SKINDINAV

What SKINDINAV does

SKINDINAV (legally Skindinavia.com, inc.) is a US-based, founder-owned cosmetics company that designs, manufactures, and sells patented makeup setting and primer sprays. Founded in 2005 in Nashua, New Hampshire by Allen Goldman, the company built its core offering around a patented cooling technology that uses temperature-control, time-release microspheres to draw heat away from the skin and hold makeup in place for up to 16 hours. The patented formula, invented in 2007, is the stated basis for the company's Makeup Finishing Spray line (Original, Oil Control, and Bridal variants), Makeup Primer Sprays, Makeup Artist Kits, Bulk Kits, a Makeup Remover Spray, and a Maskne Control Spray launched in 2020 in response to pandemic-era mask wear.

The company monetizes through one-time unit sales at roughly $29 per 4oz bottle (and $50–$60 for bundled kits) distributed via a multi-channel GTM: a self-serve DTC storefront at skindinavia.com, an official Amazon store, a network of 10+ country-specific retail and online reseller partners across North America, Europe, Asia, Africa, and Oceania, and a conscious avoidance of Big Box retailers in favor of small/regional cosmetic stores serving the professional makeup artist community. A long-standing product development partnership with Urban Decay — under which SKINDINAV's patented cooling formula appears in Urban Decay's All Nighter setting spray — adds a licensing/royalty revenue stream and third-party validation alongside the company's owned brand. Customer segments are primarily long-tail consumers (general, bridal, oily/combination skin), professional makeup artists, and mask-wearers suffering maskne; pricing is uniform one-time purchase across channels with bulk-kit volume discounts for pros.

Operationally the company is small (11–50 employees, single US headquarters), privately held with no disclosed institutional investors or funding rounds, and supported primarily by content marketing (a 41-page blog, Instagram and hashtag campaigns, case studies on gym-proof makeup and SFX removal), earned media across Vogue, Glamour, Byrdie, People, and others, and an artist-spotlight community program. Revenue and ARR are not publicly disclosed.

Name

SKINDINAV

Legal name

Skindinavia.com, inc.

Website

https://skindinavia.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

SKINDINAV is a US-based, founder-owned cosmetics company that sells patented cooling makeup setting and primer sprays, plus artist kits and a maskne spray, to consumers and professional makeup artists worldwide via DTC, Amazon, and 10+ country retail partners.

Ownership category

akta.pro rank

Product category

Cosmetic Makeup Setting Sprays

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Makeup setting sprays
• Cosmetic finishing sprays
• Makeup primer sprays
• Skincare control sprays
• Professional makeup products

Headquarters

HQ city

Nashua

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through the company's owned e-commerce storefront (skindinavia.com), selling setting sprays, primer sprays, makeup artist kits, and maskne control spray products.
2. Amazon Sales: Sales through the official Amazon store, providing a third-party marketplace channel for consumer purchases.
3. International Retail Partner Sales: Sales through international retail partners in Australia, Canada, Mexico, Poland, Vietnam, Switzerland, Romania, Kenya, and the Fargo Islands, plus regional US cosmetic stores.
4. Product Development Partnership (Urban Decay): Long-standing product development partnership with Urban Decay, where Skindinavia's formula is used under the Urban Decay brand (All Nighter setting spray), generating licensing/royalty revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

SKINDINAV manufactures and sells patented cooling-based makeup setting sprays, primer sprays, and related cosmetic products. Its core offering is the Makeup Finishing Spray line (Original, Bridal Formula, Oil Control Formula), formulated with proprietary time-release microsphere technology that draws heat away from the skin and keeps makeup in place for up to 16 hours. The company also sells makeup primer sprays, the Maskne Control Spray, makeup remover spray, and bundled artist kits targeted at both individual consumers and professional makeup artists.

Differentiator

Problem solved

Functional benefit

Products and services

• The Makeup Finishing Spray (Original) Patented cooling setting spray for normal to dry skin that forms a breathable web over makeup and keeps it in place for up to 16 hours. Packaged as a 4oz bottle priced at $29 MSRP.
• The Makeup Finishing Spray (Bridal Formula) High-performance setting spray with the highest active ingredient levels, formulated for weddings, bridal events, and long, photographed occasions. Available in 4oz ($29) and 8oz ($39) sizes.
• The Makeup Finishing Spray (Oil Control Formula) Setting spray formulated for oily skin with a matte finish that controls shine and oil breakthrough throughout the day. Packaged as a 4oz bottle priced at $29 MSRP.
• The Makeup Primer Spray Patented cooling primer spray applied before makeup to prep the skin, retain moisture, and create a base for long-lasting makeup application.
• The Makeup Primer Spray (Oil Control) Oil-control variant of the cooling primer spray designed for oily and combination skin to prep the face while managing shine.
• The Maskne Control Spray Skincare spray formulated to combat mask-induced acne and irritation for mask wearers (e.g., healthcare workers). Contains zinc, black current extract, raspberry leaf extract, and willow bark. Packaged as a 4oz bottle priced at $29 MSRP.
• The Makeup Remover Spray Spray-on makeup remover product for removing setting spray and makeup, complementing the company's finishing and primer sprays.
• Prep and Set Kit Bundled kit combining the Makeup Primer Spray and Makeup Finishing Spray, offered at a discount versus individual product purchases. Standard kit priced at $50.
• Prep and Set Kit (Oil Control) Bundled oil-control kit combining the Oil Control Primer Spray and Oil Control Finishing Spray. Priced at $60.
• Prep, Set and Remove Kit Three-product bundle that includes primer spray, setting spray, and makeup remover spray for the complete makeup application and removal cycle.
• Skindinavia Bulk Kits Multi-bottle bulk purchase options of the company's setting and primer sprays offered at cost-savings versus individual bottle pricing, targeted at professional makeup artists.

Quantifiable outcome

• Makeup stays in place for up to 16 hours (vs. a few hours with conventional setting sprays)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Urban DecaycoreOEM/ Whitelabel/ Licensing PartnerLong-standing product development partnership with Urban Decay. Skindinavia's patented cooling formula is used in Urban Decay's All Nighter setting spray, which bears Skindinavia's name on the bottle. Each brand maintains its own custom, proprietary formulas developed through this partnership. This is Skindinavia's flagship licensing relationship and validates the strength of its core technology.
• Scotty's Makeup & Beauty (Australia)minorChannel Partner/ Reseller/ DistributorAustralian retail partner for Skindinavia products. Offers faster delivery and reduced shipping costs for Australian customers compared to international shipping from the US.
• Backstage Cosmetics (Canada)minorChannel Partner/ Reseller/ DistributorCanadian retail partner for Skindinavia products, serving the professional and consumer makeup market in Canada.
• Niche Beauty (Canada)minorChannel Partner/ Reseller/ DistributorCanadian retail partner for Skindinavia products, serving the professional and consumer makeup market in Canada.
• Amazon CanadaminorChannel Partner/ Reseller/ DistributorCanadian Amazon marketplace presence for Skindinavia products, providing convenience and fast shipping for Canadian consumers.
• Boozyshop B.V. (Global)minorChannel Partner/ Reseller/ DistributorGlobal online beauty retailer distributing Skindinavia products internationally.
• Beautylish (Global)minorChannel Partner/ Reseller/ DistributorGlobal online beauty retailer known for curated professional makeup brands, serving as a distribution channel for Skindinavia internationally.
• Atelier Maquillage (Mexico)minorChannel Partner/ Reseller/ DistributorMexican retail partner for Skindinavia products, offering local access for Mexican consumers.
• The Glow Shop (Poland)minorChannel Partner/ Reseller/ DistributorPolish retail partner for Skindinavia products, serving the Eastern European market.
• Andra Cosmetics (Romania)minorChannel Partner/ Reseller/ DistributorRomanian retail partner for Skindinavia products, serving the Eastern European market.
• Tigerzzz Shop (Switzerland)minorChannel Partner/ Reseller/ DistributorSwiss retail partner for Skindinavia products, serving the Swiss market.
• Xukashop (Vietnam)minorChannel Partner/ Reseller/ DistributorVietnamese retail partner for Skindinavia products, serving the Southeast Asian market.
• Blushbox (Kenya)minorChannel Partner/ Reseller/ DistributorKenyan retail partner for Skindinavia products, serving the African market.
• Beautee (Fargo Islands)minorChannel Partner/ Reseller/ DistributorFaroese retail partner for Skindinavia products, serving the Fargo Islands market.
• Ecosmetics (Puerto Rico)minorChannel Partner/ Reseller/ DistributorPuerto Rican retail partner for Skindinavia products, serving the Caribbean market.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Urban Decay: Skindinavia's Urban Decay All Nighter setting spray is co-developed using Skindinavia's patented cooling formula, making Urban Decay both a partner and the closest direct competitive SKU in the setting-spray category.

Broad incumbents

• MAC Cosmetics: MAC's Prep+Prime Fix+ is a flagship setting-spray competitor sold through department stores and pro channels globally; relevant as a prestige incumbent with deep professional artist penetration.
• Charlotte Tilbury: Charlotte Tilbury's Airbrush Flawless Setting Spray competes directly at the premium price tier with editorially-driven marketing, much of it targeting bridal and celebrity use cases like Skindinavia's Bridal Formula.
• NYX Professional Makeup: NYX offers multiple setting sprays (e.g., Matte Finish, Dewy Finish) at a much lower price point, representing the mass-tier competitor that pressures Skindinavia from below on accessible long-wear claim positioning.
• Make Up For Ever: Mist & Fix and Setting Sprays anchor Make Up For Ever's professional-grade category offering, with strong global Sephora distribution and a deep MUA following analogous to Skindinavia's pro community.
• Benefit Cosmetics: Benefit offers The POREfessional setting sprays targeting oil control and pore concerns, competing for the same combination/oily-skin shopper Skindinavia's Oil Control Formula addresses.

Emerging players

• Milk Makeup: Milk Makeup's Setting Spray competes in the prestige-spa-influenced, vegan/cruelty-free positioning where Skindinavia also operates; smaller scale, similar values-driven marketing, but broader category range.
• Morphe: Morphe Continuous Setting Spray is a mid-priced competitor distributed through its own DTC channel and Ulta, targeting beauty enthusiasts with long-wear claims comparable to Skindinavia's marketing.
• e.l.f. Cosmetics: e.l.f.'s Holy Hydration and Halo Glow Setting Sprays compete on long-wear claims at a fraction of Skindinavia's price point, putting structural price pressure on the brand's premium-tier positioning.
• Milani: Milani's Make It Last Setting Spray is a drugstore competitor frequently highlighted in beauty editorial, putting accessibility-tier pressure on Skindinavia in the oily-skin and long-wear subcategories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/Skindinavia
• Xx.com/skindinavia
• Facebookfacebook.com/skindinavia
• LinkedInlinkedin.com/company/skindinavia

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 SKINDINAV