What Makeup Mecca does

Makeup Mekka AS is a privately held Norwegian direct-to-consumer beauty e-commerce retailer founded in 2009 and headquartered in Drøbak, Norway. The company sells a broad catalog spanning color cosmetics (foundations, lip products, eye and brow products, blushes, bronzers), skincare (serums, day/night creams, cleansers, masks, K-Beauty), self-tanning, fragrances, nickel-free 14k gold-plated jewelry, and beauty accessories, all positioned as 100% vegan and developed in Scandinavia. Its most distinctive technical product is the Lip Matcher Balm, which uses pH-reactive chemistry to deliver a personalized rose tone. The company markets a 'Scandi glow' aesthetic and runs promotional mechanics such as '10 for 300 kr' and B-grade 'Try Me' inventory to drive volume.

Makeup Mekka operates exclusively online through three localized storefronts (makeupmekka.com/da-dk, /no-no, /sv-se), each with native language, local currency, and market-specific payment options (Klarna, MobilePay, Google Pay, Apple Pay) and free-shipping thresholds. Fulfillment and returns are outsourced to 360 Logistics AS (Drøbak) and DAO. The go-to-market is digital-first, with a presence across Instagram, TikTok, Facebook, Snapchat, Pinterest, and YouTube, plus email capture incentives and an influencer partnership with Norwegian creator Martine Lunde (including a co-branded lip gloss). Pricing is pay-as-you-go at unit level, with gift cards as a secondary digital product and 1-year validity.

The business model is one-time direct e-commerce sales of own-brand and curated beauty products to consumers in Denmark, Norway, and Sweden. The customer base is fragmented mass-market Scandinavian beauty consumers seeking affordable, vegan, cruelty-free products. There are no disclosed institutional investors, no funding rounds, and no headcount, revenue, or ARR data in the public record; Makeup Mekka AS is a bootstrapped private limited company serving an exclusively Nordic footprint of approximately 22 million consumers across its three active markets.

Name

Makeup Mecca

Legal name

Makeup Mekka AS

Website

https://makeupmekka.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Makeup Mekka is a Norwegian direct-to-consumer e-commerce retailer selling 100% vegan cosmetics, skincare, jewelry, and fragrances to consumers in Denmark, Norway, and Sweden through three localized online storefronts with no physical retail presence.

Ownership category

akta.pro rank

Product category

Beauty and Cosmetics E-commerce

NAICS

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

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

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Vegan cosmetics
• Beauty e-commerce
• Skincare products
• Makeup retailer
• Nordic beauty

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

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 E-commerce Product Sales: Primary revenue stream through direct online sales of cosmetics, skincare, accessories, jewelry, and fragrances to consumers in Denmark, Norway, and Sweden. Products sold at various price points from budget-friendly (20 kr) to premium kits (500+ kr).
2. Gift Cards: Digital gift cards valid for 1 year from purchase date, redeemable across entire product catalog

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Makeup Mekka is a Nordic direct-to-consumer e-commerce retailer that sells its own brand of 100% vegan cosmetics, skincare, fragrances, self-tan products, nickel-free 14k gold-plated jewelry, and beauty accessories. The company operates localized online stores for Denmark, Norway, and Sweden, offering affordable makeup and skincare developed in Scandinavia with a focus on the "Scandi glow" aesthetic.

Product overview

Makeup Mekka is a Nordic e-commerce retailer offering a comprehensive beauty and wellness product portfolio. The offering consists of makeup products (foundations, concealers, blush, bronzers, highlighters, eyeshadows, eyeliners, mascaras, brow products, lip products including lipsticks, lip glosses, and lip liners), skincare items (day creams, night creams, eye creams, serums including niacinamide and hyaluronic acid, cleansers, masks, and K-Beauty products), self-tanning products, fragrances (her way, it girl, she's free, and trio sets), nickel-free 14k gold-plated jewelry, and beauty accessories including brushes, bags, sponges, and tools. The company positions itself as a high-quality, affordable makeup brand developed in the Nordic region with a focus on the 'Scandi glow' aesthetic. Products are available across Denmark, Norway, and Sweden through regional websites, with free shipping thresholds varying by country.

Differentiator

Problem solved

Functional benefit

Products and services

• Lip Matcher Balm A pH-reactive lip balm that matches the natural rose tone of lips while providing moisturizing care and a subtle color payoff. Aimed at Scandinavian beauty consumers seeking personalized lip color.
• Dream Cream Tinted Moisturizer A lightweight tinted day cream with SPF 30 that combines skincare with light makeup coverage, moisturizing and evening out skin tone for everyday wear.
• Weightless Skin Tint Foundation A lightweight skin tint foundation that provides buildable coverage for a natural, breathable finish. Targeted at consumers wanting a light, natural foundation.
• Scandi Glow Trio A trio of liquid blush, bronzer, and highlighter that melt into the skin to deliver a natural Scandi glow. Products available individually at 39 kr each.
• Makeup Mekka Self Tan Kit A complete self-tanning kit including color-correcting self-tanning mousse, gradual tan drops, and application glove for even, streak-free results.
• Eau de Parfum Trio A curated trio of fragrances including her way, it girl, and she's free perfumes in 30ml eau de parfum format.
• The Brow Wow Pencil An eyebrow pencil designed for defining and filling in eyebrows with precision.
• Waterproof Smooth Eyeliner A waterproof eyeliner that provides smooth application and long-lasting definition for eyes.
• 5 XL Volume Mascara Black A volumizing mascara that delivers XL volume for bold, dramatic lashes.
• Waterproof Stay Lip Liner A waterproof lip liner that defines lips and prevents lipstick transfer for long-lasting wear.
• Caffeine Lid & Under Eye Serum A caffeinated serum designed to target fine lines around the eyelid and under-eye area.
• Niacinamide Serum A serum containing niacinamide to moisturize, even skin tone, and regulate sebum production.
• Hyaluronic Acid Moisturizing Serum A hydrating serum formulated with hyaluronic acid for deep moisturization of the skin.
• Daily Need Moisturizer SPF 30 A daily moisturizer with SPF 30 protection for everyday hydration and sun protection.
• Milky Day Cream A milky textured day cream for daily moisturizing care of the skin.
• Niacinamide Night Cream A night cream with niacinamide for overnight skin moisturizing and nourishing care.
• Martine Lunde Lip Gloss A lip gloss co-developed with Norwegian influencer Martine Lunde, part of the brand's influencer collaboration line targeting the Norwegian market.
• Lip Kits Lip duo and kit sets containing coordinated lip products for complete lip looks.
• Beauty Kits (Big Beauty Kit) Curated beauty kit bundles including makeup essentials available in themes like Everyday Icon and Spring Glow.
• The Summer Glow Kit A seasonal bundle of summer beauty essentials including bronzers, glow products, and self-tan items.
• Gift Cards Digital gift cards valid for 1 year from purchase date, redeemable across the entire product range.
• Eyelash Serum Eye lash and brow serum with 99% natural ingredients including castor oil, designed to nourish and enhance lash and brow appearance.
• Jewelry Collection Nickel-free jewelry plated with 14 karat gold, including earrings, necklaces, rings, bracelets, and anklets.
• Beauty Accessories Beauty accessories including makeup bags, hair accessories, brushes, brush cleaners, makeup removers, powder puffs, beauty sponges, tools, and nail products.
• Makeup Remover Gentle cleansing products that effectively remove makeup, impurities, and dirt from the skin.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• KlarnaminorOthersPayment service provider offering flexible payment options for customers. Used for payment processing on all Makeup Mekka websites across Denmark, Norway, and Sweden.
• DAO (Distribuering og Logistikk)minorOthersLogistics and delivery partner handling shipping and returns for Makeup Mekka orders. Return address for Norwegian orders processed through 360 Logistics AS facility.
• 360 Logistics ASminorOthersWarehouse and fulfillment partner located in Drøbak, Norway, handling inventory and order processing for Makeup Mekka.
• Martine LundecoreGTM or Marketing PartnerNorwegian influencer and content creator with dedicated product line including Martine Lunde Lip Gloss. Represents the brand through authentic content creation and social media presence targeting Norwegian market.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eleven (Eleven.se / Eleven.no): Nordic beauty e-commerce retailer operating in Sweden and Norway with localized storefronts, focused on affordable beauty and lifestyle products. Closely comparable in geographic footprint, pricing model, and target customer.
• Matas: Denmark's leading health and beauty retailer with 300+ physical stores plus e-commerce. Comparable as a Danish/Nordic beauty retailer with overlapping product categories and similar target demographic.
• Kicks: Leading Nordic beauty retailer operating across Norway, Sweden, Denmark, and Finland with both physical stores and e-commerce. Directly comparable as a multi-brand beauty retailer serving Scandinavian consumers, though it operates at significantly larger scale.
• Nordicfeel: Swedish-based beauty and wellness e-commerce retailer with a broad assortment of skincare, makeup, and fragrance. Comparable as a regional Nordic online beauty retailer pursuing similar value-positioned customer segments.
• Lyko: Nordic e-commerce beauty and hair care retailer with a strong online presence in Sweden, Norway, Finland, and Denmark. Comparable as a pan-Nordic beauty e-tailer with curated assortments and aggressive promotional mechanics.
• Blush (blush.no): Norwegian beauty e-commerce retailer specializing in makeup, skincare, and fragrance with localized Nordic distribution. Comparable in geographic focus, category mix, and DTC operating model.

Regional players

• Nelly (nelly.com): Nordic e-commerce retailer expanding from fashion into beauty and skincare. Comparable as a regional Nordic e-commerce brand diversifying into beauty, though beauty is a secondary category versus apparel.

Broad incumbents

• The Body Shop: Global ethical and vegan beauty retailer with strong Scandinavian presence. Comparable as an established vegan/cruelty-free brand, though with physical retail and a much broader international footprint.
• Sephora: Global multi-brand beauty retailer with curated own-brand and third-party assortment. Comparable as a broad beauty retailer with growing Nordic e-commerce presence, though it operates at vastly larger scale and is not regionally specialized.
• Cult Beauty: UK-headquartered online beauty retailer with global shipping and curated indie and viral brand assortment. Comparable as a digitally native multi-brand beauty retailer, though with broader international footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5LP68x3I6k5xZ4qlH54Tyg
• Facebookfacebook.com/makeupmekka
• Instagraminstagram.com/makeupmekka
• TikToktiktok.com/@makeupmekka

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 Makeup Mecca