Madara Cosmetics
AS Madara Cosmetics is a Latvian public company (Nasdaq Baltic: MDARA) that develops, manufactures, and sells certified natural and organic skincare, makeup, and body care products, selling direct-to-consumer online to customers in 40+ countries via its owned e-commerce storefront.
- Company typePublic
- Founded2006
- HeadquartersMarupe, Latvia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Madara Cosmetics does
Madara Cosmetics (AS Madara Cosmetics, Nasdaq Baltic ticker MDARA / MDRA1R) is a Latvian public company founded in 2006 by Lotte Tisenkopfa-Iltnere that develops, manufactures, and sells certified natural and organic skincare, makeup, hair care, and body care products under the MÁDARA brand. The portfolio is built around 600+ responsibly sourced Northern botanical ingredients, with all formulas certified by ECOCERT and COSMOS, dermatologically tested, cruelty-free, and (for most SKUs) vegan-friendly. The company operates a vertically integrated owned factory in Mārupe, Latvia, powered by 100% green electricity, and produces its full range in-house from formulation to fill, including recently added exosome-technology and peptide actives in its AGE PRO and Derma Collagen collections.
The product range covers cleansers, toners, serums, moisturizers, masks, facial oils, eye care, lip care, self-tanners, mineral SPF sunscreens, foundations, CC creams, concealers, powders, mascaras, lipsticks, blushes, bronzers, men's grooming ("HIS" line), teen/acne routines, and curated set kits. Notable technical features include airless-bottle packaging that achieves up to 99% formula utilization, plant-stem-cell concentrates, and ongoing R&D into birch sap and chanterelle-based actives (EUR 2M+ across seven research projects for 2026). The brand also holds B Corp certification, reflecting verified social and environmental performance.
The business model is direct-to-consumer-only via the company's owned e-commerce storefront (madaracosmetics.com), which ships to approximately 40+ countries with a EUR 50 free-shipping threshold. Products are sold on a unit-pricing basis at roughly EUR 10–60 per item; the company runs a Rivo-powered loyalty/rewards program, a 15%-off newsletter acquisition flow, and organic community marketing across Instagram, Facebook, TikTok, and YouTube. 2025 consolidated turnover was EUR 23.2 million (+12% YoY), of which 80% was exported to EU countries; the company paid EUR 3.48 million in dividends in July 2025 and guides to at least 10% revenue growth in 2026.
Madara Cosmetics firmographics
Firmographics- Name
- Madara Cosmetics
- Legal name
- AS Madara Cosmetics
- Website
- https://madaracosmetics.com
- Company type
- Public
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AS Madara Cosmetics is a Latvian public company (Nasdaq Baltic: MDARA) that develops, manufactures, and sells certified natural and organic skincare, makeup, and body care products, selling direct-to-consumer online to customers in 40+ countries via its owned e-commerce storefront.
- Ownership category
- akta.pro rank
Madara Cosmetics industry classification
Industry- Product category
- Natural and Organic Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Deodorants & Antiperspirants (CRADANAA)
Keywords
Where Madara Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Marupe
- HQ country
- Latvia
- HQ region
- Europe
Offices2 records
Markets served
Madara Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer Product Sales: Madara Cosmetics generates revenue through the direct sale of its skincare, makeup, and body/hair care products via its owned e-commerce storefront (madaracosmetics.com), with international shipping to ~40 countries. Products are sold at unit prices ranging from approximately €10 to €60+ per item. This is the primary revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at fixed unit prices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Madara Cosmetics product offering
Product offeringCore offering
Madara Cosmetics develops, manufactures and sells certified organic and natural skincare, color cosmetics, hair care and body care products under the MÁDARA brand. Products are formulated with Northern botanical actives and produced in the company's own factory in Mārupe, Latvia, then sold directly to consumers worldwide through the brand's e-commerce storefront at unit prices ranging from approximately €9.95 to €58.95+.
Product overview
Madara Cosmetics is a Latvian organic skincare and makeup company founded in 2006, offering a diverse portfolio of COSMOS certified natural and organic products. The product lineup includes skincare (cleansers, toners, serums, moisturizers, eye care, masks, facial oils, concentrates, sunscreens), makeup (foundations, concealers, CC creams, tinted moisturizers, powders, blushes, bronzers, lipsticks, mascaras, brow products), hair care (shampoos, conditioners, hair serums), and body care products. Key collections include AGE PRO (anti-aging), SOS (hydration), Derma Collagen (peptide-based), ACNE (blemish control), SUPERSEDE (seed oils), RETINOL ALTERNATIVE (plant-based anti-aging), GROW (hair care), and HIS (men's skincare). The company produces at its own factory in Latvia using 100% green electricity and emphasizes B Corp certification, ECOCERT/COSMOS certification, cruelty-free formulas, and sustainable packaging. Product formats include individual items, curated sets, and limited editions.
Differentiator
Problem solved
Functional benefit
Products and services
- Vitamin C Illuminating Recovery Cream Vitamin C moisturizer that illuminates and recovers skin radiance with antioxidant protection, for individual consumers seeking brightening skincare.
- Plant-Powered Retinol Alternative Serum Retinol alternative serum using plant-based bakuchiol for anti-aging benefits without irritation, for consumers seeking gentle anti-aging skincare.
- Derma Collagen Peptide Serum Derma Collagen collection serum with peptides for collagen-boosting and firming benefits, for individual consumers targeting mature or aging skin.
- Exosome Longevity Radiance Peptide Serum Advanced anti-aging serum featuring exosome technology combined with peptides for longevity and radiance benefits, for individual consumers seeking premium regenerative skincare.
- Cleansing Balm Limited edition cleansing balm that melts away makeup, sunscreen and impurities while nourishing skin with plant oils, for individual consumers seeking a natural first-cleanse step.
- Purifying Foam Cleanser Gentle foaming cleanser for thorough purification of pores and removal of impurities, for individual consumers seeking a daily natural cleanser.
- Glycolic Glow Toner 5% glycolic acid toner for gentle exfoliation and improved skin radiance, for individual consumers seeking natural exfoliation.
- Age Pro Smooth Day Cream Age Pro day cream specifically formulated for mature skin with aging concerns, for individual consumers seeking anti-aging daytime skincare.
- Age Pro Renew Night Cream Age Pro overnight cream for skin renewal and anti-aging benefits during sleep, for individual consumers seeking anti-aging nighttime skincare.
- Hydra Moisture+Radiance Mask SOS collection face mask for instant moisture and radiance boost, for individual consumers seeking hydrating treatment masks.
- Soft Glow Foundation SPF20 Skin-equal foundation with SPF20 providing buildable coverage and natural dewy finish in multiple shades, for individual consumers seeking natural-looking base makeup.
- Hyaluronic Anti-Pollution CC Cream SPF15 Tinted CC cream with hyaluronic acid providing SPF15 protection, anti-pollution benefits and light coverage in multiple shades, for individual consumers seeking natural hybrid skincare-makeup.
- Tinted Ceramide CC Stick SPF30 Portable tinted CC stick with SPF30 and ceramide complex for on-the-go sun protection and tone evening, for individual consumers seeking portable natural color cosmetics.
- Dewy Hydra Caffeine Serum Stick Portable dewy serum stick with caffeine for instant hydration and glow on-the-go, for individual consumers seeking portable hybrid skincare.
- Bold Volume Mascara DEEP MATTER collection mascara providing dramatic volume and bold lash appearance, for individual consumers seeking natural lash makeup.
- SPF50 Mineral Sunscreen Stick Mineral sunscreen in stick format with SPF50 for easy application and reapplication, for individual consumers seeking natural broad-spectrum sun protection.
- Volume Shampoo (GROW Collection) Hair growth shampoo from the GROW collection for fuller, thicker-looking hair and scalp stimulation, for individual consumers seeking natural hair-thickening solutions.
- Micro-Keratin Healthy Hair Mist (SILK Collection) SILK collection spray for stronger, fuller-looking hair with micro-keratin technology, for individual consumers seeking leave-in hair treatment.
- HIS Face Cream for Men Men's skincare collection day cream with Vitamin C for men's specific skin concerns, for individual male consumers seeking natural men's grooming.
- Plum Plum Lip Perfection Balm COSMOS Organic lip balm with plum oil and shea butter for lip hydration and plump finish, for individual consumers seeking natural lip care.
- Full Collection for Acne-Prone Skin Complete ACNE collection kit for acne-prone skin including cleanser, toner, serum and moisturizer, for individual consumers (or gift purchasers) seeking a full natural acne regimen in one purchase.
- Age Pro Skincare Set for Mature Skin Complete trio set from the Age Pro collection for mature skin including serum, day cream and night cream, for individual consumers seeking a bundled anti-aging routine.
- HIS Skincare 2-Step Routine Set Men's complete face routine set including face cream and eye cream for daily men's grooming, for individual male consumers (or gift purchasers) seeking a bundled men's routine.
- The Icons Mini Set Bestseller mini gift set featuring multiple MÁDARA product samples in light or medium tones, for individual consumers (or gift purchasers) seeking a discovery set.
- 3-Step Hair Care Routine Set Complete hair care set including GROW Volume Shampoo, Volume Conditioner and SILK Micro-Keratin Healthy Hair Mist for fuller, stronger hair, for individual consumers seeking a bundled hair routine.
Quantifiable outcome
- Up to 99% formula usage achieved through airless bottle packaging technology, greatly reducing product waste.
- +2 more outcomes
Companies that use Madara Cosmetics
Customer profileSegments3 records
Ideal customer profiles3 records
Madara Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Madara Cosmetics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Latvia Presidential Chancellery (Chapter of Orders)minorThe Chapter of Orders within Latvia's Presidential Chancellery announced Lotte Tisenkopfa-Iltnere, founder of Madara Cosmetics, as a recipient of the Order of the Three Stars — Latvia's highest state award — recognizing her contribution to Latvia's business and culture.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Madara Cosmetics competitors and assessment
Company assessmentEmerging players
- RMS Beauty: Clean makeup brand focused on natural, food-grade ingredients for color cosmetics. Comparable in clean beauty color cosmetics with overlapping aesthetic, though smaller US-focused distribution.
- Kosas: Clean-beauty color cosmetics brand with skincare-infused formulas; share the clean/natural positioning in the makeup category, though smaller and US-anchored.
- Herbivore Botanicals: US-based natural/botanical skincare brand with a clean-beauty DTC model. Comparable in botanical-ingredient-led clean-beauty positioning, though smaller in scale and US-anchored.
Broad incumbents
- Burt's Bees: Mass-market natural personal-care brand (Clorox-owned) covering skincare, body care, lip care, and color cosmetics with natural-ingredient positioning. Comparable in natural-ingredient brand heritage, though significantly larger and broader category-spanning.
Direct peers
- Drunk Elephant: Clean-beauty skincare brand built on 'biocompatible' ingredient philosophy with strong DTC origins (acquired by Shiseido). Directly comparable in clean-ingredient positioning and premium skincare price architecture, though larger and broader in distribution.
- ILIA Beauty: Clean-makeup brand known for skincare-infused color cosmetics with strong DTC and Sephora presence. Comparable in clean-beauty positioning, color-cosmetics specialization, and premium price points.
- REN Clean Skincare: Bio-active clean-skincare brand (acquired by Unilever) with a strong clean-beauty positioning. Comparable as a clean-skincare mid-sized brand with overlapping target customer and ingredient-philosophy approach.
- Tata Harper: US-based premium clean-beauty skincare brand offering natural/plant-based formulations, DTC-led distribution, and a similar premium price point. Highly comparable in positioning, certification strategy (organic/natural), and target consumer.
- Weleda: Swiss/German 100-year-old natural and organic skincare and body care brand with NATRUE certification and a Europe-centric distribution model. Comparable in organic certification depth, multi-decade brand heritage, and skincare/body-care portfolio breadth.
- Dr. Hauschka: German natural cosmetics brand with a long heritage, certified natural formulations, and a holistic positioning. Comparable in natural-certification strategy, premium skincare positioning, and European origins.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Madara Cosmetics social profiles
Digital presenceMadara Cosmetics compliance and trust
Trust signalCompliance13 records
Madara Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madara Cosmetics leadership team
Management profileNumber of profiles
Profiles1 record
Madara Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madara Cosmetics M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madara Cosmetics
What does Madara Cosmetics do?
Madara Cosmetics develops, manufactures and sells certified organic and natural skincare, color cosmetics, hair care and body care products under the MÁDARA brand. Products are formulated with Northern botanical actives and produced in the company's own factory in Mārupe, Latvia, then sold directly to consumers worldwide through the brand's e-commerce storefront at unit prices ranging from approximately €9.95 to €58.95+.
Is Madara Cosmetics a public or private company?
Madara Cosmetics is a public company. It is classified as public and is currently operating.
When was Madara Cosmetics founded?
Madara Cosmetics was founded in 2006. It employs 101 to 250 people.
Where is Madara Cosmetics based?
Madara Cosmetics is headquartered in Marupe, Latvia, in the Europe region.
How does Madara Cosmetics make money?
One revenue line is on record: direct-to-Consumer Product Sales.
Who are Madara Cosmetics's main competitors?
Emerging players on record are RMS Beauty, Kosas and Herbivore Botanicals. Burt's Bees is listed as a broad incumbent. Direct peers are Drunk Elephant, ILIA Beauty, REN Clean Skincare, Tata Harper, Weleda and Dr. Hauschka.
Does Madara Cosmetics have an API?
No public API is recorded for Madara Cosmetics.
What industry is Madara Cosmetics in?
Madara Cosmetics's product category is Natural and Organic Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 45612 and its SIC code is 2844.