Vogue
Vogue is a L'Oréal-owned mass-market cosmetics brand founded in Colombia in 1955, selling long-wear makeup and nail products across 13+ Latin American countries via retail and DTC e-commerce.
- Company typePrivate
- Founded1955
- HeadquartersFunza, Colombia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vogue does
Vogue is a mass-market color cosmetics brand founded in Colombia in 1955 by María Chávez and operated since 2013 as a subsidiary brand of L'Oréal Group under the legal entity L'Oréal Colombia S.A.S. The company's product portfolio centers on long-wear formulations branded under the Resist platform — including liquid foundation with 30-hour wear, matte liquid lipstick with 14-hour wear, waterproof mascara with 36-hour wear, and gel-effect nail polish with 12-day durability without UV lamp — alongside sub-brands Colorissimo (color cosmetics), Fantastic (vegan nail polish), and Efecto Gel (performance nail care). The brand serves Latin American women across 13+ countries including Colombia, Argentina, Chile, Peru, Uruguay, Bolivia, and Panama, and exports directly to 14 countries reaching 4 continents.
Vogue generates revenue through mass-market retail distribution across Latin America and direct-to-consumer e-commerce via cosmeticosvogue.com.co, which includes a virtual makeup try-on tool and the LatinBlog content platform. Manufacturing is conducted at a 100% renewable energy plant in Colombia inaugurated in 2019. The brand is positioned at accessible price points within L'Oréal quality standards, targeting consumers who want long-lasting, sweat- and humidity-resistant formulations suited to Latin American climates and skin tones. No pricing details, revenue figures, or B2B enterprise customers are publicly disclosed.
The company operates with 101-250 employees and has no standalone public funding events, as it is funded and strategically directed by its parent L'Oréal Group. Its strategic posture is best characterized as a regional mass-market brand leveraging L'Oréal's group-level R&D, supply chain, and distribution scale to compete against other mass beauty players in Latin America.
Vogue firmographics
Firmographics- Name
- Vogue
- Legal name
- L'Oréal Colombia S.A.S.
- Website
- https://cosmeticosvogue.com.co
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vogue is a L'Oréal-owned mass-market cosmetics brand founded in Colombia in 1955, selling long-wear makeup and nail products across 13+ Latin American countries via retail and DTC e-commerce.
- Ownership category
- akta.pro rank
Vogue industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Color Cosmetics Packaging (Lipstick, Mascara, Compact, Palette) (IMALAJAH)
Keywords
Where Vogue is headquartered
LocationHeadquarters
- HQ city
- Funza
- HQ country
- Colombia
- HQ region
- Latin America
Offices2 records
Markets served
Vogue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Distribution channels2 records
Marketing channels5 records
Vogue product offering
Product offeringCore offering
Vogue Cosméticos is a Colombian mass-market cosmetics brand, owned by L'Oréal Group, that manufactures and sells long-wear makeup (face, lips, eyes) and nail polish products formulated for Latin American women. It sells directly via its own e-commerce website cosmeticosvogue.com.co and through physical retail across more than 13 Latin American countries, featuring the proprietary Resist long-wear line with up to 30 hours of foundation wear, 14 hours of matte lipstick wear, and 36 hours of mascara wear.
Product overview
Vogue is a L'Oréal-owned mass-market cosmetics brand targeting Latin American women. The portfolio is organized into multiple collections centered on long-wear performance: the Resist line (foundations, concealers, lipsticks, eyeliners, mascaras offering 12-36 hours of wear), Colorissimo (vibrant lip colors in bar and liquid formats), Oh Q Brillo (glossy lip finishes), Effect Gel (nail polish with 12-day wear without UV lamp), and Fantastic (affordable nail polishes with vegan formulas). The face sub-category includes liquid and powder foundations, concealers, compact powders, bronzers, and blushes. The eye sub-category spans eyeliners (liquid, felt-tip, gel), mascaras, liquid and powder eyeshadows, and brow products. The lip sub-category includes matte liquid lipsticks, bar lipsticks, glosses, and hydrating balms. The nail sub-category includes color polishes, gel-effect polishes, fast-drying polishes, shine top coats, and nail treatment bases. The brand also offers a virtual makeup try-on tool and maintains a beauty blog (LatinBlog). Products are manufactured in Colombia with distribution across 13+ Latin American countries, exported to 14 nations and reaching 4 continents.
Differentiator
Problem solved
Functional benefit
Brands
- Resist: Long-wear makeup line featuring foundation, lipstick, mascara, and other products with extended durability claims (up to 30 hours for foundation, 14 hours for liquid lipstick, 36 hours for mascara).
- Colorissimo
- Fantastic
- Efecto Gel
Products and services
- Base Líquida Resist (Resist Liquid Foundation)
Companies that use Vogue
Customer profileSegments2 records
Ideal customer profiles1 record
Vogue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Vogue partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights4 records
Vogue competitors and assessment
Company assessmentRegional players
- O Boticário: Major Brazilian mass-market beauty brand with broad color cosmetics portfolio and LatAm retail presence. Comparable to Vogue as a regional LatAm mass-market beauty competitor, though primarily Brazilian-focused.
- Natura &Co (Natura): Latin American (Brazilian) beauty conglomerate with mass-market color cosmetics and direct-sales model. Highly comparable to Vogue on regional focus, mass-market positioning, and color cosmetics category leadership in LatAm.
- Yanbal: Andean-region mass-market beauty company (headquartered in Ecuador) operating in Colombia, Peru, Ecuador, and other LatAm markets via direct sales. Closely comparable to Vogue on regional focus, mass-market positioning, and overlap in Colombian and Andean markets.
Direct peers
- Revlon: Iconic mass-market color cosmetics brand competing in the same face, lip, and eye categories with global drugstore distribution. Comparable to Vogue on price positioning and category mix, though Revlon has undergone significant financial restructuring.
- CoverGirl: Mass-market color cosmetics brand with similar product breadth (face, lips, eyes) and drugstore/mass distribution model. Comparable to Vogue on price tier and category coverage, though concentrated in the US market.
- Maybelline New York: L'Oréal-owned global mass-market color cosmetics brand directly comparable to Vogue in category mix (face, lips, eyes, nails), price tier, and target consumer. Closest portfolio peer given shared parent, distribution model, and mass-market positioning.
- e.l.f. Beauty: Aggressive affordable color cosmetics brand with similar mass-tier positioning and broad face/lip/eye portfolio. Comparable on price point and digital-first marketing approach, though with a US-centric footprint.
- NYX Professional Makeup: L'Oréal-owned affordable professional color cosmetics brand targeting a younger, social-media-native consumer. Comparable to Vogue in product breadth, distribution through drugstore/mass channels, and digital-first marketing.
Broad incumbents
- L'Oréal Paris: L'Oréal's flagship mass-market beauty brand covering color cosmetics, skincare, and hair care. Comparable to Vogue as the global benchmark in mass-market beauty and as a corporate sibling brand within the same parent.
- Avon: Global mass-market beauty company with deep presence in Latin America via direct-sales channels. Comparable to Vogue on mass-market positioning, color cosmetics category, and strong LatAm consumer reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Vogue social profiles
Digital presenceVogue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vogue leadership team
Management profileNumber of profiles
Vogue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vogue 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 Vogue
What does Vogue do?
Vogue Cosméticos is a Colombian mass-market cosmetics brand, owned by L'Oréal Group, that manufactures and sells long-wear makeup (face, lips, eyes) and nail polish products formulated for Latin American women. It sells directly via its own e-commerce website cosmeticosvogue.com.co and through physical retail across more than 13 Latin American countries, featuring the proprietary Resist long-wear line with up to 30 hours of foundation wear, 14 hours of matte lipstick wear, and 36 hours of mascara wear.
Is Vogue a public or private company?
Vogue is a private company. It is classified as corporate owned and is currently operating.
When was Vogue founded?
Vogue was founded in 1955. It employs 101 to 250 people.
Where is Vogue based?
Vogue is headquartered in Funza, Colombia, in the Latin America region.
Who are Vogue's main competitors?
Regional players on record are O Boticário, Natura &Co (Natura) and Yanbal. Direct peers are Revlon, CoverGirl, Maybelline New York, e.l.f. Beauty and NYX Professional Makeup. Broad incumbents are L'Oréal Paris and Avon.
Does Vogue have an API?
No public API is recorded for Vogue.
What industry is Vogue in?
Vogue's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint). Its NAICS code is 456120 and its SIC code is 2844.