Bettina Cosmetics
Bettina Cosmetics is a privately held, direct-to-consumer cosmetics brand founded in 1963 in Puerto Rico, selling cruelty-free nail enamels, gel polishes, face, cheek, eye, brow, and lip cosmetics plus accessories through its Shopify e-commerce site to individual U.S. consumers.
- Company typePrivate
- Founded1963
- HeadquartersCaguas, Puerto Rico
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bettina Cosmetics does
Bettina Cosmetics is a privately held, direct-to-consumer cosmetics brand founded in 1963 and headquartered in Caguas, Puerto Rico. The company sells nail enamels, gel polishes, face, cheek, eye, brow, and lip cosmetics, and beauty accessories, organized under sub-brands including Veraniega (vegan 8-free summer nail enamels), Velocious (60-second quick-dry nail lacquer), Chromatte (matte lipstick), B Authentic (luminous skin foundation and concealer), Blush 2 Impress, and 4 Sombras (eyeshadow quads). Product pricing ranges from $1.25 for accessories to $15 for foundation, with curated bundles offering 11-25% discounts versus individual SKU pricing.
The company operates a standard Shopify-based e-commerce storefront (bettinacosmetics.com) with no proprietary technology platform, no disclosed AI/ML features, no API, and no patents or trademarks disclosed in the source material. Distribution is exclusively direct-to-consumer with U.S. shipping (free on orders $50+) and a portfolio of payment methods including major credit cards, PayPal, Apple Pay, Google Pay, Shop Pay, and Amazon Pay. The technology stack is commodity e-commerce infrastructure focused on storefront, checkout, and payment processing.
Bettina's go-to-market is DTC-only, with no wholesale or marketplace presence documented. Customer acquisition is driven by organic social media on Facebook, Instagram, and TikTok, email marketing with a 10% first-order incentive, and on-site content including tutorial videos and step-by-step application guides for both nail and makeup systems. The customer base is individual consumers seeking cruelty-free, vegan beauty products, with a deliberate Latin cultural positioning reflected in Spanish-language product names and the 'Empodera tu fe' (Empower Your Faith) initiative. Revenue is one-time transactional with no subscription component; the company has 11-50 employees and no disclosed funding, ownership structure, or revenue figures.
Bettina Cosmetics firmographics
Firmographics- Name
- Bettina Cosmetics
- Legal name
- Bettina Cosmetics
- Website
- https://bettinacosmetics.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bettina Cosmetics is a privately held, direct-to-consumer cosmetics brand founded in 1963 in Puerto Rico, selling cruelty-free nail enamels, gel polishes, face, cheek, eye, brow, and lip cosmetics plus accessories through its Shopify e-commerce site to individual U.S. consumers.
- Ownership category
- akta.pro rank
Bettina Cosmetics industry classification
Industry- Product category
- Color Cosmetics and Nail Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industry
- Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
Keywords
Where Bettina Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Caguas
- HQ country
- Puerto Rico
- HQ region
- Latin America
Markets served
Bettina Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Direct Product Sales: The company generates revenue through direct-to-consumer sales of cosmetics and nail care products via their e-commerce website. Products include nail enamels, gel polishes, foundations, concealers, blushes, eyeshadows, eyeliners, brow products, lipsticks, lip glosses, and beauty accessories. Revenue is one-time transactional with no subscription component. The company also offers product bundles at discounted prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Nail Enamel products - $4.00 to $6.00 per bottle |
| Unit Pricing | Pay-as-you-go | Gel Polish products - $7.99 to $14.99 |
| Unit Pricing | Pay-as-you-go | Brushes and Accessories - $2.00 to $12.00 |
| Unit Pricing | Pay-as-you-go | Face products - $9.00 to $15.00 |
| Unit Pricing | Pay-as-you-go | Eye products - $3.50 to $11.00 |
| Unit Pricing | Pay-as-you-go | Cheek products - $13.00 to $14.00 |
| Unit Pricing | Pay-as-you-go | Lip products - price varies |
| Unit Pricing | Pay-as-you-go | Bundles - $37.00 to $40.00 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Bettina Cosmetics product offering
Product offeringCore offering
Bettina Cosmetics manufactures and sells its own branded cosmetics — nail enamels, gel polishes, foundations, concealers, blushes, eyeshadows, eyeliners, brow products, lipsticks, lip glosses, brushes, and accessories — directly to individual U.S. consumers through its own Shopify e-commerce site. The brand is positioned as cruelty-free and vegan, with Latin-inspired sub-brands such as Veraniega, Velocious, Chromatte, B Authentic, Blush 2 Impress, and 4 Sombras.
Product overview
Bettina Cosmetics is a cruelty-free cosmetics brand offering a comprehensive beauty portfolio spanning nail products and color cosmetics. The nail line includes three distinct sub-brands: Veraniega (summer-inspired nail enamels with vegan 8-free formula), Velocious (quick-dry lacquers that dry in 60 seconds), and a Gel Polish System (professional 5-step UV/LED curable gel). The cosmetics range covers face products (Dual Foundation Powder, B Authentic Luminous Skin Foundation, Hydrating Concealer), cheeks (Blush 2 Impress, Blush N' Go Beauty Stick), eyes (4 Sombras Eye Sets, Effortless Eyeshadow Sticks, eyeliners including DefEYEner and In-Control Precision Ink-Liner), brows (BROWerful Perfecting Liner, Brow Perfecting Liner, Sleek Brow Gel, Brow Highlighter), and lips (Chromatte Lipstick, Intact Color Lipstick, Lush Lips Nourishing Gloss). The portfolio is complemented by makeup brushes and accessories plus curated bundles. The company emphasizes no animal testing and free shipping on U.S. orders over $50.
Differentiator
Problem solved
Functional benefit
Brands
- Veraniega: Nail enamel collection featuring summer-inspired colors with vegan 8-free formula
- Velocious
- Chromatte
- B Authentic
- Blush 2 Impress
- 4 Sombras
Products and services
- Veraniega Nail Polish Collection
- Velocious Quick-Dry Nail Lacquer
- Nail Enamel
- Gel Polish System
- Dual Foundation Powder
- B Authentic Luminous Skin Foundation
- B Authentic Luminous Skin Hydrating Concealer
- Blush 2 Impress
- Blush N' Go Beauty Stick
- 4 Sombras Eye Set
- Effortless Eyeshadow Sticks
- DefEYEner Eyeliner Pencil
- In-Control Precision Ink-Liner
- BROWerful Perfecting Liner
- Brow Perfecting Liner
- Sleek Brow Gel
- Brow Highlighter
- Chromatte Lipstick
- Intact Color Lipstick
- Lush Lips Nourishing Lip Gloss
- Bettina Brushes and Accessories
- Bundles
Companies that use Bettina Cosmetics
Customer profileSegments1 record
Ideal customer profiles1 record
Bettina Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bettina Cosmetics partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
Bettina Cosmetics competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Bettina Cosmetics social profiles
Digital presenceBettina Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bettina Cosmetics leadership team
Management profileNumber of profiles
Bettina Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bettina Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bettina Cosmetics
What does Bettina Cosmetics do?
Bettina Cosmetics manufactures and sells its own branded cosmetics — nail enamels, gel polishes, foundations, concealers, blushes, eyeshadows, eyeliners, brow products, lipsticks, lip glosses, brushes, and accessories — directly to individual U.S. consumers through its own Shopify e-commerce site. The brand is positioned as cruelty-free and vegan, with Latin-inspired sub-brands such as Veraniega, Velocious, Chromatte, B Authentic, Blush 2 Impress, and 4 Sombras.
Is Bettina Cosmetics a public or private company?
Bettina Cosmetics is a private company. It is classified as unknown and is currently operating.
When was Bettina Cosmetics founded?
Bettina Cosmetics was founded in 1963. It employs 11 to 50 people.
Where is Bettina Cosmetics based?
Bettina Cosmetics is headquartered in Caguas, Puerto Rico, in the Latin America region.
How does Bettina Cosmetics make money?
One revenue line is on record: direct Product Sales.
Does Bettina Cosmetics have an API?
No public API is recorded for Bettina Cosmetics.
What industry is Bettina Cosmetics in?
Bettina Cosmetics's product category is Color Cosmetics and Nail Care. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABACAF, Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits). Its NAICS code is 45612 and its SIC code is 2844.