What Makeup.com does

Makeup.com is a digital beauty content platform owned and operated by L'Oréal USA, with a parallel Canadian edition run by L'Oréal Canada Inc. Founded in 2011 and headquartered at 10 Hudson Yards in New York, the platform publishes expert-written tutorials, product reviews, trend coverage, and interactive quizzes across four content verticals: makeup, nails, skin care, and hair. The site is organized into dedicated content modules — Makeup Tutorials, Products & Reviews, Nails, Skin Care, and Hair — plus recurring promotional mechanics such as sweepstakes and product sampling. It functions as a brand showcase for more than 16 L'Oréal portfolio brands, including Maybelline NY, L'Oréal Paris, NYX Professional Makeup, Lancôme, YSL Beauté, Urban Decay, IT Cosmetics, essie, Prada Beauty, Valentino Beauty, Giorgio Armani Beauty, Maison Margiela Paris, Mugler, Ralph Lauren Fragrances, Softsheen-Carson, and Viktor & Rolf.

The underlying technology is a content management system and digital publishing platform; no proprietary AI/ML, API, SDK, or mobile app is disclosed. Distribution is purely digital and consumer-facing, extending the website through owned social channels on YouTube, Facebook, Pinterest, Instagram, and TikTok, plus an email newsletter. The platform does not sell products directly; it links out to external retailers and operates as a top-of-funnel brand-marketing asset that drives product discovery and brand affinity for L'Oréal's portfolio.

From a business-model perspective, Makeup.com is best understood as a content-marketing channel inside a strategic parent rather than a standalone commercial enterprise. There is no direct pricing, no e-commerce revenue, no disclosed advertising rate card, and no public revenue figure. A small editorial team of 1-10 employees supports the operation. Its value to L'Oréal is indirect: SEO equity, brand storytelling, portfolio cross-promotion, and consumer engagement across the US and Canadian markets, rather than independent P&L contribution.

Name

Makeup.com

Legal name

L'Oréal USA

Website

https://makeup.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Beauty Editorial Content

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Editorial/Fashion Makeup (HSALAHAD)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Makeup Artistry Training Programs (HSALANAE), Everyday Makeup Application (HSALAHAA)

Keywords

• Beauty content platform
• Makeup tutorials
• Beauty editorial
• Product reviews
• Beauty media

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Content and Editorial: The platform generates value through curated beauty content featuring L'Oréal portfolio brands and third-party products. Content includes tutorials, product reviews, and beauty tips that drive consumer engagement and product discovery.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Makeup.com is a free digital beauty content platform operated by L'Oréal USA that publishes expert makeup tutorials, product reviews, beauty trend coverage, and skin, hair and nail editorial content. It also runs interactive beauty quizzes for personalized recommendations and hosts sweepstakes and sampling programs tied to L'Oréal portfolio brands and third-party products. The platform does not sell products directly but links consumers to featured brands through editorial content.

Product overview

Makeup.com is a beauty content platform operated by L'Oréal USA, offering expert tutorials, trusted product reviews, and inspiration across makeup, nails, skin care, and hair categories. The platform is organized into content modules covering Makeup Tutorials (face, eyes, lips, trends, bridal, seasonal), Products & Reviews (foundation, concealer, highlighter, mascara, lipstick, fragrance), Nails, Skin Care, and Hair. Interactive features include Beauty Quizzes for personalized recommendations and Free Makeup programs with sweepstakes and sampling. The platform features dedicated brand content pages for L'Oréal portfolio brands including L'Oréal Paris, NYX Professional Makeup, Maybelline NY, Urban Decay, essie, IT Cosmetics, Lancôme, Yves Saint Laurent Beauté, Valentino Beauty, Giorgio Armani Beauty, Maison Margiela, Prada Beauty, Mugler, Ralph Lauren Fragrances, Softsheen-Carson, and Viktor & Rolf.

Differentiator

Problem solved

Functional benefit

Brands

• Giorgio Armani Beauty: Luxury beauty brand featuring makeup and fragrance products.
• essie
• IT Cosmetics
• Lancôme
• L'Oréal Paris
• Maison Margiela Paris
• Maybelline NY
• Mugler
• NYX Professional Makeup
• Prada Beauty
• Ralph Lauren Fragrances
• Softsheen-Carson
• Urban Decay
• Valentino Beauty
• Viktor & Rolf
• Yves Saint Laurent Beaute

Products and services

• Makeup.com Platform Free digital beauty content platform offering expert tutorials, product reviews, and beauty inspiration across makeup, nails, skin care, and hair categories for individual consumers.
• Beauty Quizzes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Popsugar Beauty: Lifestyle media publisher with a sizeable beauty vertical covering tutorials, product reviews, and celebrity beauty. Compares in editorial approach and beauty enthusiast targeting, though nested within broader lifestyle content.
• Ulta Beauty: Largest US beauty retailer with editorial content, loyalty program, and broad brand assortment. Competes for beauty discovery and product education moments, but at much larger scale and with transactional commerce.
• Sephora: Global multi-brand beauty retailer with a robust editorial content hub, Beauty Insider community, and Beauty Board. Larger incumbent that combines retail with editorial — competing for the same consumer attention but with e-commerce scale Makeup.com lacks.

Direct peers

• Into The Gloss: Beauty editorial site (acquired by Glossier) covering tutorials, reviews, and interviews with industry experts. Direct comparable in editorial voice and beauty discovery audience.
• Glam: Beauty and lifestyle editorial site with product reviews, tutorials, and trend coverage. Direct comparable in content-led GTM and beauty enthusiast audience, similar in scale as a digital-only beauty publisher.
• Allure: Iconic beauty editorial brand covering tutorials, product reviews, and trends. Closely comparable content proposition with a heritage print-magazine backing, competing for the same top-of-funnel beauty discovery audience.
• TotalBeauty: Beauty editorial and product review site targeting women. Comparable in tutorial, review, and recommendations format, with similar beauty-enthusiast audience segmentation.
• Byrdie: Beauty-focused editorial content site owned by Dotdash Meredith (IAC) covering tutorials, product reviews, and trends. Direct competitor in the same beauty editorial category, reaching beauty enthusiasts with similar content-led GTM.
• Refinery29: Lifestyle and beauty editorial publisher with a strong beauty vertical. Comparable in content-led GTM and beauty enthusiast targeting, though broader lifestyle scope.
• Beautylish: Beauty content and e-commerce platform combining editorial reviews, tutorials, and curated product sales. Direct comparable in audience overlap (beauty enthusiasts), with a similar product-discovery GTM though includes commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC-YJGd5dADMqe6pkYaOaJsw
• Facebookfacebook.com/makeupdotcom
• Instagraminstagram.com/makeupdotcom
• Pinterestpinterest.com/makeupdotcom
• TikToktiktok.com/@makeup.com
• Xx.com/makeupdotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Makeup.com