ZOEVA

Name

ZOEVA

Website

https://zoevacosmetics.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

ZOEVA is a Frankfurt-based DTC beauty brand founded in 2008 that sells professional-grade makeup brushes, color cosmetics, and skincare products directly to consumers in 40+ countries through a Shopify storefront and a 2M-follower community called the Sisterhood.

Ownership category

akta.pro rank

Product category

Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industries

Makeup Brushes & Brush Sets (CRABAKAA), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Makeup brushes
• Color cosmetics
• Eye makeup products
• Lip care products
• Beauty skincare

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct retail of cosmetics and makeup brushes through e-commerce platform. One-time purchase model for individual products and bundled sets. Revenue generated from eyes, lips, face makeup categories and professional brush lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ZOEVA designs, formulates, and sells its own branded line of color cosmetics and professional-grade makeup brushes, organized into sub-brands such as Velvet Love (eyeliner and lip), Real Magic (complexion and setting), Baby Fresh (eye-care skincare), Pout Perfect, Ooh la Lash, and Suntorini. Products cover eye, lip, face, brushes, accessories, and brush-care categories and are retailed direct to consumers via an owned Shopify storefront with global shipping to 40+ countries, supported by localized pricing, free-shipping thresholds, and a content-led community marketing approach.

Product overview

ZOEVA is a beauty and makeup brand offering a comprehensive cosmetics portfolio organized around key product lines: makeup brushes (face brushes, eye brushes, and brush sets sold individually and in curated bundles), eye makeup (eyeliners, eyeshadow palettes, mascaras, brow products), lip products (lipsticks, lip glosses, lip liners), face products (powders, bronzers, blushes, setting sprays), and skincare (under eye correctors and brightening patches). The brand is particularly known for its professional-grade makeup brushes and its signature Velvet Love line of eyeliners and lip products. ZOEVA also offers accessories including makeup bags, sharpeners, and brush care products. Products are available as individual items, themed collections (Baby Fresh, Real Magic), and curated kits/sets for gifting or customization.

Differentiator

Problem solved

Functional benefit

Brands

• Velvet Love: Product line featuring eyeliners, eyeshadow palettes, lip liners, and lipsticks with gel-like and matte formulas
• Pout Perfect
• Real Magic
• Ooh la Lash
• Suntorini
• Voila Lash
• Baby Fresh
• Brow Jeanie
• Remarkable Brow
• Pout Glaze
• Pout Plumper
• EyeSwipe

Products and services

• Velvet Love Eyeliner Pencil Highly pigmented, gel-like, ultra-creamy eyeliner pencil line available in metallic, multichrome, perfect, and matte finishes with smudge-proof, long-lasting formulas that create dramatic definition in one stroke.
• Velvet Love Eyeshadow Quad Palette Pre-formed eyeshadow quad palettes offered in multiple themed color stories with curated shade combinations for everyday and statement looks.
• Ooh la Lash Length & Lift Tubing Mascara Tubing mascara that provides length and lift to lashes with a long-wearing, smudge-proof formula engineered for clean, easy removal.
• Voila Lash Volume Mascara Volumizing mascara designed to add fullness and drama to lashes.
• Brow Jeanie Boosting Fibre Gel Brow gel with fiber technology that boosts and fills in sparse eyebrows for a fuller look.
• Remarkable Brow Pencil Brow pencil for defining and shaping eyebrows with precision application.
• EyeSwipe Longwear Cream Eyeshadow Stick Long-wearing cream eyeshadow in stick format for quick application and blendability.
• Pout Perfect Lipstick Pencil Multi-use lipstick and cheek pencil that works as both lip color and blush, available in numerous shades for versatile application.
• Velvet Love Matte Hyaluronic Long-Lasting Lipstick Matte lipstick formulated with hyaluronic acid for long-lasting color and comfortable lip wear.
• Velvet Love Hydrating Hyaluronic Lip Balm Lip balm with hyaluronic acid for deep hydration and lip care.
• Velvet Love Lip Liner Lip liner pencils available in multiple shades matching the lipstick collection for precise lip definition.
• Pout Glaze High-Shine Hyaluronic Lip Gloss High-shine lip gloss infused with hyaluronic acid for hydrated, glossy lips.
• Pout Plumper Volumizing Lip Gloss Volumizing lip gloss designed to plump lips for a fuller appearance.
• Velvet Love Blush Balm Cream-to-powder blush balm from the Velvet Love line that delivers a soft flush of color to cheeks.
• Suntorini Matte Bronzing Powder Matte bronzing powder available in Medium and Tan shades for contouring and adding warmth to the complexion.
• Real Magic Skin Perfecting Finishing Powder Finishing powder from the Real Magic complexion collection that sets makeup and perfects the skin for a flawless finish.
• Real Magic 16 Hour Hydrating Setting Spray Long-wearing setting spray designed to keep makeup fresh for up to 16 hours while providing hydration.
• Real Magic Multi-Tasking Beauty Sponge Multi-purpose beauty sponge for blending and applying various makeup products including foundation, concealer, and powder.
• Real Magic Precision Powder Puff Precision powder puff designed for targeted powder application and touch-ups throughout the day.
• Baby Fresh Eyes Under Eye Brightening Corrector Under eye corrector designed to brighten and address dark circles, available in Light Medium and Medium Tan shades.
• Baby Fresh Eyes Under Eye Brightening Patches Under eye brightening patches for targeted skincare treatment to reduce the appearance of dark circles.
• Baby Fresh Eyes Brightening Waterline Kohl Pencil Waterline Kohl pencil from the Baby Fresh collection that brightens and defines the waterline area.
• Face Brushes (102-135 Series) Professional-grade face brush series including Foundation Blender, Detail Foundation, Foundation Buffer, Highlight, Powder, Bronzer, Blush, and Contour brushes, engineered with synthetic vegan bristles for flawless complexion application.
• Eye Brushes (200-300 Series) Professional eye brush series including Crease Blender, Detail Crease Blender, Eyeshadow Blender, Smoky Shader, Wing Liner, and Brow brushes for precise eye makeup application.
• The Complete Brush Set Complete brush set available in Black and Rosé Golden Edition, featuring the full face brush collection for professional makeup application.
• The Artists Brush Set Professional artist-level brush set available in Black, Bordeaux, Cherry, Chocolate, and Light Chocolate, providing a comprehensive kit for working makeup artists.
• The Essential Brush Set Essential brush set containing the fundamental brushes needed for everyday makeup application.
• Brush Care Kit Brush cleaning kit including Brush Shampoo Bar and Brush Cleansing Pad for maintaining brush hygiene and extending brush performance.
• Makeup Bags (Dumpling Pouch and Teddy Pouch Bag) Branded makeup bag accessories available in multiple colors including Bordeaux, Gold, Blush Pink, and Dusty Rose, including the Dumpling Pouch offered as a free gift on qualifying orders.
• Makeup Sharpeners Pencil sharpeners including Single Sharpener, Supersize Sharpener, and Velvet Love Duo Sharpener for maintaining precise makeup pencil application.
• Ooh la Lash Curler Eyelash curler designed to lift and curl lashes for an open-eyed look ahead of mascara application.

Quantifiable outcome

• 4.9/5.0 average product rating from 967 verified Trustpilot reviews

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Charlotte Tilbury: Premium color cosmetics and skincare brand founded by a makeup artist; overlaps ZOEVA directly across eyes, lips, face, and brushes with similar accessible-luxury positioning and global DTC plus retail distribution.
• NARS Cosmetics: Professional-makeup-artist-founded brand with strong product overlap in eyeliners, eyeshadow palettes, blushes, and complexion; competes with ZOEVA for the same artist-credible color cosmetics consumer.
• Anastasia Beverly Hills: Brow- and eye-focused color cosmetics brand with strong brow pencils, eyeliners, and eyeshadow palettes; competes directly with ZOEVA's Velvet Love brow and eye lineup on similar product attributes.
• Pat McGrath Labs: Artist-founded luxury color cosmetics brand with eye palettes, lipsticks, and complexion products at similar premium positioning; competes for the same professional-credibility-led makeup consumer.
• Huda Beauty: DTC-native global beauty brand with strong eye, lip, face, and brush categories, founded by a beauty influencer; most comparable peer to ZOEVA in operating model (DTC-led, community-driven, multi-category portfolio).
• Urban Decay: Color cosmetics brand with overlapping eyeshadow palettes, eyeliners, mascaras, and setting sprays; competes with ZOEVA in the edgy, multi-shade eye-makeup segment with comparable price architecture.
• Sigma Beauty: Brush-first beauty brand offering professional synthetic makeup brushes and color cosmetics; most direct peer to ZOEVA's brush engineering and synthetic-bristle specialization.
• Fenty Beauty: Inclusive-shade color cosmetics brand spanning face, eye, and lip with global DTC and retail; competes with ZOEVA on shade-range breadth and direct-to-consumer brand-building.

Broad incumbents

• Bobbi Brown: Estée Lauder-owned professional makeup artist brand with broad face, eye, and lip portfolio plus brushes; overlaps with ZOEVA's artist-credibility positioning as a larger incumbent in the same category.

Emerging players

• Kosas: Indie DTC color cosmetics and skincare brand emphasizing clean formulations and hyaluronic acid; emerging player with partial product overlap (lip, complexion, skincare) at a similar accessible-premium price point to ZOEVA.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@zoevacosmetics
• Xx.com/ZoevaCosmetics
• Facebookfacebook.com/ZoevaCosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ZOEVA