What JACKS beauty line does

JACKS beauty line (legal entity: JACKS beauty GmbH) is a Berlin-based, founder-owned German beauty brand established in 2011 by co-founders and Managing Directors Miriam Jacks and Lisa Buchholz. The company designs and sells vegan, cruelty-free makeup, skincare, and hand-painted makeup brushes through a direct-to-consumer Shopify storefront, with a single physical retail store in Berlin Friedrichshain and a brush-manufacturing partnership with a German brush maker. Product categories span foundations, concealers, powders, eye and brow products, blushes, bronzers, highlighters, lip products, eyeshadows, a small skincare line (Day Cream SPF 30, Milky Toner), and a refill system spanning multiple SKUs to reduce packaging waste.

The technology stack centers on Shopify for commerce, Klaviyo for email automation, Okendo for verified reviews (15,891 reviews averaging 5.0 stars), and AI-assisted features including a 2-minute photo-based digital color consultation and the Ask Stella AI personalization layer from Woow Club GmbH. Operational integrations span Meta Pixel, TikTok Pixel, Hotjar, ABlyft, Calendly, Google Meet, and the hellocharles WhatsApp commerce platform, with GDPR consent management via Pandectes.

Revenue is generated through one-time product sales plus a recurring refill mechanic; pricing spans €14.90 (Eye/Lip Pencils) to €69.90 (premium brushes), with bundle savings of up to 15% via the Set Creator and starter sets positioned at €94.90 (Glow Starter Set). Geographic reach is concentrated in the DACH region (Germany, Austria, Switzerland) with EU shipping above a €70 free-shipping threshold, supplemented by an English-language storefront for international reach. Customer segments include women seeking clean/natural beauty, makeup enthusiasts and beginners, and sustainability-focused 'conscious consumers,' served through content marketing (Glowcast podcast, Beauty Magazine blog), free masterclasses, paid social on Meta and TikTok, affiliate marketing via Rakuten, and a JACKS Club loyalty program.

Name

JACKS beauty line

Legal name

JACKS beauty GmbH

Website

https://jacks-beautyline.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

JACKS beauty line is a Berlin-based, founder-owned German brand selling vegan, cruelty-free makeup, skincare, and hand-painted brushes direct-to-consumer via Shopify to clean-beauty consumers in the DACH region and beyond.

Ownership category

akta.pro rank

Product category

Clean Beauty / Cosmetics

NAICS

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

SIC

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

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Brushes & Brush Sets (CRABAKAA), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Vegan makeup products
• Cruelty free cosmetics
• Natural skincare line
• Makeup brushes
• Refillable beauty products

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of vegan makeup, skincare, and brush products directly to consumers through Shopify storefront. Revenue generated from one-time product purchases across multiple categories including foundations, concealers, mascaras, lip products, blushes, bronzers, eyeshadows, and makeup brushes.
2. Refill System: Recurring revenue from refill purchases for initial product purchases. Refill products are priced lower than full products, creating ongoing revenue stream from existing customer base.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

JACKS beauty line develops and sells vegan, cruelty-free makeup (foundations, concealers, powders, blushes, bronzers, lip products, eye products, palettes), hybrid skincare (Day Cream SPF 30, Milky Toner, serums), and hand-painted vegan makeup brushes. The company operates a direct-to-consumer model through its Shopify storefront, a Berlin retail store, and refillable product housings across multiple SKUs. The line is manufactured with natural ingredients, including plant stem cells, and emphasizes inclusive shade ranges.

Product overview

JACKS beauty line is a German-based beauty brand founded by Miriam Jacks and Lisa Buchholz, offering a unified product ecosystem centered on vegan, cruelty-free, and hybrid makeup-skincare products. The core offering spans three main categories: (1) Makeup products including foundations (Glow Foundation, Cover Foundation), concealers (Cream Concealer, Cover Concealer), Skin Tint, powders (Pressed Powder, Perfecting Powder), eye products (mascaras, brow products, eye pencils, eyeshadows), cheek products (Cream Blush, Powder Blush, Cream Bronzer, Cream Highlighter), and lip products (Lip Oil, Lipstick, Sheer Lipstick, Lip Liner); (2) Skincare including Day Cream SPF 30, Milky Toner, and the Skincare Set Creator for personalized routines; and (3) Hand-painted vegan makeup brushes including the Artist Collection by AndBloom. Key brand differentiators include the refill system for sustainable packaging across multiple products, the Set Creator tool enabling personalized product bundles with savings, and a comprehensive service layer including digital consultations, video consultations, makeup workshops, brush workshops, and free masterclasses. The brand also operates a loyalty program (JACKS Club), hosts the Glowcast podcast, and organizes the annual Glow Together Experience event.

Differentiator

Problem solved

Functional benefit

Brands

• JACKS Club: Loyalty program for customers
• Glowcast
• Artist Collection
• Glow Together Experience

Products and services

• Glow Foundation Light-coverage foundation with radiant finish and skincare care, available in 11 shades (N.1–N.11), sold individually to consumers.
• Cover Foundation Long-lasting strong-coverage foundation with nourishing formula, available in 11 shades.
• Cream Concealer Medium-coverage concealer in a light liquid texture to hide dark circles and imperfections.
• Cover Concealer Full-coverage concealer in a glass container for concealing major imperfections, available in 11 shades.
• Skin Tint Light skin tint with avocado oil and squalane providing light coverage and natural glow, available in 5 shades.
• Pressed Powder Mattifying and fixing pressed powder for setting makeup, available in Light, Medium, and Dark shades, compatible with the Refill System.
• Perfecting Powder Mattifying and fixing powder for perfecting makeup finish, part of the Refill System.
• The Mascara Mascara that volumizes, defines, and lengthens lashes without clumping, with a fine brush for easy application.
• Super Natural Mascara Natural-looking mascara for definition and natural lash enhancement.
• Brow Mascara Brow mascara for defining and coloring eyebrows, available in Clear, Blonde, Taupe, and Brown shades.
• Eye Pencil Kajal pencil with matte finish for eyes, long-lasting formula available in Espresso, Light Brown, and Chocolate.
• Eyebrow Pencil Pencil for defining and filling eyebrows, available in Taupe and Brown shades.
• Cream Blush Cream blush with fresh color and easy application, available in Natural, Peach, and Tea Rose, part of the Refill System.
• Cream Blush Stick Multi-use cream stick for cheeks and lips in shades including Pink, Brick, Dahlia, Terracotta, Peach, Tea Rose, and Rosewood Glow.
• Powder Blush Powder blush with natural glow finish, available in Natural Glow, Pink Glow, and Peachy Glow shades.
• Cream Bronzer Summer tan bronzer with nourishing formula, available in Light and Medium shades, part of the Refill System.
• Bronzer Bronzer for summery complexion, available in bronzer and Glow Bronzer variants, part of the Refill System.
• Cream Highlighter Cream highlighter for radiant glow, part of the Refill System.
• Lip Oil Shiny lip oil with light color and nourishing formula, available in shades including Peachy, Better, Sweeter, Dreamy, and Rosy.
• Lipstick Color-intensive creamy nourishing lipstick available in Signature Red, Coral, Orange Red, Brick, Rosewood, and Dark Red, with refill option.
• Sheer Lipstick Light-coverage shiny lipstick with nourishing formula, available in sheer shades including Rosewood, Red, Coral, Dark Red, Brick, Pink, and Nude.
• Lip Liner Lip liner for defining lips, available in Signature Red, Coral, Rosewood, and Orange Red shades.
• Eyeshadow Refill Single eyeshadows in shades including Ivory, Champagne, Cinnamon, Taupe, Bronze, Berry, Dark Brown, Aubergine, Frozen, Mauve Sparkle, Stone, and Obsidian, used as refill pans in customizable palettes.
• Individual Eyeshadow Palette Customizable aluminum eyeshadow palette for personalized combinations, sold empty with separate eyeshadow refill pans.
• Individual 2er Eyeshadow Palette Customizable 2-pan aluminum eyeshadow palette for mix-and-match shade combinations.
• Individual Face Palette Customizable aluminum powder palette for creating personalized face makeup combinations of blush, bronzer, highlighter, and powder.
• Face Palette Empty aluminum powder palette with mirror for customizable face makeup storage and refill system.
• Day Cream SPF 30 Day moisturizer with SPF 30 sun protection for daily skincare routines.
• Milky Toner Bestselling toner product featured as JACKS Club Product of the Month.
• Refine & Calm Set Skincare set containing Balancing Serum and Exfoliating Serum for refining and calming the skin.
• Refill System Collection Sustainable refill collection covering pressed powder, bronzer, cream blush, cream highlighter, lipstick, and eyeshadow refills that fit the existing product housings, reducing packaging waste.
• #12 Foundation Brush - Artist Collection by AndBloom Professional hand-painted vegan foundation brush from the Artist Collection designed by Denise Boomkens (AndBloom), finished at a German brush manufacturer.
• Glow Starter Set Beginner makeup bundle containing Glow Foundation, Cream Concealer, and Mascara, priced at €94.90 versus €112.70 retail value.
• Set Creator Bundle Builder Online tool for designing personalized makeup and brush bundles with up to 15% savings, sold as a custom-curated set.
• 2-Minute Digital Color Consultation AI-assisted photo-based shade and product matching consultation delivering personalized recommendations in 2 minutes.
• Video Consultation Personal 1:1 video consultation with beauty experts for individual product and routine advice, booked via Calendly.
• Make-up Workshops In-person and group makeup application workshops including 1:1 Express Workshop, 1:2 Workshop, Group Workshop, Bridal Glow, and Glow Through Change sessions.
• Brush Workshop Creative workshop at the Berlin glass manufactory where customers design and create their own custom vegan makeup brush.

Quantifiable outcome

• 15,891 verified reviews with 5.0 average rating
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the JACKS beauty line online storefront. Provides website hosting, shopping cart functionality, payment processing, and order management. Shopify International Limited operates the platform with servers supporting the entire online sales operation.
• KlaviyocoreTechnology or IntegrationEmail marketing and automation platform for newsletter distribution, customer segmentation, and CRM integration. Used to send promotional emails, product recommendations, and maintain customer communication.
• OkendocoreTechnology or IntegrationCustomer review platform enabling verified reviews on products. JACKS displays Okendo reviews showing 15,891 verified reviews with 5.0 average rating across product catalog.
• Google Analytics / Google AdscoreTechnology or IntegrationWebsite analytics, conversion tracking, remarketing, and search advertising. Used for traffic analysis, A/B testing via Google Optimize, and paid search campaigns.
• Meta (Facebook/Instagram)coreTechnology or IntegrationSocial media platforms for organic presence and paid advertising. Meta Pixel enables conversion tracking and custom audiences. Used for social commerce and retargeting campaigns.
• Denise Boomkens (AndBloom)flagshipStrategic or Co-development PartnerPhotographer and style icon created the Artist Collection of hand-painted makeup brushes. Represents flagship collaborative product line celebrating individual stories and diverse beauty, specifically targeting women over 40.
• Rakuten AdvertisingminorGTM or Marketing PartnerAffiliate marketing partner network enabling publishers to promote JACKS products with tracking and commission-based referrals.
• TikTokminorGTM or Marketing PartnerShort-form video platform for advertising and organic content distribution. TikTok Pixel enables conversion tracking and audience targeting.
• German Brush ManufacturercoreStrategic or Co-development PartnerManufacturing partner for hand-painted vegan makeup brush production. Brushes are designed in Berlin studio, hand-painted, then sent to German manufacturer for professional finishing to highest quality standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ILIA Beauty: US-based clean-makeup brand selling vegan, cruelty-free complexion and lip products DTC and via Sephora. Closely comparable on positioning, shade inclusivity, and refill-adjacent sustainability messaging.
• Kosas: Clean-beauty makeup brand built on skincare-makeup hybrids with a strong DTC channel. Comparable on clean formulation, complexion focus, and founder-driven storytelling.
• RMS Beauty: Founder-led clean-makeup brand emphasizing skin-friendly, refillable formulations. Comparable on positioning, premium pricing, and DTC-led distribution.
• Dr. Hauschka: German natural-cosmetics brand with makeup and skincare range, Made-in-Germany heritage, and natural-ingredient positioning. Strongest direct regional peer for JACKS in the DACH market.
• Beautycounter: Clean-beauty brand with vegan and cruelty-free formulations across makeup and skincare, sold DTC and via consultant network. Comparable on clean positioning and educational content engine.
• Bite Beauty: Clean, vegan lip and complexion brand known for refillable packaging. Closely comparable on refill-system innovation and lip-category focus.

Broad incumbents

• Weleda: Established German natural-cosmetics manufacturer with broader skincare and limited makeup. Comparable on German heritage, natural formulation, and EU distribution footprint.
• Lush: Global fresh, handmade cosmetics retailer with strong vegan/cruelty-free positioning and a heavy physical-retail footprint. Comparable on ethics-led positioning and inclusive shade ranges.
• Honest Beauty: Jessica Alba-founded clean-beauty brand spanning makeup and skincare, sold through DTC and major retailers. Comparable on founder-led storytelling and clean-positioning mass-premium strategy.

Others

• Patagonia (Beauty adjacency, sustainability reference): Not a direct beauty peer but a reference point for sustainability/ refill-system brand storytelling. Relevant only as a benchmarking reference for JACKS' refill-and-circular narrative.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@JACKSbeautyline
• Facebookfacebook.com/JACKSbeautyline
• Instagraminstagram.com/jacksbeautyline
• Pinterestde.pinterest.com/jacks_beautyline
• TikToktiktok.com/@jacksbeautyline
• LinkedInlinkedin.com/company/jacks-beauty-line

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 JACKS beauty line