The Unnamed

What The Unnamed does

The Unnamed is an Australian direct-to-consumer skincare brand founded in 2018 by Danielle and Yana, both with prior experience in the Australian beauty industry. The company specializes in face sheet masks with built-in anti-aging benefits, manufactured locally in Australia using Tencel sheet material and proprietary serum formulations that include a triple peptide complex (Acetyl Hexapeptide-38, Acetyl Hexapeptide-51, Acetyl Octapeptide-3), Brightenyl, niacinamide, hyaluronic acid, ceramides, and Coenzyme Q10. Its product portfolio centers on four sheet mask variants (Hydrating, Brightening, Firming, and Clarifying & Soothing), bundle packs such as the Mega Masking Pack, sample sets, the Facial Ritual Set, and the Unwind Nourishing Bath Soak as an adjacent bath/body extension.

The company operates a Shopify-powered e-commerce storefront selling directly to individual consumers, supplemented by an approved-account wholesale channel for B2B resellers. Pricing ranges from AUD $10 per individual mask up to AUD $55 for the Facial Ritual Set, with a Subscribe & Save program (10% off) supporting recurring revenue and tiered multi-pack pricing (AUD $25 for 5, AUD $47 for 10) encouraging higher average order value. International shipping is offered to New Zealand, the United States, the United Kingdom, and the European Union on qualifying orders, while the brand holds Australian Made, vegan, and cruelty-free certifications.

The Unnamed's customer base consists of individual consumers across all skin types (oily, dry, sensitive, combination) seeking simplified, transparent skincare with anti-aging benefits. Marketing is executed through an owned blog (The Chronicles), organic social on Instagram and Facebook, email capture via the Insiders Only program, and SEO-driven educational content. The company is privately-held with no external funding rounds disclosed, operates with an 11–50 employee headcount, and is registered in Australia under ABN 14 496 476 649.

Name

The Unnamed

Legal name

The Unnamed

Website

https://theunnamed.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Unnamed is an Australian direct-to-consumer skincare brand founded in 2018, selling Australian-made face sheet masks and bath products through its Shopify storefront, wholesale channel, and international shipping to NZ, US, UK, and EU consumers seeking simple, anti-aging skincare.

Ownership category

akta.pro rank

Product category

Sheet Masks and Facial Skincare

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industry

Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Sheet face masks
• Anti-aging skincare
• Hydrating face masks
• Vegan skincare products
• Australian skincare brand

Headquarters

HQ city

Australia

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales (E-commerce): One-time purchase of sheet masks and gift sets through their Shopify e-commerce platform. Individual masks at $10, multi-packs at $25-$47. Revenue generated from individual consumers purchasing directly from the website.
2. Subscribe & Save Subscription: Recurring subscription model offering 10% discount on all products. Encourages repeat purchases through subscription mechanic, providing predictable recurring revenue from loyal customers.
3. Wholesale Distribution: B2B sales to approved wholesale customers who purchase The Unnamed products for resale. Contact-based wholesale pricing through dedicated wholesale collection page.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Unnamed designs, manufactures, and sells Australian-made sheet face masks formulated with anti-aging peptides and proven actives for hydration, brightening, and firming. The offering includes single masks, multi-pack bundles, ritual sets with a Rose Quartz Gua Sha, a sample set, and a complementary nourishing bath soak, sold primarily direct to consumers with a secondary wholesale channel.

Product overview

The Unnamed is an Australian-made skincare brand specializing in face sheet masks. The core product line consists of four distinct sheet masks targeting specific skincare concerns: Hydrating & Anti-Aging, Brightening & Anti-Aging, Firming & Anti-Aging, and Clarifying & Soothing. All masks contain anti-aging peptides and are formulated to deliver both instant results and long-term skincare benefits. The brand also offers complementary products including the Mega Masking Pack (multi-mask bundles with savings), Try the Trio sample sets, Facial Ritual Set (with Rose Quartz Gua Sha), 7 Day Skin Reset Challenge Set, and the Unwind Nourishing Bath Soak. The products are Australian Made and Owned, certified by The Australian Made Campaign, and are vegan and cruelty-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Brightening & Anti-Aging Sheet Mask Single-use Australian-made sheet mask that targets dullness and uneven skin tone, formulated with niacinamide (Vitamin B3), Brightenyl, and anti-aging peptides to deliver instant radiance and long-term brightening benefits.
• Hydrating & Anti-Aging Sheet Mask Single-use Australian-made sheet mask delivering deep hydration with hyaluronic acid, aloe vera, ceramides, and peptides to leave skin dewy, plumped, and protected against signs of aging.
• Firming & Anti-Aging Sheet Mask Single-use Australian-made sheet mask formulated with a triple-peptide complex and Coenzyme Q10 to restore youthful, supple, bouncy skin texture and provide lasting anti-aging benefits.
• Clarifying & Soothing Sheet Mask Single-use Australian-made sheet mask designed to clear and soothe sensitive or irritated skin, with cucumber and green tea to reduce redness, inflammation, and excess oil while delivering anti-aging peptides.
• Mega Masking Pack Multi-pack of Brightening, Hydrating, and Firming sheet masks available in 5-mask ($25) and 10-mask ($47) packs in Mixed, Brightening-only, or Hydrating-only variants, saving up to 50% off RRP.
• Unwind Nourishing Bath Soak Sustainable bath soak made with Australian native ingredients including Coconut Milk Powder, Australian Pink Clay, Magnesium Sulphate, Davidson's Plum, and Quandong, encased in biodegradable pouches for fuss-free at-home spa self-care.
• Try the Trio Sample Set Sample set containing all three of The Unnamed's sheet mask varieties (Hydrating, Brightening, and Firming) priced at $35.00, designed for first-time customers to try the full range.
• Facial Ritual Set Set including a Rose Quartz Gua Sha tool and 3 signature Australian Made Sheet Masks, priced at $55.00, designed for enhanced skincare absorption and a facial massage ritual.
• 7 Day Skin Reset Challenge Set Signature set of Brightening, Hydrating, and Firming sheet masks designed for the 7 Day Skin Reset Challenge, allowing users to use a different mask variety each day for a full week.

Quantifiable outcome

• 25ml serum per mask (vs. typical 30ml bottle lasting 3-6 months)
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering The Unnamed's online storefront. Shopify provides the technical infrastructure for the website, payment processing, and order management system.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tatcha: Premium Japanese-inspired skincare brand with sheet masks and broader skincare portfolio. Comparable to The Unnamed on mask formats and ingredient storytelling (botanicals, fermentation), but operates at much larger scale via Sephora and department stores.

Direct peers

• LANEIGE: K-beauty skincare brand best known for mask and hydration products. Comparable to The Unnamed on hydration-focused sheet masks and scientific ingredient storytelling, but at vastly larger scale with global retail distribution.
• Saturday Skin: K-beauty skincare brand with sheet masks and anti-aging positioning. Shares The Unnamed's anti-aging peptide focus and youthful, accessible brand positioning, though broader in product line.
• Mario Badescu: Established skincare brand with a heritage sheet mask and facial treatment line. Comparable to The Unnamed on mask category leadership and multi-channel retail distribution, but with much longer brand history.
• Patchology: Sheet mask and patch-based skincare brand with a similar product-led DTC approach. Closely aligned with The Unnamed's focus on targeted treatment formats (hydrating, brightening, firming), though Patchology operates primarily in the US market with broader retail presence.
• Dr. Jart+: Global sheet mask pioneer and skincare brand with a core focus on face masks and serums. Directly comparable to The Unnamed's sheet mask-centric product strategy and ingredient-driven positioning, but at significantly larger scale and broader retail distribution.
• The Ordinary: Ingredient-focused skincare brand built on transparent, no-frills formulation at accessible prices. Shares The Unnamed's "skincare that says what it does" branding philosophy and emphasis on proven actives over luxury mystique.
• Summer Fridays: Modern skincare brand famous for its lip balm and sheet mask launches, with strong social media-led growth. Comparable to The Unnamed on DTC-led growth, mask category focus, and minimalist aesthetic.
• Glow Recipe: K-beauty inspired skincare brand with a fruit-forward, ingredient-led product line and strong DTC + Sephora distribution. Comparable to The Unnamed on playful brand voice, ingredient transparency, and DTC-first go-to-market.

Emerging players

• Drunk Elephant: Clean, ingredient-focused skincare brand with strong anti-aging positioning. Comparable to The Unnamed on the philosophy of avoiding questionable ingredients and emphasizing proven actives, though broader in portfolio (serums, moisturizers) rather than mask-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theunnamedskincare
• Instagraminstagram.com/theunnamedskincare

Compliance3 records

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 The Unnamed