Trendy Shop
Trendy Shop is a Colombia-based omnichannel beauty and cosmetics retailer operating DTC e-commerce, physical stores, and wholesale distribution, serving mass-market consumers with makeup, skincare, men's grooming, and entertainment-licensed character products.
- Company typePrivate
- Founded2015
- HeadquartersCarrera, Chile
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Trendy Shop does
Trendy Shop is a Colombia-based beauty and cosmetics retailer founded in 2015, operating a hybrid omnichannel model that combines direct-to-consumer e-commerce, physical retail, and wholesale distribution. The company serves mass-market consumers across Latin America with a broad assortment spanning face makeup, eye makeup, lip products, eyebrow products, body care, facial skincare, men's grooming, brushes and accessories, and licensed character-branded product lines. Pricing is denominated in Colombian pesos (COP), with individual SKUs ranging from approximately $5,000 to $120,000 COP and a free-shipping threshold at $400,000 COP, positioning the company in the mass-market segment rather than premium beauty.
The company's digital storefront is built on VTEX, a Latin American enterprise commerce platform, and customer service is delivered through WhatsApp — a channel choice aligned with dominant Colombian consumer communication habits. Trendy Shop maintains licensing relationships with major entertainment IP holders including Disney, Mattel, and Paramount, which it productizes into character-branded cosmetics and accessories such as the "Nueva Colección Disney" and "mini trendylovers" lines. The product catalog is segmented across face, eyes, lips, eyebrows, body, and skincare, plus brushes/sponges and accessories.
The company employs between 251 and 500 people and reports SIC compliance. It serves multiple customer segments including individual retail consumers, men's grooming buyers, gift-oriented customers, and wholesale buyers. Critically for due diligence, no funding rounds, revenue figures, gross merchandise volume, executive leadership roster, or geographic footprint details beyond Colombia are publicly disclosed in the available inputs, materially limiting financial-visibility conclusions.
Trendy Shop firmographics
Firmographics- Name
- Trendy Shop
- Legal name
- Trendy Shop
- Website
- https://maquillajetrendyshop.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Trendy Shop is a Colombia-based omnichannel beauty and cosmetics retailer operating DTC e-commerce, physical stores, and wholesale distribution, serving mass-market consumers with makeup, skincare, men's grooming, and entertainment-licensed character products.
- Ownership category
- akta.pro rank
Trendy Shop industry classification
Industry- Product category
- Cosmetics and Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)
Keywords
Where Trendy Shop is headquartered
LocationHeadquarters
- HQ city
- Carrera
- HQ country
- Chile
- HQ region
- Latin America
Offices1 record
Markets served
Trendy Shop business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Retail sales of cosmetics, skincare, makeup accessories, and licensed character-themed products through the company's e-commerce platform. Products include foundations, lipsticks, eyeshadows, skincare serums, brushes, and accessories. Sales are one-time transactions with prices ranging from $5,000 to $120,000 COP.
- Wholesale/B2B Sales: Wholesale distribution channel for bulk buyers through the 'Hazte mayorista' program, targeting retailers and business customers who purchase larger quantities at wholesale prices.
- Licensed Merchandise: Revenue from licensed character-themed products including Disney (Toy Story, Intensamente, Stitch, Nightmare Before Christmas, Villains, Princesas), Mattel (Barbie, Polly Pocket), and Paramount (Bob Esponja, Rugrats) collections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level makeup and accessory products |
| Unit Pricing | Pay-as-you-go | Mid-range cosmetics and skincare products |
| Unit Pricing | Pay-as-you-go | Premium and kit products |
| Unit Pricing | Pay-as-you-go | High-value accessories and premium kits |
| Transaction based/ take rate | Multi-year contract | Wholesale pricing for bulk buyers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Trendy Shop product offering
Product offeringCore offering
Trendy Shop is a Colombian cosmetics and beauty retailer that sells branded makeup (foundations, lipsticks, eyeshadows, eyeliners, mascaras, blushes, concealers, primers), skincare (facial cleansers, serums, sunscreens, masks, body creams, exfoliants), professional brushes and sponges, beauty accessories (bags, cosmetic cases, mirrors, false eyelashes), hair care tools, and licensed character-themed merchandise from Disney, Mattel, and Paramount. The company sells directly to consumers through its VTEX-powered e-commerce storefront and physical stores, with an additional wholesale program for bulk buyers.
Product overview
Trendy Shop is a Colombian makeup and beauty e-commerce retailer offering a comprehensive portfolio of beauty and personal care products. The core offering centers on makeup products organized into face (bases, correctors, powders, contours, blushes, illuminators, primers), lips (lipsticks, tints, glosses, lip balms), eyes (eyeshadows, eyeliners, mascaras), and eyebrows. Beyond makeup, the portfolio extends to skincare with body care (creams, exfoliants, fragrances) and facial care (cleansers, serums, sunscreens, masks), professional brushes and sponges, accessories (bags, cosmetic cases), hair care, and licensed collectibles from Disney, Mattel, and Paramount franchises. The company also offers a wholesale program for bulk buyers and operates physical retail stores across Colombia.
Differentiator
Problem solved
Functional benefit
Products and services
- Maquillaje (Makeup) Complete makeup line including foundations, concealers, powders, contours, blushes, illuminators, primers, lipsticks, lip glosses, eyeliners, mascaras, eyeshadows, eyebrow pencils and gels, and children's mini makeup sets, targeted at women and children seeking affordable, trendy cosmetics.
- Cuidado de la Piel (Skincare) Facial and body skincare including cleansers, makeup removers, masks, sunscreens, serums, tonics, eye creams, body creams, exfoliants, and fragrances, plus men's facial care mattifying papers for oily-skin control.
- Brochas y Esponjas (Brushes and Sponges) Professional makeup application tools including individual brushes, sponges, and brush kits for consumers and makeup artists.
- Accesorios (Beauty Accessories) Beauty and personal accessories including bags, wallets, cosmetic cases, mirrors, false eyelashes, and additional accessories for beauty storage and use.
- Disney Collection Licensed Disney character-themed beauty products, accessories, and collectibles featuring Toy Story, Inside Out, Stitch, The Nightmare Before Christmas, Villains, Princesses, and Jack characters, targeted at fans of all ages.
- Mattel Collection Licensed Mattel character-themed beauty products, accessories, and collectibles featuring Barbie and Polly Pocket characters.
- Paramount Collection Licensed Paramount character-themed beauty products, accessories, and collectibles featuring SpongeBob SquarePants (Bob Esponja) and Rugrats characters.
- Capilar (Hair Care) Hair care accessories and electro-beauty tools for hairstyling and hair maintenance.
- Mayoristas (Wholesale Program) B2B wholesale distribution program offering bulk purchase pricing for retailers, beauty salons, makeup artists, and businesses seeking to resell or professionally use Trendy Shop cosmetics.
- Base Queen Face Tint Tinted foundation product formulated for natural coverage, part of Trendy Shop's face makeup line.
Quantifiable outcome
- Free shipping for purchases over $400,000 COP
Companies that use Trendy Shop
Customer profileSegments4 records
Ideal customer profiles4 records
Trendy Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Trendy Shop partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Trendy Shop competitors and assessment
Company assessmentRegional players
- Pigmento: Brazilian direct-sales beauty brand offering color cosmetics and personal care. Similar affordable beauty positioning, though primarily Brazil-focused rather than Colombian.
Direct peers
- Yanbal: Colombia-founded beauty and personal care company selling makeup, skincare, fragrances, and accessories through catalog/direct-sales and retail. Highly comparable geography, product mix, and price positioning to Trendy Shop.
- Belcorp: Multinational beauty company headquartered in Colombia with brands Ésika, Cyzone, and L'Bel. Operates across LATAM via direct sales and retail channels, directly overlapping Trendy's cosmetics and accessories categories.
- Ésika: Belcorp-owned mass beauty brand in LATAM covering makeup, skincare, fragrance, and personal care. Comparable product breadth, price band, and Colombian market focus.
- Cyzone: Belcorp-owned LATAM youth-focused beauty brand selling affordable color cosmetics, skincare, and accessories. Closely matches Trendy's trend-led, accessible positioning and target customer.
Broad incumbents
- Natura &Co: Major Brazilian/LATAM beauty conglomerate with extensive direct-sales and retail presence in Colombia. Comparable in beauty and personal care portfolio breadth, though larger and more international than Trendy Shop.
- Avon: Global beauty brand with strong LATAM presence using a direct-sales/consultant model. Overlaps Trendy's affordable cosmetics, skincare, and fragrance categories across a similar customer demographic.
- Mary Kay: Global direct-sales beauty brand with established LATAM operations. Overlaps Trendy Shop in color cosmetics, skincare, and fragrance for an affordable, mass-market consumer.
- Oriflame: Global direct-sales beauty company with significant LATAM presence. Comparable in affordable cosmetics and skincare assortment delivered through consultant-led channels.
Others
- Falabella: Major LATAM department store with omnichannel (e-commerce + physical) retail in Colombia. Comparable as a multi-channel beauty and accessories retailer, though Trendy is a specialty pure-play rather than a department store.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Trendy Shop social profiles
Digital presenceTrendy Shop compliance and trust
Trust signalCompliance1 record
Trendy Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trendy Shop leadership team
Management profileNumber of profiles
Trendy Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trendy Shop 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 Trendy Shop
What does Trendy Shop do?
Trendy Shop is a Colombian cosmetics and beauty retailer that sells branded makeup (foundations, lipsticks, eyeshadows, eyeliners, mascaras, blushes, concealers, primers), skincare (facial cleansers, serums, sunscreens, masks, body creams, exfoliants), professional brushes and sponges, beauty accessories (bags, cosmetic cases, mirrors, false eyelashes), hair care tools, and licensed character-themed merchandise from Disney, Mattel, and Paramount. The company sells directly to consumers through its VTEX-powered e-commerce storefront and physical stores, with an additional wholesale program for bulk buyers.
Is Trendy Shop a public or private company?
Trendy Shop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Trendy Shop founded?
Trendy Shop was founded in 2015. It employs 251 to 500 people.
Where is Trendy Shop based?
Trendy Shop is headquartered in Carrera, Chile, in the Latin America region.
How does Trendy Shop make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale/B2B Sales and licensed Merchandise.
Who are Trendy Shop's main competitors?
Pigmento is listed as a regional player. Direct peers are Yanbal, Belcorp, Ésika and Cyzone. Broad incumbents are Natura &Co, Avon, Mary Kay and Oriflame. Falabella is listed as an others.
Does Trendy Shop have an API?
No public API is recorded for Trendy Shop.
What industry is Trendy Shop in?
Trendy Shop's product category is Cosmetics and Beauty Retail. Its primary akta.pro industry code is CRAGAIAC, Beauty & Personal Care-Focused Catalog Department Store Retailers. Its NAICS code is 45612 and its SIC code is 5940.