Sunnies Face

What Sunnies Face does

Sunnies Face is a Philippines-headquartered, cruelty-free color cosmetics and skincare brand founded in 2018, operating a direct-to-consumer model through two e-commerce storefronts: a domestic site at ph.sunniesface.com for the Philippine market and an international site at sunniesface.com with USD pricing and worldwide shipping. The company's core technology centers on proprietary formulation chemistries registered or trademarked across multiple product lines, including Bio-Conditioning Complex (cleansers), Lift and Curl Volume Complex and Dual-Arc Precision Wand (Crybaby Lash mascara), Trace and Hold Technology (Lip Tracer), Bio-Lipid Renewal System (Lip Elixir), and Silk-Structure Technology (Fluffmatte lipstick).

The product portfolio spans approximately 60+ SKUs organized into lips (Fluffmatte, Fluffbalm, Juicetint, Lip Elixir, Lip Glaze, Lip Tracer, Lip Treat, Staystick, Lip Dip, Glidegloss, Staygloss), brows, cheeks, eyes, face (Skin So Good complexion line), skincare (Double-Cleanse System, Dream Serum, Dream Cream, Spot Stickers, Sunsafe SPF 50 Stick and Mist), brushes/tools, and lifestyle accessories. Products are priced between $6 and $32 for most items with bundles up to $56, targeting the accessible mid-market segment.

The business model is a one-time purchase direct-to-consumer model with no subscription offering, reliant on owned digital channels (Instagram, TikTok, Facebook, YouTube, Twitter) and email acquisition (10% newsletter discount) as the primary growth engines. Customer segments are exclusively individual end consumers with no enterprise or B2B accounts disclosed. The brand reports high satisfaction metrics, including 98-100% recommendation rates across reviewed SKUs. There is no disclosed revenue, funding history, or ownership structure; ownership, investor base, and detailed company history are not available in the public source material, representing a data gap.

Name

Sunnies Face

Legal name

Sunnies Face

Website

https://sunniesface.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Sunnies Face is a Philippines-founded, cruelty-free color cosmetics and skincare brand selling direct-to-consumer through owned e-commerce storefronts serving both the domestic Philippine market and international customers worldwide via a 60+ SKU product range.

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

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic) (CRABAEAH)

Keywords

• Cruelty-free cosmetics
• Color makeup
• Lip products
• Skincare cleansers
• Beauty accessories

Headquarters

HQ city

Quezon

HQ country

Philippines

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for all products including makeup (lipsticks, lip tints, lip liners, mascaras, eyeshadows, blushes, bronzers, concealers, powders), skincare (cleansers, serums, moisturizers, sunscreen, spot stickers), makeup tools (brushes, sponges), and accessories (bags, pouches). No subscription model; all purchases are individual transactions at listed retail prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Sunnies Face manufactures and sells cruelty-free color cosmetics and skincare products directly to consumers through its own e-commerce storefronts. The product range spans lip color (lipsticks, tints, liners, glosses, balms), eye makeup (mascaras, liners, eyeshadow palettes), face products (concealers, powders, tinted moisturizers), cheek products (blushes, bronzers, highlighters), skincare (cleansers, serums, moisturizers, sunscreens, pimple patches), makeup tools (brushes, sponges), and branded accessories (pouches and bags).

Product overview

Sunnies Face is a cruelty-free beauty brand offering a comprehensive portfolio of makeup and skincare products organized across several categories: Lips (lipsticks, lip tints, lip balms, lip liners, lip glosses), Brows (grooming gels, pomade pencils), Cheeks (blushes, bronzers, highlighters), Eyes (mascaras, eyeliners, eyeshadow palettes), Face (concealers, powders, tinted moisturizers), Skincare (cleansers, serums, moisturizers, sunscreens, pimple patches), Facemates (makeup brushes and sponges), and Merch (bags and pouches). The brand is known for its Fluffmatte lipstick as the founding product. Skincare offerings include a Double-Cleanse System with Precleanse and Fresh Face. Sunscreen products are branded as Sunsafe with both stick and mist formats. All products are cruelty-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Fluffmatte A weightless modern matte lipstick powered by silk-structure technology that delivers high-impact color with a soft, powdery matte finish and second-skin feel. Enriched with Meadowfoam Seed Oil and Vitamin C.
• Fluffbalm A moisturizing matte blotted lipstick delivering a soft-blurred lived-in look, combining lipstick and balm in a hybrid formula.
• Juicetint A hydrating soft lip tint that starts glossy, melts into a lightweight tint, and leaves a soft lasting stain. Enriched with Hyaluronic Acid, Ceramides, and a triple oil blend.
• Lip Elixir A hyaluronic lip oil serum that hydrates, nourishes, and smooths lips using the Bio-Lipid Renewal System for deep hydration and barrier support.
• Lip Glaze A nourishing peptide lip treatment with a glossy finish and cooling metal applicator, delivering a plumping effect with shea butter and cupuacu butter.
• Lip Tracer A dual-ended matte lip liner pencil that contours for naturally defined, soft sculpted lips. Features Trace and Hold Technology for long-lasting wear.
• Lip Treat A nourishing tinted lip balm formulated with shea butter and collagen that plumps and softens lips.
• Staystick A creamy matte lip crayon delivering high-impact color with 12-hour wear, budgeproof and transfer-resistant, with skin-conditioning actives.
• Crybaby Lash A volumizing and curling waterproof mascara powered by Lift and Curl Volume Complex, with a Dual-Arc Precision Wand for soft-to-full fanned-out volume.
• Precleanse A melting balm-to-oil makeup remover that dissolves dirt, oil, sunscreen, and waterproof makeup, powered by Bio-Conditioning Complex with Hyaluronic Acid and Panthenol.
• Fresh Face A daily pH-balanced gel cleanser delivering deep yet gentle cleansing while maintaining skin's natural pH balance, infused with Hyaluronic Acid, Chamomile, and Centella Asiatica.
• Sunsafe Matte Sunscreen Stick An invisible SPF 50 PA++++ matte sunscreen stick with no white cast, combining skincare and suncare with Niacinamide and Green Tea Extracts.
• Sunsafe Sunscreen Mist A lightweight SPF 50 PA+++ ultra-fine sunscreen mist that refreshes skin while protecting against UV.
• Spot Stickers An instant-care soothing pimple patch for spot treatment.
• Dream Serum A peptide concentrate serum for skin.
• Dream Cream A supercharged hydrating serum gel cream for skin.
• Daily Tinted Moisturizer SPF 20 An oil-free tinted moisturizer with SPF 20+ broad spectrum from the Skin So Good line.
• Eyeshadow Palette An eyeshadow palette with effortless shades that enhance the natural look.
• Blush Duo A fresh, healthy flush duo that looks like skin only better.
• Bronzer Duo A duo providing sun-kissed warmth and sculpted definition.
• The Concealer An instant brightening and lifting liquid concealer from the Skin So Good line.
• The Multistick A multi-use stick product from the Skin So Good line.
• Lifebrow Grooming Gel A flexible sculpting grooming gel for brows.
• Lifebrow Pomade Pencil A brow defining pomade pencil.
• Sculpt On A long-lasting liquid bronzer for soft sculpting and dimension.
• Airblush A soft-focus sheer cheek tint.
• Dumpling Bag A soft, compact leather drawstring bag for everyday carry.

Quantifiable outcome

• 98% of reviewers would recommend Fluffmatte based on 214 reviews
• +6 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Glossier: Pioneer of the digitally native, community-driven beauty model with skin-first color positioning. Comparable to Sunnies Face on DTC-first distribution, Gen Z/Millennial targeting, and skincare-color crossover products (Boy Brow analog to Lifebrow, Cloud Paint analog to Airblush).
• ColourPop: US-based DTC color cosmetics brand with extensive lip, eye, and face ranges at accessible price points ($6-$15), selling predominantly through its own e-commerce site — the closest direct comparable to Sunnies Face by channel, price band, and product breadth.
• Tower 28 Beauty: US clean beauty brand focused on non-irritating, sensitive-skin-friendly color cosmetics, sold through DTC and Sephora. Comparable to Sunnies Face for its dermatologically-friendly positioning, accessible price points ($18-$28), and emphasis on comfortable wear formulas.
• Saie Beauty: Clean, ingredient-focused DTC beauty brand with a strong foundation/skincare-meets-makeup positioning. Comparable to Sunnies Face on the clean-beauty, multitask-product, and DTC-led strategies at similar $18-$32 price tiers.
• Rare Beauty by Selena Gomez: Celebrity-founded DTC and Sephora color cosmetics brand with strong social media/community flywheel. Comparable to Sunnies Face's influencer and earned-media-led growth model, lip-category strength, and accessible price architecture.
• Kosas: Clean, skincare-infused color cosmetics brand (Tinted Face Oil, Revealer Lipsticks) selling primarily DTC at the $20-$30 price band. Directly comparable to Sunnies Face on positioning around skincare-meets-makeup with hyaluronic acid and peptide-infused lip products.

Broad incumbents

• Fenty Beauty: Global color cosmetics incumbent owned by Kendo (LVMH) with industry-leading shade inclusivity and a hybrid DTC/retail distribution. Comparable to Sunnies Face on trend-driven lip and complexion launches, but operates at vastly broader scale.

Others

• Beautyblender: DTC-led beauty accessories brand built around a signature applicator (the eponymous sponge) and adjacent complexion tools. Comparable to Sunnies Face's Facemates (makeup sponges, brushes) accessory line and DTC merchandising model for non-color cosmetics.
• Sunnies Eyewear: Sister brand founded and run by the same founders (Jessica Wilson and Martine Ho). Closely related operationally and reputationally to Sunnies Face, sharing brand DNA and likely shared back-office, but eyewear-only — relevant for ecosystem/halo considerations rather than direct competition.

Regional players

• Issy & Co: Homegrown Filipino beauty brand focused on complexion and lip color, distributed through local retailers and DTC. The most direct Philippine-headquartered comparable, sharing distribution overlap and overlapping consumer base with Sunnies Face.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sunniesface
• YouTubeyoutube.com/channel/UC5I0dXXlPe5lxZm61l2sdTA
• Facebookfacebook.com/sunniesface
• Instagraminstagram.com/sunniesface
• TikToktiktok.com/@sunniesface
• LinkedInlinkedin.com/company/sunniesface

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Sunnies Face