What BeautyCreations Cosmetics does

BeautyCreations Cosmetics, operating as BEBELLA INC, is a US-headquartered direct-to-consumer beauty brand founded in 2015 (some sources cite 2016) and based in Cerritos, California. The company sells affordable color cosmetics, skincare, body care, hair tools, and accessories through its Shopify e-commerce platform, with localized storefronts in the United States, Mexico (beautycreationscosmetics.com.mx), and Chile (beautycreationscosmetics.cl), supplemented by a wholesale channel, physical retail locations accessed via store locator, and iOS and Android mobile apps. The product portfolio spans eyes (Eyeconic Mascara, Lash Flex, Magnetic Palettes, Riding Solo single shadows, 3D Faux Mink lashes), face (Flawless Stay foundation in up to 30 shades with niacinamide infusion, primers, blushes, highlighters like the Shimmer Veil, Marble Blush), lips (Kiss Me Liquid Gel Tint, Nude X), skincare (Skin by BC), body care (Sweet Dose), and hair tools (5-in-1 Curling Multistyler, Ionic Thermal Brush), with products priced from $2 single items to $199 premium bundles and free shipping over $50.

A defining element of the assortment is a portfolio of licensed IP collaborations that includes Powerpuff Girls, Rugrats, Bratz, My Little Pony, SpongeBob SquarePants, Polly Pocket, Disney's The Nightmare Before Christmas, Barbie, and tokidoki, each generating themed palettes, lip products, body care, and accessories. The brand also operates co-branded collections with named influencers and creators (Rosy McMichael, LesDoMakeup, Murillo Twins, Louie Castro, Luis Torres, YERIMUA, Victor Guadarrama) and is supported by earned media in Forbes, Good Morning America, Business of Fashion, and LA Weekly, plus sponsorships of New York Fashion Week, the NBA, and the NFL.

Monetization is primarily one-time direct e-commerce sales, with licensing-royalty economics on the IP collaborations, a wholesale revenue stream for retail partners, and a recurring-style engagement layer via the Beauty Lovers Squad tiered loyalty program (Beauty Lover at $1, Beauty On The Rise at $100, Top-Notch Beauty at $300). The customer base is split across beauty enthusiasts and makeup lovers (primary), nostalgia-driven IP collectors, and value-conscious consumers seeking quality cosmetics at sub-$30 price points. Distribution relies on owned D2C channels, with marketing driven by organic social (TikTok, Instagram, YouTube, Facebook, LinkedIn), influencer collaborations, email, PR, and an Ipsy beauty-subscription partnership.

Name

BeautyCreations Cosmetics

Legal name

BEBELLA INC

Website

https://beautycreationscosmetics.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

BeautyCreations Cosmetics (BEBELLA INC) is a US-based direct-to-consumer beauty brand selling affordable color cosmetics, skincare, body care, and hair tools via Shopify storefronts in the US, Mexico, and Chile, differentiated by licensed collaborations with major entertainment IP (Powerpuff Girls, Bratz, SpongeBob, My Little Pony, Barbie) and influencer co-branded collections.

Ownership category

akta.pro rank

Product category

Affordable Cosmetics & Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Beauty Tools, Accessories & Devices Distribution (CRAOAEAL)

Keywords

• Affordable cosmetics
• Licensed beauty collaborations
• Direct-to-consumer makeup
• Inclusive shade foundations
• Vegan cruelty-free beauty

Headquarters

HQ city

Cerritos

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned e-commerce platform (beautycreationscosmetics.com) selling cosmetics, skincare, body care, hair tools, and accessories directly to consumers. Products range from $2-$199 with various price points across categories.
2. Licensed Product Collaborations: Revenue from licensed collaborations with IP holders including Powerpuff Girls, Rugrats, Bratz, My Little Pony, SpongeBob SquarePants, Polly Pocket, Nightmare Before Christmas, and tokidoki. Products include themed palettes, lip products, body care, and accessories.
3. Wholesale Distribution: Wholesale channel for retail partners to carry Beauty Creations products
4. Rewards Program: Beauty Lovers Squad loyalty program drives customer retention and repeat purchases through points earned on purchases, reviews, and social engagement

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

BeautyCreations Cosmetics (operating as BEBELLA INC) designs, manufactures, and sells affordable cosmetics, skincare, body care, hair tools, and beauty accessories directly to consumers through its own Shopify e-commerce platform. The company differentiates via an extensive portfolio of licensed IP collaborations with major entertainment franchises (My Little Pony, Rugrats, Bratz, SpongeBob, Polly Pocket, Nightmare Before Christmas, Barbie, tokidoki) and inclusive shade ranges (30+ foundation shades) at price points from $2 to $199.

Product overview

Beauty Creations Cosmetics is a direct-to-consumer cosmetics and beauty brand operating on a Shopify e-commerce platform. The company offers a diversified portfolio of makeup, skincare, body care, hair tools, and accessories organized around core product lines including the Eyeconic Mascara family, Flawless Stay foundation and primer collections, and customizable Magnetic Palettes and Riding Solo single shadows. Their offering spans face products (foundations in 18-30+ shades, primers, concealers, setting powders, blush, highlighters like the Shimmer Veil), eye products (eyeshadows, mascaras, falsies, brow solutions), lip products (tints, lipsticks, glosses, oils, liners), and body/hair categories. A distinctive element is their licensed IP collaborations with properties like My Little Pony, Rugrats, Bratz, SpongeBob SquarePants, Barbie, Polly Pocket, and Disney's Nightmare Before Christmas. The brand operates a loyalty program (Beauty Lovers Squad) and sells through owned e-commerce plus third-party marketplaces. Their tagline 'Own Your Beauty' reflects a mission centered on accessible, inclusive beauty.

Differentiator

Problem solved

Functional benefit

Products and services

• Eyeconic Mascara A mascara line offering volume and curl enhancement with peptide and vitamin E enrichment, including Mega Volume Mascara, Lift & Curl Waterproof Mascara, and a PR Mascara Set duo, targeted at everyday makeup consumers.
• Flawless Stay Foundation Collection 24-hour waterproof foundation line including Liquid Foundation (30 shades), Matte Foundation (30 shades), and Powder Foundation (18 shades), all infused with niacinamide, sold to consumers seeking inclusive, long-wear base makeup.
• Flawless Stay Shimmer Veil Multi-use cream-to-powder highlighter for face and body with multidimensional shimmer, available in 6 shades including Rose Gold, Pearlescent, and Champagne Kiss, sold to consumers for everyday and body highlighting.
• Mineralized Marble Blush Pressed blush with marbleized texture providing a soft, luminous glow, available in 8 shades including Peach Flame, Rosy Haze, and Berry Flirty, sold to consumers for cheek color.
• Magnetic Palettes Customizable eyeshadow palettes with magnetic closure, allowing customers to mix-and-match shades including Give Me Moss, Muted Mauves, Denim Blues, and New Nudes.
• Riding Solo Single Shadow Single eyeshadow pans for mix-and-match palette building; Vol. 1 (western) and Vol. 2 (space) include shades like Wild West, Cosmic Dolly, and Supernova.
• Kiss Me Liquid Gel Tint Smudge-proof lip tint with silicone lip blender for diffused, blended application, featuring 8 shades including Tender Rose, Magenta Moves, and Wine O'Clock.
• DUET Brow Pods & Brow Pencils Modular brow system combining gel tints and brow pencils for customizable brow looks, including Duet Gel Tint + Brow Pencil and Duet Brow Powder + Pomade.
• Flawless Stay Primer Collection Face prep products including Grip Primer, Poreless Primer, Hydrating Primer, and Matte Primer Stick designed for long-lasting makeup base.
• Lash Flex Mascara Collection Mascara line with Lengthening, Volumizing, and Thickening variants for customizable lash looks.
• 3D Faux Mink Lashes False lash collection featuring various styles including Bad Gal, Confidential, Discreet, and Hermosa for dramatic eye looks.
• Skin by BC Skincare line including cleansers and toners, moisturizers and serums, makeup remover, and face masks and sheets.
• Hair Tools Heat styling tools including straighteners, curlers, wavers, hot combs, the Ionic Thermal Brush, and a 5-in-1 Curling Multistyler.
• Brushes & Sets Makeup brush collections including the Pretty and Perfect 24 PC Brush Set, Oh Darling 24 PC Travel Brush Set, and specialty brushes like Snatch and Sculpt Brush.
• Licensed IP Collections Branded makeup and beauty products co-developed with licensed entertainment IPs including My Little Pony, Rugrats, Bratz, SpongeBob SquarePants, Barbie, Polly Pocket, Disney's Nightmare Before Christmas, and tokidoki, with 60% promotional pricing cycles.
• Dare To Be Bright Collection Colorful eye products featuring the Color Wheel Eyes palette, Color Base Primers in various shades, and Gel Pots for vibrant eye looks.
• Sweet Dose Collection Body care and lip care line with body lotion, body mist, lip balm, and mini body care kits in fruity flavors.
• Beauty Lovers Squad Rewards Program Customer loyalty program offering points for purchases, reviews, and social follows, with tiered rewards (Beauty Lover, Beauty On The Rise, Top-Notch Beauty) including free shipping and birthday bonuses.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Rosy McMichaelcoreGTM or Marketing PartnerInfluencer Rosy McMichael collaboration featuring Holiday Edit collection with branded makeup products.
• LesDoMakeupcoreGTM or Marketing PartnerInfluencer LesDoMakeup collaboration featuring dedicated collection volumes with branded products.
• Murillo TwinscoreGTM or Marketing PartnerInfluencer twins collaboration featuring dedicated lash collection and FIRE & DESIRE branded products.
• Louie CastrocoreGTM or Marketing PartnerInfluencer Louie Castro collaboration featuring Full Perra Potential branded lash collection.
• Luis TorrescoreGTM or Marketing PartnerInfluencer Luis Torres collaboration featuring It's A Vibe Face Palette and branded collections.
• Victor GuadarramaminorGTM or Marketing PartnerInfluencer collaboration featuring Victor Guadarrama branded makeup collection.
• YERIMUAminorGTM or Marketing PartnerInfluencer collaboration featuring YERIMUA branded makeup collection.
• IpsyminorGTM or Marketing PartnerPartnership with Ipsy beauty subscription service for product sampling and discovery through their subscription boxes.
• New York Fashion WeekminorGTM or Marketing PartnerProud sponsor of New York Fashion Week events for brand visibility and fashion industry presence.
• NBAminorGTM or Marketing PartnerProud sponsor of NBA sports league for brand visibility and sports marketing presence.
• NFLminorGTM or Marketing PartnerProud sponsor of NFL sports league for brand visibility and sports marketing presence.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• e.l.f. Cosmetics: Public mass-market beauty brand offering affordable makeup, skincare, and tools through DTC, mass, and specialty retail. Closely comparable to Beauty Creations on price positioning, shade range, and target value-conscious consumer.
• Revolution Beauty: UK-listed affordable beauty company with a comparable playbook of licensed IP collaborations, broad color cosmetics assortment, and global DTC plus retail distribution.
• BH Cosmetics: DTC affordable cosmetics brand historically known for high-shade-count palettes and trend-driven launches. Directly comparable assortment and price positioning.
• Morphe: Affordable, artist- and influencer-driven beauty brand with a strong palette business and creator collaborations. Closely overlaps Beauty Creations on eyes/face assortment and target beauty enthusiast demographic.
• ColourPop Cosmetics: DTC-first affordable beauty brand owned by Seed Beauty, known for trend-driven color cosmetics, frequent collection drops, and heavy social media presence — directly comparable GTM model to Beauty Creations.
• NYX Professional Makeup: L'Oréal-owned affordable professional makeup brand sold through DTC and mass/specialty retail. Comparable in price tier, broad assortment (eyes, face, lips), and trend-driven positioning.
• Kylie Cosmetics: Founder- and influencer-led beauty brand selling affordable-to-mid-tier color cosmetics primarily through DTC. Comparable in leveraging creator identity and social channels to drive demand.
• Wet n Wild: Long-standing mass-market affordable beauty brand with drugstore and DTC distribution. Comparable value-tier price points and broad face/eye/lip assortment.

Broad incumbents

• Ulta Beauty: Largest US specialty beauty retailer carrying a wide assortment of affordable and prestige brands. Relevant as both a potential distribution channel and a benchmark for category scale; competes indirectly for the same value-conscious beauty consumer.

Emerging players

• The Crayon Case: Latinx-founded, indie beauty brand with strong community/influencer orientation and similar affordable, vibrant color-cosmetics positioning. An emerging peer with overlapping audience and cultural identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbdXUDrts7Zk_QCc9XZ4KUw
• Facebookfacebook.com/beautycreationscosmetics
• LinkedInlinkedin.com/company/beauty-creations
• Instagraminstagram.com/beautycreations.cosmetics
• TikToktiktok.com/@beautycreationscosmetics

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 BeautyCreations Cosmetics