Make Up Store
- Company typePrivate
- Founded1996
- HeadquartersSweden, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Make Up Store firmographics
Firmographics- Name
- Make Up Store
- Legal name
- Make Up Store Int AB
- Website
- https://makeupstorecosmetics.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Make Up Store industry classification
Industry- Product category
- Professional Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Brushes & Brush Sets (CRABAKAA)
Keywords
Where Make Up Store is headquartered
LocationHeadquarters
- HQ city
- Sweden
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Make Up Store business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales (E-commerce): Direct-to-consumer sales through owned e-commerce platform makeupstorecosmetics.com. Products sold at various price points in Swedish Krona with free shipping threshold for orders exceeding certain amount.
- Retail Store Sales: Sales through physical retail stores. Gift cards are available for purchase in physical stores only.
- Marketplace Sales (Lyko.com): Products distributed through marketplace partners like Lyko.com where customers can purchase Make Up Store products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Face Products |
| Unit Pricing | Pay-as-you-go | Cheek Products |
| Unit Pricing | Pay-as-you-go | Powder Products |
| Unit Pricing | Pay-as-you-go | Eye Products |
| Unit Pricing | Pay-as-you-go | Eye Pencils |
| Unit Pricing | Pay-as-you-go | Brushes & Tools |
| Unit Pricing | Pay-as-you-go | Bags & Accessories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Make Up Store product offering
Product offeringCore offering
Make Up Store is a Swedish color cosmetics brand that develops, manufactures, and sells professional-quality makeup products and beauty tools. The product range spans face products (powders, blush, bronzer, highlighter, primer, setting spray, concealer), eye products (mascara, eye pencils, eyeshadow stick, brow gel, eyeshadow primer), lip products (lip plumper, lip liner, lip balm), professional vegan brushes, blending sponges, and accessories. The company sells direct-to-consumer through its own e-commerce store and physical retail locations, with a registered office and warehouse in Hudiksvall, Sweden.
Product overview
Make Up Store is a Swedish makeup brand founded in Stockholm in 1996, offering a comprehensive range of professional-quality cosmetics and beauty tools. The product portfolio centers on the Iconic product line featuring hybrid powder formulas with creamy textures across face products (Wonder Powder, Hydra Silk Setting Powder), cheek products (Iconic Luster Blush, Iconic Glow Bronzer, Iconic Radiance Highlighter), and concealer/primer (Cover All Mix, Eyeshadow Primer, Smoothing Primer SPF30, Stay All Day Setting Spray). Eye makeup includes mascaras (Multi Lash, Effortless Expert Curl, Magnified Master Volume, Lash Ideal Tubing), eyeshadows (Longwear Luxe Eyeshadow Sticks), and eye pencils (Eternal Pro Eye Pencil, Precision Pro Liquid Eyeliner). Lip products encompass Lip Plumper, Lip Liner Definition Pro, and Colour Shine Lip Balm. The brand also offers professional vegan brushes and tools (brushes, blending sponges, eyelash curlers, tweezers) and PU leather accessories (bags, brush holders). All products are certified vegan and cruelty-free, with recent 2025 relaunch featuring upgraded packaging and reformulated products across the collection.
Differentiator
Problem solved
Functional benefit
Products and services
- Wonder Powder
- Blush Iconic Luster
- Bronzer Iconic Glow
- Highlighter Iconic Radiance
- Cover All Mix Concealer
- Eyeshadow Primer
- Hydra Silk Setting Powder
- Smoothing Primer Silk Touch SPF30
- Stay All Day Setting Spray
- Mascara Line
- Eye Pencils (Eternal Pro, Precision Pro, Draw Master)
- Brow Products
- Lip Products (Plumper, Liner, Balm)
- Professional Vegan Brushes
- Blending Sponges and Beauty Tools
- Brush Cleaner, Brush Holder, and Bags
- Blush Stick and Bronzer Stick
- Gift Boxes and Limited Edition Sets
Companies that use Make Up Store
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Make Up Store technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Make Up Store partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered operational and core.
- PostNordoperationalLogistics partnership for order fulfillment within Sweden and Denmark. Orders delivered via PostNord to customer addresses or nearest pick-up location.
- DB SchenkeroperationalInternational logistics partnership for order fulfillment outside Sweden and Denmark. Orders delivered via DB Schenker or their local delivery partners.
- Lyko.comcoreMarketplace distribution partner where Make Up Store products are available for purchase. Products link to Lyko.com purchase options on product pages.
- ShopifycoreE-commerce platform powering the makeupstorecosmetics.com website. Website footer indicates 'Powered by Shopify'.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Make Up Store competitors and assessment
Company assessmentEmerging players
- Kosas: DTC-first clean color cosmetics brand focusing on face, cheek, and lip with buildable hybrid formulas — a relevant emerging comparable in the natural/clean segment Make Up Store's vegan range targets.
- ILIA Beauty: Clean-beauty color cosmetics brand with vegan, cruelty-free positioning and a complexion-led range — directly comparable to Make Up Store's vegan/cruelty-free credentials and Scandinavian-style minimal aesthetic.
Direct peers
- MAC Cosmetics: Iconic professional-makeup brand offering a comparable range of face powders, blush, bronzer, primers and eye/lip products with global DTC and retail distribution — directly overlapping Make Up Store's category and pro-artist customer segment.
- NARS Cosmetics: Professional-heritage color cosmetics brand with a similar face-focused portfolio (foundations, blush, bronzer, highlighter) and a premium positioning strategy comparable to Make Up Store's Iconic line.
- Fenty Beauty: DTC-first global color cosmetics brand with hybrid complexion products (foundation, powder, bronzer) and a similar digitally-led launch strategy — comparable as a digitally native disruptor in the same product categories.
- Smashbox: Photo-studio-origin color cosmetics brand with primers, complexion, eye, and lip SKUs targeting everyday consumers — similar heritage of professional makeup expertise translated to mass-premium retail.
- Laura Mercier: Premium face-and-finish brand built around primers, setting powders, and complexion products — overlapping Make Up Store's Wonder Powder and Smoothing Primer SPF30 hero SKUs.
- Charlotte Tilbury: Premium color cosmetics brand with strong DTC, hybrid-powder face product technology, and celebrity/MUA-driven marketing — directly comparable in positioning and price point to Make Up Store's Iconic line.
- Bobbi Brown: Pro-makeup artist-founded brand with face-first product strategy, natural-finish complexion products, and global retail distribution — directly comparable to Make Up Store's pro-world heritage and face-focused catalog.
Broad incumbents
- Maybelline: Mass-market global color cosmetics leader across face, eye, lip, and brow — represents the broad competitive incumbent Make Up Store must differentiate against on quality, sustainability, and Scandinavian brand story.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Make Up Store social profiles
Digital presenceMake Up Store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Make Up Store leadership team
Management profileNumber of profiles
Profiles1 record
Make Up Store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Make Up Store M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Make Up Store
What does Make Up Store do?
Make Up Store is a Swedish color cosmetics brand that develops, manufactures, and sells professional-quality makeup products and beauty tools. The product range spans face products (powders, blush, bronzer, highlighter, primer, setting spray, concealer), eye products (mascara, eye pencils, eyeshadow stick, brow gel, eyeshadow primer), lip products (lip plumper, lip liner, lip balm), professional vegan brushes, blending sponges, and accessories. The company sells direct-to-consumer through its own e-commerce store and physical retail locations, with a registered office and warehouse in Hudiksvall, Sweden.
Is Make Up Store a public or private company?
Make Up Store is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Make Up Store founded?
Make Up Store was founded in 1996. It employs 11 to 50 people.
Where is Make Up Store based?
Make Up Store is headquartered in Sweden, United States, in the North America region.
How does Make Up Store make money?
Three revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail Store Sales and marketplace Sales (Lyko.com).
Who are Make Up Store's main competitors?
Emerging players on record are Kosas and ILIA Beauty. Direct peers are MAC Cosmetics, NARS Cosmetics, Fenty Beauty, Smashbox, Laura Mercier, Charlotte Tilbury and Bobbi Brown. Maybelline is listed as a broad incumbent.
Does Make Up Store have an API?
No public API is recorded for Make Up Store.
What industry is Make Up Store in?
Make Up Store's product category is Professional Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABACAE, Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers). Its NAICS code is 456120.