Inner Beauty Cosmetics

What Inner Beauty Cosmetics does

Inner Beauty Cosmetics, operated by Safe Cosmetics, LLC (Delaware), is a direct-to-consumer clean beauty brand selling exclusively through its Shopify-powered website at innerbeautycosmetics.com and shipping only within the United States. Its portfolio comprises roughly 12 core SKUs across face (Skin Tint Foundation $39, Skin Care Concealer $28, Coco Balm Crème Blush $22, Coco Balm Highlighter $22), eyes (Light + Love Eye Shadow $20, Well Defined Eye Liner $26), lips (Pure Shine Lip Gloss $22, Shine Infusion Lip Oil $22, Stay Calm Lip Balm $24), and a minimal skincare duo (Floral Water Toner, Gelee Oil Cleanser $30), plus three bundled sets priced $41-$45. Formulations are built around plant-derived ingredients, are free of parabens, phthalates, carcinogens, endocrine disruptors, synthetic fragrance, and gluten, and are vetted by toxicologists, dermatologists, naturopathic doctors, ophthalmologists, and chemists before being manufactured in small batches in Italy.

The business model is purely transactional DTC with no subscription or recurring component; unit prices sit in a $20-$45 band, free shipping is offered on orders over $40, returns are accepted within 30 days, and customer acquisition is driven by a 20% newsletter discount, an Instagram presence (@innerbeautycos), and earned media coverage in Forbes, Observer, Byrdie, Women's Health, and Healthline. The company targets three overlapping personas — people with sensitive skin (primary), health-conscious clean beauty consumers, and pregnant/nursing women and cancer survivors — positioning its formulations as safe for sensitive bodies rather than competing on cosmetic performance innovation. The entity is privately held, founder-owned, bootstrapped with no disclosed institutional funding, and operates with a small US-based team in Dover, Delaware.

Name

Inner Beauty Cosmetics

Legal name

Safe Cosmetics, LLC

Website

https://innerbeautycosmetics.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Inner Beauty Cosmetics is a bootstrapped US-only direct-to-consumer clean beauty brand selling a small portfolio of makeup and skincare (priced $20-$45) formulated for sensitive skin and manufactured in small batches in Italy. It is operated by Safe Cosmetics, LLC out of Dover, Delaware.

Ownership category

akta.pro rank

Product category

Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABACAJ

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABACAA

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABACAC

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

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABAAAA

Facial Skincare (Cleansers, Toners, Moisturizers)

Consumer Products & Retail/Beauty & Personal Care/Skincare

Keywords

• Clean beauty cosmetics
• Sensitive skin makeup
• Natural skincare products
• Gluten-free cosmetics
• Direct-to-consumer beauty

Headquarters

HQ city

Dover

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct e-commerce product sales: Inner Beauty Cosmetics generates revenue through direct-to-consumer online sales of clean beauty products. Customers purchase individual products at fixed price points through the company's e-commerce website. No subscription model or recurring revenue stream is currently offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Inner Beauty Cosmetics sells a line of clean beauty makeup and skincare products (face, eyes, lips, and skincare basics) formulated for sensitive skin using natural and organic plant-derived ingredients, free from parabens, phthalates, carcinogens, endocrine disruptors, and common food allergens. Products are vetted by toxicologists, dermatologists, naturopathic doctors, ophthalmologists, and chemists, manufactured in small batches in Italy, and sold directly to consumers through the company's own e-commerce website.

Product overview

Inner Beauty Cosmetics is a clean beauty brand offering a focused portfolio of makeup and skincare products designed specifically for sensitive skin. The product line centers on face makeup (Skin Tint Foundation, Skin Care Concealer, Coco Balm Crème Blush, Coco Balm Highlighter), eye products (Light + Love Eye Shadow, Well Defined™ Eye Liner), lip products (Pure Shine Lip Gloss, Shine Infusion™ Lip Oil, Stay Calm® Lip Balm), and skincare basics (Floral Water Toner, Gelee Oil Cleanser). The brand also offers value sets like Light Touch (concealer + highlighter duo), Healthy Glow Set (blush duo), and Lip Love (lip balm + lip oil bundle). All products are formulated without common irritants and feature natural and organic ingredients, with manufacturing taking place in Italy. The company operates as a direct-to-consumer e-commerce business through its Shopify-powered website.

Differentiator

Problem solved

Functional benefit

Products and services

• Coco Balm Crème Blush A cream blush that delivers a natural flush of color to cheeks with a blendable formula. Available in shades In the Pink, Rosy, and Sunlit. Priced at $22.
• Coco Balm Highlighter A luminous highlighter that adds a subtle glow to the skin with a creamy, blendable texture. Available in Aura shade. Priced at $22.
• Floral Water Toner A refreshing toner that uses floral waters to gently tone and balance the skin. Priced at $30.
• Gelee Oil Cleanser A gentle oil cleanser that melts away makeup and impurities while nourishing the skin with a gelée texture. Priced at $30.
• Light + Love Eye Shadow A weightless, long-wearing liquid eye shadow that glides on and blends effortlessly, drying to a velvety pearl finish. Available in Aura, Rosé, and Smoky Quartz shades. Priced at $20.
• Pure Shine Lip Gloss A feather-light sheer lip gloss that creates luminous shine and sheer color while helping reduce the appearance of fine lines. Available in 7 shades: Angelic, Cameo, Misty Rose, Spice, Rosewood, Pink Bloom, and Sugar Plum. Priced at $22.
• Skin Tint Foundation A skincare-meets-foundation hybrid with a balm-like texture that melts into skin for buildable, believable coverage with a soft, natural finish. Available in 7 shades: Ecru, Linen, Fawn, Chai, Café, Mocha, and Cocoa. Priced at $39.
• Skin Care Concealer A 99% natural, multi-tasking creamy concealer that soothes, brightens, and evens out under-eyes and uneven skin tone. Available in 6 shades: Ecru, Linen, Fawn, Chai, Café, Mocha, and Cocoa. Priced at $28.
• Well Defined™ Eye Liner A clean liquid eyeliner formulated to match the pH of eyes with anti-inflammatory cornflower water. Features a flexible felt-tip applicator for smooth, even coverage. Available in Cocoa and Ebony shades. Priced at $26.
• Shine Infusion™ Lip Oil A nourishing lip oil that delivers a clear, high-shine finish with a never-sticky formula infused with castor seed, sunflower seed, jojoba, and argan oils. Available in Crystal shade. Priced at $22.
• Stay Calm® Lip Balm A creamy, nourishing lip balm and primer that calms dry, chapped, and sensitive lips with shea butter, apricot oil, calendula flower extract, and rosa moschata seed oil. Available in Natural shade. Priced at $24.
• Light Touch Set A bundled set combining Skin Care Concealer and Coco Balm Highlighter for a lit-from-within glow. Available in 7 shade combinations including Fawn, Café, Chai, Ecru, Linen, Mocha, and Cocoa. Priced at $41–$45.
• Healthy Glow Set A blush duo featuring Coco Balm Crème Blush in In the Pink and Rosy shades for a healthy, luminous glow. Priced at $41–$45.
• Lip Love Set A bundled set pairing Stay Calm Lip Balm with Shine Infusion Lip Oil for complete lip care and shine. Priced at $41–$45.

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

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Saie Beauty: Clean, ingredient-conscious makeup brand with a tight portfolio of face, eye, and lip products. Comparable curated assortment, premium positioning, and DTC-first distribution.
• RMS Beauty: Founder-led clean color cosmetics brand built around natural, skin-nourishing ingredients. Comparable craft/heritage positioning, premium pricing, and direct-to-consumer-led distribution.
• Westman Atelier: Premium, clean, skin-first color cosmetics brand with a tightly curated portfolio. Comparable premium positioning, ingredient-led formulation philosophy, and direct-to-consumer-plus-specialty-retail model.
• Kosas: Clean, skin-first color cosmetics brand with foundation, concealer, blush, and lip lines targeting ingredient-conscious consumers. Closely overlapping product mix and clean-beauty positioning.
• Juice Beauty: Organic, plant-based color cosmetics and skincare brand with USDA-certified ingredients. Comparable clean/clinical positioning across foundation, lip, and skincare categories.
• ILIA Beauty: Direct clean color cosmetics competitor targeting sensitive-skin consumers with skin-centric, ingredient-conscious formulations. Closely comparable mission, price band, and DTC-plus-specialty-retail GTM motion.
• Tower 28 Beauty: Clean, dermatologist-friendly color cosmetics brand built around sensitive and breakout-prone skin. Comparable consumer persona, hypoallergenic positioning, and premium DTC price points.
• Merit Beauty: Minimalist clean beauty brand with a small, focused color cosmetics assortment positioned for everyday use. Directly comparable curated SKU strategy and DTC-led premium positioning.
• W3LL PEOPLE: Clean, plant-based color cosmetics brand emphasizing safe, non-toxic formulations for everyday wear. Directly comparable targeted customer (ingredient-conscious, sensitive-skin) and product mix.

Broad incumbents

• Honest Beauty: Broader clean beauty portfolio owned by The Honest Company, spanning color cosmetics, skincare, and baby. Comparable clean-ingredient positioning but operates at materially larger scale with mass and specialty retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/innerbeautycos
• Xx.com/innerbeautycos

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 Inner Beauty Cosmetics