L.A. Girl Cosmetics

Name

L.A. Girl Cosmetics

Legal name

Beauty 21 Cosmetics, Inc.

Website

https://lagirlusa.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

L.A. Girl Cosmetics, operated by Beauty 21 Cosmetics, Inc., is a privately held, cruelty-free drugstore beauty brand founded in 1985 and based in Ontario, California. It sells affordable makeup and nail products ($3.50-$18.50) directly via lagirlusa.com, Amazon, and CVS, targeting budget-conscious beauty consumers and content creators.

Ownership category

akta.pro rank

Product category

Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH)

akta.pro secondary industry

Health & Beauty Value Variety Stores (Non-Pharmacy) (CRAEAGAG)

Keywords

• Affordable cosmetics
• Cruelty-free makeup
• Face makeup products
• Eye makeup products
• Lip care products

Headquarters

HQ city

Ontario

HQ country

United States

HQ region

North America

Offices1 record

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 E-commerce Sales: The company sells directly to consumers through their e-commerce website lagirlusa.com, offering the full product catalog with free shipping on orders over $35. This is the primary revenue channel.
2. Retail Distribution: Products are available through third-party retail partners including Amazon and CVS Pharmacy, expanding distribution reach beyond direct e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

L.A. Girl Cosmetics designs, manufactures, and sells a broad portfolio of cruelty-free color cosmetics and nail products spanning face, eyes, lips, nails, and accessories categories. The brand positions itself in the affordable drugstore segment, with products typically priced between $3.50 and $18.50, and sells primarily through its own e-commerce site (lagirlusa.com) supplemented by retail partners such as Amazon and CVS Pharmacy.

Product overview

L.A. Girl Cosmetics is a cruelty-free cosmetics brand offering a comprehensive portfolio of makeup and nail products. The product lineup includes face products (HD Pro.Conceal, PRO.color Foundation Mixing Pigment, Duo Bronzer, H2O Lock Hydrating Setting Powder, H2O Lock Setting Spray, H2O Lock Hydrating Gel Primer, PRO Perfect Multi-Tasking Invisible Primer with SPF30, PRO Perfect Dewy Setting Spray, On Cloud Nine Bouncy Blush Bronzer, Pinch Perfect Liquid Blush), eye products (Bouncy Eyeshadow, On Cloud Nine Bouncy Eyeshadow, Dream Glitter Liquid Eyeshadow, Glitterholic Glitter Topper, Dazzling Duo Multidimensional Glitters, Glitter Liner, Shade Shifter Duo Chrome Brush Liner, Line With Envy Eyeliner, Perfect Wing Flex Tip Liquid Liner, Perfect Lift Push Up Mascara, Arch Envy Brow Pencil, Brow Perfect Brow Styling Wax Stick, Brow Saber Eyebrow Shaping Pencil), lip products (Shockwave Lipliner, Tinted Lip Plumper, Blurry Babe Lip Color, Shine On Glossy Balm, Glazed Lippie Lip Serum), nail products (Oh So Shiny Nail Fx), and multi-use products (Prism Stick Eye & Face Jelly Stick, Sparkly Stardust Highlighter, Highlighter Shimmer & Sparkle). The brand emphasizes affordability and quality across its diverse product categories.

Differentiator

Problem solved

Functional benefit

Products and services

• HD Pro.Conceal High-definition concealer providing full coverage for concealing imperfections, dark circles, and blemishes; available in over 30 shades including color correctors and priced at $7.00.
• PRO.color Foundation Mixing Pigment Concentrated pigment drops for mixing with foundation to customize color, undertone, and coverage level, priced at $12.50.
• Dream Glitter Liquid Eyeshadow Liquid eyeshadow with glitter particles for creating sparkling, dimensional eye looks, priced at $7.50.
• Glitterholic Glitter Topper Loose glitter product designed to top off eye looks with intense sparkle and dimension, priced at $8.00.
• Shockwave Lipliner Crayon-style lip liner with vibrant color payoff and long-lasting wear, priced at $3.50.
• Tinted Lip Plumper Lip treatment combining a subtle tint with a cinnamon-infused plumping effect to enhance lip fullness and color.
• Prism Stick Eye & Face Jelly Stick Versatile jelly-formula stick for highlighting and adding luminosity to both eyes and face.
• Pinch Perfect Liquid Blush Liquid blush formula designed for a blendable, natural-looking flush of color on cheeks.
• Blurry Babe Lip Color Soft-matte lip color offering a diffused, blurred finish with comfortable wear, priced at $6.50.
• Oh So Shiny Nail Fx Nail polish product designed to deliver a high-shine, glossy finish.
• Shine On Glossy Balm Lip balm with a glossy finish providing hydration and subtle color shine, priced at $10.00.
• Arch Envy Brow Pencil Retractable brow pencil for defining, filling, and shaping eyebrows with precision.
• Brow Perfect Brow Styling Wax Stick Wax-based brow styling product for taming, setting, and defining eyebrow shape.
• Dazzling Duo Multidimensional Glitters Duo-pan glitter eyeshadow with multidimensional sparkle particles.
• Sparkly Stardust Highlighter Highlighter with star-like sparkle particles for creating a luminous, radiant glow on the face.
• Shade Shifter Duo Chrome Brush Liner Dual-ended brush liner with a chrome finish that shifts color for dramatic eye looks.
• Line With Envy Eyeliner Liquid eyeliner designed for creating intense eye looks with precise application.
• Perfect Wing Flex Tip Liquid Liner Flexible-tip liquid liner for achieving precise wing and cat-eye looks.
• Perfect Lift Push Up Mascara Volumizing mascara with a lifting formula designed to push up and volumize lashes.
• H2O Lock Hydrating Setting Powder Setting powder with hydrating properties designed to lock makeup in place while providing moisture.
• H2O Lock Setting Spray Setting spray with water-locking technology to extend makeup wear and add hydration.
• H2O Lock Hydrating Gel Primer Gel-textured primer with hydrating benefits to prep skin for smooth makeup application.
• PRO Perfect Multi-Tasking Invisible Primer with Broad Spectrum SPF 30 3-in-1 invisible primer with broad-spectrum SPF 30 that hydrates and creates a smooth makeup canvas; formulated with Sunflower Seed Oil, Green Tea, Orange extract, Squalane, Shea Butter, and Licorice Root, priced at $15.00.

Quantifiable outcome

• HD Pro.Conceal rated 4.8 stars with 90+ reviews
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• CVS PharmacycoreChannel Partner/ Reseller/ DistributorCVS Pharmacy serves as a retail distribution partner for select L.A. Girl products, including the Pro Perfect Setting Spray. Products are available in select CVS locations with availability varying by store.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a marketplace distribution partner for L.A. Girl products, making the brand's cosmetics accessible to Prime customers and expanding e-commerce reach beyond the company's own website.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• e.l.f. Beauty: e.l.f. is the largest pure-play affordable beauty brand with a similar $3-$30 price band, multi-channel distribution (Target, Walmart, Ulta, Amazon), and broad shade ranges. Closest publicly traded comp for L.A. Girl given nearly identical value positioning and product breadth.
• NYX Cosmetics: NYX competes directly with L.A. Girl in the affordable, professional-quality color cosmetics segment with strong drugstore distribution (CVS, Walgreens, Target). Owned by L'Oréal, NYX represents a deep-pocketed competitor with overlapping shade-range and pricing strategy.
• Wet n Wild: Wet n Wild is a mass-market drugstore beauty brand with extreme value pricing (most SKUs under $10) and broad retail distribution. Direct competitor to L.A. Girl in the value-tier color cosmetics category with similar target consumer.
• ColourPop Cosmetics: ColourPop is a digitally native affordable beauty brand with strong DTC and Ulta distribution. Comparable to L.A. Girl in price band, shade range depth, and trend-driven product launches; differs in being earlier-stage and DTC-led.
• Milani Cosmetics: Milani is an affordable drugstore beauty brand with strong shade-inclusive positioning, sold at CVS, Target, and Walmart. Highly comparable to L.A. Girl in price band, shade-range depth, and mass-market retail footprint.
• Morphe: Morphe is an affordable beauty brand with strong influencer/creator-driven positioning and broad retail distribution including Ulta. Comparable to L.A. Girl in price band and category breadth, with a heavier emphasis on eye products and palettes.
• Pacifica Beauty: Pacifica is a cruelty-free, vegan beauty brand with strong values-based positioning and drugstore/natural-channel distribution. Comparable to L.A. Girl in ethical positioning and accessible pricing, though with broader skincare mix.

Broad incumbents

• Maybelline: Maybelline is the mass-market color cosmetics leader (L'Oréal-owned) with ubiquitous drugstore presence and broader category coverage than L.A. Girl. Represents a scaled incumbent against which L.A. Girl's value positioning competes on price and shade inclusivity.
• CoverGirl: CoverGirl is a long-established mass-market beauty brand (now owned by Coty) with extensive drugstore distribution. Competes with L.A. Girl across face, eye, and lip categories at similar price points but with substantially larger marketing scale.
• Revlon: Revlon is a legacy mass-market beauty brand with broad drugstore distribution across color cosmetics. While larger and broader than L.A. Girl, it competes in the same value/mass color cosmetics tier and similar retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lagirlcosmetics
• Xx.com/lagirlusa

Compliance1 record

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 L.A. Girl Cosmetics