Coastal Scents

What Coastal Scents does

Coastal Scents is a privately held, direct-to-consumer cosmetics brand founded in 2005, headquartered in Aston, United States, with all product fulfillment handled from a single warehouse in China. The company sells makeup brushes, eyeshadow palettes, blushes, bronzers, concealers, and lip products exclusively through its own e-commerce storefront (coastalscents.com), accepting USD and shipping globally. Its product portfolio spans roughly 20 SKUs organized into named collections — Pearl, Elite Bamboo, Majestic, Primrose, and Brush Affair for brushes, and the Revealed, 28-Color, Rebel, and Passport travel-themed series for eyeshadows — at unit prices ranging from $15.00 (individual blushes) to $78.00 (22-piece brush sets).

The business is operated by a team of 1-10 employees with no disclosed institutional investors, no parent company, no funding history, and no M&A activity in the source data. Core technology is limited to cosmetics formulation and brush manufacturing rather than any proprietary software, AI, or platform architecture; there is no mobile app, no public API, and no documented integrations. Customer acquisition runs through organic channels: an email newsletter, social profiles (Facebook, Twitter, Pinterest, WhatsApp, Tumblr, LINE), a blog/news section, and a "Join Us / How to Make Money" page that suggests a referral or affiliate program.

The revenue model is one-time purchase DTC sales with no subscription tier and no recurring contracts. Two customer segments are served: individual women consumers seeking affordable self-expression products (primary), and professional makeup artists needing comprehensive brush sets and color palettes at accessible prices (secondary). The company offers a 30-day return policy and has operated continuously since founding, with no operational disruptions, acquisitions, or leadership changes disclosed in the available data.

Name

Coastal Scents

Legal name

Coastal Scents

Website

https://coastalscents.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Coastal Scents is a privately held direct-to-consumer cosmetics brand founded in 2005 that sells affordable makeup brushes, eyeshadow palettes, and lip and face products through its own e-commerce website, shipping globally from a China warehouse to individual consumers and professional makeup artists.

Ownership category

akta.pro rank

Headquarters

HQ city

Aston

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, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase revenue from selling cosmetics products including makeup brushes, eye shadow palettes, lip products, blush, concealer, and bronzer/highlighter products directly to consumers through their e-commerce website.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Coastal Scents is a direct-to-consumer e-commerce cosmetics brand that formulates, manufactures, and sells its own makeup products and professional makeup brush sets. Its catalog spans eyeshadow palettes, multi-piece brush collections (Pearl, Elite, Majestic, Primrose, Brush Affair), face palettes for blush/bronzer/contour/highlight, concealers, lip quads, and lipsticks, shipped globally from a China-based warehouse through its own website.

Product overview

Coastal Scents is a premier cosmetics brand founded in 2005, operating as a direct-to-consumer e-commerce platform for makeup and beauty products. The company offers a diverse portfolio of professional-grade makeup brushes organized into several collections (Pearl, Elite, Majestic, Primrose, Brush Affair, and Brush Affair Vanity) ranging from 8 to 24 pieces per set, color palettes including eyeshadow palettes (Revealed, 28 Color, Rebel, Passport series), face palettes for contouring/highlighting/blush/bronzer, concealers, blushes, lip quads, and lipsticks. The product line is organized into category collections including New Arrival, Best Sellers, Maestro (professional brushes), Studio (smaller brush sets), Travel, and Color Palettes. The company ships from a general warehouse in China and offers a 30-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Coastal Scents 22-Piece Makeup Brush Set (BR-SET-011) 22-piece makeup brush set with nylon bristles and copper ferrules, covering face and eye brushes (Large Fan, Powder Buffer, Round Powder, Angle Blush, Foundation, Concealer, Large Shadow, Blender, Dome Shadow, and others) for comprehensive personal or professional makeup application; priced at $78.00.
• Coastal Scents Pearl 16-Piece Brush Set (BR-SET-022) 16-piece brush set in the Pearl collection including Kabuki Sculptor, Blush, Angled Blush, Tapered Powder, Flat Buffer, Foundation, Dome Shadow, and additional brushes; priced at $38.00.
• Coastal Scents Pearl 24-Piece Brush Set (BR-SET-224) 24-piece comprehensive brush set in the Pearl collection including Fan, Flat Tipped Shadow, Dome Shadow, Pointed Blender, Concealer, Blender, Angled Shadow, Flat Liner, Brow, and additional brushes; priced at $48.00.
• Coastal Scents Elite 24-Piece Bamboo Collection Brush Set (BR-SET-016) 24-piece professional brush set in the Bamboo Collection available in black and white color options, including Flat Buffer, Tapered Powder, Powder, Angled Blush, Foundation, Large Shadow, and additional brushes; priced at $68.00.
• Coastal Scents Majestic 8-Piece Brush Set (BR-SET-048) 8-piece brush set with sleek black handles, gold-ferruled soft synthetic-bristle brushes, packaged in a gold-stitched quilted black leatherette case; priced at $39.00.
• Coastal Scents Primrose Brush Collection 8-Piece Brush Set (BR-SET-043) 8-piece brush set with elegant pink handles and soft synthetic bristles, packaged in a matching pink leatherette case designed for travel and storage; priced at $37.80.
• Coastal Scents Brush Affair Vanity Collection 22-Piece Brush Set 22-piece comprehensive brush collection with integrated vanity storage, currently offered in Orchid color, designed for professional-grade makeup application; priced at $70.00.
• Brush Affair Collection 12-Piece Brush Set (multiple color variants) 12-piece Brush Affair brush set offered in Orchid, Powder Blue, Minty Green, Cherry Blossom, and Powder Black color variants, each with its own UPC; priced from $38.80 to $39.90.
• Coastal Scents 28 Color Eyeshadow Palette, Neutral 28 neutral-tone eyeshadow palette in shimmer and matte finishes, with several shadows that can double as blush for natural looks; priced at $38.90.
• Coastal Scents Revealed Eye Shadow Palette 20 nude and metallic eyeshadow hues designed for on-the-go application, suitable for creating day or evening looks; priced at $35.00.
• Rebel Palette 20 highly pigmented bright-color eyeshadow palette with bold mattes and shimmers in a buildable, blendable formula for statement looks.
• Coastal Scents Passport to Rio de Janeiro Eye Shadow Palette (PL-063) Travel-themed eyeshadow palette with shimmery and matte finishes, part of the Passport series that also includes Bali, London, Paris, Rome, San Francisco, Tahiti, and Tokyo palettes; priced at $28.60.
• Coastal Scents Sleek Silhouette Blush, Highlighter, and Bronzer Palette (PL-017) All-in-one face palette for slimming, contouring, and highlighting, with contouring shades suitable for all skin tones and face shapes; priced at $26.50.
• Coastal Scents Blush and Bronzer Makeup Palette Comprehensive face palette containing bronzers for skin tone, contouring shades for cheekbones, and blushes for finishing touches; priced at $32.00.
• Coastal Scents 26 Shadow Blush Combo Palette 26-color combo palette pairing shadow and blush shades in shimmery finishes, ranging from neutral/natural to sultry/sassy looks.
• Coastal Scents Camo Quad Concealer Medium (CO-002) Four-shade creamy concealer palette in Medium tone for custom blending, providing lightweight yet opaque coverage for under eye and full face application; priced at $26.00.
• Coastal Scents Forever Blush Alluring (BL-014) Long-lasting, highly pigmented powder blush in a mirror compact, with shades available in Juicy Pink in Matte, Satin, and Shimmer finishes; priced at $15.00.
• Coastal Scents Lip Quad, Juicy Pink Lip quad with firm lipstick-like shades for trendy, kissable lips, applicable with any lip brush; priced at $16.00.
• Coastal Scents Lipstick No. 11 (LS-011) 15-shade lipstick line offering vibrant pinks, deep reds, and rich purples in a paraben-free creamy formula; priced at $29.80.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• BH Cosmetics: Affordable DTC color cosmetics brand with deep palette/brush SKU breadth and a similar value proposition (professional-grade at accessible prices), competing directly with Coastal Scents on Amazon and own-site.
• Makeup Revolution: UK-based affordable cosmetics brand with extensive eyeshadow palette and brush ranges sold globally through DTC and third-party retailers; comparable model and price positioning to Coastal Scents.
• Real Techniques: Mass-market brush brand sold through DTC and broad retail, with comparable price-tiered brush set strategy and appeal to both consumer and pro segments.
• Sigma Beauty: Direct-to-consumer brush specialist with multi-piece professional brush sets across price tiers, directly comparable to Coastal Scents' Pearl/Elite/Majestic/Primrose collections.
• Morphe: Multi-palette and brush-set DTC beauty brand historically focused on pro makeup artists and value-driven consumers; direct overlap with Coastal Scents' eyeshadow palette + brush set categories.

Broad incumbents

• e.l.f. Cosmetics: Large-scale affordable beauty brand (publicly listed) with extensive color cosmetics and brushes; same pricing tier but a much broader assortment and far larger marketing budget.
• Sephora: Global multi-brand beauty retailer; relevant context for Coastal Scents' channel strategy, as onboarding onto Sephora's marketplace would represent the largest step-up in distribution.
• It Cosmetics: L'Oreal-owned prestige-leaning color and brush brand with pro-artist credibility; comparable brush portfolio and palette SKU structure to Coastal Scents, though at higher price points.
• NYX Professional Makeup: L'Oreal-owned affordable pro-targeted color cosmetics brand sold through Ulta, Target, and own DTC — overlaps with Coastal Scents' consumer/pro position but operates at significantly larger scale.

Others

• Crownbrush: Manufacturer/wholesaler of professional cosmetic brushes with private-label and branded lines; comparable as both a competitor and potential supplier partner for Coastal Scents' brush manufacturing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Coastal Scents