What Dailus does

Dailus is a privately held Brazilian cosmetics company founded in 2006 and headquartered in Vila Olímpia, operating exclusively as a direct-to-consumer beauty brand. The company sells a portfolio of 375+ stock-keeping units spanning face makeup (foundations, concealers, primers, setting sprays, blushes, contours), lip products (lipstick, liquid matte lipstick, lip gloss, lip oil, lip balm, lip liner), eye makeup (eyeshadow palettes, liquid eyeshadow, eyeliner, mascara), brow products (gels, pencils, wax, palettes), nail products (polishes in cream/glitter/shimmer/jelly finishes, top coats, base coats, treatments under the Fortilon sub-brand, removers), body care (the Sweet Skin sub-brand with body mists, moisturizers, exfoliators), and micellar cleansing wipes, plus bundled kits. Products are formulated with vegan and cruelty-free credentials and dermatologist-tested claims, with proprietary technologies including the "Fix Tudo" multifunctional primer/fixative/diluent system and the "Top Chrome" chrome-effect nail polish.

Dailus generates revenue entirely through its own Shopify-powered e-commerce storefront at dailus.com.br, with no physical retail presence or third-party distribution disclosed. Pricing is set in Brazilian Reais across unit and bundled-kit models ranging from R$9.99 to R$183.60, with a 10% first-purchase coupon (DAI10) used as a conversion lever. Marketing is concentrated on organic social channels — Instagram (@dailus), TikTok (@dailusoficial), Facebook, and Pinterest — and the brand uses trend-driven product naming and influencer-friendly packaging to encourage organic content. There are no disclosed funding rounds, no public revenue figures, no API or platform integrations, and no AI/ML features within the product or service offering.

Name

Dailus

Website

https://dailus.com.br

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Dailus is a privately held Brazilian direct-to-consumer cosmetics brand selling makeup, nail care, body care, and beauty accessories through its Shopify e-commerce storefront, serving Brazilian beauty enthusiasts with affordable vegan and cruelty-free formulations.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industry

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Color cosmetics
• Nail polish
• Face makeup
• Lip products
• Beauty brand

Headquarters

HQ city

Vila Olímpia

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Dailus generates revenue through direct-to-consumer online sales of cosmetics and nail care products via their Shopify-powered e-commerce platform. Products are sold at fixed prices with occasional promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Dailus is a Brazilian direct-to-consumer beauty brand that manufactures and retails color cosmetics and nail care products through its own e-commerce store (dailus.com.br). The assortment spans face (foundations, primers, setting sprays, powders, concealers, blush, contour), lips (lipsticks, liquid matte, gloss, oils, balm, liner), eyes (palettes, liquid shadow, liner, mascara), brows (gel, pencil, mascara, wax, palettes), nails (polishes in cream, glitter, chrome, and jelly finishes plus treatments, top/base coats, removers), and body care under the Sweet Skin sub-brand, plus micellar cleansing wipes and bundled kits.

Product overview

Dailus is a Brazilian cosmetics brand operating exclusively through its Shopify-powered e-commerce platform (www.dailus.com.br). The product portfolio is organized across six core makeup categories: face (foundations/base, concealer, powder, primer, setting spray, blush, contour), lips (lipstick, liquid lipstick, lip gloss, lip oil, lip tint, lip liner, lip balm, lip scrub), eyes (eyeshadow palette, liquid eyeshadow, eyeliner, mascara), brows (brow gel, brow pencil, brow mascara, brow wax, four-shade brow palette), and nails (nail polish in cream/glitter/shimmer/jelly finishes, top coats, base coats, nail treatments under Fortilon sub-brand, polish removers). Additionally, the brand offers body care under the Sweet Skin sub-brand (body mists, moisturizers, exfoliators), micellar cleansing wipes, and bundled kits. The line is characterized by vegan and cruelty-free formulations, dermatologist-tested claims, and fashion-forward shade naming. No public API, AI capabilities, or third-party integrations are offered.

Differentiator

Problem solved

Functional benefit

Brands

• Sweet Skin: Body care product line including body splash, gelato hidratante (moisturizing gel), and sabonete esfoliante (exfoliating soap) with ice cream inspired scents
• Fortilon

Products and services

• Blindagem Fix Tudo (Multifunctional Face Primer) Multifunctional face primer that simultaneously acts as a primer, setting spray, and diluent, formulated with rosehip oil and vitamin E for hydration; dermatologically tested and paraben-free. Targeted at Brazilian consumers seeking primer-skincare hybrids.
• Bruma Facial Fix Tudo (Setting Spray) Facial setting spray that locks makeup in place using a high-fixation resin combined with blackberry, cherry, and rosehip extracts; alcohol-free, water- and friction-resistant. For consumers wanting long-wear setting without alcohol-based formulas.
• Base Cover Fix / Base Líquida Ultra Cobertura (Liquid Foundation) Liquid foundation offering full to high coverage with a pump applicator, available in 12 shade depths spanning light to dark skin tones. Targeted at consumers needing full-coverage base makeup across diverse Brazilian complexions.
• Corretivo Líquido Bye Bye Olheira (Liquid Concealer) Liquid concealer formulated to cover dark circles and skin imperfections, offered in 13 shades for inclusive tone matching across the Brazilian market.
• Pó Solto Ultrafino / Pó Compacto Ultrafino (Setting Powder) Loose and pressed setting powders in an ultra-fine texture for a natural matte finish, available in multiple tones (light, medium, dark, and pink). For setting foundation and controlling shine.
• Blush (Powder and Stick Blushes, including Holo Blush) Powder and stick blushes for adding color and dimension to the face, including holographic finish (Holo Blush) options; targeted at consumers wanting everyday or statement cheek color.
• Contorno em Stick / Pele de Milhões (Contour Products) Stick contour products and multi-pan palettes combining contour, highlighter, and blush for facial sculpting and added luminosity. For consumers seeking an all-in-one face-sculpting palette.
• Batom Cremoso (Creamy Lipstick) Creamy lipstick in classic tube format delivering a smooth, velvety finish with various fashion-forward shade names; for consumers wanting moisturizing everyday lip color.
• Batom Líquido Matte 12H (Liquid Matte Lipstick) Liquid lipstick providing a 12-hour matte finish with no transfer, combined with moisturizing properties across a fashion-led shade range. Targeted at consumers seeking long-wear lip color.
• Lip Gloss / Lip Glossy / Lip Glitter (Holo Bomb) Lip glosses, tinted glosses, and glitter lip products in various finishes including holographic ("Holo Bomb") and standard shine options; for lip shine and dimensional effects.
• Lip Oil Plump Plumping lip oil providing hydration, natural volume, and glossy shine; available in Cherry and Grape variants for lip care plus subtle plumping.
• Tint Balm / Lip Scrub / Lip Balm (with SPF 8) Lip care line combining tinted balm and lip scrub with SPF 8 protection and various fruit-inspired flavors; targeted at consumers seeking lip care with light tint and sun protection.
• Contorno Labial (Lápis Apontável) – Lip Liner Pencil Sharpable lip liner pencils in multiple nude tones (Cacau, Latte, Mauva, Rosé, Taupe) for lip definition and shaping as a complement to lipstick or liquid lip products.
• Paleta de Sombras "Ela Faz o Brilho Dela" (Eyeshadow Palette) 10-color eyeshadow palette providing highly pigmented shimmer and matte finishes with easy blending and long-lasting wear; targeted at consumers wanting versatile eye-look options from one compact.
• Sombra Líquida (Eye Paint Velvet / Eye Paint Shine) Liquid eyeshadow available in velvety matte and high-shine cosmic finishes for eye color and dimensional looks. For consumers wanting fast-application eye color with bold finishes.
• Caneta Delineadora Cat / Lapiseira Retrátil Olhos (Eyeliner) Liquid eyeliner pen and retractable eye pencil for precise eye-line application, available in black and brown shades.
• Máscara para Cílios (Mascara – Volume Russo, Power Efeito Boneca, Peel-Off Panda) Mascara lineup including ultra-fiber volume, doll-effect, and peel-off panda formulas offered in black, brown, and marsala shades for varied lash looks.
• Gel para Sobrancelhas Fix Tudo (Brow Gel) Brow gel that sets and holds eyebrow hairs in place all day with strong, invisible hold; Fix Tudo–aligned formulation positioning.
• Soap Brow – Cerinha para Sobrancelhas (Brow Wax) Clear brow wax that creates a brow-lamination effect with high hold, long wear, and no residue on hair; for consumers wanting sculpted laminated brows.
• Gel Incolor para Sobrancelhas (Clear Brow Gel) Clear brow gel with small applicator bristles for shaping and holding eyebrow hairs with a natural, weightless finish.
• Lapiseira Sobrancelha / Lapiseira Chanfrada (Brow Pencil) Retractable brow pencil available in light, medium, and dark shades for filling in and defining eyebrows, including angled ("Chanfrada") formats.
• Quarteto para Sobrancelhas (Four-Shade Brow Compact) Four-shade brow compact that combines three brow powder shades with one universal highlighter for filling, shaping, and highlighting brows.
• Máscara para Sobrancelhas (Brow Mascara) Brow mascara that colors, defines, and sets eyebrow hairs, available in light, medium, and dark shades.
• Esmaltes Top Chrome – Efeito Pó Cromado (Chrome-Effect Nail Polish Top Coat) Nail polish top coat that delivers a powdered chrome mirror finish in Gold, Silver, Pink, and Blue without the need for separate chrome powder application.
• Esmaltes Cremosos (Cream-Finish Nail Polishes) Cream-finish nail polishes with high coverage and long wear, available in numerous fashion colors across themed collections.
• Esmaltes (Glitter, Cintilante, Jelly, Top Coat, Base, Removedor) – Nail Polish Line Complete nail polish line covering glitter and shimmer finishes, jelly-finish polishes, shine and matte top coats, base coats, and acetone-free polish removers.
• Fortilon – Tratamento para Unhas (Nail Treatment Sub-Brand) Nail treatment line under the Fortilon sub-brand including anti-fungal base, hardener/strengthener, nail recovery base, growth booster, and bitter-tasting top coat for nail-biting habit breaking.
• Sweet Skin (Body Splash, Gelato Hidratante, Sabonete Esfoliante) Body care line in ice cream-inspired flavors comprising body splash mists, moisturizing gelato creams, and exfoliating scrubs; targeted at younger consumers seeking scented body care.
• Lenço Micelar Demaquilante (Micellar Makeup Remover Wipes) Micellar facial cleansing wipes infused with apple water that cleanse, hydrate, and remove even waterproof makeup without rinsing.
• Kits de Maquiagem e Esmaltes (Bundled Makeup & Nail Kits) Bundled kits combining complementary products such as base + powder, lip kits, brow kits, nail kits, and starter makeup kits at discounted prices for gifting or trial.

Quantifiable outcome

• 12-hour matte finish without transfer for liquid lipsticks
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mari Maria Makeup: Brazilian influencer-founded D2C makeup brand selling lip, face, and eye products at mass-prestige prices via e-commerce. Closely comparable in channel mix (DTC + social), price band, and brand-building approach.
• Tracta: Brazilian mass-market beauty brand focused on face, lips, and nail color. Comparable price points and shade-driven assortment make it a same-shelf competitor for value-conscious Brazilian consumers.
• Vult: Brazilian mass-market makeup brand with broad shade assortments across face, lips, and eyes. Direct competitor on price, channel mix (Brazilian retail + e-commerce), and product breadth.
• Ruby Rose: Brazilian mass-affordable color cosmetics and nail care brand with overlapping SKU categories including eyeshadow palettes, lipsticks, and nail polish. Targets a similar Brazilian mass-market consumer on accessible pricing.
• Boca Rosa Beauty by Payot: Influencer Bianca Andrade's makeup label distributed in Brazil at similar accessible price points with strong social-media-driven launches. Direct competitor for Gen-Z Brazilian consumers shopping for lip, face, and eye color cosmetics.
• Bruna Tavares (BT): Brazilian influencer-led D2C makeup brand with similar mass-tige price points and a comparable shade-driven color cosmetics catalog. Operates as a competitive indie alternative to Dailus across foundation, lips, eyes, and kits.

Broad incumbents

• Eudora: Brazilian cosmetics house under Grupo Boticário covering face, lips, eyes, and body. Overlaps materially with Dailus' core color cosmetics range while leveraging Group-level scale in distribution and marketing.
• Quem Disse, Berenice?: Mass-market Brazilian beauty brand owned by Grupo Boticário, sold across pharmacy and specialty retail. Competes head-to-head with Dailus on face, lips, and eye color cosmetics but with vastly broader retail distribution.
• Payot: Heritage Brazilian cosmetics brand with mass-market face, lip, and eye ranges. Competes with Dailus on accessible price points while benefiting from larger parent (Grupo Boticário) distribution reach.

Emerging players

• Tô.na.cosméticos: Brazilian D2C cosmetics brand with focused color and nail assortments at accessible price points. Comparable early-stage catalog breadth and DTC-led social strategy relevant to Dailus' indie positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Dailus
• LinkedInlinkedin.com/company/dailus
• Instagraminstagram.com/dailus
• Pinterestbr.pinterest.com/dailusoficial
• TikToktiktok.com/@dailusoficial
• Xx.com/dailuscolor

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 Dailus