What Mehron does

Mehron, Inc. is a privately held, employee-owned U.S. manufacturer of professional face paint, body paint, and special effects makeup, headquartered at 100 Red Schoolhouse Rd in Chestnut Ridge, New York. Its product portfolio is organized around the Paradise franchise (Paradise Makeup AQ water-activated face and body paint, Paradise FX metallic and neon variants, Paradise Air FX alcohol-based airbrush makeup, Paradise Prisma split-cake palettes, Paradise Brushes and Sponge Applicators) and complementary lines including CreamBlend stick makeup, Greasepaint, Fantasy FX, Liquid Makeup, StarBlend, EDGE, plus a complete SFX range (Stage Blood variants, Liquid Latex, Spirit Gum, 3D Gel, Scar Wax, Clown White) and prep/set/remove chemistries. Underlying technology is proprietary chemical formulation rather than software: high-pigment water-activated binders, alcohol-based airbrush bases, blend-resistant EDGE technology, and water-based Fantasy FX that removes with soap. Distribution combines direct-to-consumer e-commerce through mehron.com (U.S. shipping only, free shipping over $60), an international authorized reseller network (UK, Europe, Mexico, Australia), and a B2B dealer program with professional, educational, and entertainment-industry discount tiers.

Revenue is generated entirely through one-time unit sales across refills ($8.95), pro sizes ($14.95), palettes ($39.95–$138.95), brushes ($6.95–$59.95), and professional kits ($117.95+). Customer segmentation is horizontal and intentionally fragmented across professional makeup artists in theater, film and television; body painters and face artists; cosplayers and Halloween enthusiasts; and SFX artists. Marketing is content-led across Facebook, Instagram, Pinterest, YouTube, Twitter, TikTok, a corporate blog, email newsletter, and a Creators/PR collaboration program. No public financials, funding rounds, M&A, patents, awards, or management-team disclosures are available; the company self-positions as the "Best Professional Makeup Brand In The USA" and operates without parent-company or external institutional ownership.

Name

Mehron

Legal name

Mehron, Inc.

Website

https://mehron.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Mehron, Inc. is a privately held, employee-owned U.S. manufacturer of professional face paint, body paint, and special effects makeup, selling direct-to-consumer domestically and through international resellers, and serving theatrical makeup artists, cosplayers, body painters, and SFX professionals.

Ownership category

akta.pro rank

Product category

Professional Cosmetics

NAICS

Paint and Coating Manufacturing (325510)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color) (CRABACAH)

akta.pro secondary industries

Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Professional makeup brand
• Face and body paint
• Special effects cosmetics
• Theatrical makeup products
• Water-activated face paint

Headquarters

HQ city

Ridge

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

Revenue model

1. Direct E-commerce Sales: Business-to-consumer and business-to-professional sales through mehron.com online storefront. Products sold directly to makeup artists, cosplayers, theatrical professionals, and Halloween enthusiasts. Free shipping on orders over $60.
2. Dealer/Reseller Distribution: Wholesale distribution through authorized dealers and resellers globally, with store locator featuring international retailers in UK, Europe, Mexico, Australia.
3. Professional Discount Programs: Volume pricing programs for professional makeup artists, educational institutions, and entertainment industry professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mehron manufactures and sells professional face paint, body paint, and special effects (SFX) cosmetics under brands including Paradise Makeup AQ™ (water-activated), Paradise Air FX™ (alcohol-based airbrush), CreamBlend™, Greasepaint, StarBlend™, Fantasy FX™, EDGE™, and Liquid Makeup. The company also produces specialty SFX items (Stage Blood, Liquid Latex, Spirit Gum, scar wax, 3D gels) and supporting accessories (brushes, sponges, setting powders, adhesives, removers) sold individually and as pro kits to theatrical, film, cosplay, SFX, and Halloween users.

Product overview

Mehron is a professional makeup brand offering a comprehensive portfolio of face paint, body art, and special effects (SFX) makeup products. The core product lines include Paradise Makeup AQ™ (flagship water-activated face and body paint), Paradise FX™ (metallic/neon special effects), and Paradise Air FX™ (alcohol-based airbrush makeup). Supporting lines encompass Face & Body Paint products including CreamBlend™ Stick Makeup, Greasepaint, Fantasy FX™ Makeup, Liquid Makeup, StarBlend™ Cake Makeup, and EDGE™ Face & Body Makeup. Special FX offerings feature Stage Blood variants, Liquid Latex, Spirit Gum Adhesive, 3-D Gel, Scar Wax, and modeling products. Professional beauty products include Celebré™ complexion products, glitters, pigments, lip and cheek items. The accessory portfolio includes application tools (brushes, sponges, palette knives), preparation products (Barrier Spray™, Mixing Liquid, Skin Prep Pro™), removal products (Makeup Remover, Brush Cleaner), and adhesive products (AdGem™, Spirit Gum). All products are designed for professional makeup artists, theatrical performers, cosplayers, and special effects applications.

Differentiator

Problem solved

Functional benefit

Brands

• Paradise Makeup AQ: Water-activated face and body paint product line
• Paradise FX
• Paradise Prisma
• Paradise Air FX
• CreamBlend
• Fantasy FX
• StarBlend
• Edge
• Liquid Makeup
• Barrier Spray
• AdGem
• GlitterDust
• GlitterMark
• GlitterSpray
• Tooth FX
• Stage Blood
• Blank Canvas

Quantifiable outcome

• Paradise Air FX provides water-resistant, smudge-resistant coverage that lasts through long wear and demanding looks
• +2 more outcomes

Segments4 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

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Diamond FX: Face and body paint brand distributed globally through face-painting retailers and pros. Comparable to Mehron's Paradise AQ in split cakes, one strokes, and water-activated formulations targeting the same face-painting artist community.
• Snazaroo: UK-based face paint manufacturer offering water-activated face and body paints for children, hobbyists, and professionals. Directly comparable to Mehron's Paradise AQ line in formulation, packaging economics, and face-painting use cases.
• TAG Body Art: Manufacturer of water-activated face and body paints, hybrid cakes, and liquid body art colors. Directly comparable to Mehron's Paradise and Paradise Air FX lines, serving face painters and cosplayers globally.
• Kryolan: German-founded global professional makeup brand specializing in theatrical, film/TV, and SFX formulations. Overlaps with Mehron's Paradise, EDGE, and Fantasy FX lines and shares the same pro artist, education, and entertainment-industry customer base.
• Wolfe Face Art & FX: Professional face painting and SFX paint line with strong presence in the competition face-paint and cosplay community. Mirrors Mehron's Paradise and EDGE offerings in water-activated and hybrid face/body paints.
• Graftobian Makeup Company: US manufacturer of professional theatrical, SFX, and body paint products including airbrush foundations and character palettes. Competes head-on with Mehron in pro SFX, cake, and stick makeup sold to theaters, schools, and SFX artists.
• Temptu: Airbrush makeup and equipment specialist selling alcohol-based and water-based formulas for beauty, SFX, and body art. Directly comparable to Mehron's Paradise Air FX alcohol-based airbrush line for cosplay and SFX work.
• Ben Nye Company: Long-established US-based manufacturer of theatrical, film, and SFX makeup. Directly competes with Mehron across face paints, foundations, bloods, and character makeup sold into the same professional theatrical/Halloween channel.

Broad incumbents

• MAC Cosmetics: Global professional makeup brand with broad complexion, lip, and eye portfolio and a strong pro-artist program (MAC Pro). An established incumbent that overlaps with Mehron's Pro Beauty complexion, lip/cheek, and pro education efforts but at far greater scale.
• Make Up For Ever: International professional makeup brand owned by LVMH, with HD foundations, body art, and SFX-adjacent products. Broad incumbent competing for the same professional makeup artist and theatrical customers as Mehron's Pro Beauty and SFX lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mehronmakeup
• YouTubeyoutube.com/MehronMakeupOfficial
• Facebookfacebook.com/mehronmakeup
• Instagraminstagram.com/mehronmakeup
• Pinterestpinterest.com/mehronmakeup
• TikToktiktok.com/@mehronmakeup

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 Mehron