Beautyhabit

What Beautyhabit does

Beautyhabit is a privately held, founder-led direct-to-consumer e-commerce retailer headquartered in Westlake Village, California, that curates and resells premium and natural beauty products from a catalog of over 100 brands. Founded in 1996 by Teresa Mitchell, the company operates a Shopify-based storefront at beautyhabit.com organized into verticals spanning skincare, bath + body, haircare, fragrance, makeup, candles + home, and a dedicated Natural + Organic sub-collection. Product prices range from approximately $5.50 to $215, with free shipping offered on US orders over $85 and free samples included with every order.

The business model is straightforward one-time unit sales to individual consumers, with no subscription or B2B contracts disclosed. Beautyhabit ships to 17 countries across North America, Western Europe, and Asia Pacific, supporting multi-currency checkout in USD, AUD, EUR, CAD, GBP, JPY, and other currencies. Discovery is driven primarily by human curation — named staff picks (Teresa, Paula, Kristy, Sam, Karen), themed collections, a Fragrance Sample Program, and Discovery Events — supplemented by email marketing (15% off for new subscribers), organic social on Instagram and Facebook, SEO-optimized category navigation, and a 'Beauty Editors Are Loving' press section.

Beautyhabit has 11-50 employees, no disclosed institutional investors, no M&A activity, and no patents, and generates no disclosed revenue. Technology is limited to a standard Shopify e-commerce platform with no proprietary AI/ML, app, or public API. The company's core differentiator is its long-running curation reputation and its positioning as a 'shop within a shop' for natural, organic, and niche luxury beauty brands that are difficult to find elsewhere in a single online destination.

Name

Beautyhabit

Legal name

Beautyhabit

Website

https://beautyhabit.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Beautyhabit is a founder-led, US-based DTC e-commerce retailer curating premium and natural beauty products from over 100 brands for individual consumers, shipping to 17 countries via a Shopify storefront with no disclosed institutional backing.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Premium beauty retail
• Natural organic skincare
• Curated beauty ecommerce
• Luxury fragrance retailer
• Multi brand cosmetics

Headquarters

HQ city

Westlake Village

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: Beautyhabit generates revenue through direct one-time product sales of curated natural and organic beauty products, fragrances, candles, and home goods. The platform features a shopping cart system with standard e-commerce checkout, offering free shipping on orders $85+ for contiguous US states and free samples with every order.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Beautyhabit operates a curated direct-to-consumer online beauty store that aggregates premium and natural skincare, bath and body, haircare, fragrance, makeup, candle, and home products from over 100 brands for sale directly to consumers. It supports global shipping to 17 countries, free samples with every order, a Fragrance Sample Program, and gift cards, with staff curation and themed collections driving product discovery.

Product overview

Beautyhabit is an e-commerce platform curating premium and natural beauty products. The offering consists of a unified marketplace selling skincare, bath and body, haircare, fragrance, makeup, and home products from hundreds of curated brands. Key product categories include facial treatments, serums, and masks (Skincare), body washes and moisturizers (Bath + Body), shampoos and styling products (Haircare), perfumes and colognes (Fragrance), cosmetics (Makeup), and candles and home accessories (Candles + Home). The platform also features a Natural + Organic sub-category, sun care products, and services including gift cards and a fragrance sample program. The company acts as a multi-brand retailer rather than a single product with modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Skincare Collection Curated skincare offering facial cleansers, toners, treatments, serums, oils, masks, eye care, and lip care products sourced from natural and premium brands, sold directly to consumers through the beautyhabit.com storefront.
• Bath + Body Collection Curated bath and body offering including body washes, bar soaps, exfoliants, bath oils, body lotions, creams, balms, mists, and body tools for personal care routines, sold directly to consumers.
• Haircare Collection Curated haircare offering shampoos, conditioners, scalp treatments, styling products, hair oils, and hair accessories from professional and natural brands, sold directly to consumers.
• Fragrance Collection Curated fragrance offering perfumes, colognes, and fragrance gift sets in Eau de Parfum, Eau de Toilette, and Parfum formats for feminine, masculine, and unisex preferences, sold directly to consumers.
• Makeup Collection Curated makeup offering eyes, face, lips, and nail products including eyeshadow, mascara, concealer, blush, lipstick, gloss, and nail polish, sold directly to consumers.
• Candles + Home Collection Curated home and lifestyle offering including candles, diffusers, room sprays, potpourri, linens, pillows, stationery, gift wrap, and home decor accessories, sold directly to consumers.
• Natural + Organic Collection Sub-collection of beautyhabit.com aggregating natural and organic beauty products across skincare, bath and body, hair, makeup, candles and home, and fragrance categories, sold directly to consumers seeking verified natural ingredient formulations.
• Sun Care + Self Tan Collection Curated sun care offering sunscreens, SPF products, and self-tanning solutions for face and body protection and glow, sold directly to consumers.
• E-Gift Card Digital gift card purchasable on beautyhabit.com that allows the recipient to redeem value toward beauty and home products on the storefront.
• Fragrance Sample Program Program on beautyhabit.com that lets customers purchase fragrance samples to test scents before buying full-size perfume or cologne products.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• StrawberryNET: StrawberryNET is a global online beauty retailer shipping internationally with multi-brand pricing — a direct competitor to Beautyhabit's cross-border DTC model and curated assortment strategy.
• Cult Beauty: Cult Beauty is a UK-based online multi-brand beauty retailer curating indie, premium, and emerging brands globally — closely aligned with Beautyhabit's curated marketplace model and indie brand discovery approach.
• Dermstore: Dermstore is an online multi-brand retailer specializing in clinical and premium skincare and beauty, with a curation model and physician-affiliated positioning similar to Beautyhabit's curated approach.
• Bluemercury: Bluemercury is a multi-brand premium beauty retailer combining e-commerce with physical stores, curating skincare, makeup, fragrance, and spa brands — overlapping directly with Beautyhabit's assortment and customer base.
• Credo Beauty: Credo is a multi-brand clean/natural beauty retailer with both e-commerce and physical stores. It is a direct competitor to Beautyhabit's Natural + Organic positioning and curated premium indie brand assortment.
• Lookfantastic: Lookfantastic is a global online multi-brand beauty retailer with international shipping and subscription elements, directly comparable to Beautyhabit's international DTC marketplace model.

Broad incumbents

• Ulta Beauty: Ulta is the largest US specialty beauty retailer offering broad assortment across mass, prestige, and clean beauty — competing for Beautyhabit's customer base with greater scale, omnichannel footprint, and rewards programs.
• Macy's Beauty: Macy's Beauty is a large-scale department store beauty platform offering prestige and indie brands online — competing for the same premium beauty consumer with greater scale and assortment breadth.
• Sephora: Sephora is the dominant multi-brand beauty retailer with extensive clean/natural assortments, beauty Insider loyalty, and aggressive indie brand partnerships — a much larger incumbent competing for the same premium beauty consumer.

Emerging players

• Goop: Goop operates a curated e-commerce beauty and wellness storefront with an emphasis on clean ingredients and editorial content — adjacent to Beautyhabit's natural/organic and discovery-led curation model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Beautyhabit
• Instagraminstagram.com/beautyhabit
• Xx.com/beautyhabit
• LinkedInlinkedin.com/company/beautyhabit

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 Beautyhabit