Beni Durrer Beauty

What Beni Durrer Beauty does

Beni Durrer Beauty is a Berlin-based, founder-owned premium cosmetics manufacturer founded in 2001 by Swiss-born makeup artist Beni Durrer. The company develops, produces, and sells more than 700 self-formulated SKUs across decorative cosmetics, skincare, professional accessories, and home fragrance, all manufactured in Germany. Its product portfolio is organized into named sub-brands including HDTV MAKE-UP, STUDIO MAKE-UP, MAKE-UP², FASHION LIPS, and a HOME-Linie, with a recurring-purchase refill system spanning most core categories. Technical differentiation rests on proprietary processes such as Premium Powder Pigment Technology (high-pressure color compression for stability and smooth release), the HDTV High-Definition Formula designed for high-definition camera work, and a micro-fine HDTV texture using micronized pigments. The shade range is unusually broad by industry standards (338 powder pigments, 154 cream pigments, 168 powder pigment shades, 57 lipsticks, 21 lip lacquers, 105 eyelash wigs), positioning the brand as a depth-over-mass-market play.

Revenue is generated through three channels: a direct-to-consumer e-commerce storefront at benidurrer.com with domestic free shipping over €50, a flagship retail store in Berlin's Nollendorf-Kiez that integrates Make-up, Hair, and Cosmetic studio services, and a separate B2B dealer portal at business.benidurrer.com for professional resellers and makeup artists. Pricing is unit-based at premium tiers (HDTV Make-up at €52, Studio Make-up at €32, Concealer at €25, brushes €7–€49, refills available at lower price points), with a 10% newsletter welcome discount. The customer base is split across Professional Makeup Artists serving film, television, and photography, premium beauty consumers seeking extensive color variety, and sustainability-oriented buyers drawn to the refill program; the affiliated BENI DURRER MAKE-UP-SCHULE provides professional training that reinforces the brand's pro-grade positioning. No external funding, parent company, or public listing is disclosed, and revenue is not publicly reported.

Name

Beni Durrer Beauty

Legal name

Beni Durrer Beauty

Website

https://benidurrer.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Beni Durrer Beauty is a Berlin-based, founder-owned premium cosmetics manufacturer founded in 2001, offering 700+ self-developed makeup, skincare, accessory, and home fragrance products to professional makeup artists, premium consumers, and B2B dealers via DTC e-commerce, a flagship Berlin store, and a professional dealer portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Pricing tiers

Distribution channels3 records

Marketing channels4 records

Core offering

Beni Durrer Beauty manufactures and retails more than 700 self-developed premium cosmetic and beauty products, including HDTV high-definition make-up, Studio Make-up cream foundations, Make-up² powder compacts, concealers, eye and lip products, powder and cream pigments, eyelashes, brushes, skincare, and home fragrances. Products are made in Germany, cruelty-free, mostly bio/vegan, and most lines are available in refillable formats to reduce plastic waste. The company sells through its own e-commerce site, a B2B dealer portal, a Berlin flagship store with in-house beauty studios, and an affiliated professional makeup school.

Product overview

Beni Durrer Beauty is a German premium makeup brand founded by Beni Durrer in 2001, based in Berlin. The company offers over 700 self-developed products across decorative and skincare cosmetics. The product portfolio is organized into several core categories: makeup products (HDTV Make-up, Studio Make-up, Make-up²) available in full sizes and refill versions; eye products including powder pigments (168 shades), cream pigments, contour pencils, stardust, effects, mascaras/eyeliners, and over 80 types of eyelash wigs; lip products including lipsticks (57 colors) and lip lacquers (21 colors); skincare including cleansers and hyaluronic acid serums; professional brushes and equipment; home fragrance products (candles, diffusers, sprays); and educational books. Most products are available as refills to reduce plastic waste, and many are vegan or bio. All products are cruelty-free and manufactured in Germany.

Differentiator

Problem solved

Functional benefit

Brands

• BENI DURRER MAKE-UP-SCHULE: Professional makeup education and training school established by founder Beni Durrer
• HDTV MAKE-UP
• STUDIO MAKE-UP
• MAKE-UP²
• FASHION LIPS
• HOME-Linie

Products and services

• HDTV Make-up Micro-fine high-definition foundation make-up with a hyper-real soft finish, specially developed for high-definition camera technology. Targeted at professional makeup artists and premium consumers who want a camera-ready, all-day-wearing base product.
• Studio Make-up High-class cream foundation for professionals with a smooth, creamy texture that provides a naturally even complexion and a pleasant matte skin feel. Targeted at professional makeup artists and premium consumers.
• Concealer Liquid HDTV concealer that merges with the complexion through micronized pigments, cares for the skin, and leaves a silky-soft feeling. Targeted at professional makeup artists and premium consumers.
• Make-up² Gloss-reducing all-purpose makeup in a powdery consistency with micronized color pigments that adapt to the complexion, packaged in a compact case with mirror. Targeted at professional makeup artists and premium consumers.
• Studio Make-up Refills Refillable versions of Studio Make-up compatible with all palette systems and small folding cases for handbags. Targeted at sustainability-minded consumers and professionals who already own the compact case.
• Make-up² Refills Refillable versions of Make-up² powder foundation compatible with all palette systems. Targeted at sustainability-minded consumers and professionals who already own the compact case.
• Puder (Loose Powder) Microfine loose powder for setting and mattifying that provides an even complexion and contains silk proteins for skin care. Targeted at professional makeup artists and premium consumers.
• Puderpigmente (Powder Pigments) High-quality powder pigments in 168 shades for eyeshadow, eyebrow powder, concealer, bronzing, highlighting, and rouge applications. Targeted at professional makeup artists and color-curious premium consumers.
• Cremepigmente (Cream Pigments) Luxurious multi-use cream colors with nourishing botanical oils and waxes and a vitamin E complex, available in 154 shades for lips, cheeks, eyes, contouring, and correction. Targeted at professional makeup artists and premium consumers.
• Konturenstifte (Contour Pencils) Professional lip liners also suitable for eye and lip makeup, with natural oils and waxes for nourishing, water-resistant application. Targeted at professional makeup artists and premium consumers.
• Sternenstaub (Stardust) Loose shimmering color pigments in 20 shades for dry or wet application to create magical effects. Targeted at professional makeup artists and premium consumers.
• Effekte (Effects) Shimmer powders, glitter, and jumbo sequins for enhancing natural sparkle and adding glamour to makeup looks. Targeted at professional makeup artists and premium consumers.
• Wimpernperücken (Eyelash Wigs) Over 80 hand-crafted false eyelashes made from real hair, feathers, or textile materials, with some decorated with Swarovski crystals. Targeted at professional makeup artists and premium consumers.
• Mascara & Eyeliner Waterproof and smudge-proof mascaras, liquid graphic liners, and cake eyeliners in nine colors. Targeted at professional makeup artists and premium consumers.
• Lippenstifte (Lipsticks) — Fashion Lips Fashion Lips collection of 57 lipsticks ranging from casual to extravagant, with variable textures from semi-transparent to metallic to silky matte, formulated with plant oils and vitamin E. Targeted at professional makeup artists and premium consumers.
• Lippenlack (Lip Lacquer) High-gloss lip lacquers in 21 glossy, cold, neutral, pearl, and warm tones. Targeted at professional makeup artists and premium consumers.
• Hautreinigung (Skin Cleansing) Skin cleansing products within the Beni Durrer care line. Targeted at consumers seeking German-made skincare to complement the brand's makeup range.
• Hautpflege (Skin Care) Skincare products including the H8 Hyaluron Serum (50ml) and other care items. Targeted at consumers seeking German-made skincare.
• Pinsel (Brushes) Professional application brushes including the Kabuki brush No. 48 and other face and eye brushes. Targeted at professional makeup artists and consumers.
• Equipment Professional accessories and equipment for makeup application, including palette cases and studio tools. Targeted at professional makeup artists and premium consumers.
• Kerzen (Candles) Room fragrance candles in the HOME-Linie, including the Leichtigkeit scent. Targeted at consumers buying the brand's home fragrance line.
• Diffuser Room fragrance diffusers in the HOME-Linie, including the Klarheit scent in 1000ml. Targeted at consumers buying the brand's home fragrance line.
• Sprays Room fragrance sprays in the HOME-Linie, including the Leichtigkeit scent in 100ml. Targeted at consumers buying the brand's home fragrance line.
• Beni Durrer Make-up School Book (Volume II) Educational book from the BENI DURRER MAKE-UP-SCHULE (Make-up School Volume II), supporting the founder's training programs for professional makeup artists.
• Makeup Sets Curated sets and bundles of Beni Durrer Beauty products. Targeted at consumers and gift buyers seeking multiple coordinated products.
• BENI DURRER MAKE-UP-SCHULE (Make-up School) Professional make-up education, training, and workshops delivered through the affiliated BENI DURRER MAKE-UP-SCHULE. Targeted at aspiring and working makeup artists.
• In-Store Beauty Studio Services Make-up studio, hair studio, and cosmetic studio services at the Berlin flagship store, including individual coaching and color consultations. Targeted at Berlin-area consumers and visitors.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Charlotte Tilbury: Charlotte Tilbury is a premium celebrity-artist-founded makeup brand that has scaled globally via prestige retail and DTC. Comparable as a premium-priced, artist-founded color cosmetics brand with an emphasis on high-performance formulations and aspirational branding.
• Bobbi Brown: Bobbi Brown is an artist-founded premium makeup brand emphasizing natural, skin-tone-focused color and professional artistry. Comparable in founder-artist DNA, premium positioning, and complexion-led product philosophy, though it operates as part of Estée Lauder's global portfolio.
• NARS Cosmetics: NARS is a premium artist-founded makeup brand (now part of Shiseido) known for bold pigments, complexion products, and editorial positioning. Comparable in artist DNA, premium pricing, and complexion/pigment-led product strategy.
• MAC Cosmetics: MAC is the dominant global pro-makeup brand with deep penetration into film, TV, and editorial artistry — the same professional segment Beni Durrer targets. It represents the broad incumbent benchmark for pro-channel credibility, breadth of shades, and global distribution scale.

Direct peers

• Artdeco: Artdeco is a German cosmetics brand offering extensive color variety across foundations, lipsticks, and eye products at accessible premium price points. Comparable as a German-headquartered, color-breadth-focused makeup brand competing in similar European retail and professional channels.
• Make-up Designory (MUD): MUD is a professional-focused makeup brand that pairs a product line with a makeup school (analogous to Beni Durrer's MAKE-UP-SCHULE). The educational-plus-product flywheel and pro-artist customer base make it a direct comparable in business model and target customer.
• Kryolan: Kryolan is a German-founded professional makeup brand with a similarly deep pro-artist heritage and an extensive portfolio of foundations, pigments, and theatrical/film/TV makeup. It is the closest direct peer to Beni Durrer Beauty given its German manufacturing base, professional channel focus, and broad pigment range.

Emerging players

• Pat McGrath Labs: Pat McGrath Labs is a high-end makeup brand built around a renowned editorial artist, with hyper-pigmented, editorial-quality formulations. Comparable in founder-driven artist credibility and premium price positioning, though it operates at much larger global scale.
• Fenty Beauty: Fenty Beauty disrupted color cosmetics with an unusually broad shade range — overlapping with Beni Durrer's 338 powder pigments and 154 cream pigments value proposition. Comparable as a shade-breadth-led, digitally savvy premium brand, though at much larger scale and owned by LVMH.
• ILIA Beauty: ILIA is a clean/sustainable-leaning color cosmetics and skincare brand with refill-friendly architecture. Comparable to Beni Durrer's cruelty-free, mostly bio/vegan, refillable positioning and its overlap of color cosmetics with skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@beni-durrer-beauty
• Xx.com/BENI_DURRER
• Facebookfacebook.com/BeniDurrerBeauty
• LinkedInlinkedin.com/company/beni-durrer-beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Beni Durrer Beauty