What Lord & Berry does

Lord & Berry is a privately held professional color cosmetics and skincare brand operating under the tagline 'The Make-Up Atelier'. The company sells a portfolio of more than 200 products spanning eye makeup (brow pencils, eyeliners, kajal, mascaras, cream eyeshadow crayons), lip products (lip oils, liners, lipsticks across sheer, satin, matte, and crayon formats, plus lip treatments), face products (concealers, foundations, highlighters, setting and blotting powders, blushers, bronzers, primers), skincare (argan oil, manuka and shea ointments, face and eye creams, micellar water, waterproof makeup remover), accessories (sharpeners, sponges, bags), and curated gift kits. Formulation positioning centers on cruelty-free, paraben-free, and vegan credentials, with select SKUs enriched for active treatment benefits (UV protection, oil control, hydration, anti-aging), and a refillable palette architecture for selected face and eye products. Sub-brands include LAB PRO (professional makeup artist program) and RAW 10 (clean beauty line).

The business operates as a direct-to-consumer e-commerce brand on a Magento storefront, shipping from three regional operating entities: Lord & Berry Ltd (London, UK headquarters), Lord & Berry North America Ltd (Garden City, NY), and Lord & Berry Europe s.r.l. (Milan, Italy). Distribution covers the USA, UK, EU, Canada, and Mexico. Pricing is unit-based, with mascaras at $27-$32, lipsticks at $28-$30, eye pencils at $14-$25, foundations at $36-$55, and skincare (face cream) at $55; kits and bundles are priced from $17.50 to $89. Payment options include Afterpay installment payments, PayPal, and major credit cards, with free shipping on orders of two or more products (excluding sale items and PRO accounts).

The company serves two customer segments: individual beauty consumers seeking professional-grade, ethical makeup with treatment benefits, and professional makeup artists served through the LAB PRO program. Marketing runs through an owned email newsletter (with a free lipstick crayon incentive for first orders over $50), organic social channels on Instagram (@lordandberry_official), Facebook, and Pinterest. The company is privately held with no disclosed parent, no institutional funding, no M&A history, and no publicly disclosed revenue or headcount.

Name

Lord & Berry

Legal name

Lord & Berry Ltd

Website

https://lordandberry.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Lord & Berry is a privately held professional color cosmetics and skincare brand selling 200+ cruelty-free, vegan, and paraben-free makeup, skincare, and accessory products directly to consumers and professional makeup artists via owned e-commerce storefronts across the USA, UK, and EU.

Ownership category

akta.pro rank

Product category

Professional Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Professional makeup products
• Vegan cosmetics line
• Cruelty free makeup
• Makeup and skincare
• Refillable beauty palettes

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of makeup and skincare products through e-commerce website. One-time product purchases with occasional promotional kits and bundle offerings.
2. Professional Artist Program (LAB PRO): Makeup artist program offering professional accounts with potential for bulk or discounted purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Lord & Berry is a professional makeup brand selling a comprehensive portfolio of cosmetics and skincare directly to consumers through its own e-commerce site. The assortment covers eyes (brow pencils, eyeliners, kajal, mascaras, eyeshadow crayons), lips (oils, liners, lipsticks, crayon lipsticks, balms), face (concealers, foundations, highlighters, powders, blush, bronzer, primers), skincare (face cream, eye cream, argan oil, ointments, micellar water), beauty accessories, refillable palettes, and curated kits. Sub-brands include LAB PRO (professional makeup artists) and RAW 10 Clean Beauty.

Product overview

Lord & Berry is a professional makeup brand offering a comprehensive beauty portfolio spanning make-up (eyes, lips, face), skincare, and accessories. The product line includes: Eye products (brow pencils, eyeliners, kajal, mascaras, eyeshadow crayons); Lip products (lip oils, lip liners, lipsticks in various finishes, crayon lipsticks, lip care); Face products (concealers, foundations, highlighters, setting powders, blushers, bronzers, primers); Skincare (eye cream, face cream, Moroccan argan oil, ointments, micellar water); Accessories (sharpeners, sponges, bags); and curated kits for gifting. Key differentiators include cruelty-free formulations, paraben-free and vegan options, a refillable packaging concept for sustainability, and RAW 10 Clean Beauty sub-line. The brand positions itself as The Make-Up Atelier, emphasizing professional-grade products for both consumers and makeup artists.

Differentiator

Problem solved

Functional benefit

Brands

• LAB PRO: Professional makeup artist program offering dedicated PRO accounts and professional product lines
• RAW 10 - Clean Beauty

Products and services

• Fixer - Brow Pencil Brow pencil designed to fix and define eyebrows for a professional look, sold under the Make-Up / Eye-Brow category.
• Perfect Brow - Pencil Definer Pencil definer for shaping and filling eyebrows, positioned for everyday professional brow shaping.
• Calligraphist - Waterproof Liquid Eye Liner Waterproof liquid eyeliner for precise, graphic eye lines.
• Smudgeproof - Waterproof Eye Pencil Waterproof, smudge-proof eye pencil for long-wearing eye definition.
• Inkglam - Eye Liner Eye liner formulated for intense, graphic eye looks.
• Line/Shade Glam - Eye Pencil Versatile eye pencil usable for both lining and shading.
• Line/Shade - Eye Pencil Eye pencil for creating a range of eye-makeup looks.
• Silk Kajal - Kohl Eye Liner Kohl-based eye liner with a silky texture for intense eye definition.
• Couture - Kohl Kajal Eye Pencil Luxury kohl kajal eye pencil aimed at sophisticated eye looks.
• Kajal Stick - Intense Kajal Intense black kajal stick for dramatic eye definition.
• Slim Extreme - Length & Definition Mascara Lengthening and defining mascara for slender lashes.
• Splashproof - Waterproof Mascara Waterproof mascara resistant to water and humidity.
• Back in Brown - High Definition Mascara Brown mascara for high-definition lash enhancement.
• Prodigious - False Lash & Super Volume Effect Mascara Mascara providing a false-lash effect with super volume.
• Back in Black - Deep Black Mascara Deep black mascara for maximum-impact lashes, identified as a bestseller.
• Reglam - Cream Eyeshadow Crayon Cream eyeshadow in crayon format for easy application and blending.
• Lip Oil Potion - Advanced Fluid Lip Treatment Nourishing lip oil providing hydration with a tinted finish.
• Ultimate - Lip Liner Invisible Invisible lip liner that defines lips without visible lines.
• Ultimate - Lip Liner Professional lip liner available in nude to bold red shades.
• Jamais! - Sheer Lipstick Sheer lipstick for a subtle, natural lip color.
• Absolute - Satin Lipstick Satin-finish lipstick for smooth, luxurious lips.
• Timeless - Kissproof Lipstick Long-lasting, kissproof lipstick that stays put.
• Vogue - Matte Lipstick Matte lipstick for a bold, modern lip look.
• Lipstique - Crayon Multi-purpose crayon usable as both lip liner and lipstick combined.
• Maximatte - Crayon Lipstick Ultra-matte crayon lipstick for bold, graphic lip looks.
• Liplock Lip Treatment Balm Lip treatment balm that locks in moisture and prepares lips for color.
• Active Spa - Lip Balm And Primer Dual-action lip balm that primes lips for makeup while providing hydration.
• Cover Up - Concealer Cream Concealer cream for covering under-eye circles, spots, and imperfections.
• Cream Foundation - Fluid Foundation Fluid foundation with a creamy texture for medium-to-full coverage.
• White Cream Foundation - Multipurpose Base White multipurpose cream foundation base for color customization.
• On Stage - Fluid Foundation Professional-grade fluid foundation for stage and camera-ready looks.
• Cream Foundation - Fluid - PRO Professional-formula fluid foundation for makeup artists, part of the LAB PRO line.
• Luminizer - Highlighter Stick Stick highlighter for precise highlighting and a radiant glow.
• Gran Finale - Setting Loose Powder Loose setting powder for long-lasting makeup finish.
• Touch Up - Blotting Powder Blotting powder for controlling shine throughout the day.
• Blush - Powder Blusher Powder blusher for a natural flush of color.
• Bronzer - Powder Bronzer Silky powder bronzer for a sun-kissed, natural-looking glow.
• Skin Boost Primer that boosts skin hydration and creates a smooth canvas.
• Skin Control - Mattifying/Blurring Primer Mattifying primer that blurs imperfections and controls oil.
• Fluid Delicate - Micellar Water Gentle micellar water for cleansing and removing makeup.
• 2 Phases - Waterproof Make Up Remover Two-phase waterproof makeup remover for effective cleansing.
• Sharpeners Collection (Jumbo, Crayon, Mono) Sharpeners in jumbo, standard crayon, and mono sizes designed for Lord & Berry lip and eye pencils.
• Luxury Application Sponges (Concealer set of 3, Foundation) Luxury bell sponges for concealer (set of three) and liquid foundation application.
• Beauty Bags (Beige Canvas Pochette, Black Canvas Pochette, Black Wrinkle Bag, Black Waterproof Bag) Canvas and specialty bags (washable, wrinkle-resistant, waterproof) for carrying and storing beauty products.
• Glow on the Go - Highlight & Sculpt Palette Refillable palette featuring highlight and sculpt shades.
• Contouring Palette Palette designed for face contouring and sculpting.
• Nude Basic Palette Essential nude-shade palette for everyday looks.
• Glow On The Go Highlighters Refill Refill insert for the Glow on the Go highlighter palette.
• Sublime - Moroccan Argan Oil 100% pure organic Moroccan argan oil for skin and hair care.
• All In One - Ointment with Manuka Oil Extract Multi-purpose ointment with Manuka oil for soothing and protecting skin.
• All In One - Ointment with Karite Extracts Multi-purpose ointment enriched with shea (Karite) butter extracts.
• Face Cream - Essential Treatment Essential face cream for everyday skin hydration and care.
• Eye Cream - Essential Treatment Essential eye cream for targeted eye-area care.
• Nero Cleansing & Skin Refiner Bar Cleansing bar that refines and improves skin texture.
• Holiday Proof Eyes Kit Curated eye-makeup kit for holiday-proof eye looks.
• Smokey Eyes Xmas Kit Christmas-themed smoky eye makeup kit.
• Holiday Red Lips Kit Red-lip makeup kit for holiday looks.
• Basic - Back In Black Kit Essential black mascara and liner kit.
• Brighten Up Your Eyes Kit Eye-brightening makeup kit for a refreshed look.
• Everyday Must-haves Kit Curated set of everyday essential makeup products.
• Perfect Lips Kit Complete lip makeup kit for perfect lips.
• Luminizer Highlighter Stick - Trio Kit Set of three highlighter sticks in complementary shades.
• Absolute Satin Lipstick - Shiny Sheer Trio Kit Trio kit of satin lipstick in shiny sheer shades.
• Kit Rush Quick touch-up kit for on-the-go makeup refresh, sold at a promotional -30% price.
• LAB PRO Program Dedicated professional makeup-artist program offering PRO accounts and access to professional product lines such as Cream Foundation - Fluid - PRO.
• RAW 10 - Clean Beauty Line Clean beauty sub-brand offering skincare and color products under the RAW 10 Clean Beauty positioning.

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 moves1 record

Expansion highlights6 records

Direct peers

• Milani Cosmetics: Milani is a US-based color cosmetics brand offering broad eye, lip, and face ranges with vegan/cruelty-free positioning at drugstore-adjacent prices. Comparable to Lord & Berry on assortment breadth, ethical positioning, and DTC plus retail distribution.
• Wet n Wild: Wet n Wild is a long-standing mass-market color cosmetics brand with broad eye, lip, and face ranges and a strong cruelty-free stance. Comparable to Lord & Berry on accessible pricing, broad SKU coverage, and ethical formulations.
• NYX Professional Makeup: NYX is a professional-grade color cosmetics brand with a broad assortment across eyes, lips, and face at accessible price points. Directly comparable to Lord & Berry on pro-artist positioning, SKU breadth, and price band ($5-$30).
• e.l.f. Cosmetics: e.l.f. is a mass color cosmetics brand offering broad eye, lip, face, and skincare at low price points with growing clean-beauty positioning. Closely comparable to Lord & Berry on multi-category assortment and ethical formulation claims, though at a much larger scale.
• Anastasia Beverly Hills: Anastasia Beverly Hills built a leading position in brow, eye, and face makeup with a professional heritage. Highly comparable to Lord & Berry on brow/eye depth and pro-makeup-artist credibility, though priced at a premium tier.
• BH Cosmetics: BH Cosmetics is a professional-affordable color cosmetics brand with deep palette and brush assortments. Comparable to Lord & Berry on pro positioning and palette-led merchandising at value price points.

Emerging players

• Kosas Cosmetics: Kosas positions itself as "skin-improving" makeup with active skincare ingredients. Directly comparable to Lord & Berry on treatment-infused color cosmetics and clean formulation claims, with a similar indie-DTC distribution model.
• RMS Beauty: RMS Beauty is a clean color cosmetics brand known for organic, treatment-grade formulations. Comparable to Lord & Berry on the RAW 10 Clean Beauty sub-brand positioning and active-ingredient-led makeup approach.
• ILIA Beauty: ILIA is a clean beauty brand blending skincare actives with color cosmetics. Comparable to Lord & Berry on the skincare-makeup hybrid positioning and clean formulation stance, though ILIA operates primarily at Sephora and premium channels.

Broad incumbents

• L'Oréal Paris: L'Oréal Paris is the mass-market color cosmetics flagship of L'Oréal Group with massive SKU breadth across eyes, lips, face, and skincare. Overlaps Lord & Berry across virtually every category but operates at vastly greater scale, distribution, and marketing investment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lordandberry_official
• Facebookfacebook.com/lordandberryofficial

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 Lord & Berry