Meroda Cosmetics

What Meroda Cosmetics does

Meroda Cosmetics is a privately held, direct-to-consumer beauty brand founded in 2021 and headquartered in Berkel, Netherlands. The company's product portfolio centers on the award-winning Changing Foundation, which uses proprietary color-adapting pigment technology to adjust to individual skin tones and is available in SPF 15 and SPF 30 variants. Around this hero SKU the firm has built a full face, lip, cheek, and eye assortment of roughly 15 core SKUs (foundations, lipsticks, lip tints, blushes, mascara, eyeliner, brow products, shimmer sticks, bronzers, primer, sunscreen) plus more than 20 curated bundles and limited-edition sets designed to drive attach rate and average order value. Distribution is exclusively online, run through a global storefront at merodacosmetics.com and regional sites for the Netherlands, UK, Germany/Austria, Switzerland, and the US, with marketing concentrated on Instagram, Facebook, YouTube, TikTok, email, and influencer collaborations with model Romee Strijd.

Revenue is generated entirely through one-time transactional direct-to-consumer sales at unit prices ranging from approximately $22 for entry items to $42 for individual complexion products, with bundles priced from $41 to $115 and 10-45% discounts versus purchasing individual items. Conversion mechanics include free shipping above $50, free samples above $80, a free mini above $100, and a 30-day return policy. The company reports a self-claimed base of 1 million+ customers and has secured Global Foundation of the Year, a Crossborder Award 2025, and Website van het Jaar recognition. Operating leadership is concentrated in founder/CEO Melvin Bueren, and the firm is privately held with no disclosed funding rounds or institutional investors in the available data.

Name

Meroda Cosmetics

Legal name

Meroda Cosmetics

Website

https://merodacosmetics.eu

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Meroda Cosmetics is a Netherlands-based direct-to-consumer beauty brand selling color-adapting foundation, color cosmetics, and SPF skincare through regional e-commerce storefronts across Europe and the US, targeting individual end consumers with curated bundles and limited-edition sets.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Miscellaneous Retail (5900), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Color cosmetics
• Adaptive foundation
• Cruelty-free beauty
• Skincare makeup
• Beauty bundles

Headquarters

HQ city

Berkel

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Meroda Cosmetics generates revenue through direct-to-consumer sales of its makeup and skincare products via its e-commerce platform. Products are sold at fixed unit prices with occasional promotional discounts. Revenue is transactional and one-time per purchase, with no subscription component visible.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Meroda Cosmetics is a direct-to-consumer beauty brand that designs and sells its own line of color cosmetics and skincare, including the hero Changing Foundation with color-adapting pigment technology, lipsticks, lip tints, blushes, mascaras, eyeliners, brow products, bronzers, primers, brushes, and curated product bundles. The range is positioned as cruelty-free and includes SPF protection in selected items. Sales occur through the company's own regional e-commerce stores and TikTok Shop.

Product overview

Meroda Cosmetics is a direct-to-consumer makeup and skincare brand offering a diversified portfolio centered around its hero product, the award-winning Changing Foundation. The product line consists of core makeup items including foundations with SPF protection, color products (lipsticks, lip tints, blushes), eye products (mascaras, eyeliners, brow products, shimmer sticks), primers, bronzers, and professional-grade brushes. The company drives revenue through bundled sets and limited-edition releases, offering over 20 different curated bundles ranging from starter sets to complete complexion solutions. The brand emphasizes cruelty-free formulas and operates e-commerce platforms across multiple international markets including Netherlands, UK, Germany, Switzerland, and the US. Meroda Cosmetics claims over 1 million happy customers and offers a 100% money-back satisfaction guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Changing Foundation Color-adapting foundation priced at €42.95 that uses pigment technology to match the wearer's skin tone, marketed as the brand's hero product for daily foundation use.
• Daily Face SPF 40 Skincare-makeup product providing SPF 40 protection as part of Meroda's daily face routine line.
• Velvet Skin Primer Velvet-finish face primer designed to be applied prior to foundation.
• Soft Tan Bronzer Bronzer used to add warmth and definition to the face.
• Gilded Lashes Mascara Mascara for lash definition and volume.
• It's All About The Wing Liquid Waterproof Eyeliner Liquid waterproof eyeliner for creating winged and defined eye looks.
• The Precision Brow Pencil Precision brow pencil for shaping, defining, and filling eyebrows.
• The Precision Brow Gel Brow gel for setting and grooming eyebrows in place.
• Eye Perfecting Shimmer Stick Shimmer stick for highlighting and accenting the eye area.
• Vibrant Cheeks Liquid Blush Liquid blush for adding color to the cheeks.
• Velvet Dream Lipstick Velvet-finish lipstick for lip color.
• Signature Lip Pencil Lip pencil used for outlining, defining, and shaping lips.
• Hydrating Lip Tint Hydrating lip tint for sheer color and lip hydration.
• Vibrant Cheeks Blush Brush Brush accessory for applying the Vibrant Cheeks Liquid Blush.
• The Essential Brush Essential brush accessory for makeup application.
• 2-in-1 Build & Conceal Brush Two-in-one brush for buildable foundation coverage and concealing.
• Summer Travel Icons Limited-edition five-year anniversary bundle of travel-friendly makeup essentials.
• All-in-One Bundle Multi-product bundle offering a complete Meroda beauty routine in one set.
• The Daily Routine Set Bundle curated around a daily beauty routine of Meroda essentials.
• The Full Face Bestseller Set Bundle containing Meroda's bestselling full-face products.
• Summer-Proof Edit Seasonal bundle curated for summer-proof makeup wear.
• Sunkissed Trio Trio bundle themed around achieving a sunkissed look.
• Endless Summer Bundle Bundle themed around an extended summer beauty look.
• The Summer Set Seasonal bundle of summer makeup essentials.
• The Meroda Starter Set Starter bundle introducing new customers to Meroda's product range.
• Travel Kit Compact travel-sized kit of Meroda essentials.
• The Ready in 2 Bundle Two-step bundle for a quick makeup routine.
• Luscious Lips Set Bundle focused on Meroda's lip products for a complete lip look.
• The No-Makeup Makeup Kit Bundle curated for achieving a natural no-makeup makeup look.
• The Shimmer Discovery Set Discovery set focused on Meroda's shimmer product assortment.
• The Perfect Base Bundle curated around the face base routine.
• The Effortless Edit Bundle positioned as a curated effortless edit of Meroda essentials.
• The Vibrant Cheeks Trio Trio bundle focused on Meroda cheek products.
• The Power Trio Trio bundle positioned as a set of high-impact Meroda products.
• The Eye Edit Bundle focused on Meroda's eye product assortment.
• Bronzer Base Bundle Bundle pairing bronzer with base products.
• The Glow Getter Bundle positioned for achieving a glowing complexion.
• Vibrant Skin Duo Duo bundle focused on a vibrant skin routine.
• The Key Essentials Bundle curated with key essential Meroda products.
• The Complexion Duo Duo bundle for the complexion routine.
• Effortless Gaze Duo Duo bundle for the eye gaze routine.
• Prep & Set Duo Duo bundle pairing prep and set products.
• Perfect Nude Lip Duo Duo bundle for a nude lip look.
• The Perfect Base Mini Mini version of The Perfect Base bundle.
• The Brow Defining Duo Duo bundle for defining brows.
• The Key Essentials Mini Mini version of The Key Essentials bundle.
• The Complete Eye Edit Bundle offering a complete Meroda eye routine.
• Mini Eye Shimmer Set Mini set focused on Meroda eye shimmer products.
• On The Go Bundle Bundle curated for Meroda essentials when on the go.

Quantifiable outcome

• 1 million+ happy customers

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• TikTok ShopcoreChannel Partner/ Reseller/ Distributor · 29 May 2026Meroda Cosmetics confirmed as one of the launch brands for TikTok Shop's entry into the Netherlands on June 15, 2026. The partnership enables products to be purchased directly from TikTok videos and livestreams. This represents a significant channel expansion for the brand into social commerce.
• Romee StrijdcoreStrategic or Co-development PartnerModel and brand ambassador partnership featuring Romee Strijd in Meroda Cosmetics' marketing and product photography campaigns. Her images appear prominently on the website homepage and category pages, showcasing products like the Summer Travel Icons set and other core offerings.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rare Beauty: Rare Beauty by Selena Gomez is a digitally-led color cosmetics brand built around inclusive complexion products and a celebrity anchor. Its GTM, social-media intensity, and foundation-led assortment closely parallel Meroda's strategic model.
• Kosas: Kosas is a DTC color cosmetics brand built on clean, skin-care-infused makeup, with a foundation/tint product as a hero. It targets a similar digitally native consumer with comparable price points and bundle strategies.
• Fenty Beauty: Fenty Beauty disrupted color cosmetics with inclusive shade ranges and a high-coverage foundation hero. It is a direct peer in the prestige color cosmetics category, with comparable product mix (foundation, lip, eye) and a similar digitally-led GTM motion.
• Glossier: Glossier is a digitally native color cosmetics and skincare brand with a foundation/compellation hero. It is a direct peer in the DTC beauty space with comparable AOV, bundle strategy, and brand-led acquisition motion.
• Il Makiage: Il Makiage built its brand around a shade-matching, algorithm-driven foundation proposition with strong DTC and adaptive-technology positioning. It is the closest functional analog to Meroda's Changing Foundation and competes for the same adaptive-shade DTC consumer.
• Tower 28 Beauty: Tower 28 is a clean beauty brand distributed DTC and through Sephora, with foundations, blushes, and lip products overlapping Meroda's portfolio. It represents the digitally native, mid-premium color cosmetics peer that Meroda benchmarks against.
• Charlotte Tilbury: Charlotte Tilbury is a prestige color cosmetics brand with a foundation-led assortment and strong European/UK footprint. It competes head-on with Meroda's foundation-anchored positioning in the same price band and demographic.
• Pat McGrath Labs: Pat McGrath Labs is a prestige color cosmetics brand built around complexion, lip, and eye products with a strong DTC channel. It competes with Meroda in the premium foundation and color cosmetics category.

Broad incumbents

• Estée Lauder Companies: Estée Lauder is a broad incumbent portfolio company owning multiple color cosmetics brands (MAC, Tom Ford, Clinique). It represents the strategic incumbent against which DTC upstarts like Meroda ultimately compete for shelf, talent, and consumer attention.

Emerging players

• Live Tinted: Live Tinted is an emerging inclusive beauty brand with complexion products targeting multicultural consumers. It overlaps with Meroda's adaptive-shade positioning but at a smaller scale and earlier stage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHpEO9sTlKjNXDzDeA3rfdA
• Facebookfacebook.com/MerodaCosmetics
• Instagraminstagram.com/merodacosmetics
• TikToktiktok.com/@merodacosmetics
• LinkedInlinkedin.com/company/meroda-cosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Meroda Cosmetics