Formula Z Cosmetics

What Formula Z Cosmetics does

Formula Z Cosmetics is a privately held, direct-to-consumer beauty brand founded in 2017 by teen makeup artist, influencer, and entrepreneur Zach Dishinger. The company designs, markets, and sells cruelty-free, vegan makeup, skincare, and beauty tools under the Formula Z® brand, primarily through its own Shopify-based e-commerce storefront at formulazcosmetics.com and a network of authorized online distribution partners. Its product portfolio spans eyes (Happy Stick® Eyeliners, Party Diva and Pretty Magic eyeshadow palettes, Instant Gratification Mascara, IAmSoPretty® Shadow Sticks), face (Aura Energy Primer, Cyber Blur Setting Powder, Glamgasm® Pro Artistry Face Palette, Amaze Glaze® highlighters, Lightbulb Swirl Illuminator, Unisexy® Setting Mist, Transforming Beauty® Cheek Palette), lips (Bubble Dreamdrop Lip Elixir, Luxe Diamond Gloss, Luxe Velvet, The Lip Squad), skincare (Z-Flash™ Cryo Lift Eye Masks, Z-Stem® Eye Complex, IAmSoPretty® Blemish Patches, Unisexy® Skin Elixir, Pop Off Cleansing Wipes), and tools (Highlighter Transformation Brush®, Transformation Brush® Set, Gua Sha + Facial Roller), supported by tiered bundles such as The Essentials, Advanced Makeup Kit, Ultimate Transformation Set, and Daily Depuff Duo. Individual SKUs price from $12 to $48 and kits from $27 to $190.\n\nThe company's technical foundation is Hyaluronic Z Technology®, a registered proprietary formulation platform combining hyaluronic acid with complementary skincare ingredients (e.g., niacinamide, castor oil, Vitamins C & E, Light Diffusing Amethyst, Kaolin Clay, papaya enzyme, peptides, Shea Butter). This technology is deployed across its makeup and skincare lines and underpins multiple registered trademarks (Happy Stick®, Amaze Glaze®, Glamgasm®, IAmSoPretty®, Unisexy®, Z-Flash™, Z-Stem®, Transformation Brush®). The brand has earned editorial coverage in Forbes, Vogue, Glamour, Allure, Seventeen, and WWD, with celebrity endorsements from Kelly Ripa, Cardi B, Gigi Gorgeous, Ciara, and Lisa Vanderpump, and is certified as an LGBTQ-owned business.\n\nFormula Z operates a primarily direct-to-consumer revenue model, generating income from one-time product sales through its own storefront and authorized distribution partners (including IPSY) and a recurring monthly subscription membership that provides priority access to new product launches and member-only pricing. The brand is marketed through organic social media (@FormulaZCosmetics across Instagram, Facebook, X, and LinkedIn), influencer and celebrity-driven earned media with the founder as primary brand ambassador, an email newsletter with a 15% first-order acquisition code (GROW), and an interactive Formula Finder quiz on the website that drives mid-funnel conversion. The company is headquartered at 4581 Weston Rd. #166, Weston, FL, with returns processed through 3OVO Logistics in Aurora, CO, and no disclosed institutional funding, parent company, or subsidiaries.

Name

Formula Z Cosmetics

Legal name

Formula Z Cosmetics, LLC.

Website

https://formulazcosmetics.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Formula Z Cosmetics is a privately held, cruelty-free vegan beauty brand founded in 2017 by teen influencer Zach Dishinger, selling makeup, skincare, and tools directly to consumers through formulazcosmetics.com, with proprietary Hyaluronic Z Technology® deployed across its product lines.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye & Lip Skincare (CRABAAAC), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

Keywords

• Vegan color cosmetics
• Cruelty-free makeup
• Skincare-infused cosmetics
• Eyeshadow palettes
• Beauty subscription membership

Headquarters

HQ city

Weston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from direct-to-consumer sales of makeup and skincare products through formulazcosmetics.com. Products include eyeliners, eyeshadows, primers, lip products, highlighters, skincare essentials, and tool accessories at price points ranging from $12 to $190 for kits.
2. Subscription Membership: Month-to-month subscription membership model offering exclusive access, priority product releases, and member-only pricing. Billed monthly with cancel-anytime policy. Members receive special offers and new product launches first.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Formula Z Cosmetics designs, formulates, and sells vegan, cruelty-free color cosmetics and skincare products directly to consumers through its e-commerce storefront. The portfolio spans eyeliners, eyeshadow palettes, face primers and setting powders, lip treatments and glosses, highlighters, skincare essentials (eye masks, eye complex, blemish patches), and professional makeup tools, with most formulations featuring the brand's proprietary Hyaluronic Z Technology® that blends hyaluronic acid and other skincare actives into pigmented cosmetics. A subscription membership provides priority access to new launches and member-only pricing, and products are also distributed through authorized online partners.

Product overview

Formula Z Cosmetics is a cruelty-free, vegan makeup and skincare brand offering a comprehensive portfolio of beauty products across eyes, face, lips, and skincare categories. The core product lineup centers on proprietary technology (Hyaluronic Z Technology) featured across primers, setting powders, lip products, and highlighters. Key product lines include the Happy Stick Eyeliner family, eyeshadow palettes (Party Diva, Pretty Magic, So Pretty, Cosmic Glitz), face products (Cyber Blur Setting Powder, Aura Energy Primer, Glamgasm Pro Artistry Face Palette, Amaze Glaze highlighters), lip products (Bubble Dreamdrop Elixir, Luxe Diamond Gloss, Luxe Velvet, The Lip Squad), and skincare essentials (Z-Flash Eye Masks, Z-Stem Eye Complex, Gua Sha tools). The brand offers curated kit bundles including The Essentials, Advanced Makeup Kit, and Ultimate Transformation Set. Additional offerings include professional-grade tools (Highlighter Transformation Brush, Transformation Brush Set) and the Unisexy Setting Mist.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Stick® Eyeliner Duo Dual-ended eyeliner pencil infused with nourishing hydro-ingredients and Vitamin E, featuring matte and shimmer shades for intense, long-lasting, tug-free color; targeted at individual consumers seeking versatile everyday or dramatic eye looks.
• Party Diva Shadow Palette Six-vibrant-shade eyeshadow palette infused with Hyaluronic Z Technology®, lash-loving castor oil, and luminous quartz crystal for bold, blendable color; targeted at individual consumers wanting high-impact eye looks.
• Pretty Magic Eyeshadow Palette Twelve-shade richly pigmented eyeshadow palette infused with Hyaluronic Z Technology®, castor oil, and luminous quartz crystal for high-impact color with skincare benefits; targeted at individual beauty enthusiasts.
• Cyber Blur Setting Powder Ultra-light setting powder infused with Hyaluronic Z Technology®, Vitamins C & E, Light Diffusing Amethyst, and Kaolin Clay that sets makeup, controls shine, brightens undereyes, and creates a soft-focus finish; targeted at individual consumers seeking shine control and brightening.
• Aura Energy Glowing Face Primer Luminous face primer powered by Hyaluronic Z Technology®, niacinamide, and prickly pear cactus that hydrates, enhances makeup application, and provides a dewy, radiant glow; targeted at individual consumers.
• Bubble Dreamdrop Lip Elixir Hydrating lip treatment combining papaya enzyme, nourishing peptides, plumping Hyaluronic Z Technology®, and moisturizing Shea Butter that hydrates, smoothes, and plumps lips; targeted at individual consumers.
• Luxe Diamond Gloss High-shine lip gloss enriched with Hyaluronic Z Technology® that transforms lips with three-dimensional shine and a glass-like finish; targeted at individual consumers.
• Luxe Velvet Lip + Cheek Tint Lip and cheek tint infused with nourishing botanicals, purified aqua, and Hyaluronic Z Technology® that glides onto lips and blends into cheeks; targeted at individual consumers seeking multi-use products.
• Glamgasm® Pro Artistry Face Palette Multi-purpose face palette containing six eyeshadows, a bursting blush, and creamy highlighter infused with Hyaluronic Z Technology® and Vitamin E; targeted at individual consumers and aspiring makeup artists.
• Lightbulb Swirl Illuminator Multidimensional highlighter with niacinamide that provides lit-from-within radiance for skin, lips, lids, and cheeks with creamy, silky shimmer; targeted at individual consumers.
• IAmSoPretty® Shadow Stick Duo Dual-ended liquid eyeshadow stick combining an eyeshadow crayon with a sparkling liquid shadow for high-impact color in seconds; targeted at individual consumers seeking quick eye looks.
• Z-Flash™ Cryo Lift Eye Masks Eye masks designed to lift and depuff the under-eye area for brighter, more rested-looking eyes; targeted at individual consumers.
• Z-Stem® Eye Complex

Quantifiable outcome

• 100% cruelty-free - all products, ingredients, and vendors comply with supply chain code of conduct
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• IPSYminorGTM or Marketing PartnerFormula Z is featured in IPSY, a beauty subscription service and platform. The brand's logo appears in the IPSY featured brands section on the website, indicating a marketing/partnership relationship for visibility and distribution to IPSY subscribers.
• Online Distribution PartnersminorChannel Partner/ Reseller/ DistributorFormula Z maintains a network of authorized online distribution partners for its products. The brand explicitly recommends purchasing only through formulazcosmetics.com or these authorized online partners to ensure authenticity, indicating a formal distribution partnership arrangement.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rare Beauty: Selena Gomez-founded celebrity-led DTC color cosmetics and skincare brand with strong clean/vegan positioning, similar product breadth across eyes, face, lips, and skincare, and a comparable celebrity-driven marketing approach.
• Fenty Beauty: Rihanna-founded inclusive beauty brand offering multi-category color cosmetics with broad shade ranges. Celebrity-founder model, hybrid DTC plus retail distribution, and emphasis on transformative beauty closely parallel Formula Z's positioning.
• Huda Beauty: Influencer-founded (Huda Kattan) color cosmetics brand with extensive product lines across eyes, face, lips, and skincare. Founder-led marketing model and DTC emphasis make it a close comparable in business model and creator-driven go-to-market.
• Tower 28 Beauty: Clean, vegan, sensitive-skin-focused beauty brand with similar price points and DTC-led distribution. Comparable positioning around gentle, skincare-infused cosmetic formulations and a founder-driven brand voice.
• Pat McGrath Labs: Celebrity makeup artist-founded prestige color cosmetics brand. Comparable founder-as-creator model and emphasis on high-pigment, transformative products, though positioned at a meaningfully higher price tier.
• KVD Beauty: Clean, vegan, high-performance color cosmetics brand offering similar cruelty-free positioning and product breadth across eyes, face, lips, and complexion categories, with comparable DTC plus selective retail distribution.
• ColourPop: Direct-to-consumer color cosmetics brand offering high-pigment products at affordable price points. Comparable DTC-first model and emphasis on trendy, transformative beauty with a similar breadth of SKU categories.
• Makeup By Mario: Celebrity makeup artist-founded premium beauty brand with a similar creator-driven positioning, though narrower product range focused primarily on complexion and eye products.

Broad incumbents

• Charlotte Tilbury: Celebrity makeup artist-founded global prestige beauty brand with broader retail distribution (Sephora, department stores) and wider product portfolio. Comparable founder-driven model but at substantially larger scale and a higher price tier.
• e.l.f. Cosmetics: Mass-market affordable beauty brand with broad retail distribution (drugstores, Target, Ulta) and similar cruelty-free/vegan positioning. A scaled public-company comparable showing the e.l.f. growth trajectory a brand like Formula Z could aspire to and compete against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/formulazbeauty
• LinkedInlinkedin.com/company/formula-z
• Instagraminstagram.com/formulazcosmetics
• Facebookfacebook.com/formulazcosmetics

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 Formula Z Cosmetics