Beauty Bliss

What Beauty Bliss does

Beauty Bliss is a Wellington, New Zealand-based direct-to-consumer e-commerce retailer specializing in health and beauty products, founded in 2012 and locally owned. The company curates an assortment of 100+ international brands across makeup, skincare, haircare, body care, fragrance, wellness, and beauty tools, operating dedicated storefronts at beautybliss.co.nz for New Zealand and beautybliss.com.au for Australia. A physical pickup option at its Wellington location supplements the online channels.

The business runs a multi-revenue-stream model combining one-time product sales, auto-replenish subscription services, and gift voucher sales, with payment options including Afterpay and Zip buy-now-pay-later. Customer retention is supported by the BB Rewards loyalty program and a content strategy spanning a Beauty Blog and TikTok presence. Authorized stockist partnerships with premium labels including Medik8, Olaplex, Moroccanoil, RevitaLash, Makeup Revolution, and Danessa Myricks Beauty anchor the merchandising proposition.

Beauty Bliss operates with a small team of 1–10 employees and has not disclosed external funding, suggesting organic growth funded by operating cash flow. Recent product additions include Haruharu Wonder (K-beauty skincare), Evo Colour Protection haircare, and the Lethal x SpongeBob collaboration, reflecting ongoing category broadening into Korean beauty and professional haircare verticals.

Name

Beauty Bliss

Legal name

Beauty Bliss Ltd.

Website

https://beautybliss.co.nz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Beauty Bliss is a Wellington-based DTC e-commerce retailer curating 100+ international health and beauty brands across skincare, makeup, haircare, fragrance, and wellness for consumers in New Zealand and Australia.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industries

Beauty & Cosmetics Store-in-Store (CRAGAHAB), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Online beauty retail
• Cosmetics e-commerce
• Skincare products
• Haircare products
• Multi-brand beauty store

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce retail of beauty products including makeup, skincare, haircare, fragrance, body care, and tools. One-time purchase model with products ranging from budget to luxury price points.
2. Auto-Replenish Subscriptions: Subscription service for recurring product delivery with free shipping on subscription orders. Customers can subscribe to auto-replenish on select items.
3. Gift Vouchers: Digital gift vouchers sold in denominations from $20 to $300.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Beauty Bliss operates as a curated multi-brand e-commerce beauty retailer, selling makeup, skincare, haircare, body care, fragrance, wellness, men's grooming, kids & baby, and tools products from 100+ brands directly to consumers in New Zealand and Australia. The company complements its storefront with an Auto-Replenish subscription service for recurring product deliveries, digital gift vouchers in fixed denominations, and a BB Rewards loyalty program, fulfilling orders via NZ Post and DHL with overnight courier within NZ.

Product overview

Beauty Bliss is a New Zealand-based online beauty retailer operating as a curated e-commerce marketplace. The platform offers an extensive portfolio of over 100 trusted beauty brands across multiple categories: Makeup (including eyes, face, lips, nails, and SFX makeup), Skincare (cleansers, moisturisers, treatments, masks, SPF), Hair Care (shampoo, conditioner, treatments, styling, electricals), Body (wash, moisturiser, fake tan, sun protection), Fragrance, Wellness, and Tools & Accessories. Featured brands include Medik8, Makeup Revolution, Olaplex, Moroccanoil, RevitaLash, and Danessa Myricks Beauty. The company also offers specialty sections for ethical shopping including vegan, natural, and cruelty-free product collections, plus gift vouchers and an auto-replenish subscription service for recurring orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto-Replenish Subscription Service

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Medik8coreChannel Partner/ Reseller/ DistributorOfficial authorized stockist of Medik8 skincare brand, featuring prominently on website with dedicated banner placement and exclusive offers including free samples with all Medik8 orders
• Makeup RevolutioncoreChannel Partner/ Reseller/ DistributorOfficial stockist with prominent brand placement on website homepage and dedicated brand page featuring extensive product range
• OlaplexcoreChannel Partner/ Reseller/ DistributorFeatured brand prominently displayed on homepage, offering Olaplex's hair repair and bond building products
• MoroccanoilcoreChannel Partner/ Reseller/ DistributorOfficial stockist of Moroccanoil haircare line featuring argan oil-infused products with promotional offers including free gifts with purchase over $39
• RevitaLashcoreChannel Partner/ Reseller/ DistributorOfficial stockist NZ for RevitaLash lash and haircare products, featured with dedicated brand banner
• Danessa Myricks BeautycoreChannel Partner/ Reseller/ DistributorFeatured brand on homepage with exclusive products including Colorfix Stix and multi-purpose balms
• AfterpayminorGTM or Marketing PartnerBuy now, pay later payment option enabling customers to pay in installments. Available for standard orders (not subscriptions).
• Zip (Was PartPay)minorGTM or Marketing PartnerBuy now, pay later payment partnership allowing installment payments for Beauty Bliss customers
• NZ Post / DHLminorOthersShipping partners used to fulfill and deliver orders across New Zealand and Australia. Customer postal information is shared with these partners for order fulfillment.
• StripeminorOthersPayment processor for subscription orders, handling credit and debit card transactions securely. Subscription payments are processed through Stripe's secure platform.
• Color WowcoreChannel Partner/ Reseller/ DistributorOfficial stockist of Color Wow haircare products known for award-winning Dream Coat supernatural spray and color-safe formulas. Products highlighted as TikTok trending.
• Malibu CminorChannel Partner/ Reseller/ DistributorStockist of Malibu C wellness haircare products including swimmers wellness, hard water, and blonde ranges with patented vitamin C formulas
• EcoyaminorChannel Partner/ Reseller/ DistributorOfficial stockist of Ecoya candles and home fragrances with Australian-made products featuring promotional offers

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Lookfantastic: Global multi-brand online beauty retailer (THG Holdings) shipping internationally including to NZ and Australia. Directly comparable assortment of premium beauty brands with similar e-commerce and subscription models, though serving a much broader geographic footprint.
• Adore Beauty: Australia's largest online pure-play beauty retailer, carrying 250+ brands across makeup, skincare, haircare, and wellness with a subscription/loyalty program. Directly comparable to Beauty Bliss as a multi-brand online beauty curator, but operating at significantly larger scale and with a publicly listed parent (Adore Beauty Group).
• Cult Beauty: Online multi-brand beauty retailer known for curating trending and indie beauty brands, now part of Sephora Group. Comparable curated-multi-brand discovery model; ships to NZ/AU and competes for similar brand-enthused shoppers.
• HealthPost NZ: New Zealand-based e-commerce retailer specializing in natural, organic, and ethical health, beauty, and wellness products. Comparable as a locally-owned NZ online retailer with overlapping ethical/sustainable positioning and similar B2C direct-to-consumer model.

Broad incumbents

• Mecca Brands: Leading ANZ specialty beauty retailer operating both online and an extensive physical store network across Australia and New Zealand. Comparable as a multi-brand premium beauty retailer but at substantially larger scale with physical retail dominance that Beauty Bliss lacks.
• Farmers (Beauty): Major New Zealand department store chain with significant beauty and cosmetics departments both online and in physical stores. Comparable NZ retail presence and brand assortment, but operating as a broader department store rather than a beauty specialist.
• The Iconic Beauty: Australia's largest online fashion retailer with an expanding beauty and wellness category. Comparable as an ANZ-focused online multi-category retailer with beauty assortment, though primarily anchored in apparel.
• Sephora (ANZ): Global omni-channel beauty retailer with established ANZ operations including local e-commerce and physical stores. Comparable assortment breadth and brand portfolio; Beauty Bliss competes as a more curated, locally-owned alternative.

Regional players

• Health 2000: New Zealand health and beauty retail chain with both online and physical stores, focusing on natural health, wellness, and personal care products. Comparable assortment overlap in skincare, supplements, and wellness, with similar locally-owned ANZ positioning.

Others

• Antipodes (NZ Skincare Brand): New Zealand-born natural skincare brand stocked by Beauty Bliss. Listed as a comparable adjacent ecosystem participant - a brand partner/supplier rather than a competitor, illustrating the local NZ beauty supply chain Beauty Bliss participates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/beautyblissnz
• LinkedInlinkedin.com/company/beauty-bliss

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 Beauty Bliss