Cinema Secrets
Cinema Secrets is a privately held, family-owned professional cosmetics company founded in 1985 that designs and sells brush cleaners, foundations, and pro-grade beauty tools to makeup artists and beauty consumers via Sephora, Amazon, DTC e-commerce, and international distributors.
- Company typePrivate
- Founded1985
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Cinema Secrets does
Cinema Secrets is a privately held, family-owned professional cosmetics company founded in 1985 by Maurice Stein in Burbank, California, and now in its third generation of family stewardship. The company designs, manufactures, and sells a professional-grade product portfolio anchored by its signature brush cleaning system (including the Original Blue Vanilla, Tropical Lemon, and All-Natural Vegan variants), 5-in-1 Pro Foundation Palettes, single-shade foundations, correctors, setting and illuminating powders, applicator brushes and sponges, stainless steel tools, and prep/skincare products. It also distributes the Woochie SFX line for Halloween and special-effects applications.
The company serves two principal customer segments: professional makeup artists working in film, television, bridal, editorial, and stage; and consumer beauty enthusiasts purchasing through prestige and online retail. Its go-to-market combines direct e-commerce at cinemasecrets.com with placement at Sephora and Amazon, supplemented by international distributors covering 12 or more countries. Pricing spans $5–$50 across most SKUs, with a tiered Pro Membership program ($400/year Premiere, $1,200/year Pro) and a rewards program creating a recurring-revenue layer for high-engagement professional customers.
Cinema Secrets operates as a private corporation with no institutional funding rounds or public-company positioning, headquartered at 6639 Odessa Avenue in Los Angeles with a 51–100 employee base. Distribution, product breadth, and channel mix indicate a specialty brand in steady, organic-growth mode rather than venture-scaled expansion.
Cinema Secrets firmographics
Firmographics- Name
- Cinema Secrets
- Legal name
- Cinema Secrets, Inc.
- Website
- https://cinemasecrets.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Cinema Secrets is a privately held, family-owned professional cosmetics company founded in 1985 that designs and sells brush cleaners, foundations, and pro-grade beauty tools to makeup artists and beauty consumers via Sephora, Amazon, DTC e-commerce, and international distributors.
- Ownership category
- akta.pro rank
Cinema Secrets industry classification
Industry- Product category
- Professional Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color) (CRABACAH), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Brushes & Brush Sets (CRABAKAA), Film/TV/Theater Makeup (HSALAHAE), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)
Keywords
Where Cinema Secrets is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Cinema Secrets business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct product sales through cinemasecrets.com website to consumers and professional makeup artists. One-time product purchases across brushes, foundations, skincare, and tools categories.
- Retail Distribution: Sales through Sephora stores and Amazon marketplace partnerships. Wholesale relationships with international distributors across Canada, UK, Australia, Europe, Asia, and Middle East.
- Membership Program Revenue: Annual Pro Membership at $1200/year for professional makeup artists with exclusive pricing, free shipping, and early access to products. Premiere tier at $400/year with additional benefits.
- Rewards Program: Points-based loyalty program where customers earn 1-1.5 points per dollar spent. Points redeemable for $3 per 100 points, driving repeat purchases and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Blue Vanilla Brush Cleaner - sizes from 2oz to 32oz |
| Unit Pricing | Pay-as-you-go | Tropical Lemon Brush Cleaner - sizes from 1oz to 32oz |
| Unit Pricing | Pay-as-you-go | All-Natural Vegan Brush & Blender Soap |
| Unit Pricing | Pay-as-you-go | Ultimate Foundation Palettes and Singles |
| Unit Pricing | Pay-as-you-go | Ultimate Corrector Products |
| Unit Pricing | Pay-as-you-go | Ultralucent Setting Powders |
| Unit Pricing | Pay-as-you-go | Ultralucent Illuminating Powders |
| Unit Pricing | Pay-as-you-go | Skincare and Prep Products |
| Unit Pricing | Pay-as-you-go | Professional Makeup Brushes |
| Subscription | Annual | Rewards Program Tiers |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Cinema Secrets product offering
Product offeringCore offering
Cinema Secrets Pro Cosmetics manufactures and sells professional-grade makeup and beauty tools, with its flagship offerings being quick-drying, rinse-free makeup brush cleaners (Original Blue Vanilla and Tropical Lemon formulas) alongside pro-grade foundations, correctors, setting powders, illuminating powders, waterproof makeup removers, synthetic brushes, sponges, and stainless steel tools. The product line also includes Woochie special effects products (liquid latex, FX blood, water-activated makeup) for Halloween and professional SFX applications.
Product overview
Cinema Secrets Pro Cosmetics is a family-owned professional makeup brand founded in 1985, offering a comprehensive portfolio of makeup and beauty tools. The product lineup centers on two flagship brush cleaner lines (Original Blue Vanilla and Tropical Lemon in sizes from 2oz to 32oz, plus All-Natural Vegan Brush Soap in regular and mini sizes), paired with professional-grade makeup including Ultimate Foundation Palettes in 6 series (100-500B), Ultimate Corrector Palettes, Ultralucent Setting and Illuminating Powders. The tools category spans makeup brushes (14 styles), Pro Blender sponges, powder puffs, and stainless steel mixing tools. Seasonal offerings include Wedding Season essentials (25 products) and Festival Season collections (33 products), while Halloween offerings feature Woochie SFX products including water-activated makeup, liquid latex, FX blood, body crayons, and EZ FX peel-and-stick kits. The brand also offers Art Harding face lift products and a tiered loyalty rewards program. Products are sold through their website, Sephora, Amazon, and international distributors across Canada, UK, Australia, Russia, Mexico, UAE, Hong Kong, Japan, Philippines, Taiwan, India, and Finland.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Blue Vanilla Makeup Brush Cleaner High-performance, quick-drying, rinse-free makeup brush cleaner that instantly dissolves waterproof, silicone-based, and long-wear makeup. Available in sizes from 2oz to 32oz for professional makeup artists and consumers.
- Tropical Lemon Makeup Brush Cleaner High-performance, quick-drying brush cleaner with fresh tropical lemon scent. Rinse-free formula dissolves waterproof and long-wear makeup. Available in sizes from 1oz to 32oz.
- All-Natural Vegan Brush & Blender Soap 100% vegan brush and blender soap made in Italy with coconut oil base. Features built-in silicone scrubber for deep cleaning natural and synthetic brush bristles.
- Break It Down Waterproof Makeup Remover Dual-phase waterproof makeup remover with aloe leaf extract and Japanese green tea. Paraben-free and cruelty-free formula dissolves heavy makeup without rinsing.
- Cinema Secrets 5-in-1 Pro Foundation Palettes Pro-grade foundation palettes with 5 shades per series for camera-ready coverage. Available in 100 (Red Undertones), 200 (Medium-Deep Olive), 300 (Light-Medium Beige-Yellow), 400 (Medium Peach-Beige), 500A (Beige-Pink), and 500B (Med-Deep Beige-Pink) series for diverse skin tone matching.
- Ultimate Corrector 5-in-1 Pro Palettes Professional cream correctors in 5-in-1 palette format for neutralizing dark circles, hyperpigmentation, redness, and tattoos. Available in No. 1 and No. 2 configurations.
- Ultralucent Setting Powder Vegan and talc-free mineral setting powder for oil control and moisture resistance. Available in Colorless, Beige, Soft Light, Warm Light, Soft Custard, and Rich Tan shades.
- Ultralucent Illuminating Powder Light-reflecting setting powder for high-definition photography and film sets. Available in Candlelight, Pearl, and Sunset shades.
- Super Sealer Mattifying Setting Spray Mattifying setting spray for long-lasting, shine-free makeup finish.
- Professional Makeup Brushes Premium synthetic fiber brushes engineered for maximum pigment payoff and effortless blending. Includes angled brow, angled concealer, angled blush, domed crease eyeshadow, mini dome, flat filbert eyeshadow, fluffy curved eyeshadow, pointed packing eyeshadow, flat filbert foundation, fluffy foundation, pointed precision, and flat smudge liner brushes.
- Pro Blender Makeup Sponge High-density blending sponge with flat-bottom and precision tip for seamless application and airbrushed finish.
- Woochie Special Effects Products Pro-grade special effects products under the Woochie sub-brand including foam and latex prosthetics, water-activated makeup, blood and liquid latex, body crayons, and complete SFX kits for Halloween and professional SFX applications.
- FX Blood Products FX blood gels and formulas for realistic gore effects. Available in 1oz, 2oz, 8oz, 16oz, and 32oz sizes.
- Liquid Latex Flesh-colored liquid latex for creating custom textures, prosthetics, and special effects makeup. Available in 1oz, 2oz, 4oz, 8oz, 16oz, and 32oz sizes.
- Cinema Secrets Pro Membership Program Annual Pro Membership at $1,200/year for professional makeup artists with exclusive pricing, free shipping, early product access, and bulk purchasing capabilities.
Quantifiable outcome
- Brushes cleaned and ready for reuse in under 5 minutes
Companies that use Cinema Secrets
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Cinema Secrets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Cinema Secrets partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WoochiecoreWoochie is a special effects brand operated by Cinema Secrets, providing professional-grade SFX products including foam prosthetics, liquid latex, blood gels, water-activated makeup, and complete character kits. Products sold under Woochie brand at Cinema Secrets for Halloween and professional SFX applications.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Cinema Secrets competitors and assessment
Company assessmentBroad incumbents
- Sephora Collection: Sephora's owned-brand cosmetics line offering brushes, cleansers, and color cosmetics at premium retail. Competes for the same shelf space and consumer as Cinema Secrets within Sephora.
- Bobbi Brown: Estée Lauder-owned prestige beauty brand with strong pro-artist positioning in foundations, primers, and setting products. Overlaps with Cinema Secrets' face-makeup portfolio at premium retail.
Direct peers
- MAC Cosmetics: Estée Lauder-owned professional makeup brand founded for film and photo artists. Competes head-to-head with Cinema Secrets in foundations, color cosmetics, brushes, and global pro distribution.
- NARS Cosmetics: Shiseido-owned pro-grade color cosmetics brand with editorial and film heritage. Comparable in foundation, complexion, and setting products at premium retail.
- Kryolan: German professional makeup brand specializing in film, television, theater, and SFX applications. Most direct competitor to Cinema Secrets in the professional theatrical/SFX segment.
- Make Up For Ever: LVMH-owned professional makeup brand offering HD-camera-ready foundations, brush cleaners, and full color cosmetics. Directly competes with Cinema Secrets across pro and consumer channels.
- Ben Nye: Pro theatrical and SFX makeup brand offering foundations, blood, and character products. Closest direct competitor to Woochie sub-brand in the SFX/Halloween/film segment.
- RCMA (Research Council of Makeup Artists): Professional makeup line specifically engineered for film and television artists, with foundations and color correctors used in HD productions. Tight peer in the pro film/TV foundation niche.
- Mehron: Professional theatrical, SFX, and dance makeup manufacturer with strong film/TV/Halloween heritage. Direct peer in the Woochie overlap segments.
Emerging players
- e.l.f. Cosmetics: Mass-market cosmetics brand that has been moving up-market with pro-leaning tools, brush cleansers, and complexion products at lower price points than Cinema Secrets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Cinema Secrets social profiles
Digital presenceCinema Secrets compliance and trust
Trust signalCompliance1 record
Cinema Secrets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cinema Secrets leadership team
Management profileNumber of profiles
Cinema Secrets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cinema Secrets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cinema Secrets
What does Cinema Secrets do?
Cinema Secrets Pro Cosmetics manufactures and sells professional-grade makeup and beauty tools, with its flagship offerings being quick-drying, rinse-free makeup brush cleaners (Original Blue Vanilla and Tropical Lemon formulas) alongside pro-grade foundations, correctors, setting powders, illuminating powders, waterproof makeup removers, synthetic brushes, sponges, and stainless steel tools. The product line also includes Woochie special effects products (liquid latex, FX blood, water-activated makeup) for Halloween and professional SFX applications.
Is Cinema Secrets a public or private company?
Cinema Secrets is a private company. It is classified as family owned and is currently operating.
When was Cinema Secrets founded?
Cinema Secrets was founded in 1985. It employs 51 to 100 people.
Where is Cinema Secrets based?
Cinema Secrets is headquartered in Los Angeles, United States, in the North America region.
How does Cinema Secrets make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution, membership Program Revenue and rewards Program.
Who are Cinema Secrets's main competitors?
Broad incumbents on record are Sephora Collection and Bobbi Brown. Direct peers are MAC Cosmetics, NARS Cosmetics, Kryolan, Make Up For Ever, Ben Nye, RCMA (Research Council of Makeup Artists) and Mehron. e.l.f. Cosmetics is listed as an emerging player.
Does Cinema Secrets have an API?
No public API is recorded for Cinema Secrets.
What industry is Cinema Secrets in?
Cinema Secrets's product category is Professional Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAH, Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color). Its NAICS code is 456120 and its SIC code is 2844.