Habit Cosmetics

What Habit Cosmetics does

Habit Cosmetics is a privately held, direct-to-consumer clean-beauty brand founded in 2013 and headquartered in the Los Angeles/Malibu area, operating with a team of 1–10. The company sells vegan, non-toxic nail polish alongside a small portfolio of complementary nail-care treatments, targeting individual consumers — primarily eco-conscious buyers, individuals recovering from gel and press-on nail damage, and trend-forward shoppers seeking inclusive shade ranges. Products are certified by Leaping Bunny, PETA, and Halal authorities, and the brand participates in 1% For The Planet, donating a portion of sales to environmental and Los Angeles community initiatives.

The company's core technology centers on a skincare-infused nail polish formulation that combines Hibiscus Sabdariffa Flower Extract and Crithmum Maritimum (Samphire) Extract with a breathable, 75%+ bio-based formula free of 21 toxins common in conventional polish. The product portfolio spans 80+ numbered shades across multiple finishes, plus a treatment line (Quick Fix Melt-In Strengthener, Comeback Queen Gel Nail Rehab, Hard Reset Protective Hardener, Cutie Dew Cuticle Oil) sold individually or as The Treatments Bundle. External testing supports quantified performance claims including 10-day chip resistance and 98% polish retention, 100% more hydrated nails, and 89% stronger nails.

Habit generates revenue through three channels: direct e-commerce at habitcosmetics.com, the Amazon marketplace, and a wholesale program for retail partners. Pricing is unit-based, with $14 standard bottles, $18 Baby Trio mini sets, a $65 Treatments Bundle, and a $130 Birthday Bundle, supported by free US shipping over $60 and a $40 international shipping fee. Go-to-market relies on owned social channels (Instagram, TikTok, Pinterest, Facebook, YouTube), an interactive Shade Finder Quiz, brand ambassador and "Friends With Benefits" referral programs, artist collaborations, and earned media coverage including ELLE and Amazon features. No funding rounds, acquisitions, or institutional capital are disclosed in the available data.

Name

Habit Cosmetics

Legal name

Habit Cosmetics

Website

https://habitcosmetics.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Habit Cosmetics is a privately held DTC clean-beauty brand that sells vegan, non-toxic, skincare-infused nail polish and complementary nail-care treatments to individual eco-conscious, nail-recovery, and trend-forward consumers across the US and international markets.

Ownership category

akta.pro rank

Product category

Clean Beauty Nail Polish

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)

Keywords

• Vegan nail polish
• Non-toxic cosmetics
• Clean beauty products
• Nail care treatments
• Cruelty-free makeup

Headquarters

HQ city

Malibu

HQ country

United States

HQ region

North America

Offices1 record

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: Habit Cosmetics generates primary revenue through direct-to-consumer sales via their e-commerce website (habitcosmetics.com), selling nail polish products individually and in bundles at price points ranging from $10-$148
2. Wholesale/B2B: The company maintains a wholesale program for bulk purchasing, indicating B2B revenue stream through retail partners
3. Marketplace Sales: Products are sold on Amazon marketplace, providing an additional sales channel

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Habit Cosmetics sells vegan, non-toxic nail polish in over 80 numbered shades with multiple finishes (jelly, opaque, creme, shimmer, metallic), each formulated with Hibiscus and Samphire botanical extracts for nail health. The product line also includes nail care treatments such as base coat, top coat, strengtheners, gel nail rehab, hardeners, and cuticle oil, available individually or as bundled sets. The company sells direct-to-consumer via its e-commerce site, through Amazon marketplace, and via a wholesale program targeting consumers seeking clean, cruelty-free beauty products.

Product overview

Habit Cosmetics is a direct-to-consumer nail care brand offering a unified portfolio of vegan, non-toxic nail polish products and complementary nail care treatments. The core offering centers on over 80 numbered nail polish shades (ranging from shade 02 to 85+) available in various finishes (jelly, opaque, creme, shimmer, metallic), complemented by essential accessories including Base Coat, Top Coat, and the Prep & Seal Duo for application. The treatment line includes Quick Fix Melt-In Strengthener, Comeback Queen Gel Nail Rehab, Hard Reset Protective Hardener, and Cutie Dew Quick Dry Cuticle Oil, which can be purchased individually or as The Treatments Bundle. Additional offerings include Baby Trios (mini polish sets), Bundles, and Gift Cards. All products emphasize bio-based formulas free of 21 toxins, enriched with Hibiscus and Samphire botanical extracts.

Differentiator

Problem solved

Functional benefit

Products and services

• Nail Polish Colors Vegan, non-toxic nail polish available in 80+ numbered shades (02-85+) with various finishes including jelly, opaque, creme, shimmer, and metallic. Enriched with Hibiscus and Samphire extracts for nail health benefits and priced at $14.00 per bottle.
• Baby Trios Mini nail polish sets featuring curated shade combinations in travel-friendly sizes for on-the-go use, priced at $18.00 per set of three mini polishes.
• Base Coat Base coat preparation product that helps polish adhere to nails and extends wear time when paired with Top Coat.
• Top Coat Top coat sealer that locks in color, adds shine, and extends wear up to 10 days of chip-free performance.
• Quick Fix Melt-In Strengthener Nail strengthener treatment that melts into nails to repair and restore damaged nails before polish application.
• Comeback Queen Gel Nail Rehab Gel nail rehabilitation treatment designed to restore nails recovering from gel and press-on damage.
• Hard Reset Protective Hardener Protective nail hardener that strengthens and protects nails from environmental damage.
• Cutie Dew Quick Dry Cuticle Oil Quick-drying cuticle oil priced at $16.00 that nourishes and hydrates nails and surrounding skin for a polished, salon-worthy finish.
• The Treatments Bundle Bundle of nail treatment products including Quick Fix Melt-In Strengthener, Comeback Queen Gel Nail Rehab, and Hard Reset Protective Hardener for comprehensive nail care, priced at $65.00.
• Bundles Curated sets combining multiple nail polish shades or treatment products at discounted prices, including the Birthday Bundle reduced from $148 to $130.
• Gift Cards Digital gift cards available in various denominations for gifting Habit Cosmetics products.
• Prep & Seal Duo Combined base and top coat duo providing up to 10 days of chip-free wear with proper nail preparation and sealing.

Quantifiable outcome

• 100% more hydrated nails
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Summaeverythang Community CentercoreOthersHabit Cosmetics donates 2% of all sales to the Summaeverythang Community Center in Los Angeles, CA. This is a core community partnership supporting local initiatives in their home city.
• 1% For The PlanetcoreStrategic or Co-development PartnerHabit Cosmetics is a member of 1% For The Planet, committing to donate 1% of annual sales to environmental causes, specifically directing funds to Ocean Cleanup non-profit dedicated to removing plastic waste from oceans.
• Ocean CleanupminorOthersEnvironmental non-profit receiving 1% of Habit Cosmetics annual sales as part of the 1% For The Planet commitment.
• Lauren HalseyminorStrategic or Co-development PartnerArtist collaborator who co-created the '55 Bop Bop!' nail polish color with Habit Cosmetics, bringing creative vision to product development.
• Alake ShillingminorStrategic or Co-development PartnerArtist (sillyshilli on Instagram) who co-created the '56 Jolly Bean Green' nail polish color with Habit Cosmetics.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Olive & June: D2C clean nail polish brand targeting similar conscious, design-savvy consumers with non-toxic, salon-quality polish and a salon-system product. Closest comparable in positioning, channel mix (DTC + retail), and target persona.
• Côte: Vegan, non-toxic nail polish brand selling D2C and through retail with elevated branding and broader treatment/hand-care extensions. Direct overlap on clean formulation, color assortment, and treatment-adjacent SKUs.
• Sundays: Non-toxic, vegan nail polish brand with a curated shade range sold DTC and through professional channels. Comparable on clean ingredient standards, numbered shade system, and minimalist premium positioning.
• Zoya: Long-standing non-toxic ('Big 10 Free') vegan nail polish brand with extensive shade range. Comparable on the 'free-from' formulation positioning and broad assortment, though distribution tilts more to salons/salons-online.
• Smith & Cult: Design-forward, '8-Free' nail polish brand with strong packaging identity and DTC/retail distribution. Comparable as a fashion-leaning, non-toxic indie nail polish brand competing for the same younger, brand-aware shopper.
• Kure Bazaar: French non-toxic, vegan nail polish brand with bio-sourced formulations. Comparable on plant-derived 'clean' positioning and international DTC/wholesale distribution.
• Tenoverten: Non-toxic nail care brand spanning polish and treatments with a salon + DTC footprint. Comparable on integrated polish + nail-treatment portfolio targeting the same conscious consumer.

Broad incumbents

• OPI: Global professional nail polish leader with a Nature Strong 'natural origin' line. Larger portfolio player overlapping in the same category with recent clean-line extension that competes for the same retailer shelf space as Habit.
• Sally Hansen: Mass-market nail-care giant with Good.Kind.Pure. clean line. Differs in scale and channel breadth but directly competes on accessible clean polish, particularly in Amazon and drugstore channels where Habit also competes.

Emerging players

• Paintbox: D2C-first nail polish brand built around at-home manicure kits. Comparable on digitally-native, design-led positioning in the modern nail category, though with a stronger emphasis on nail-application tools and step-by-step system.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC8MYxwyklmRMzh5Ol_NfYBQ
• Facebookfacebook.com/habitcosmetics
• Instagraminstagram.com/habitcosmetics
• Pinterestpinterest.com/habitcosmetics
• TikToktiktok.com/@habitcosmetics
• Xx.com/habitcosmetics

Compliance4 records

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 Habit Cosmetics