What Almay does

Almay is a 93-year-old mass-market cosmetics brand, founded in 1931 by chemist Alfred Woititz and dermatologist Dr. Marion Sulzberger to create hypoallergenic, fragrance-free makeup for sensitive skin, and currently operated as a brand within Revlon (NYSE: RVLNQ). The portfolio spans face (foundation, concealer, primer, powder), eyes (mascara, eyeliner, eyeshadow, brow), lips (lipstick, gloss, lip oils), and makeup removers, with the Clear Complexion line integrating salicylic acid and prebiotics for acne-prone skin. Core technical differentiation rests on a selective ingredient philosophy — using roughly 500 of 20,000 possible cosmetic ingredients — combined with dermatologist- and ophthalmologist-tested formulations, fragrance-free claims, non-comedogenic positioning, and a roadmap to 100% vegan formulations by 2030.

The business model is unit-pricing direct-to-consumer and retail: products are sold at price points between $7.29 and $17.59 through four U.S. distribution channels — Amazon, Almay.com, Target, and Walmart — with no disclosed enterprise or B2B customer base. Revenue mechanics are driven by consumer SKU velocity across mass-market retail and the brand's own e-commerce storefront, supported by a multi-channel marketing stack spanning Instagram, Facebook, YouTube, Pinterest, TikTok, and a celebrity ambassadorship (Miranda Kerr) under the 'Clean Makeup That Thinks It's Skincare' campaign announced April 2026.

The brand is mid-relaunch as of April 2026, with refreshed visual identity, updated packaging, and a refreshed SKU lineup (Clear Complexion Concealer/Foundation, Protect & Set Spray, Hydra-Prime Primer, Foam Away Cleanser, Gleam Big Lip Serum). Almay's operating posture is shaped by its parent: Revlon has filed Chapter 11 bankruptcy in both 2022 and 2024, leaving Almay's continuity tied to Revlon's restructuring outcomes. No AI/ML capabilities, proprietary technology platforms, or data flywheels are evident in the input; competitive positioning is grounded in formulation chemistry, dermatologist credibility, and 90+ years of brand heritage rather than software or data assets.

Name

Almay

Legal name

Almay

Website

https://almay.com

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

11–50 employees

Short description

Almay is a 93-year-old mass-market cosmetics brand owned by Revlon, producing hypoallergenic, dermatologist-tested face, eye, lip, and makeup-removal products targeted at consumers with sensitive and acne-prone skin.

Ownership category

akta.pro rank

Product category

Hypoallergenic 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 industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Hypoallergenic cosmetics
• Sensitive skin makeup
• Clean beauty foundation
• Dermatologist tested mascara
• Acne care concealer

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Cosmetics Sales: Almay generates revenue through direct product sales of skin-friendly makeup including foundation, concealer, mascara, lipstick, lip gloss, eyeshadow, eyeliner, and makeup removers. Products are sold at mass-market price points ranging from $7.29 to $17.59 through retail partners and direct e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Almay manufactures and sells hypoallergenic, dermatologist- and ophthalmologist-tested color cosmetics, including foundations, concealers, mascaras, eyeliners, brow products, eyeshadows, lip color, primers, and makeup removers, formulated specifically for sensitive skin and eyes using a selective ingredient library and skin-care actives. The line spans acne-treatment complexion products, sensitive-eye mascara, conditioning eyeliner, multi-shade matching foundations, and microbiome-support makeup, sold as finished physical SKUs through mass-market retail and brand-owned e-commerce.

Product overview

Almay is a skin-friendly, clean makeup brand owned by Revlon, founded in 1931, specializing in hypoallergenic, dermatologist-tested, and ophthalmologist-tested products for sensitive skin. The brand's portfolio centers on its 'Clean Makeup That Thinks It's Skincare' positioning with products organized into Face (foundations, concealers, primers, powders), Eyes (mascaras, eyeliners, eyeshadows, brow products), Lips (lipsticks, lip glosses, lip oils), and Makeup Removers categories. Key product lines include the Clear Complexion Collection (acne-fighting concealer and foundation with salicylic acid), Hydra-Prime moisturizing primers, Length & Lift mascaras, Color & Care lip products, and various makeup removers including micellar waters and cleansing towelettes. The brand emphasizes ingredient transparency, using fewer than 3% of available cosmetic ingredients (500 out of 20,000), and is transitioning to 100% vegan formulations by 2030. Products are available at price points ranging from $7.29 to $17.59 through Amazon, Almay.com, Target, and Walmart.

Differentiator

Problem solved

Functional benefit

Products and services

• Clear Complexion Acne Treatment Concealer Concealer formulated with salicylic acid to treat acne and pimples while providing buildable coverage; targeted at consumers with blemish-prone and acne-prone skin.
• Clear Complexion Blemish Treatment Liquid Foundation Makeup Liquid foundation with built-in blemish treatment for acne-prone skin; combines even coverage with acne-active ingredients.
• Clear Complexion Liquid Foundation Makeup Liquid foundation from the Clear Complexion line formulated for acne-prone, sensitive skin with non-comedogenic coverage.
• Skin Perfecting Healthy Biome Makeup Foundation that supports the skin's healthy microbiome with probiotics and gentle ingredients; designed for sensitive and microbiome-conscious skin.
• Smart Shade Skintone Matching Foundation Skintone-matching foundation using three self-adjusting shades to blend with the user's natural skin tone for natural-looking coverage.
• Ageless Smart Shade Foundation Foundation offered in nine shades with age-supportive ingredients; targets consumers seeking hydrating, mature-skin coverage.
• Truly Lasting Color Liquid Makeup Long-wearing liquid foundation formulated to deliver all-day color and coverage with a comfortable, sensitive-skin-friendly finish.
• Skin Perfecting Hydrating Tint Hydrating tint that provides light, natural coverage while moisturizing the skin; targets sensitive and dry skin consumers.
• Ageless Hydrating Concealer Hydrating concealer formulated for mature skin with anti-aging-supportive ingredients to conceal and moisturize.
• Skin Perfecting Comfort Concealer Concealer formulated to be comfortable on sensitive skin while providing coverage; suitable for everyday wear.
• Multi-Benefit Mascara Hypoallergenic mascara designed for sensitive eyes, delivering multiple lash benefits such as length, volume, and conditioning.
• Length & Lift Mascara Mascara that lengthens and lifts lashes while remaining suitable for sensitive eyes.
• Volume & Conditioning Mascara Mascara that adds volume to lashes while conditioning them; formulated for sensitive eyes.
• Thickening & Tint Mascara Buildable mascara that thickens and tints lashes with a hypoallergenic, sensitive-eye-friendly formula.
• All-Day Eyeliner Pencil Hypoallergenic eyeliner pencil designed to wear all day without irritating sensitive eyes.
• Conditioning Liquid Eyeliner Liquid eyeliner formulated with conditioning ingredients to be gentle on sensitive eyes while providing precise definition.
• Intense Liquid Liner Intense-pigment liquid eyeliner designed for high-impact definition with a sensitive-eye-friendly formula.
• All-Day Intense Gel Eyeliner Gel eyeliner pencil delivering intense color and long wear with a hypoallergenic, sensitive-eye-friendly formula.
• Brow Pencil Hypoallergenic brow pencil for shaping and defining eyebrows with a sensitive-skin-friendly formula.
• Brow Styler Brow Mascara Brow mascara that styles, tints, and sets brows; formulated to be gentle on sensitive skin.
• Color & Care Lip Gloss Vegan lip gloss that delivers color with lip-care ingredients such as shea butter for sensitive lips.
• Color & Care Lip Oil in Stick Lip oil in a stick format that delivers color and lip-conditioning oils; suitable for sensitive lips.

Quantifiable outcome

• 94% agree skin feels soft after using Clear Complexion products
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Miranda KerrcoreGTM or Marketing Partner · 2 April 2026Model and entrepreneur Miranda Kerr serves as Almay's global brand ambassador for the 2026 brand relaunch. She is featured across marketing materials for the 'Clean Makeup That Thinks It's Skincare' campaign, bringing visibility to the brand's skin-conscious positioning and clean beauty repositioning.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• bareMinerals: Mineral-based clean beauty brand owned by Shiseido; competes with Almay in foundation, complexion, and clean-beauty positioning, particularly in clean/department-store channels.
• Neutrogena: Larger dermatology-affiliated skincare and beauty brand owned by Johnson & Johnson; overlaps with Almay in skincare-infused makeup, sensitive-skin positioning, and mass retail distribution.

Direct peers

• NYX Professional Makeup: Mass-market professional color cosmetics brand owned by L'Oréal; competes with Almay on face, eye, and lip products at drugstore and mass channels with strong younger-consumer appeal.
• e.l.f. Cosmetics: Fast-growing mass-market clean color cosmetics brand known for affordability and Gen Z appeal; a direct competitor in mass retailers with overlapping product range and clean beauty positioning.
• Physicians Formula: Hypoallergenic, dermatologist-tested mass-market color cosmetics brand; one of Almay's closest direct competitors with a comparable 'skin-friendly makeup' positioning and drugstore distribution.
• CoverGirl: Mass-market color cosmetics brand with broad face, eye, and lip portfolio sold through drugstores and mass retailers; competes head-to-head with Almay in the same channels and price tiers, including in clean beauty repositioning.
• Maybelline: World's largest mass-market color cosmetics brand owned by L'Oréal; competes directly with Almay across face, eye, and lip categories in Target, Walmart, and drugstores at similar price points.

Emerging players

• Tower 28 Beauty: Clean, sensitive-skin-friendly color cosmetics brand built for sensitive and eczema-prone skin; competes with Almay's core sensitive-skin positioning from a digitally-native, Gen Z-focused angle.
• Honest Beauty: Clean beauty brand focused on transparency, vegan formulations, and sensitive-skin-friendly products; competes in adjacent clean color cosmetics with similar ingredient-conscious positioning.

Others

• Revlon: Parent company and sister brand within the Revlon portfolio; shares distribution, supply chain, and corporate infrastructure with Almay, making it a unique internal peer and the source of ownership risk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/almay
• Facebookfacebook.com/almay
• Instagraminstagram.com/almay
• Pinterestpinterest.com/almaycosmetics
• TikToktiktok.com/@almay.cosmetics
• Xx.com/almaycosmetics
• LinkedInlinkedin.com/company/almay-inc.

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 Almay