Mii Cosmetics

What Mii Cosmetics does

Mii Cosmetics is a privately held United Kingdom-based consumer beauty company founded in 2011 by Susan Gerrard. The company sells makeup, nail care, minerals, and beauty products, operating a direct-to-consumer channel through its website at miicosmetics.com and headquartered in Borehamwood, England. With a workforce of 101-250 employees, Mii Cosmetics sits in the small-to-mid-sized segment of the UK cosmetics market, competing alongside both mass-market brands and independent players.

The company's product portfolio spans the core cosmetics categories — color cosmetics, nail care, and mineral-based products — indicating a multi-category brand rather than a single-product specialist. Founder-led since inception, with Susan Gerrard as the documented founder, the business has operated for over a decade without disclosed external funding, suggesting organic growth or reinvested earnings as the primary capital model. The input data set provides no visibility into manufacturing, formulation technology, proprietary R&D, retail partnerships, or distribution arrangements, leaving the operating model and technology stack largely uncharacterized.

Commercially, the available evidence supports a B2C go-to-market through branded e-commerce, though the absence of disclosed retail, wholesale, or marketplace partnerships means channel mix cannot be confirmed. There are no documented strategic transactions (funding, M&A, partnerships, leadership changes, or product launches beyond the original 2011 founding) in the provided data, and the company website content could not be retrieved beyond a verification page, limiting further inference.

Name

Mii Cosmetics

Website

https://miicosmetics.com

Company type

Private

Founded year

2011

Headcount range

101–250 employees

Short description

Mii Cosmetics is a UK-based, founder-led consumer beauty company founded in 2011 that sells makeup, nail care, minerals, and beauty products through its own website and likely retail channels, serving individual consumers.

Ownership category

akta.pro rank

Product category

Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

akta.pro secondary industries

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD), Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Color cosmetics
• Makeup products
• Nail care
• Mineral beauty
• Face and body cosmetics

Headquarters

HQ city

Borehamwood

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Core offering

Mii Cosmetics sells makeup, nail care, mineral, and beauty products. The company develops and markets its own branded cosmetics range targeted at consumers seeking everyday and mineral-based beauty products.

Product overview

Mii Cosmetics is a cosmetics company. No detailed product information is available from the provided source data, which only shows a loading/verification page.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup Mii Cosmetics' branded makeup range sold to individual consumers.
• Nail Care Nail care products sold under the Mii Cosmetics brand to individual consumers.
• Mineral Beauty Products Mineral-based beauty products sold under the Mii Cosmetics brand.
• Beauty Products General beauty products sold under the Mii Cosmetics brand to consumers.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Direct peers

• Nails Inc. UK-headquartered nail care and color brand with salon heritage, retail distribution, and DTC; closely comparable to Mii's nail care focus and British brand identity.
• Revolution Beauty: UK-founded mass-market color cosmetics and beauty brand offering makeup, nail, and skincare at affordable price points — the closest scale comparable to Mii Cosmetics in the British indie color cosmetics segment.
• Barry M: UK-based affordable color cosmetics and nail brand with a similar drugstore-to-mid-market positioning. Direct overlap in nail polish and makeup categories makes Barry M a core comparable for Mii Cosmetics.
• Sleek MakeUP: UK-founded indie color cosmetics brand focused on trend-driven makeup and nail at accessible price points, with strong presence in specialty beauty retail — closely comparable to Mii in product mix and target consumer.
• Ciaté London: UK-based beauty brand with deep nail care and color cosmetics assortment, including nail polish, treatments, and makeup — directly comparable product matrix to Mii Cosmetics.
• Models Own: UK-origin nail polish and beauty brand with retail and DTC presence; directly overlaps Mii's nail care category and indie brand positioning in British specialty beauty.

Broad incumbents

• Rimmel London: Long-established UK mass-market color cosmetics brand owned by Coty; serves as a benchmark for UK color cosmetics distribution depth and category coverage relevant to Mii's positioning.
• Charlotte Tilbury: UK-founded premium color cosmetics brand; illustrates the upside trajectory for a UK-originated, founder-led color brand, providing a strategic reference point for Mii's longer-term potential.
• e.l.f. Beauty: US-listed mass-market color cosmetics and beauty brand; serves as a relevant benchmark for capital-efficient indie-brand scaling and category expansion that informs Mii's strategic optionality.

Regional players

• Accessorize Beauty: UK high-street beauty and accessories brand offering color cosmetics in fashion retail environments; comparable as a UK specialty beauty distribution and pricing reference for Mii's retail-channel strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/miicosmetics

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 Mii Cosmetics