Alex Cosmetic
Alex Cosmetic is a German-founded professional skincare brand (US entity: Banzai Living Inc.) that sells plant-based skincare and its proprietary Herbs2peel herbal peeling method to individual consumers via DTC e-commerce and to licensed estheticians, spas, medi-spas, and dermatology clinics through verified B2B wholesale and training programs across 30+ countries.
- Company typePrivate
- Founded1999
- HeadquartersWoodside, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Alex Cosmetic does
Alex Cosmetic, operating through its US entity Banzai Living Inc. (d/b/a Alex Cosmetic USA), is a German-origin professional skincare company founded in 1999 and headquartered operationally in Woodside, New York. The company manufactures and distributes a plant-based, results-driven skincare line spanning approximately 70 SKUs organized around a proprietary 5-step Step Care system (WASH, BALANCE, PEEL, CORRECT, PROTECT), with category-specific sub-lines for acne-prone, sensitive, hyperpigmented, anti-aging, and mature skin. Its core technical asset is the third-generation Herbs2peel natural herbal peeling method, a proprietary mixture of pure herbs free of chemical additives, offered to professionals as a Beauty Peel (B-Peel) with no downtime and a Corrective Peel (C-Peel) producing visible skin renewal in five days. The portfolio also includes a signature BB cream range with 25 years of category heritage, high-dose ampoules (e.g., 15% vitamin C booster), SPF 50 sun protection, professional beauty tools, and treatment sets.
The business operates a dual-channel commercial model. Direct-to-consumer revenue runs through alexcosmeticusa.com with retail price points between $44 and $278, a subscription option providing 10% recurring savings, and free shipping for orders above $100. A separate verified B2B professional channel sells wholesale to licensed estheticians, day spas, medical spas, dermatology clinics, hotels, and esthetic schools, gated by account approval and requiring mandatory Herbs2peel certification (free webinar or $50 in-person training at the Queens, NY training academy). Internationally, the company reaches 30+ countries through 20+ named regional distributors across Europe, Asia, North America, the Middle East, the Pacific, and Africa, with manufacturing and brand stewardship retained in Germany. Reported scale signals include 11-50 employees, distribution in 30+ countries, and a long-running 'plant a tree per product sold' environmental partnership with Trees for the Future. Revenue, funding history, and management composition are not publicly disclosed.
Alex Cosmetic firmographics
Firmographics- Name
- Alex Cosmetic
- Legal name
- Banzai Living Inc.
- Website
- https://alexcosmeticusa.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alex Cosmetic is a German-founded professional skincare brand (US entity: Banzai Living Inc.) that sells plant-based skincare and its proprietary Herbs2peel herbal peeling method to individual consumers via DTC e-commerce and to licensed estheticians, spas, medi-spas, and dermatology clinics through verified B2B wholesale and training programs across 30+ countries.
- Ownership category
- akta.pro rank
Alex Cosmetic industry classification
Industry- Product category
- Professional Skincare and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Beauty Salons (812112)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Professional Skincare & Facial Treatments (CRABALAF)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic) (CRABAEAH)
Keywords
Where Alex Cosmetic is headquartered
LocationHeadquarters
- HQ city
- Woodside
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Alex Cosmetic business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Retail Sales: E-commerce sales of skincare products through alexcosmeticusa.com to individual consumers. Products include cleansers, tonics, peels, serums, creams, BB creams, ampoules, and beauty tools. Subscription options with 10% recurring purchase discounts available.
- Professional B2B Wholesale: Wholesale product sales to licensed skincare professionals including estheticians, spas, medi-spas, cosmetic institutes, and dermatology clinics. Professional-only products and back-bar sizes available exclusively through verified professional accounts.
- Professional Certification Training: Certification seminars and webinars for herbs2peel treatment methods. B-Peel certification webinar (free) and in-person certification training ($50) offered. Mandatory for professionals purchasing herbs2peel products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard retail pricing with subscription option |
| One time/ perpetual license | Multi-year contract | Professional certification training fees |
| Other | Pay-as-you-go | Professional wholesale pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Alex Cosmetic product offering
Product offeringCore offering
Alex Cosmetic designs, manufactures, and distributes a German-made line of professional skincare products organized around a 5-step Step Care System (WASH, BALANCE, PEEL, CORRECT, PROTECT), including BB creams, cleansers, tonics, peels, serums, ampoules, creams, masks, sun protection, and beauty tools. Its flagship proprietary offering is the third-generation Herbs2peel natural herbal peeling method, offered as a no-downtime Beauty Peel (B-Peel) and an intensive Corrective Peel (C-Peel). The company sells both to individual consumers through its own e-commerce site and to licensed skincare professionals through a verified wholesale and certification program.
Product overview
Alex Cosmetic is a German skincare company (Alex Cosmetic USA) offering a comprehensive customized skincare system. The product portfolio includes BB Creams (Nude Tone, Medium Tone, Dark Tone, Deep Dark Tone, Royal, Imperial, Porcelain Glow Balm), Cleansers (Cleansing Gel, Deep Gel, Mild Lemon Cleansing Milk, Lily Hydra Cleansing Milk, Matt Pore Cleanser), Tonics (Green Tonic, Lily Hydra Tonic, Peeling Toner, Herbal Super Lotion), Peels (Nourishing Exfoliator, Ultimate 2+), Corrective/Correct products (Elixir, Absolute Hyaluron Essence, Stem Cell Repair Cream, Extreme Eye Cream, Total Calm Cream, Vitamin Cream, Corrector Serums, Advanced/Intensive/Natural Correctors, Stem Cell Activator+, Retinol Repair Fluid/Cream, Green Caviar Cashmere Cream, Green Collagen Fluid/Cream, No End Hyaluron Cream, Clear Gel/Cream, SOS Gel, Silky Glow Fluid, Lively Summer Serum), Masks (High Performance, Hydrating Leave-On, Instant Relief Gel), ALEGANCE premium line (The Eye, The Serum, The Cactus), SUPER CHARGED SKIN CARE ampoule sets (15% C Energizing Booster, Insideout Skin Perfecter, No Needle Botanical Lifter, Green Collagen Drops, Retinol Power Liquid, Organic Anti Aging Skin Shot, Botanical Spot Eraser, Hyaluron Skin Dive, Blemish Control, Skin Quality Enhancer, Skin Super Food), Sun Protection (Natural Sun Fluid SPF 50, No Ager Sun Molecules SPF50), Beauty Tools (Cryo Facial Skin Lifter, Cool Lava Eye Blanket, Body Massager), and Sets/Bundles. The company also offers Herbs2peel professional treatment method with Beauty Peel and Corrective Peel options, professional certification training, and wholesale professional account programs. The 5-step Step Care system comprises Cleanse (WASH), Open (PEEL), Tone (BALANCE), Correct (RESCUE/CALM/BRIGHTEN/RENEW/ALEGANCE), and Protect (BB Creams + SPF). Products are made in Germany using natural, progressive high-tech raw materials including botanical ingredients, stem cells, hyaluronic acid, vitamins, antioxidants, and peptides.
Differentiator
Problem solved
Functional benefit
Products and services
- Alex Cosmetic Step Care System A 5-step customized skincare system (Cleanse, Open/Peel, Tone, Correct, Protect) that organizes the full Alex Cosmetic product portfolio by skin concern and routine step, including WASH (Cleanse), BALANCE (Tone), PEEL (Exfoliate), RESCUE (Acne/Impure), CALM (Sensitive), BRIGHTEN (Hyperpigmented), PROTECT (BB Creams + SPF), RENEW (Anti-Aging), SUPER CHARGED SKIN CARE (Ampoules), and ALEGANCE (Demanding Skin).
- BB Cream Collection Beauty balm (BB cream) line including Nude Tone, Medium Tone, Dark Tone, Deep Dark Tone, Royal, and Imperial variants plus Porcelain Glow Balm, using zinc oxide and titanium dioxide for physical SPF protection and offering shade, coverage, and skin-concern variations for individual consumers.
- Cleanser Collection (Wash) Facial cleansers including Cleansing Gel, Deep Gel (astringent for impure skin), Mild Lemon Cleansing Milk, Lily Hydra Cleansing Milk, and Matt Pore Cleanser, addressing normal, sensitive, oily, and combination skin.
- Tonic Collection (Balance) Facial tonics including Green Tonic (hyaluronic acid + coenzyme Q10), Lily Hydra Tonic (white water lily + panthenol), Peeling Toner (mandelic, lactic, citric acid), and Herbal Super Lotion (chamomile + witch hazel + aloe vera).
- Peel Collection At-home exfoliating peels including Nourishing Exfoliator (beta-hydroxy acid + enzymes) and Ultimate 2+ (enzymatic peel with vitamins A, C, E and coenzyme Q10) for epidermal renewal and wrinkle smoothing.
- Rescue (Acne/Impure) Collection Acne and blemish-targeted products including SOS Stop On Spot Gel (salicylic acid, zinc, sulfur, kaolin), Clear Gel (tea tree oil + licorice root), and Clear Cream (tea tree oil for oily, impure skin).
- Calm (Sensitive Skin) Collection Products for sensitive and sensitized skin including Total Calm Cream, Vitamin Cream, Instant Relief Gel Mask, and Recoup Fluid/Cream.
- Brighten (Hyperpigmentation) Collection Skin-brightening and hyperpigmentation correctors including Corrector Serum + Vitamin C, Advanced Corrector No.1, Intensive Corrector No.2, Natural Corrector No.3 + Vitamin C, and Silky Glow Fluid.
- Renew (Anti-Aging) Collection Anti-aging products including Stem Cell Repair Cream, Extreme Eye Cream, Elixir, Stem Cell Activator+, Retinol Repair Fluid and Cream, Green Caviar Cashmere Cream, Green Collagen Fluid and Cream, No End Hyaluron Cream, High Performance Mask, Hydrating Leave-On Mask, and Lively Summer Serum.
- ALEGANCE Premium Line (Demanding Skin) Premium skincare line for demanding and mature skin including The Eye (intensive anti-aging eye care), The Serum (innovative anti-aging ingredients), and The Cactus Botanical Solid Oil (cactus extract nourishment).
- Super-Charged Skin Care Ampoule Sets High-dose ampoule and booster products including 15% C Energizing Booster, Insideout Skin Perfecter, No Needle Botanical Lifter 3x, and 7pc ampoule sets for Green Collagen, Retinol Power Liquid, Organic Anti Aging Skin Shot, Botanical Spot Eraser, Hyaluron Skin Dive, Blemish Control, Skin Quality Enhancer, and Skin Super Food.
- Protect (Sun Protection) Collection Sun protection products including Natural Sun Fluid Face SPF 50 and No Ager Sun Molecules SPF50 for broad-spectrum UVA and UVB defense with anti-aging benefits.
- Beauty Tools Beauty tools including Cryo Facial Skin Lifter (cold-therapy facial lifting), Cool Lava Eye Blanket (cooling eye de-puffer), and Body Massager (at-home body care).
- Skincare Sets and Bundles Curated multi-product sets including Hydration Duo, Stem Cell Repair Duo, Clear Skin Trio, Green Collagen Duo and Trio, Retinol Repair Duo, and Cleansing + Toning Duo.
- Herbs2peel Method Proprietary natural herbal peeling treatment method (third generation) using pure herbs free of chemical additives and synthetic abrasives, offered in two variants: Beauty Peel (B-Peel) for immediate no-downtime glow and Corrective Peel (C-Peel) for intensive skin renewal with visible peeling within 5 days, marketed as a natural alternative to chemical peels, microdermabrasion, and needling.
- Professional Certification Training Certification seminars and webinars covering the Herbs2peel method and Alex Cosmetic products, mandatory for licensed professionals before purchasing Herbs2peel products; offered as a free B-Peel Certification Webinar and a $50 in-person B-Peel Certification Training (theory, practical, and starter kit discount).
- Professional Account Program (Wholesale) Wholesale professional account program granting verified estheticians, spas, medi-spas, dermatology clinics, hotels, and esthetic schools access to professional-only products, back-bar sizes, wholesale pricing, 24/7 online ordering, marketing materials, and dedicated account management.
Quantifiable outcome
- Corrective Peel results in visible skin peeling within 3 days and complete renewal in 5 days
- +2 more outcomes
Companies that use Alex Cosmetic
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Alex Cosmetic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Alex Cosmetic partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered regional, core and minor.
- Quality Life OG (Austria)regionalRegional distributor for Austria located at Plabutscherstraße 63/2/2, 8051 Graz. Contact via [email protected].
- Lidera Group (Bulgaria)regionalRegional distributor for Bulgaria at 73 Pirin Str. Floor 2, 1680 Sofia.
- TIMI Shine s.r.o (Czech Republic)regionalRegional distributor for Czech Republic.
- Golden Pig Prague s.r.o (Czech Republic)regionalRegional distributor for Czech Republic at Palac Archa - Recepce C, Na Porici 1047/26, Praha 1.
- Consult Lady Oy (Finland)regionalRegional distributor for Finland at Korsontie 70, 14500 Vantaa.
- Alex Cosmetic Nederland (Netherlands)regionalRegional distributor for Netherlands at S.N. Menkostraat 28, 7523 DX Enschede. Contact via [email protected].
- Max Beauty (Norway)regionalRegional distributor for Norway at Austboveien 155, 5442 Karmsund.
- ALEX-COSMETIC POLANDregionalRegional distributor for Poland at ul. Panewnicka 34, 40-730 Katowice-Ligota.
- Alex Cosmetic Sverige (Sweden)regionalRegional distributor for Sweden at Nygatan 32E, 93132 Skellefteå.
- The Skintellectual Group (UK & Ireland)regionalRegional distributor for UK and Ireland at The Beauty Shack, 74 Beulah Road, Walthamstow, London E17 9LE.
- Ollex Professional (Ukraine)regionalRegional distributor for Ukraine at Vice Admiral Zhukova St. 3/7, 65000 Odessa.
- Han Ai Cosmetic Co. Ltd (China)regionalRegional distributor for China at Room 302, Building 7, Unit 3, Zhan Xi Road, Sai Han District, 010010 Hohhot City, Inner Mongolia.
- TRENDY CO., LTD. (Japan)regionalRegional distributor for Japan at #202 Stonemill Ishimori Bldg., 1-32-28 Honcho, Nakano-ku, Tokyo 164-0012.
- ALEX COSMETIC KOREAregionalRegional distributor for Korea with HQ office and Seoul office. HQ at +82-31-772-7165.
- ZlataGora Ltd. (Russia)regionalRegional distributor for Russia at Moscow, 121609.
- 3R Investment Company limited (Vietnam)regionalRegional distributor for Vietnam at 5th Floor, 25T1, Lot No5, Southeast Urban Area No 8C, Ton That Thuyet Street, My Dinh 2, Hanoi City.
- SPAVARO (Canada)regionalRegional distributor for Canada at 5496 Gorvan Dr, Mississauga, ON L4W 3E8.
- Divi Re Skin (Caribbean)regionalRegional distributor for Caribbean at Tanki Leendert 13 A, Oranjestad, Aruba, Dutch Caribbean.
- Yooli Academy (Israel)regionalRegional distributor for Israel at Giborey Israel 5a Industry Zone, Poleg Netanya.
- Beauty and Beauty Cosmetics FZE (Middle East)regionalRegional distributor for Middle East region including Iraq, Saudi Arabia, Kuwait, Lebanon, Oman, Qatar, Syria, and UAE at Business Park, Business Center 4, 8th Floor, Wing B - UAE.
- OmniDerm Ltd. (Australia)regionalRegional distributor for Australia at 1 Wilson Avenue, Brunswick.
- Cosmetology (South Africa)regionalRegional distributor for South Africa at 2nd Floor, 37 Bath Avenue, Rosebank, Johannesburg 2196.
- Trees for the FuturecoreEnvironmental partnership where a tree is planted for every Alex Cosmetic sales product purchased in Germany, contributing to global reforestation efforts in Africa. The organization has planted more than 115 million trees worldwide in almost 30 years.
- Dr. Aylin KümmelminorDevelopment partner for the 15% C Energizing Booster product, developed with aesthetic approach and visible results.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Alex Cosmetic competitors and assessment
Company assessmentDirect peers
- Babor: Babor is a German professional skincare manufacturer with a dual-channel model (B2B spa/esthetician plus selective DTC) and a heritage of ampoule-based treatments — directly comparable to Alex Cosmetic's German origin, professional certification programs, and super-charged ampoule SKUs.
- PCA Skin: PCA Skin is a US professional chemical peel and corrective skincare brand sold through licensed professionals and dermatology channels, with a step-based regimen and peel training programs — directly comparable to Alex Cosmetic's professional certification training, peel offerings, and clinical positioning.
- Dermalogica: Dermalogica is a leading US professional skincare brand sold primarily through licensed estheticians and spas, offering cleansers, toners, exfoliants, and targeted treatments organized into a step-by-step regimen — directly comparable to Alex Cosmetic's professional channel and Step Care system.
- Jan Marini Skin Research: Jan Marini is a results-oriented professional skincare brand sold through physicians, med-spas, and licensed professionals with strong product efficacy claims — comparable to Alex Cosmetic's professional channel targeting medi-spas and dermatology clinics.
- Glo Skin Beauty: Glo Skin Beauty is a professional skincare and mineral makeup brand sold through licensed estheticians and spas, offering treatment-oriented home care regimens — comparable to Alex Cosmetic's B2B professional wholesale channel and skin-concern-based product categorization.
- DMK Skincare: DMK is a professional skincare brand built around signature in-clinic treatment methods (paramedical facial revision) sold through certified therapists — directly comparable to Alex Cosmetic's signature Herbs2peel methodology and mandatory professional certification model.
- Éminence Organic Skin Care: Éminence is a Hungarian-rooted natural and organic professional skincare brand sold through spas and estheticians worldwide with a strong herbal/botanical positioning — directly comparable to Alex Cosmetic's plant-based formulas, herbs2peel methodology, and global distributor model.
- Rhonda Allison: Rhonda Allison is a professional skincare brand specializing in holistic peels, herbal treatments, and result-driven home care sold through estheticians and spas — closely comparable to Alex Cosmetic's herbs2peel herbal peeling method and professional training model.
Broad incumbents
- Dr. Jart+: Dr. Jart+ is a major BB cream pioneer and skincare brand with broad retail distribution and a strong BB cream category presence — comparable to Alex Cosmetic's 25-year BB cream heritage, though Dr. Jart+ operates at a much larger scale and broader retail footprint.
Emerging players
- Andalou Naturals: Andalou Naturals is a fruit-stem-cell-based natural skincare brand with broader retail and natural channel distribution — comparable to Alex Cosmetic's plant-based, stem-cell formulation positioning and natural ingredient emphasis, though distributed via mass/natural retail rather than professional channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Alex Cosmetic social profiles
Digital presenceAlex Cosmetic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alex Cosmetic leadership team
Management profileNumber of profiles
Alex Cosmetic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alex Cosmetic 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 Alex Cosmetic
What does Alex Cosmetic do?
Alex Cosmetic designs, manufactures, and distributes a German-made line of professional skincare products organized around a 5-step Step Care System (WASH, BALANCE, PEEL, CORRECT, PROTECT), including BB creams, cleansers, tonics, peels, serums, ampoules, creams, masks, sun protection, and beauty tools. Its flagship proprietary offering is the third-generation Herbs2peel natural herbal peeling method, offered as a no-downtime Beauty Peel (B-Peel) and an intensive Corrective Peel (C-Peel). The company sells both to individual consumers through its own e-commerce site and to licensed skincare professionals through a verified wholesale and certification program.
Is Alex Cosmetic a public or private company?
Alex Cosmetic is a private company. It is classified as unknown and is currently operating.
When was Alex Cosmetic founded?
Alex Cosmetic was founded in 1999. It employs 11 to 50 people.
Where is Alex Cosmetic based?
Alex Cosmetic is headquartered in Woodside, United States, in the North America region.
How does Alex Cosmetic make money?
Three revenue lines are on record. Direct-to-Consumer Retail Sales are the primary driver. The others are professional B2B Wholesale and professional Certification Training.
Who are Alex Cosmetic's main competitors?
Direct peers on record are Babor, PCA Skin, Dermalogica, Jan Marini Skin Research, Glo Skin Beauty, DMK Skincare, Éminence Organic Skin Care and Rhonda Allison. Dr. Jart+ is listed as a broad incumbent. Andalou Naturals is listed as an emerging player.
Does Alex Cosmetic have an API?
No public API is recorded for Alex Cosmetic.
What industry is Alex Cosmetic in?
Alex Cosmetic's product category is Professional Skincare and Cosmetics. Its primary akta.pro industry code is CRABALAF, Professional Skincare & Facial Treatments, with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 456120 and its SIC code is 2844.