Frends Beauty

Name

Frends Beauty

Legal name

Frends Beauty Supply, Inc.

Website

https://frendsbeauty.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Professional Beauty Supplies Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

akta.pro primary industry

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

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Permanent Makeup Pigments & Supplies (Microblading/PMU Pigments, Aftercare Color Products) (CRABACAI), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Makeup Artistry Training Programs (HSALANAE)

Keywords

• Professional makeup supplies
• Special fx makeup
• Theatrical makeup products
• Pro beauty retail
• Artist beauty supplies

Headquarters

HQ city

North Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Frends Beauty generates revenue through direct product sales of professional beauty supplies, makeup, special FX products, tools, haircare, and skincare. Products are sold at both retail and discounted professional pricing through their e-commerce platform and physical store. The company operates on a one-time transaction model with no formal subscription service.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Frends Beauty is a retailer of professional-grade beauty supplies for makeup artists, special FX technicians, and beauty students. The company stocks more than 1,400 pro-grade brands across makeup, accessories and tools, special FX (prosthetics, blood, adhesives, FX lab materials), and skincare and haircare. It sells via an e-commerce storefront and a physical retail store in North Hollywood, with same-day delivery to LA-area production sets and international shipping to multiple countries.

Product overview

Frends Beauty is a professional beauty supply e-commerce platform offering professional-grade makeup, accessories, special FX products, and skincare/haircare supplies. The core offering centers on makeup products organized into categories including airbrush systems (alcohol, silicone, and water based), body makeup, cheek products (blush, bronzer, contours), eye products, face products, and lip products. The Accessories & Tools category encompasses professional artist's equipment like brushes, cases, airbrush compressors, and disposable applicators. Special FX products are divided into FX Lab materials (silicone, gelatin, latex, prosthetics supplies) and FX On-Set products (blood, scar/wound effects, adhesives). The company also offers a loyalty program (Frends With Benefits Pro) providing up to 40% discounts, professional classes, and student kits. The platform serves makeup artists working in film, TV, bridal, theater, editorial, and special effects industries.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup
• Accessories and Tools
• Special FX
• Skin and Haircare
• Student Kits
• Gift Sets
• Classes
• Frends With Benefits Pro Discount Program

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Graftobian Makeup: Specialty manufacturer and retailer of professional and SFX makeup sold directly to makeup artists. Comparable as a pro/SFX-focused brand with deep penetration into film and theatrical makeup departments.
• RCMA (Research Council of Makeup Artists): Pro-artist brand and direct-to-consumer seller of professional makeup, most famous for its color process foundation. Comparable as a film/TV industry standard supplier with a complementary specialty in professional education.
• Beautylish: Online specialty retailer focused on professional and prestige beauty brands with strong international reach. Highly comparable to Frends Beauty in its pro-grade assortment, e-commerce-led model, and curated editorial approach.
• Camera Ready Cosmetics: Specialty retailer of professional makeup and SFX products serving film, TV, and bridal makeup artists. Directly comparable given shared pro-artist customer base, similar SFX offering, and pro discount/loyalty programs.
• Nigel Beauty Emporium: Hollywood-based beauty supply retailer serving film and entertainment industry professionals. Directly comparable as a legacy LA pro-beauty store with overlapping SFX and theatrical makeup assortment.

Broad incumbents

• Ulta Beauty: Largest US specialty beauty retailer with a broad assortment that increasingly includes pro-grade brands. Comparable as a scale-driven competitor that could expand into the pro-artist segment over time.
• Sephora: Global multi-brand beauty retailer carrying many of the same brands Frends stocks (e.g., Make Up For Ever, Anastasia Beverly Hills). Comparable as a broader incumbent that competes on assortment and convenience, though without Frends' pro/SFX specialty.

Emerging players

• BH Cosmetics: Direct-to-consumer color cosmetics brand with strong social media presence. Comparable as a digitally native beauty seller overlapping with Frends' face/eye/lip makeup categories, though it does not focus on pro/SFX.

Others

• Tom Ford Beauty: Prestige color cosmetics brand carried by Frends among others. Included as an adjacent brand/peer illustrating the high-end curated assortments Frends competes with and complements.
• Ben Nye Makeup: Legendary pro/SFX makeup brand that Frends stocks. Included as both a supplier/partner and adjacent competitor—Ben Nye sells direct but relies on retailers like Frends for theatrical and indie customer reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/FrendsBeauty
• YouTubeyoutube.com/channel/UCHL8JFUPpyUPz67idsXa5uw?view_as=subscriber
• Facebookfacebook.com/109346129387
• Instagraminstagram.com/frendsbeauty
• Pinterestpinterest.com/frendsbeauty/_created
• TikToktiktok.com/@frendsatfrendsbeauty

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 Frends Beauty