Grace & Stella

What Grace & Stella does

Grace & Stella is a privately held, direct-to-consumer vegan and cruelty-free skincare brand built around a color-coded hydrogel eye mask system. The company sells through its own Shopify-powered e-commerce site (graceandstella.com) with multi-currency support for the US, Canada, and UK, and through wholesale partnerships with Costco (733 locations in the US and Canada), Walmart, Target, and CVS, totaling 19,450+ retail storefronts. Its core product technology is a line of six color-coded eye mask variants — Gold (energizing, hydrolyzed vegetable protein), Orange (brightening, vitamin C), Pink (moisturizing, horse chestnut), Blue (illuminating, niacinamide), Purple (restoring, retinol and ceramide), and White (firming, peptide complex) — each formulated with distinct active ingredients targeting specific under-eye concerns. The product portfolio extends beyond eye masks into hyaluronic acid serum, foaming face wash, dead sea mud mask, cleansing balm, hydrocolloid pimple patches, lip masks, rose mist spray, cooling eye rollers, and gift-set bundles, with all SKUs carrying Leaping Bunny cruelty-free certification.

The business model combines DTC e-commerce with a Subscribe & Save subscription program (25% discount, flexible monthly/2-month/3-month cadences via Seal Subscriptions) and wholesale distribution to mass-market retailers. Individual products are priced at $10-$67 with bundled gift sets offering 25-54% discounts off aggregate retail. Customer acquisition is driven by viral TikTok content, influencer partnerships, celebrity endorsement (Jessica Alba), earned media (NBC, Yahoo, Byrdie, PopSugar), affiliate programs, and promotional sweepstakes. Customer validation is evidenced by 4 million+ cumulative customers and 180,000+ five-star reviews. A proprietary AI chatbot ('Dewie') assists with on-site product discovery. The company is privately held with no disclosed funding rounds, operating status, or management team information, suggesting a bootstrapped or self-funded ownership structure.

Name

Grace & Stella

Legal name

grace & stella

Website

https://graceandstella.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Grace & Stella is a privately held DTC vegan skincare brand selling color-coded hydrogel eye masks and complementary face care products through its e-commerce site and 19,450+ retail locations across Costco, Walmart, Target, and CVS. The company serves individual skincare consumers, gift buyers, and mass-market retail shoppers in the US, Canada, and UK.

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Skincare Sets, Kits & Travel Sizes (CRABAAAL)

Keywords

• Vegan skincare products
• Under eye masks
• Cruelty-free beauty
• Face care serums
• Skincare gift sets

Headquarters

HQ city

Libertyville

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-to-Consumer E-commerce: Primary revenue stream through graceandstella.com. Customers purchase individual products or bundled gift sets at varying price points ($10-$67 per item). Both one-time purchase and subscription options available with 25% savings on subscriptions.
2. Retail Distribution: Wholesale revenue through major retail partners including Costco (733+ locations), Walmart, Target, and CVS. Products sold in physical retail locations with retailer-specific packaging configurations.
3. Subscription/Autoship: Subscribe & Save program offering 25% discount on regular deliveries. Customers choose delivery frequency (monthly, 2 months, 3 months) with ability to modify or cancel anytime.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Grace & Stella designs, brands, and sells vegan and Leaping Bunny certified cruelty-free skincare products, with the core portfolio built around color-coded under eye masks (Gold, Blue, Pink, Purple, Orange, White) targeting different under-eye concerns. The catalog extends to face serums, cleansers, mud masks, cleansing balms, facial sprays, pimple patches, foot peel masks, lip masks, and curated gift sets, distributed through its own DTC site and major mass-market retailers.

Product overview

Grace & Stella is a direct-to-consumer vegan and cruelty-free skincare brand offering a comprehensive portfolio of eye care, face care, and self-care products. The core product line centers on colored under eye masks (gold/energizing, orange/brightening, pink/moisturizing, blue/illuminating, purple/restoring, white/firming) designed to address various under-eye concerns. Complementary face care includes Hyaluronic Acid Serum, Foaming Face Wash, Dead Sea Mud Mask, and Cleansing Balm. The brand also offers lip masks, pimple patches, foot peel masks, facial sprays, and skincare tools including rollers. Gift sets bundle multiple products together. All products are Leaping Bunny certified cruelty-free and 100% vegan. Distribution spans DTC website as well as major retailers including Costco, Walmart, Target, and CVS across the US and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Brightening Orange Eye Masks Vitamin C-infused under eye masks designed to brighten dark circles and improve under-eye radiance, formulated with hyaluronic acid for hydration and carrageenan for moisture lock. Sold individually or in multi-pair packs to individual consumers seeking vegan, cruelty-free eye care.
• Energizing Eye Masks (Gold) Gold-colored hydrogel under eye masks with hydrolyzed vegetable protein, hyaluronic acid, and chondrus crispus powder formulated to minimize signs of premature aging and counteract dark circles. Targeted at individual consumers seeking vegan, cruelty-free under-eye treatment.
• Moisturizing Pink Eye Masks Pink hydrogel under eye masks with horse chestnut extract, palmitoyl tripeptide-5, and fructose for reducing dark circles, supporting collagen production, and providing hydration. Award-winning vegan, cruelty-free eye care product for individual consumers.
• Illuminating Blue Eye Masks Blue hydrogel under eye masks with niacinamide, camellia sinensis leaf extract, and rosemary leaf extract to support the skin barrier, soothe puffiness, and reduce dark spots. Vegan, cruelty-free eye care product targeting individual consumers.
• Restoring Purple Eye Masks Purple hydrogel under eye masks with retinol, ceramide, and glycerin formulated for overnight restoration of under-eye skin, reducing fine lines and addressing dark circles. Vegan, cruelty-free eye care product for individual consumers.
• Firming White Eye Masks Pearl/white hydrogel under eye masks with a peptide complex, niacinamide, and allantoin designed to lift, tighten, and plump the under-eye area while addressing premature aging. Vegan, cruelty-free eye care product for individual consumers.
• Under Eye Mask Combo Pack (72-pair) Bundled 72-pair pack containing 24 pairs each of Gold, Blue, and Pink under eye masks, sold as a discounted bundle for consumers wanting to sample the full eye mask range or purchase in bulk. Vegan, cruelty-free eye care product.
• Hyaluronic Acid Serum Hydrating face serum formulated with sodium hyaluronate crosspolymer, Ahnfeltia Concinna extract, and panthenol to deliver extended hydration, support cell turnover, and address fine lines, wrinkles, and hyperpigmentation. Vegan, cruelty-free serum for individual consumers.
• Foaming Face Wash Sulfate-free, pH-balanced foaming cleanser with rose damascena flower water, aloe vera extract, and hyaluronic acid, formulated to balance pH, soothe skin, and retain moisture. Vegan, cruelty-free daily cleanser suitable for all skin types, including sensitive skin.
• Dead Sea Mud Mask Purifying face mask formulated with pure Dead Sea mud for detoxification, kaolin clay for exfoliation, and shea butter for moisture. Vegan, cruelty-free treatment mask targeted at consumers with oily and combination skin.
• Cleansing Balm Solid-to-milk cleansing balm with vitamin E, cetyl ethylhexanoate, and synthetic beeswax that removes waterproof makeup without stinging eyes while supporting the moisture barrier. Vegan, cruelty-free makeup remover for individual consumers.
• Rose Facial Spray Rose water facial spray designed to soothe, hydrate, and tone skin, calm redness, and prep skin to absorb subsequent skincare products. Vegan, cruelty-free facial mist for individual consumers.
• Hydrocolloid Pimple Patches Hydrocolloid pimple patches available in multiple shapes (round, heart, multishape) and sizes that absorb pimple fluids and protect blemishes from external irritants. Vegan, cruelty-free acne treatment for individual consumers.
• Berry Lip Mask Hydrating lip mask formulated for overnight or on-the-go moisture for the lips, positioned within the on-the-go Tiny Treats collection. Vegan, cruelty-free lip care product for individual consumers.
• Exfoliating Foot Peel Mask Exfoliating foot peel mask available in original and lavender fragrances that removes dead skin cells for smoother feet. Vegan, cruelty-free foot care product for individual consumers, with viral TikTok traction.
• Dream Team Gift Set Curated gift set featuring multiple eye masks and skincare products bundled at a discounted price for gifting occasions such as birthdays, holidays, and bridal parties. Vegan, cruelty-free gifting bundle for individual consumers.
• Eye Glow Trio Gift Set Gift set bundling three eye mask variants with different targeted benefits, packaged for gifting to friends, family, or bridal parties. Vegan, cruelty-free giftable bundle for individual consumers.
• Dew-Tox and Chill Gift Set Skincare gift set combining detox and relaxation-themed products as a curated bundle, positioned within the Bridal Party collection for gifting and self-care occasions. Vegan, cruelty-free giftable bundle for individual consumers.
• Hot + Cool Gel Bead Sleep Eye Mask Reusable gel bead sleep eye mask that can be heated or cooled for therapeutic under-eye treatment, available in pink and lilac color options. Vegan, cruelty-free eye care accessory for individual consumers.

Quantifiable outcome

• Visible reduction in under-eye puffiness within 15-20 minutes of application
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Gravitiq X, LLCminorGTM or Marketing PartnerGravitiq X, LLC administers the 'Take Me With You' Harry Styles concert sweepstakes on behalf of Grace & Stella. The partnership involves a promotional contest offering 19 winners tickets to a private suite at Madison Square Garden, with $500 travel stipends and hotel accommodation. Estimated prize value: $1,620 per winner.
• Costco WholesalecoreChannel Partner/ Reseller/ DistributorGrace & Stella products are sold in 733 Costco locations across the US and Canada. Products are offered in bulk-friendly packaging including 72-pair eye mask combo packs and retailer-specific configurations. Costco relationship represents a major distribution channel for the brand.
• WalmartcoreChannel Partner/ Reseller/ DistributorProducts available at Walmart stores with dedicated store locator page. Mass-market retail presence expands brand accessibility to value-conscious consumers.
• TargetcoreChannel Partner/ Reseller/ DistributorProducts sold at Target in 6-pair giftable packaging configurations. Represents key mass-market retail partnership for brand distribution.
• CVS PharmacycoreChannel Partner/ Reseller/ DistributorProducts available at CVS stores including energizing gold eye masks in 2 or 6 pair formats. Provides accessible retail presence in pharmacy channel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Patchology: Direct competitor in the eye patch and hydrogel mask category with similar mass-market retail distribution and DTC model. Patchology overlaps with Grace & Stella on eye care SKUs and gift set positioning.
• Dr. Teal's: Mass-market personal care brand (owned by PDC Brands) with broad retail distribution including Walmart and Target. Range includes body care and skincare products directly comparable to Grace & Stella's bath/body/mask offerings.
• The Ordinary: Affordable science-backed skincare brand with strong DTC and retail presence. Comparable in price point, ingredient-forward marketing, and mass-market accessibility to Grace & Stella.
• e.l.f. Cosmetics: Affordable beauty brand with strong mass retail and DTC presence. Comparable to Grace & Stella in price positioning, omnichannel distribution, and viral marketing-driven growth strategy.
• Tula Skincare: Skincare brand with celebrity backing (founded with probiotic focus) competing in mass and DTC channels. Overlaps with Grace & Stella on affordable skincare positioning and influencer-driven launch strategy.
• Yes To: Affordable natural skincare brand sold through mass retailers including Target and Walmart. Comparable to Grace & Stella in price point, vegan positioning, and broad retail distribution model.
• Mario Badescu: Affordable skincare brand with face mask and skincare serum offerings across DTC and retail. Comparable product mix (masks, serums, cleansers) and price point to Grace & Stella.
• Hero Cosmetics: Viral DTC beauty brand that scaled through pimple patches and lip products, with recent expansion into Target and mass retail. Comparable to Grace & Stella on viral product-led growth, DTC-to-retail expansion, and demographic target.

Broad incumbents

• Neutrogena: Mass-market skincare incumbent with deep retail distribution across Walmart, Target, CVS, and drugstores. Defines the competitive set Grace & Stella competes against but with a vastly larger portfolio and R&D budget.
• Drunk Elephant: Premium clean beauty skincare brand with DTC and retail presence (Sephora, Ulta). Comparable in clean/vegan ingredient positioning to Grace & Stella but at a higher price tier and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/graceandstella
• Instagraminstagram.com/graceandstella
• TikToktiktok.com/@graceandstella?lang=en
• Xx.com/graceandstella

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Grace & Stella