MASQMAI
MASQMAI is a private, direct-to-consumer clean beauty brand selling cruelty-free skincare, makeup, body, hair, and kids products via its owned e-commerce storefront, primarily serving consumers in Italy and Spain with pricing from 19.90 to 65.55 EUR.
- Company typePrivate
- Founded2018
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MASQMAI does
MASQMAI is a private, direct-to-consumer clean beauty brand founded in December 2017 by Italian model Alice Campello, with operational base in Madrid, Spain and a primary commercial focus on Italy and Spain. The company sells a multi-category product portfolio spanning skincare, makeup, body care, haircare, accessories, and a dedicated Kids line, with pricing ranging from 19.90 EUR (eye patches) to 65.55 EUR (premium bundle sets) and a free shipping threshold of 60 EUR for Italy and Spain. Core technology is positioned as science-backed, cruelty-free formulations; products are organized by skin type (oily, dry, normal/mixed, sensitive, mature) and use case.
The business model is transactional DTC e-commerce via the owned masqmai.eu storefront, with no disclosed subscription layer and no wholesale or third-party retail channels. Customer acquisition is driven through owned social channels (Instagram, TikTok, Facebook, YouTube), an editorial content library ('Learn With Us'), and email newsletter capture, while retention is supported by the MQM CLUB loyalty and referral program. The company integrates Klarna, MobilePay, PayPal, Apple Pay, Google Pay, and American Express at checkout to reduce payment friction across European markets.
Operationally, MASQMAI is a small team (11–50 employees) with no disclosed funding rounds, no parent company, no publicly disclosed revenue, and no M&A activity. The leadership includes a Chairman (Alvaro Banus); no broader management team is disclosed in the data. The brand is investing in product surface expansion (e.g., the announced 'BUILD YOUR BOX' customizable bundle) and category extension (e.g., Kids), positioning itself as a founder-led, brand-driven European indie beauty operator rather than a venture-backed scale-up.
MASQMAI firmographics
Firmographics- Name
- MASQMAI
- Legal name
- MASQMAI
- Website
- https://masqmai.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MASQMAI is a private, direct-to-consumer clean beauty brand selling cruelty-free skincare, makeup, body, hair, and kids products via its owned e-commerce storefront, primarily serving consumers in Italy and Spain with pricing from 19.90 to 65.55 EUR.
- Ownership category
- akta.pro rank
MASQMAI industry classification
Industry- Product category
- Clean Beauty and Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industry
- Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH)
Keywords
Where MASQMAI is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Markets served
MASQMAI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct Product Sales: MASQMAI generates revenue through direct-to-consumer sales of skincare, makeup, body, hair, and kids beauty products via its e-commerce platform. Revenue is transactional, one-time purchase based, with no recurring subscription model explicitly disclosed. The brand offers product bundles/sets at discounted prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products (Eye patches, masks) |
| Unit Pricing | Pay-as-you-go | Mid-range products (Lip, body, sun care) |
| Unit Pricing | Pay-as-you-go | Premium products (Specialized skincare) |
| Unit Pricing | Pay-as-you-go | Bundle/Sets |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
MASQMAI product offering
Product offeringCore offering
MASQMAI is a direct-to-consumer clean beauty brand selling cruelty-free, science-backed skincare, makeup, body, hair, and kids beauty products through its owned e-commerce storefront at masqmai.eu. The assortment is organized across skin types (oily, dry, normal-mixed, sensitive, mature) and is offered as individual SKUs, curated sets, and customizable build-your-box bundles. Free shipping is available on orders above 60 EUR in Italy and Spain.
Product overview
MASQMAI is a clean beauty brand offering a diverse product portfolio across skincare, body care, haircare, and makeup categories. The core product lineup includes facial treatments (Crystal Skin, After Sun Mask, Collagen Recovery Mask, Matcha Calming Mask), eye care products (Rooibos Eye Patches, Espresso Eye Patches, Perfect Patches Duo, Unique Eye Cream), lip products (Iconic Lip Combo, Custom Kiss, Perfect Lip Gloss), sun care (Perfect Face Sun Cream SPF 50), body products (Glow Body Oil, 360º Repairing Balm), and makeup (Glow Me Up Face Palette, Natural Beauty Elixir). The brand emphasizes science-backed, cruelty-free formulas and offers specialized solutions for different skin types (oily, dry, combination, sensitive, mature). Products are available as individual items, curated sets, and travel sizes.
Differentiator
Problem solved
Functional benefit
Products and services
- Crystal Skin
Quantifiable outcome
- 4.9 star rating on key products (Crystal Skin with 60 reviews, Iconic Lip Combo with 42 reviews)
Companies that use MASQMAI
Customer profileSegments6 records
Ideal customer profiles1 record
MASQMAI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
MASQMAI partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
MASQMAI competitors and assessment
Company assessmentDirect peers
- Caudalie: French natural-origin beauty brand with multi-category skincare, body, and makeup ranges sold DTC and through pharmacy/retail. Comparable on European origin, clean/natural positioning, and broad category coverage.
- Glossier: DTC-native beauty brand with strong social/community flywheel and multi-category range across skincare, makeup, and body. Comparable on DTC-first model and beauty-category breadth.
- Drunk Elephant: Clean, biocompatible skincare brand with a multi-category range (skincare, body, hair). Highly comparable to MASQMAI's clean beauty positioning, target demographic, and DTC-plus-retail distribution.
- The Ordinary (DECIEM): Science- and ingredient-led beauty brand selling skincare and adjacent categories direct and through retail at accessible price points. Comparable to MASQMAI's clean, science-backed positioning and multi-category SKU approach.
- Ilia Beauty: Clean beauty brand spanning skincare-makeup hybrids with a strong DTC and selective retail presence. Comparable on clean positioning and skincare/makeup category overlap with MASQMAI.
- REN Clean Skincare: UK-based clean skincare brand with bio-active, science-backed formulations sold DTC and through premium retail. Directly comparable on clean positioning, European roots, and skincare-led assortment.
Broad incumbents
- Rare Beauty: Celebrity-founder-led beauty brand with a color cosmetics-led range and strong DTC and retail distribution. Comparable on founder-led brand equity and makeup category overlap.
- Sephora Collection: Multi-category beauty private label spanning skincare, makeup, body, and hair at accessible price points. Comparable on category breadth and price-band overlap with MASQMAI's mid-tier pricing.
Emerging players
- Youth to the People: Clean, vegan skincare brand with a strong community and social presence. Comparable to MASQMAI's clean beauty positioning and skincare focus, though narrower in category breadth.
- Tata Harper: Premium clean/non-toxic skincare brand with botanical, science-backed formulations sold DTC and via select retail. Comparable on clean beauty positioning and premium skincare pricing tier.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
MASQMAI social profiles
Digital presenceMASQMAI financial estimates
Financial estimateRevenue estimate
Valuation estimate
MASQMAI leadership team
Management profileNumber of profiles
Profiles1 record
MASQMAI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MASQMAI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MASQMAI
What does MASQMAI do?
MASQMAI is a direct-to-consumer clean beauty brand selling cruelty-free, science-backed skincare, makeup, body, hair, and kids beauty products through its owned e-commerce storefront at masqmai.eu. The assortment is organized across skin types (oily, dry, normal-mixed, sensitive, mature) and is offered as individual SKUs, curated sets, and customizable build-your-box bundles. Free shipping is available on orders above 60 EUR in Italy and Spain.
Is MASQMAI a public or private company?
MASQMAI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MASQMAI founded?
MASQMAI was founded in 2018. It employs 11 to 50 people.
Where is MASQMAI based?
MASQMAI is headquartered in Madrid, Spain, in the Europe region.
How does MASQMAI make money?
One revenue line is on record: direct Product Sales.
Who are MASQMAI's main competitors?
Direct peers on record are Caudalie, Glossier, Drunk Elephant, The Ordinary (DECIEM), Ilia Beauty and REN Clean Skincare. Broad incumbents are Rare Beauty and Sephora Collection. Emerging players are Youth to the People and Tata Harper.
Does MASQMAI have an API?
No public API is recorded for MASQMAI.
What industry is MASQMAI in?
MASQMAI's product category is Clean Beauty and Skincare. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABAJAH, Kids Personal Cleansing (Body Wash, Hand Soap). Its NAICS code is 45612 and its SIC code is 2844.