Makeup
Makeup (makeup.com.ua) is a Ukrainian online cosmetics and perfumery retailer founded in 2009, offering 249,000+ products from 4,000+ brands across 38 countries with free delivery across Ukraine. It serves individual consumers, men, and professional beauty buyers via its e-commerce platform, mobile apps, and Kyiv showroom.
- Company typePrivate
- Founded2009
- HeadquartersKyiv, Ukraine
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Makeup does
Makeup (makeup.com.ua), also branded as MAKEUP / МЕЙКАП, is a Ukrainian online cosmetics and perfumery retailer founded in 2009 and headquartered in Kyiv. The company operates a direct-to-consumer e-commerce platform offering more than 249,000 products from over 4,000 brands across categories including perfume, makeup, face care, haircare, body care, men's grooming, professional beauty, accessories, and adjacencies such as wellness, pet care, and intimate goods. Distribution spans 38 countries, with a logistics backbone in Ukraine using own courier, Nova Poshta, Ukrposhta, Meest, parcel lockers, and pickup points; free delivery is offered across Ukraine. The company complements its online storefront with a physical beauty showroom in Kyiv and native iOS and Android mobile applications.
The platform is supported by an authorized direct partnership model with luxury and mass-premium manufacturers including Armani, Lancome, Yves Saint Laurent, Estee Lauder, Clinique, Hugo Boss, Ralph Lauren, L'Oreal Paris, Maybelline, La Roche-Posay, Vichy, and CeraVe, which underpins a 100% original-product guarantee. Makeup also markets its own private-label MAKEUP brand of beauty accessories (cosmetic bags, brushes, atomizers, sleep masks, hair turbans, blotting papers, glass nail files), and sells gift certificates in 300–2000 UAH denominations. A 3 million member MAKEUP Club community generates user reviews and content, and the company offers online expert consultations across dermatology, cosmetology, psychology, nutrition, fitness, trichology, and makeup styling, alongside a MAKEUP Rewards loyalty program and MAKEUP Premium tier for luxury products. ISO 9001 certification covers products sold through the platform.
The business model is B2C product retail with a single revenue stream (one-time product sales) priced from budget to luxury, complemented by gift certificates and loyalty-driven repeat purchases. The company is privately held with no disclosed parent or external investors beyond a single $8 million growth round from Horizon Capital in May 2020; no revenue figure is publicly disclosed. Target segments include women consumers (primary), men consumers, and professional beauty industry buyers across Ukraine and 37 other countries.
Makeup firmographics
Firmographics- Name
- Makeup
- Legal name
- Makeup
- Website
- https://makeup.com.ua
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Makeup (makeup.com.ua) is a Ukrainian online cosmetics and perfumery retailer founded in 2009, offering 249,000+ products from 4,000+ brands across 38 countries with free delivery across Ukraine. It serves individual consumers, men, and professional beauty buyers via its e-commerce platform, mobile apps, and Kyiv showroom.
- Ownership category
- akta.pro rank
Makeup industry classification
Industry- Product category
- Online Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
Keywords
Where Makeup is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices1 record
Markets served
Makeup business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct retail of cosmetics, perfumes, and beauty products through online store and physical showroom. Revenue generated from sales of 4000+ brands and 249,000+ products to individual consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time/ perpetual license | Gift certificates available in multiple denominations |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Makeup product offering
Product offeringCore offering
Makeup (makeup.com.ua) is an online cosmetics and perfumery retailer operating across 38 countries with 249,000+ products from 4,000+ brands. It sells perfumes, makeup, skincare, haircare, body care, fragrances, and beauty accessories directly to consumers through its e-commerce platform, mobile apps, and a physical beauty showroom in Kyiv, with free delivery across Ukraine.
Product overview
MAKEUP is an online cosmetics and perfumery e-commerce platform operating across 38 countries with more than 249,000 products from over 4,000 brands. The company offers its own MAKEUP-branded accessories including cosmetic bags, nail files, makeup brushes, atomizers, sleeping masks, shopping bags, and blotting papers. The core platform is complemented by MAKEUP Premium for luxury products, Expert Consultations with dermatology and beauty professionals, MAKEUP Club (a 3 million member beauty community), a physical beauty showroom in Kyiv, a mobile app for iOS and Android, and a loyalty rewards program. The company also offers gift certificates and operates MAKEUP HUB for additional product discovery.
Differentiator
Problem solved
Functional benefit
Brands
- MAKEUP (private label): The company's own private-label brand offering cosmetics accessories including makeup bags, atomizers, sleep masks, facial cleansing sponges, makeup brushes, nail files, applicators, shopping bags, certificates, and beauty care accessories.
Products and services
- Online Cosmetics E-commerce Platform Online storefront selling more than 249,000 cosmetics, perfume, skincare, haircare, body care, nail care, fragrance, and beauty accessory products from over 4,000 brands, with free delivery across Ukraine.
- MAKEUP Premium Premium tier of the platform offering high-end luxury beauty products for customers seeking elite and niche cosmetics and fragrances.
- Expert Consultations Online consultations with professional experts in dermatology, cosmetology, psychology, nutrition, fitness, trichology, and makeup styling to assist customers with personal beauty and wellness queries.
- Beauty Showroom in Kyiv Physical showroom in Kyiv staffed by professional beauty consultants offering in-person product guidance, shade recommendations, and application tips.
- Mobile App Native mobile shopping application for iOS and Android providing access to the cosmetics, perfume, and beauty accessory catalog on smartphones.
- MAKEUP Club Community Online beauty community of 3 million members providing authentic product reviews and detailed recommendations to help customers make informed purchasing decisions.
- MAKEUP Private Label Accessories Company's own private-label brand of beauty accessories including cosmetic bags, Czech glass nail files decorated with Swarovski crystals, professional makeup brushes, blending sponges, fragrance atomizers, silk sleep masks, hair drying turbans, matte blotting papers, and branded shopping bags.
- MAKEUP Gift Certificates Gift certificates available in 300 UAH, 500 UAH, 1000 UAH, and 2000 UAH denominations, sold in white and elegant designs with gift envelopes and bags.
Companies that use Makeup
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Makeup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Makeup partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- ArmanicoreAuthorized direct partnership - Armani beauty products sold through MAKEUP platform as part of 4000+ brand portfolio
- LancomecoreAuthorized direct partnership - Lancome cosmetics and skincare products available through MAKEUP
- Yves Saint LaurentcoreAuthorized direct partnership - YSL beauty products sold through MAKEUP platform
- Estee LaudercoreAuthorized direct partnership - Estee Lauder products available through MAKEUP
- CliniquecoreAuthorized direct partnership - Clinique skincare and cosmetics available through MAKEUP
- Maybelline New YorkcoreAuthorized direct partnership - Maybelline New York cosmetics available through MAKEUP
- L'Oreal PariscoreAuthorized direct partnership - L'Oreal Paris products available through MAKEUP
- La Roche-PosaycoreAuthorized direct partnership - La Roche-Posay dermatological skincare available through MAKEUP
- VichycoreAuthorized direct partnership - Vichy skincare products available through MAKEUP
- CeraVecoreAuthorized direct partnership - CeraVe dermateological skincare available through MAKEUP
- MuglercoreAuthorized direct partnership - Mugler fragrances and beauty products available through MAKEUP
- Ralph LaurencoreAuthorized direct partnership - Ralph Lauren fragrances available through MAKEUP
- Hugo BosscoreAuthorized direct partnership - Hugo Boss fragrances available through MAKEUP
- EssencecoreAuthorized direct partnership - Essence cosmetics available through MAKEUP
- MatrixcoreAuthorized direct partnership - Matrix professional haircare products available through MAKEUP
- Nova PoshtacoreLogistics partnership for delivery services - Nova Poshta delivers orders across Ukraine including to branches and parcel lockers
- UkrposhtaminorLogistics partnership for delivery services - Ukrposhta delivers orders across Ukraine to post offices and parcel lockers
- MeestminorLogistics partnership for delivery services - Meest delivers orders across Ukraine to branches and parcel lockers
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Makeup competitors and assessment
Company assessmentEmerging players
- Nykaa: India's leading beauty e-commerce platform combining marketplace breadth with private-label brands and a content/community layer. Comparable as a digitally native beauty retailer scaling internationally through brand partnerships and community engagement.
- Purplle: India-focused online beauty retailer combining multi-brand marketplace with owned brands and a strong content/community component. Comparable in business model layering marketplace breadth with private-label economics and review-driven discovery.
Broad incumbents
- Ulta Beauty: US largest beauty retailer carrying cosmetics, skincare, fragrance, and tools from the same major brands Makeup stocks. Comparable assortment breadth and loyalty program strategy, though at vastly larger scale.
- Sephora: Global multi-brand beauty retailer carrying the same principal brands (Armani, YSL, Lancome, Estee Lauder) that Makeup retails. Comparable assortment and premium positioning, though broader and far better capitalized.
- Douglas: Europe's largest perfumery and beauty chain with a strong e-commerce and physical retail footprint. Comparable across perfumery, cosmetics, and skincare assortment, with greater scale and omnichannel maturity.
Direct peers
- Flaconi: Germany-headquartered online beauty retailer offering a curated multi-brand portfolio of cosmetics, skincare, fragrance, and tools. Comparable in product mix, brand depth, and D2C beauty marketplace positioning to Makeup.
- ParfumDreams: European online perfumery and cosmetics retailer focused on premium brands with strong fragrance and cosmetics assortment. Comparable in multi-brand authorized-retailer model and target customer profile.
- Notino: Largest online pure-play beauty and fragrance retailer in Europe, operating across 25+ markets with a comparable authorized-retailer model spanning hundreds of brands. Closest direct comparable to Makeup in category, customer base, and omnichannel strategy.
Regional players
- Wildberries: Dominant CIS-region marketplace with significant beauty category exposure and operations in Ukraine. Comparable as a beauty e-commerce destination for the same consumer base, though broader general-merchandise model.
- Rozetka: Ukraine's largest general-merchandise online retailer with an expanding beauty and personal care vertical. Comparable as the primary domestic e-commerce competitor serving the same Ukrainian consumer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Makeup social profiles
Digital presenceMakeup compliance and trust
Trust signalCompliance1 record
Makeup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Makeup leadership team
Management profileNumber of profiles
Makeup funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Makeup 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 Makeup
What does Makeup do?
Makeup (makeup.com.ua) is an online cosmetics and perfumery retailer operating across 38 countries with 249,000+ products from 4,000+ brands. It sells perfumes, makeup, skincare, haircare, body care, fragrances, and beauty accessories directly to consumers through its e-commerce platform, mobile apps, and a physical beauty showroom in Kyiv, with free delivery across Ukraine.
Is Makeup a public or private company?
Makeup is a private company. It is classified as venture growth investor backed and is currently operating.
When was Makeup founded?
Makeup was founded in 2009. It employs 11 to 50 people.
Where is Makeup based?
Makeup is headquartered in Kyiv, Ukraine, in the Europe region.
How does Makeup make money?
One revenue line is on record: product Sales.
Who are Makeup's main competitors?
Emerging players on record are Nykaa and Purplle. Broad incumbents are Ulta Beauty, Sephora and Douglas. Direct peers are Flaconi, ParfumDreams and Notino. Regional players are Wildberries and Rozetka.
Does Makeup have an API?
No public API is recorded for Makeup.
What industry is Makeup in?
Makeup's product category is Online Beauty Retail. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 45612 and its SIC code is 2844.