What Ben Nye does

Ben Nye Co., Inc. is a privately held, family-owned manufacturer of professional color cosmetics founded in 1967 by Hollywood makeup artist Ben Nye Sr. and headquartered at 3655 Lenawee Avenue, Los Angeles, California. The company formulates and produces a comprehensive product portfolio spanning foundations (MatteHD, Sheer, Creme, Color Cake), powders, blushes, eye shadows, lipsticks, shimmer and glitter products, special effects makeup (creme colors, blood, latex, scar wax, alcohol-activated paints, hair colors), body paint, professional tools, and pre-curated kits for theatre, film, character, and moulage applications. Products are hand-crafted at the Los Angeles facility, with creme formulations containing up to 55% micro-fine pigmentation compared to 8-12% in consumer brands, and HD camera-optimized formulas engineered for high-definition film and TV production.

The company serves professional makeup artists working in film/TV, theatre and live performance, bridal, drag, SFX, Halloween, cosplay, body painting, fashion/editorial, and makeup education, as well as makeup enthusiasts reached through the same channels. It does not sell directly to consumers or through third-party marketplaces; instead it operates an exclusive wholesale authorized dealer network worldwide, with dealers required to maintain physical brick-and-mortar retail locations. Ben Nye establishes MSRP pricing for the U.S. market while allowing each dealer to set its own retail prices, and international dealer prices vary by country. Revenue is generated entirely from one-time wholesale product sales to this dealer network.

Marketing is driven through content channels (blog, YouTube tutorials featuring named industry professionals such as Stan Edmonds of Vancouver Film School, Instagram, Facebook, Twitter/X) and a store locator that directs end users to authorized retailers. The company has remained private and family-controlled since founding, with no disclosed external investment, M&A, or public market activity, and concentrates manufacturing in a single Los Angeles facility.

Name

Ben Nye

Legal name

Ben Nye Co., Inc.

Website

https://bennye.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Ben Nye is a family-owned, Los Angeles-based manufacturer of professional color cosmetics serving makeup artists and educators in film, theatre, SFX, and beauty, selling wholesale exclusively through a worldwide authorized dealer network.

Ownership category

akta.pro rank

Product category

Professional Cosmetics

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color) (CRABACAH)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Professional makeup products
• Theatrical color cosmetics
• Special effects makeup
• Film and TV cosmetics
• HD camera foundation

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Product Sales: Ben Nye generates revenue by selling professional makeup products wholesale to authorized retailers, dealers, and distribution partners. As a manufacturer, they establish MSRP pricing but allow dealers to set their own retail prices. International dealer prices vary by country.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Ben Nye manufactures and wholesale-distributes professional-grade color cosmetics for film, television, theatre, bridal, special effects, drag, cosplay, and beauty applications. The portfolio includes foundations, powders, blushes, eye shadows, lipsticks, shimmer and glitter products, SFX supplies (blood, latex, wax, aqua paints), airbrush systems, brushes, sealers, removers, adhesives, and curated kits. Products are hand-crafted at the company's Los Angeles facility with high-density pigmentation formulations and are sold exclusively through an authorized network of brick-and-mortar retailers worldwide.

Product overview

Ben Nye is a professional makeup brand offering a comprehensive portfolio of color cosmetics organized across face, eye, lip, shimmer, artistry/SFX, bodypaint, tools, and kit categories. The core products include HD Foundations (MatteHD, Sheer, Creme, Color Cake), setting powders (Luxury, Classic, HD Matte), blushes (Creme Rouge, Powder Blush), contours, concealers, eye shadows (matte, Pearl Sheen, Lumière Grande Colour), liners and mascaras, lipsticks, and shimmer products (Lumière Luxe Powder, Lumière Creme, Metallic Creme, Shimmer Powder, Shimmer Crayons, Sparklers and Aqua Glitters). Special effects offerings encompass F/X Creme Colors, MagiCake Aqua Paint, Clown White, SFX Blood, Nose and Scar Wax, Liquid Latex, Alcohol-Activated ProColor airbrush system, and Hair Colors. The artistry line includes MagiColor Pencils for fantasy and face paint designs. Professional tools include brushes (Professional Series), applicators (Velour Powder Puff), sealers (Final Seal, SuperSet), removers (Hydra Cleanse, Quick Cleanse), and adhesives (Glitter Glue, Spirit Gum). Pre-curated kits serve Theatre/Film, Character (including Clown), and Moulage applications. Studio Color Palettes provide compact, refillable shade selections for various applications. All products are hand-crafted at the Los Angeles facility with high pigmentation formulations (up to 55% in cremes).

Differentiator

Problem solved

Functional benefit

Products and services

• MatteHD Foundation High-definition creme foundation with micro-fine pigments milled for HD cameras, offered in multiple palettes for diverse skin tones; designed for professional makeup artists working in film, TV, and bridal.
• Sheer Foundation Lightweight foundation providing a subtle, natural finish with buildable coverage from sheer to medium; targeted at professional artists needing adjustable coverage.
• Creme Foundation Classic creme-based foundation designed for theatre, opera, and live performance with durable coverage that reads from a distance.
• Color Cake Foundation Water-activated cake foundation for theatrical and performance makeup applications.
• Luxury Powder (Banana Luxury Powder, Neutral Set Powder) Premium setting powders including Banana Luxury Powder and Neutral Set Powder for matte finishing; intended for professional use on stage and screen.
• Classic Face Powder (Super White Powder, HD Matte Powder) Traditional setting powders including Super White Powder and HD Matte Powder for classic stage and theatrical finishing.
• Creme Rouge Highly pigmented creme blush available in 20 shades, designed to enhance complexions across all skin tones.
• Powder Blush Pressed powder blush in over 40 shades with a silky matte finish, with each shade individually refillable.
• Creme Contour Blendable creme contouring products for sculpting and defining facial features.
• Concealers and Neutralizers Concealer crayons and neutralizers for correcting skin tone and covering imperfections.
• Eye Shadow (Matte, Pearl Sheen, Lumière Grande Colour) Eye shadows in matte, pearlescent, and iridescent finishes with neutral and bright shades offering buildable pigmentation; includes Lumière Grande Colour for face and body.
• Eye Liners and Mascara Cake eye liners, precision eye liners, eye definers, and mascaras available in various colors.
• Lipstick Professional lip colors designed for long-wearing coverage.
• Lumière Luxe Powder Ultra-fine pearlescent loose pigment powders with more than 20 shades for face, eyes, lips, and body.
• Lumière Creme and Lumière Metallic Creme Highly pigmented pearlescent and metallic crem es with micro-fine metallic flakes, designed for highlights, fantasy, festival, editorial, and theatrical makeup.
• Shimmer Powder and Shimmer Crayons Loose shimmer powders in Cameo, Rose, Banana, and Bronze tones for complexion highlighting, alongside waterproof shimmer crayons that set within minutes for eyes and face.
• Sparklers Glitter and Aqua Glitter Cosmetic grade glitters in MD and LD sizes offered in 14 colors, plus pre-mixed liquid-base Aqua Glitter in brush-top bottles for easy application.
• F/X Creme Colors and Master Bruise Wheel Special effects creme makeup for creating burns, bruises, aging, and character effects, including the Master Bruise Wheel.
• MagiCake Aqua Paint Water-activated face and body paint offered in 50+ colors with a matte finish, designed for cosplay and body art with durable skin adhesion once dry.
• Clown White Dense pigmentation white creme makeup for classic clown and character makeup.
• SFX Blood Products Special effects blood products including Spray Blood, Fresh Scab, and Stage Blood for realistic injury effects.
• Nose and Scar Wax Latex and wax prosthetics for creating scars, wounds, and facial enhancements.
• Liquid Latex SFX latex for creating wounds, prosthetics, and special effects.
• Alcohol-Activated Makeup (ProColor Airbrush Paints) ProColor airbrush paints activated with alcohol for durable special effects.
• Hair Colors (e.g., Snow White Hair Color) Temporary hair color products including Snow White Hair Color for character and fantasy makeup.
• MagiColor Pencils Creme pencils for adding colorful detail in fantasy, clown, and face paint designs.
• ProColor Airbrush System Water-based airbrush makeup system including Foundation, Blush, Contour, and Shimmer colors for professional spray application in beauty, bridal, fashion, and body painting.
• Final Seal Setting Spray Setting spray for locking makeup in place for extended wear.
• SuperSet Mixing Liquid Mixing liquid for thinning and enhancing durability of ProColor airbrush colors.
• Hydra Cleanse and Quick Cleanse Makeup Removers

Quantifiable outcome

• Creme formulations contain up to 55% micro fine pigmentation compared to consumer brands at 8-12%
• +1 more outcomes

Named customers7 records

Segments10 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kryolan: Kryolan is a German-founded global professional makeup brand focused on film, TV, theatre, and SFX with high-pigment formulations and pro-grade HD products — directly comparable to Ben Nye in target customers (MUAs, productions, schools) and product technology.
• Cinema Secrets: Cinema Secrets is a US professional makeup brand built around film/TV heritage, offering foundations, SFX, and bridal products through pro channels — overlapping with Ben Nye in professional artist customer base and core face/SFX categories.
• Skin Illustrator: Skin Illustrator (Premier Products) is a leading alcohol-activated professional SFX and character makeup brand used heavily in film/TV and moulage — directly comparable to Ben Nye's alcohol-activated ProColor and F/X Creme Color offerings.
• Graftobian Makeup Company: Graftobian manufactures professional theatrical, SFX, and HD makeup sold through distributors and pro retailers, with a strong presence in film/TV and education markets — closely mirroring Ben Nye's wholesale-to-dealer GTM and product mix.
• Mehron: Mehron is a US-based professional makeup manufacturer specializing in theatrical, stage, SFX, body paint, and face/body art — overlapping almost entirely with Ben Nye's core product portfolio and serving the same pro-artist and educational customer base.
• Makeup Atelier Paris: Makeup Atelier Paris produces professional-grade face and body makeup for film, fashion, bridal, and theatrical artists, distributed globally through pro retailers — directly comparable in target segments, high-pigment formulations, and dealer-led distribution.
• European Body Art: European Body Art manufactures alcohol-activated and water-activated body paints and SFX products for face/body art professionals and Halloween/cosplay markets — closely overlapping Ben Nye's MagiCake, ProColor, and SFX lines in both product and customer.
• Wolfe FX: Wolfe FX (Wolfe Brothers) specializes in alcohol-activated and water-activated face/body paints and SFX products widely used in film, sports, and Halloween — directly comparable to Ben Nye's MagiCake Aqua Paint and ProColor alcohol-activated lines.

Broad incumbents

• MAC Cosmetics: MAC (Estée Lauder) is a global mass-prestige makeup brand with a strong pro-artist following and HD-friendly foundation lines that compete with Ben Nye's MatteHD and face makeup portfolio, though MAC's scale and broader consumer focus make it a broad incumbent rather than a direct SFX/theatrical peer.

Emerging players

• Temptu: Temptu is a specialized airbrush makeup brand for bridal, editorial, and SFX applications — directly comparable to Ben Nye's ProColor airbrush system, though with a narrower product portfolio and DTC focus.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bennyemakeup
• YouTubeyoutube.com/user/BenNyeMakeup?app=desktop
• Facebookfacebook.com/bennyecompany
• Instagraminstagram.com/bennyemakeup/?hl=en
• LinkedInlinkedin.com/company/ben-nye-makeup

Revenue estimate

Valuation estimate

Number of profiles

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 Ben Nye