FACES Cosmetics
FACES Cosmetics (Faces Canada) is a Canadian-heritage mass-market beauty brand operating in India since 2009, selling color cosmetics, skincare, fragrance, and nail products to Indian consumers through 1,500+ retail outlets, five major online marketplaces, and its own e-commerce site.
- Company typePrivate
- Founded1984
- HeadquartersMumbai, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What FACES Cosmetics does
FACES Cosmetics, operating in India as Faces Canada, is a multi-category mass-market beauty brand that sells color cosmetics, skincare, fragrance, nail care, and beauty accessories to Indian consumers under the Faces Canada label. The brand has a 40-year heritage originating in Canada (founded 1984) and entered India in 2009, where it is now operated through the local legal entity Manash E-commerce Private Limited and is headquartered in Mumbai. Its core product technology centers on cosmetic formulations manufactured in Germany, Italy, and Turkey that are specifically adapted for Indian skin tones, complexions, and textures, combined with a cruelty-free, paraben-free, mineral-oil-free ingredient philosophy that has earned PETA approval. The portfolio spans lip makeup (lipsticks, liquid lipsticks, lip crayons, lip gloss, lip liners, lip balms), eye makeup (kajal, liners, mascara, eyeshadows, brow definers), face makeup (foundations, strobe creams, primers, concealers, setting sprays, CC creams), skincare (sunscreens, cleansers, toners, serums, moisturizers, face masks), nail care, fragrances, and makeup brushes, with premium-tier items like the Comfy Silk Obsession Lipstick (Rs.1,199) and entry-tier lipsticks (Rs.199) supporting tiered pricing.
The company operates an omnichannel go-to-market model spanning its own direct-to-consumer e-commerce storefront (facescanada.com) with pan-India delivery across 22,000+ pincodes, five major third-party marketplaces (Nykaa, Amazon, Myntra, Flipkart, Purplle), and 1,500+ physical retail outlets across 140+ Indian cities and towns, supported by digital marketing across Instagram, Facebook, YouTube, and Twitter, plus a loyalty program and a refer-a-friend program. Revenue is generated predominantly through one-time product sales at mass-market price points (typical discounts of 20–25%, free gifts on orders above Rs.599), with customer segments centered on Indian women across age groups and skin tones, augmented by bridal/wedding and beginner-friendly sub-segments. The company is privately held, has 101–250 employees, and has not publicly disclosed revenue; the only known external capital event is an undisclosed 2015 investment from Brand Capital. Leadership comprises Kunal Gupta (CEO), Pankaj Bhardwaj (CFO), Bharat Vanidani (CSCO), Chanakya Sharma (CBO), and Amritansu Nanda (Head of Digital Marketing & D2C).
FACES Cosmetics firmographics
Firmographics- Name
- FACES Cosmetics
- Legal name
- Manash E-commerce Private Limited
- Website
- https://faces-india.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- FACES Cosmetics (Faces Canada) is a Canadian-heritage mass-market beauty brand operating in India since 2009, selling color cosmetics, skincare, fragrance, and nail products to Indian consumers through 1,500+ retail outlets, five major online marketplaces, and its own e-commerce site.
- Ownership category
- akta.pro rank
FACES Cosmetics industry classification
Industry- Product category
- Cosmetics and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industry
- Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)
Keywords
Where FACES Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
FACES Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales - E-commerce: One-time product sales through company's own e-commerce website (facescanada.com) at retail prices with periodic discounts and promotional offers.
- Third-Party Marketplace Sales: Distribution through online marketplaces including Amazon, Nykaa, Purplle, Myntra, and Flipkart where products are sold at standard retail prices.
- Physical Retail Distribution: Products sold through 1500+ physical makeup outlets and modern retail outlets across 140+ cities and towns in India.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level lip products - Lipsticks and lip crayons |
| Unit Pricing | Pay-as-you-go | Mid-range makeup products - Foundations, primers, makeup fixers |
| Unit Pricing | Pay-as-you-go | Premium lip products - High-end liquid lipsticks and specialty items |
| Unit Pricing | Pay-as-you-go | Gift sets and combo packages |
| Unit Pricing | Pay-as-you-go | Skincare products - Cleansers, moisturizers, serums |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
FACES Cosmetics product offering
Product offeringCore offering
FACES Cosmetics (Faces Canada) is a cosmetics and skincare brand with 40 years of Canadian heritage that designs, manufactures, and sells a multi-category portfolio of makeup, skincare, fragrance, and nail care products. The company offers products including lipsticks, liquid lipsticks, foundations, kajals, eyeliners, skincare cleansers, serums, fragrances, and gift sets, with proprietary formulations tailored for Indian skin tones and a cruelty-free, non-toxic ingredient philosophy. Products are manufactured in Germany, Italy, and Turkey, and distributed through the brand's own e-commerce site, third-party online marketplaces, and 1500+ physical retail outlets across 140+ cities in India.
Product overview
Faces Canada (FACES Cosmetics) is a globally recognized cosmetics and skincare brand with 40 years of heritage originating from Canada. The company operates as a multi-category beauty brand offering an extensive portfolio of products organized into distinct collections: Lip Makeup (lipsticks, liquid lipsticks, lip crayons, lip glosses, lip liners, lip balms with 8+ products across multiple shades), Eye Makeup (kajal, eyeliners, mascaras, eyeshadows, brow definers), Face Makeup (strobe creams, foundations, concealers, primers, powders, highlighters, blushes, CC creams, setting sprays), Skincare (cleansers, toners, creams, face masks, moisturizers, serums, sunscreen), Nail Care (enamels, top coats, removers), Fragrances (perfumes), and Accessories (makeup brushes). The brand differentiates through formulations specifically designed for Indian skin tones, cruelty-free and non-toxic ingredients free from mineral oil and parabens, and products manufactured in Germany, Italy, and Turkey. Products are distributed through their own e-commerce platform and third-party marketplaces including Amazon, Nykaa, Purplle, Myntra, and Flipkart, reaching over 140 cities across India through 1500+ physical retail outlets.
Differentiator
Problem solved
Functional benefit
Products and services
- Strobe Cream Illuminating face cream with light-reflecting particles for a dewy glow, available in Rose Gold, Silver, and Pink shades. For consumers seeking a luminous face makeup finish.
- Ultime Pro Makeup Fixer Spray Hydrating alcohol-free setting spray that keeps makeup intact throughout the day with a refreshed and moisturized finish. For consumers seeking long-lasting makeup wear.
- 3 in 1 All Day Hydra Matte Foundation Lightweight matte foundation available in 14+ shades designed for Indian skin tones, providing all-day coverage without heaviness. For consumers seeking everyday foundation suited to Indian complexions.
- Ultime Pro HD Intense Matte Lips + Primer Feather-light creamy matte lipstick with built-in primer, available in 24 shades. Long-wearing formula with high pigmentation for up to 24 hours of wear. For consumers seeking high-pigment matte lip color.
- Comfy Matte Wow Liquid Lipstick Comfortable matte liquid lipstick with 10 shades, designed for long stay and smooth application. For consumers seeking long-wear liquid matte lip color.
- Comfy Matte Pro Liquid Lipstick Professional-grade matte liquid lipstick with super smooth finish, available in 11+ shades. For consumers seeking pro-quality liquid lip color.
- Weightless Crème Finish Lipstick Nourishing crème lipstick with 20 vibrant shades and a weightless formula with a crème finish. For consumers seeking hydrating creamy lip color.
- Weightless Matte Finish Lipstick Hydrated lightweight matte lipstick with long-wearing formula available in multiple shades. For consumers seeking comfortable matte lip color.
- Comfy Matte Crème Lipstick Creamy matte hydrating lip color enriched with shea butter, jojoba oil, and almond oil for a silky-smooth feel. For consumers seeking moisturizing lip color.
- Comfy Silk Liquid Lipstick Luxe hydrated liquid lipstick with a silky comfortable finish for those who find standard mattes uncomfortable. For consumers seeking non-drying liquid lip color.
- Comfy Matte Velvet Touch Lipstick Long-stay and long-wearing velvet finish lipstick with luxurious finish, available in 17 shades. For consumers seeking velvet-finish lip color.
- Comfy Matte Liquid Lipstick Lightweight, long-lasting, and transfer-proof liquid lipstick for comfortable all-day wear. For consumers seeking transfer-proof matte liquid lip color.
- 3 in 1 LongStay Matte Lipstick Multi-benefit matte lipstick combining color, care, and long stay in one formula. For consumers seeking multi-functional matte lip color.
- Comfy Silk Obsession Lipstick Long-lasting formula with luxurious comfort and silky finish for premium lip color experience. For consumers seeking premium lip color.
- Ultime Pro Lip Definer Soft, high-coverage lip liner with self-sharpening retractable format for impeccable definition, shape, and finishes. For consumers seeking precision lip definition.
- Comfy Matte Crayon Rich one-stroke long-stay lip crayon with 12 shades spanning nudes, pinks, berries, wines, and deep tones. For consumers seeking crayon-format long-stay lip color.
- Festive Edition Ultime Pro HD Intense Matte Lips + Primer Limited edition festive lipstick with 3 special shades designed for occasion and celebration looks. For consumers seeking occasion-specific lip color.
- Beyond Shine Lip Gloss Non-sticky luxurious lip gloss providing glossy hydrated lips with all-day wearability, available in 7 shades. For consumers seeking non-sticky lip gloss.
- Comfy Matte Wow Bullet Lipstick Bullet lipstick with comfy matte finish that does not crack or settle, providing smooth application with multiple shade options. For consumers seeking bullet-format matte lip color.
- Peptide Gloss Lip Balm Lip balm with peptide complex providing 24-hour hydration for soft and smooth finish. For consumers seeking peptide-based lip hydration.
- Ceramide Care Lip Balm Ceramide-enriched lip balm for deep moisturization and lip barrier repair. For consumers seeking barrier-repair lip care.
- Vitamin C Lip Balm SPF 15 Lip balm with SPF 15 protection and vitamin C enrichment in Orange Mint, Rose Petal, and Watermelon variants. For consumers seeking SPF lip protection.
- Skin Care Range Complete skincare line including sunscreens, cleansers, toners, creams, face masks, makeup removers, moisturizers, serums, and sun defence products formulated for Indian skin. For consumers seeking daily skincare solutions.
- Eye Makeup Collection Eye makeup range including kajal, eye pencils, eyeliners, twist eye kajal liners, mascaras, eyeshadows, and brow definers. For consumers seeking complete eye makeup solutions.
- Face Makeup Collection Face makeup range including strobe cream, foundation, highlighter, loose powder, concealer, primer, pressed powder, CC cream, blush, makeup fixer, and sindoor. For consumers seeking face base and color cosmetics.
- Nail Care Collection Nail care products including nail extensions, nail care range, nail enamel, remover, and top coat. For consumers seeking nail color and care solutions.
- Fragrances Collection Fragrance collection featuring perfumes and scents for all occasions. For consumers seeking everyday and occasion fragrances.
- AURA Perfumes - 100 ml
- Makeup Brushes and Accessories
- Bridal Kit
- The Signature Beauty Combo
- Mother's Gift Kit
- Bestsellers Kit
- Festive Kit
- Wedding Kit
- Ultime Pro Strobe Makeup Fixer Rose Gold
Quantifiable outcome
- Available in 140+ cities and towns across India
- +2 more outcomes
Companies that use FACES Cosmetics
Customer profileSegments3 records
Ideal customer profiles3 records
FACES Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FACES Cosmetics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Manash E-commerce Private LimitedcoreManash E-commerce Private Limited is the Indian legal entity that operates Faces Canada in India. The company handles e-commerce operations, distribution, and brand management for Faces Canada in the Indian market since entry in 2009.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
FACES Cosmetics competitors and assessment
Company assessmentDirect peers
- Sugar Cosmetics: Indian color cosmetics brand targeting mass-premium consumers with lip, eye and face makeup at similar price points; closest direct competitor in the Indian-skin-tone color cosmetics niche.
- Mamaearth (Honasa Consumer): India-headquartered D2C beauty and personal care brand with overlapping lip, face and skincare SKUs at comparable mass-market pricing; a top-tier Indian D2C competitor.
- Lotus Herbals: Indian color cosmetics and skincare brand with mass-premium positioning in lipsticks, foundations and skincare; overlaps with Faces Canada on price points and Indian-skin-tone shade ranges.
- Colorbar Cosmetics: India-based color cosmetics brand founded around the same era with similar premium-mass positioning, Indian shade focus, and omnichannel distribution across physical retail and online marketplaces.
Broad incumbents
- Lakme (Hindustan Unilever): India's largest legacy color cosmetics brand owned by HUL, offering face, lip, eye and skincare at overlapping mass-market price points; competes directly on the same retail shelves and platforms.
- Maybelline New York (L'Oréal): Global mass-market color cosmetics leader owned by L'Oréal, with a strong India presence across lips, eyes and face; competes with Faces Canada on the same mass-market shelves and e-commerce platforms.
Emerging players
- Nykaa Cosmetics (FSN E-Commerce): Nykaa's owned color cosmetics brand sold on India's largest beauty marketplace; serves as both a distribution channel for Faces Canada and a direct competitive label in the same category.
- Plum (Plumton Beauty): Indian vegan, cruelty-free beauty brand with face, lip and skincare products at comparable mass-market price points; competes in the same clean-beauty positioning Faces Canada occupies.
- WOW Skin Science: Indian D2C beauty and personal care brand with overlapping skincare, lip and face categories at mass-market prices; competes for the same Indian clean-beauty consumer.
- mCaffeine: India-based D2C beauty brand expanding from caffeine-themed skincare into color cosmetics; competes in adjacent clean-beauty positioning targeting the same Indian millennial consumer.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
FACES Cosmetics social profiles
Digital presenceFACES Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
FACES Cosmetics leadership team
Management profileNumber of profiles
Profiles5 records
FACES Cosmetics funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FACES Cosmetics 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 FACES Cosmetics
What does FACES Cosmetics do?
FACES Cosmetics (Faces Canada) is a cosmetics and skincare brand with 40 years of Canadian heritage that designs, manufactures, and sells a multi-category portfolio of makeup, skincare, fragrance, and nail care products. The company offers products including lipsticks, liquid lipsticks, foundations, kajals, eyeliners, skincare cleansers, serums, fragrances, and gift sets, with proprietary formulations tailored for Indian skin tones and a cruelty-free, non-toxic ingredient philosophy. Products are manufactured in Germany, Italy, and Turkey, and distributed through the brand's own e-commerce site, third-party online marketplaces, and 1500+ physical retail outlets across 140+ cities in India.
Is FACES Cosmetics a public or private company?
FACES Cosmetics is a private company. It is classified as venture growth investor backed and is currently operating.
When was FACES Cosmetics founded?
FACES Cosmetics was founded in 1984. It employs 101 to 250 people.
Where is FACES Cosmetics based?
FACES Cosmetics is headquartered in Mumbai, India, in the Asia region.
How does FACES Cosmetics make money?
Three revenue lines are on record. Direct Product Sales - E-commerce is the primary driver. The others are third-Party Marketplace Sales and physical Retail Distribution.
Who are FACES Cosmetics's main competitors?
Direct peers on record are Sugar Cosmetics, Mamaearth (Honasa Consumer), Lotus Herbals and Colorbar Cosmetics. Broad incumbents are Lakme (Hindustan Unilever) and Maybelline New York (L'Oréal). Emerging players are Nykaa Cosmetics (FSN E-Commerce), Plum (Plumton Beauty), WOW Skin Science and mCaffeine.
Does FACES Cosmetics have an API?
No public API is recorded for FACES Cosmetics.
What industry is FACES Cosmetics in?
FACES Cosmetics's product category is Cosmetics and Personal Care. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers). Its NAICS code is 45612 and its SIC code is 2844.