What Natasha Denona Makeup does

Natasha Denona Makeup is a privately held luxury beauty brand founded in 2012 by namesake founder Natasha Denona, operating as a direct-to-consumer seller of pro-grade color cosmetics and hybrid skincare-makeup. The company is incorporated in New York as Natasha Denona Makeup LLC (HQ: 39 East 30th Street, New York, NY 10016) and runs a separate EU trading entity, Natasha Denona Trading Ltd, based in Bkara, Malta, to serve EU and UK customers. Headcount is 51-100 employees.

The product portfolio centers on five categories: Eyes (multiple eyeshadow palettes including Eye Sculpt, I Need A Nude, Golden, Xenon, Glam, Roxa, Tan, and My Dream at $29-$82), Base (the HY-GLAM Foundation with 52 inclusive shades at $52, plus Concealer, Setting Powder, and Brightener), Lips (I Need A Nude Lip Crayon $25, HY-GLOSS $28), Cheeks (HY-BLUSH $42), and HY-GEN hybrid primers ($50). Products are developed in Italian laboratories using Japanese amino acid bio-mimetic pigments powdered by Korean technology, with the founder personally designing every formula. The brand positions around pro-grade pigmentation, 18-hour wear claims, vegan/cruelty-free/talc-free/hypoallergenic formulations, and clinically proven skincare benefits in the HY-GLAM line.

The business model is unit-based direct-to-consumer commerce through owned Shopify-powered storefronts at natashadenona.com (US, free shipping over $49) and natashadenona.eu (EU), augmented by a Pro Artist Program for professional makeup artists, an affiliate channel via Impact.com, a Refer-a-Friend program, ND's Rewards loyalty program, and broad payment options including Shop Pay, PayPal, Apple Pay, Google Pay, Amazon Pay, Afterpay BNPL, and major card networks. Marketing runs across Instagram, TikTok, Facebook, Pinterest, and email. The company is GDPR- and CCPA-compliant.

Name

Natasha Denona Makeup

Legal name

Natasha Denona Makeup LLC

Website

https://natashadenona.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Privately held luxury beauty brand founded in 2012 by namesake founder Natasha Denona, selling pro-grade eyeshadow palettes and hybrid skincare-makeup directly to consumers via owned US and EU e-commerce storefronts at premium price points ($25-$89).

Ownership category

akta.pro rank

Product category

Luxury Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Luxury makeup products
• Pro-grade eyeshadow palettes
• Hybrid skincare cosmetics
• Premium beauty brand
• Direct-to-consumer beauty

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of luxury cosmetics including eyeshadow palettes, foundations, concealers, lip products, and cheek products through owned e-commerce platforms. Products sold at premium price points ($25-$89).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Natasha Denona Makeup is a luxury beauty brand that develops, formulates, and sells pro-grade cosmetics including highly pigmented eyeshadow palettes, hybrid skincare-makeup complexion products (HY-GLAM foundation, concealer, setting powder, brightener), lip products, blushes, primers, and application tools. Founder Natasha Denona personally designs every formula, produced in leading Italian laboratories, and the brand sells directly to consumers through its own e-commerce storefronts in the US and EU.

Product overview

Natasha Denona Makeup is a luxury beauty brand offering pro-grade makeup products with an emphasis on highly pigmented eyeshadow palettes and hybrid skincare-makeup fusion products. The product portfolio centers on five key categories: Eyes (including multiple eyeshadow palettes such as Eye Sculpt, I Need A Nude, Golden, Xenon, Glam, Roxa, Tan, and My Dream), Base (featuring the HY-GLAM Foundation with 52 shades, HY-GLAM Concealer, HY-GLAM Setting Powder, and HY-GLAM Brightener), Lips (including I Need A Nude Lip Crayon and HY-GLOSS), Cheeks (featuring HY-BLUSH and highlighters), and HY-GEN hybrid skincare primers. The brand also offers curated collections like HY-BRID (skincare-makeup fusion), Holiday, I Need A Rose, I Need A Rouge, and Golden collections, as well as Sets & Bundles including the My Dream Pouch. Products are formulated in Italian labs with high-quality ingredients and feature the founder's signature artistic technique.

Differentiator

Problem solved

Functional benefit

Brands

• HY-GLAM: Hybrid skincare-makeup line featuring foundation, concealer, setting powder, and brightener with clinically proven skincare benefits.
• HY-GEN
• HY-BRID
• I Need A Nude
• I Need A Rose
• I Need A Rouge
• Eye Sculpt
• ND COLLECTIONS

Products and services

• HY-GLAM Foundation Hybrid foundation-skincare product combining high-performance makeup with clinically proven skincare benefits. Uses Japanese amino acid bio-mimetic pigments and Korean technology, formulated with Italian chemists. Features 52 shades with a self-setting, medium-buildable formula and weightless serum texture lasting up to 18 hours.
• HY-GLAM Concealer Concealer designed to complement the HY-GLAM Foundation, offering an extensive shade range for color matching. Features a skincare-infused formula with similar hybrid technology benefits.
• HY-GLAM Setting Powder Setting powder from the HY-GLAM line designed to set makeup and extend wear time.
• HY-GLAM Brightener Brightening concealer or corrector from the HY-GLAM line designed to brighten and correct the under-eye area.
• HY-GEN Primer Serum Hybrid primer-serum product combining skincare benefits with makeup preparation, part of the HY-GEN line, priced at $50.
• HY-BLUSH Hybrid blush product combining skincare and color cosmetics, available in multiple shades for cheek application, priced at $42.
• HY-GLOSS Lip gloss product available in multiple shades, priced at $28, providing hybrid lip color.
• I Need A Nude Lip Crayon Lip crayon from the I Need A Nude lip collection featuring nude lip shades, priced at $25.
• Eye Sculpt Texture and Tone Eyeshadow Palette Eyeshadow palette featuring variations in texture and tone, available in 'Soft' and 'Dramatic' color stories for versatile eye looks, priced at $82.
• I Need A Nude Eyeshadow Palette Eyeshadow palette featuring a nude color story with highly pigmented shades for natural-looking eye makeup.
• I Need A Warm Eyeshadow Palette Eyeshadow palette featuring warm-toned shades for creating warm-toned eye looks.
• Golden Eyeshadow Palette Eyeshadow palette featuring golden tones and metallic shades for glamorous eye looks.
• Xenon Eyeshadow Palette Pro-grade eyeshadow palette with signature Natasha Denona pigmentation and blendability.
• Glam Eyeshadow Palette Eyeshadow palette designed for glamorous eye looks with high-impact color payoff.
• Roxa Eyeshadow Palette Eyeshadow palette featuring rose-toned and mauve shades for versatile eye looks.
• Mini Eye Sculpt Palette Compact version of the signature Eye Sculpt palette, available in Original and Cool color variations, priced at $29.
• Tan Eyeshadow Palette Eyeshadow palette featuring tan and neutral-toned shades for natural eye looks, priced at $72.
• My Dream Palette Signature eyeshadow palette with a dreamy, romantic color story featuring soft pinks and complementary shades.
• My Dream Pouch Makeup set bundled in a pouch featuring multiple products from the My Dream collection, priced at $89.
• Essential Eyeshadow Duo Compact two-shade eyeshadow duo for essential eye looks and travel-friendly application, priced at $30.
• My Mini Dream Glow Blush Ornament Mini-sized glow blush product packaged in ornament format, limited edition holiday item, priced at $20.
• Luxe Glam Compact Compact powder product available in Nude, Cool, and Rosy shades for on-the-go touch-ups, priced at $48.
• HY-GLAM Powder Brush Professional-grade powder brush from the HY-GLAM line for flawless powder application, priced at $38.
• HY-GLAM Marshmallow Puff With Case Makeup applicator puff with protective case from the HY-GLAM line for flawless foundation application, priced at $20.
• Online Gift Card

Quantifiable outcome

• Up to 18-hour wear time for HY-GLAM Foundation
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature2 records

Partnerships

One partnership is on record.

• Impact.comminorGTM or Marketing PartnerAffiliate program management platform allowing partners to promote Natasha Denona products and earn commissions. Located at: https://app.impact.com/campaign-promo-signup/Natasha-Denona-Makeup-(US).brand

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Kosas: Independent clean beauty brand with strong skincare-makeup hybrid positioning (Reveal foundation, Tinted Face Oil). Comparable on skinification trend, premium DTC model, and complexion franchise emphasis.

Direct peers

• Huda Beauty: Founder-led, influencer-driven prestige beauty brand with strong palette franchise and mid-premium pricing. Comparable on founder-driven growth, eyeshadow-heavy assortment, and global DTC distribution.
• Rare Beauty: Founder-led (Selena Gomez) prestige beauty brand with strong DTC presence and focus on complexion and skin-forward color. Comparable on founder-driven authenticity, millennial/Gen Z consumer, and DTC-led model.
• Fenty Beauty: Celebrity-founded inclusive beauty brand known for industry-leading foundation shade range (40+ shades) at prestige price points. Highly comparable on inclusive complexion strategy and DTC-led growth.
• Pat McGrath Labs: Founder-led, pro-grade luxury cosmetics brand positioned around a globally celebrated makeup artist. Closely comparable to Natasha Denona on positioning, pricing tier, palette-heavy assortment, and artist-narrative storytelling.
• Kevyn Aucoin Beauty: Pro-grade luxury cosmetics brand named for a legendary makeup artist, with prestige price points and emphasis on complexion and sculpt products. Direct comparable on artist-heritage positioning and target consumer.
• Lisa Eldridge: Celebrated MUA-founded luxury cosmetics line with very small, curated assortment and ultra-premium pricing. Comparable on artist-founder positioning and prestige color cosmetics niche.
• Charlotte Tilbury: Founder-led prestige beauty brand with pro-grade positioning, premium pricing, and a heavy emphasis on complexion and eye palettes. Directly comparable on customer demographic, price band, and DTC-plus-wholesale omnichannel strategy.
• Makeup By Mario: Celebrity MUA-founded brand with pro-grade pigment positioning, premium palette pricing, and a focused complexion + eye assortment. Closely comparable on founder-artist narrative and pro/consumer hybrid positioning.

Broad incumbents

• Hourglass Cosmetics: Established prestige beauty brand (Unilever-owned) with overlapping complexion, palette, and hybrid skincare-makeup products. Comparable on premium positioning and complexion category overlap, though broader portfolio and conglomerate-backed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/natasha_denona

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Natasha Denona Makeup