourPop Cosmetics, Milani Cosmetics, e.l.f. Beauty, Morphe, NYX Professional Makeup, Wet n Wild and Makeup Revolution (Revolution Beauty). Broad incumbents are CoverGirl and Physicians Formula. Lottie London is listed as an emerging player.
Does BHCosmetics have an API?
No public API is recorded for BHCosmetics.
What industry is BHCosmetics in?
Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABAKAC, Eyelash Tools (Curlers, Applicators) & False Lashes. Its NAICS code is 45612 and its SIC code is 2844.