Emani

What Emani does

Emani is a privately held, founder-owned skincare and makeup brand established in 1998 by Michelle Doan and headquartered in Norco, California. The company formulates vegan, cruelty-free, and eco-conscious products targeted at consumers with sensitive skin and at women experiencing hormonal changes, including perimenopausal and menopausal skin. Its catalog spans cleansers, serums, moisturizers, masks, and color cosmetics, with the Calm & Radiant Skin Tint representing its extension into hybrid skincare-color products. The company has 11 to 50 employees and ships internationally, serving a long-tail consumer base.

Its formulations are built around a patented Korean Fermentation Technology, with additional grounding in NAD+ biology and microbiome science. Hero actives include niacinamide, peptides, and probiotic-derived ingredients. Product pricing spans approximately $20 to $132, with most items concentrated in the $28 to $56 range.

Emani operates a direct-to-consumer (D2C) e-commerce model through its own website, complemented by a Subscribe & Save subscription offering that delivers a 15% discount on recurring orders, and has expanded into the B2B/wholesale channel through the Faire marketplace. The company has not disclosed external funding, and its growth is funded organically. Revenue mechanics are a mix of one-time D2C purchases, subscription recurring revenue, and wholesale orders through Faire, with no enterprise contracts or large anchor accounts on file.

Name

Emani

Legal name

EMANI

Website

https://emani.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Emani is a founder-owned vegan skincare and makeup brand founded in 1998, serving consumers with sensitive and hormonally changing skin through a D2C e-commerce platform, a subscription program, and Faire-based wholesale distribution.

Ownership category

akta.pro rank

Product category

Skincare and Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Vegan skincare products
• Clean beauty cosmetics
• Korean fermentation skincare
• Sensitive skin makeup
• Hormonal skincare line

Headquarters

HQ city

Norco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through emani.com website. One-time purchases and subscription options. Products include serums ($38-$56), foundations ($34-$38), kits ($92-$132), and accessories.
2. Subscription (Subscribe & Save): Recurring subscription model offering 15% savings on 3-month delivery cycles. Available on serum and skincare products.
3. Affiliate Program: Third-party affiliate marketing program generating revenue through partner referrals.
4. Wholesale/B2B: Wholesale distribution through Faire marketplace for retail partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Emani manufactures and sells vegan, cruelty-free, clean skincare and makeup products through its direct-to-consumer e-commerce site (emani.com). The product line spans cleansers, serums, eye creams, foundations, concealers, setting powders, mascaras, brushes, and bundled skincare kits. Products are formulated for sensitive, acne-prone, and hormonally changing skin using the company's patented Korean fermentation technology, which the brand claims delivers 10x higher absorption than standard botanical extracts.

Product overview

Emani is a skincare and makeup brand founded in 1998 by Michelle Doan, specializing in products for sensitive, acne-prone, and hormonally changing skin. The company offers a portfolio of 25+ individual products across skincare (cleansers, serums, moisturizers, eye creams) and makeup (foundations, concealers, setting powders, mascaras, brushes). Emani's core differentiator is Korean fermentation technology, with patented fermentation processes that enhance ingredient absorption. The product line is organized around a 3-Step System philosophy: Cleanse (Soft Cloud Cleanser), Repair (Sleep & Renew Serum), and Treat (Halo Collagen Serum). The company also offers bundled kit products combining multiple serums for targeted concerns (Age-Less Serum Kit, Clear Skin Kit, Perfect Skin Kit, Skin Balance Kit, Skin Rewind Duo). All products are 100% vegan, cruelty-free, dermatologist tested, and formulated without parabens, sulfates, synthetic fragrance, talc, and silicone. The brand targets women experiencing hormonal skin changes during perimenopause and menopause, as well as those with sensitive and acne-prone skin.

Differentiator

Problem solved

Functional benefit

Products and services

• Soft Cloud Cleanser

Quantifiable outcome

• 92% reported fewer active breakouts after consistent use of acne-targeted 3-step system
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tower 28 Beauty: Tower 28 is a clean, vegan, hypoallergenic beauty brand focused on sensitive skin, selling skincare and makeup through DTC and Sephora. It is directly comparable to Emani's positioning around sensitive-skin-friendly, vegan, cruelty-free formulations across both skincare and color cosmetics.
• Ilia Beauty: Ilia is a clean beauty brand that combines skincare actives with makeup foundations and tinted products, marketed to consumers seeking vegan and skin-beneficial formulations. Both brands compete in the skincare-meets-makeup, clean-beauty intersection with a similar target demographic.
• Kosas: Kosas positions itself as 'skincare-infused makeup' with clean, vegan formulations including complexion and serum products. It mirrors Emani's approach of merging active skincare ingredients (ferments, peptides, niacinamide) into foundations and complexion products.
• RMS Beauty: RMS Beauty is a clean beauty brand built around skin-friendly, non-toxic ingredients with a focus on luminous, natural-finish foundations and skincare-makeup hybrids. It shares Emani's clean formulation philosophy and target buyer seeking non-irritating makeup.
• Saie Beauty: Saie is a clean, sustainable beauty brand offering skincare-makeup hybrids and complexion products with a focus on ingredient transparency. It competes with Emani in the same DTC clean beauty channel with overlapping foundation, serum, and hybrid-product positioning.
• Lawless Beauty: Lawless Beauty is a clean makeup and skincare brand offering complexion products and serums with vegan, cruelty-free claims and a focus on performance-driven clean formulations. Comparable to Emani in target customer and product mix spanning serums and foundations.

Broad incumbents

• Beautycounter: Beautycounter is a much larger clean beauty brand with a broad skincare and makeup portfolio, multi-channel distribution including DTC, and a long-running 'clean' ingredient positioning. It represents a scaled incumbent against which Emani competes for the same clean-beauty consumer.
• Drunk Elephant: Drunk Elephant is a leading clean/biocompatible skincare brand owned by Shiseido, offering serums, moisturizers and complexion products with a strong active-ingredient and sensitive-skin narrative. It overlaps with Emani's sensitive-skin, active-ingredient positioning at a much larger scale.
• Tatcha: Tatcha is a prestige skincare brand built on Japanese-inspired ingredients and fermentation-based formulations, sold through Sephora and DTC. It shares Emani's fermentation-technology heritage and sensitive-skin-friendly positioning but operates at significantly larger scale under Unilever ownership.
• Honest Beauty: Honest Beauty is a clean, vegan-friendly skincare and makeup brand with broad retail distribution including Target and its own DTC site. It competes with Emani for the same clean-conscious consumer across skincare and color cosmetics at a wider price and distribution footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/emanicosmetics
• Xx.com/emanicosmetics

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 Emani