Bettina Cosmetics

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.

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

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

• Nail enamel
• Color cosmetics
• Gel polish systems
• Cruelty-free beauty
• Makeup accessories

Headquarters

HQ city

Caguas

HQ country

Puerto Rico

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BettinaCosmetics
• Instagraminstagram.com/bettinacosmetics
• TikToktiktok.com/@bettinacosmetics
• Xx.com/bettinacosmetic
• LinkedInlinkedin.com/company/bettinacosmetics

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 Bettina Cosmetics