Sireni Beauty

What Sireni Beauty does

Sireni Beauty is a direct-to-consumer beauty brand operating as SIRENI BEAUTY, Inc., a private California corporation headquartered in Beverly Hills at 400 S Beverly Dr, suite 210, with a secondary address listed in Santa Clara. The company was co-founded by beauty influencer Chloe Morello (who began beauty vlogging in 2008) and talent manager Ashley Villa, who manages top-tier digital creators in the beauty space. Sireni Beauty sells a narrow catalog of seven SKUs built around hybrid skincare-meets-makeup formulations that combine clinical anti-aging benefits (such as reducing fine lines and hyperpigmentation) with cosmetic radiance, with all packaging designed to be recyclable, reusable, or refillable.

The product line centers on the flagship Overnight Overhaul nighttime treatment, alongside supporting items (Silhouette Sleep Bundle, Siren Set, Eye Renaissance) and three bundles (Complexion Perfection Duo, The Trio, and Bestie Bundle / Lip Alchemy Duo). The underlying technology is formulation-based rather than platform-based: the differentiator is the dual-purpose clinical-plus-cosmetic positioning rather than any proprietary software, device, or data system.

The business model is direct-to-consumer e-commerce, executed through a Shopify-powered storefront at sirenibeauty.com with no disclosed third-party retail, marketplace, or wholesale distribution. Pricing is not publicly listed on the site, and there is no subscription model — revenue is generated as one-time product purchases. The brand ships internationally to the contiguous US, Alaska/Hawaii/Puerto Rico, Canada, Australia, New Zealand, and 20+ European countries, with disclosed flat-rate shipping fees ranging from $8 (Australia) to $25 (Europe). The company is bootstrapped and founder-controlled, with no disclosed external funding, no parent company, and no LinkedIn or careers page, and marketing relies primarily on organic social media reach via the co-founders' influencer following.

Name

Sireni Beauty

Legal name

SIRENI BEAUTY, Inc.

Website

https://sirenibeauty.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sireni Beauty is a private, founder-led direct-to-consumer beauty brand selling hybrid skincare-meets-makeup products such as Overnight Overhaul through its own Shopify storefront, built on co-founder Chloe Morello's influencer audience and targeting eco-conscious women globally.

Ownership category

akta.pro rank

Product category

Skincare and Hybrid Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Anti-Aging & Firming Treatments (HSALADAC)

akta.pro secondary industries

Hydrating & Barrier Repair Facials (HSALADAD), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

Keywords

• Hybrid skincare makeup
• Overnight beauty treatments
• Conscious beauty packaging
• Anti-aging skincare products
• Direct-to-consumer beauty

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer e-commerce sales of skincare and hybrid skincare-makeup products through the Sireni Beauty website. Products include Overnight Overhaul (nighttime treatment), Silhouette Sleep Bundle, Siren Set, and Eye Renaissance. Revenue generated through one-time product purchases with no subscription model explicitly mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Sireni Beauty manufactures and sells direct-to-consumer hybrid skincare-meets-makeup products that combine clinical anti-aging benefits (minimizing fine lines, improving hyperpigmentation) with cosmetic radiance and glow. The product line centers on overnight treatments such as Overnight Overhaul, alongside eye care, lip care, and curated bundles, packaged in recyclable, reusable, or refillable containers.

Product overview

Sireni Beauty is a direct-to-consumer beauty brand offering a unified portfolio of dual-purpose skincare-meets-makeup products. The core product line centers on overnight treatments including Overnight Overhaul (the flagship hybrid mask), Silhouette Sleep Bundle, Siren Set, and Eye Renaissance. The brand also offers bundled solutions (Complexion Perfection Duo, The Trio, Bestie Bundle) that package multiple products together for complete routines. All products emphasize recyclable, reusable, or refillable conscious packaging and are positioned as innovative, science-backed formulas designed for the modern woman seeking multi-tasking beauty solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Overnight Overhaul
• Silhouette Sleep Bundle
• Siren Set
• Eye Renaissance
• Complexion Perfection Duo
• The Trio
• Bestie Bundle (Lip Alchemy Duo)

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

Recent moves6 records

Expansion highlights4 records

Emerging players

• Beautycounter: Beautycounter is a clean, mission-led beauty brand with sustainability packaging claims and a community-driven affiliate model — relevant as a conscious-packaging competitor with a different (consultant) GTM motion.

Direct peers

• Rare Beauty: Rare Beauty is the canonical celebrity/creator-founded DTC beauty brand, demonstrating the scale-up template (audience → DTC → retail) Sireni's Chloe Morello could follow and the competitive benchmark Sireni must differentiate against.
• ILIA Beauty: ILIA is a clean, sustainable-focused hybrid skincare-makeup brand with recyclable packaging and a DTC-first (now retail-augmented) model, making it the closest analog to Sireni's hybrid + conscious-packaging thesis.
• Kosas: Kosas builds a direct-to-consumer lineup of 'skincare-powered' color and complexion products that blend clinical skincare actives with cosmetic payoff — directly overlapping Sireni's hybrid positioning and DTC-plus-creator marketing DNA.
• Tower 28 Beauty: Tower 28 is a clean, sensitive-skin-focused beauty brand that scaled from a single-hero lip product into a multi-category lineup via DTC and Sephora — a relevant growth-trajectory peer for Sireni's hybrid overnight story.
• Rhode: Rhode is Hailey Bieber's peptide-led skincare brand sold DTC with a small, hero-product lineup and refillable packaging — a near-twin operating model to Sireni's in terms of creator-led launch, minimal SKU count, and refillable positioning.

Broad incumbents

• Honest Beauty: Honest Beauty is a sustainable, clean-positioned hybrid skincare-makeup brand with broad distribution; relevant as the mass-market comp to Sireni's conscious-packaging positioning.
• Tatcha: Tatcha is the established hybrid-skincare leader (now under Unilever) combining clinical anti-aging, clean formulation, and ritual positioning — a natural aspirational incumbent against whom Sireni's overnight-treatment claims are benchmarked.
• Glossier: Glossier pioneered the community/DTC-first beauty playbook with bundled hero regimens, giving Sireni an established reference point for bundle architecture, retention loops, and the limits of creator-only distribution at scale.
• Drunk Elephant: Drunk Elephant popularized the active-driven, hybrid skincare-meets-makeup regimen playbook that Sireni's Overnight Overhaul directly competes with and is sold into the same Sephora-class retail channels Sireni currently lacks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/sirenibeauty
• YouTubeyoutube.com/channel/UCf1iQnDkryqVkJ2-hW0sR4A
• Facebookfacebook.com/groups/435474314235181
• Instagraminstagram.com/sirenibeauty
• TikToktiktok.com/@sirenibeauty
• Pinterestpinterest.com/sirenibeauty/_saved
• LinkedInlinkedin.com/company/sirenibeauty

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 Sireni Beauty