BELLA

What BELLA does

BELLA is a privately held, London-based vegan beauty brand founded in 2022 by Sabina Ranger (Head Butterfly). The company designs, markets, and sells high-performance makeup products formulated with natural ingredients such as flowers, fruits, and crystals, organized across three core categories: eye (Solar Opulence Eye Quad, Wanderlash Mascara), face (Luminosity highlighters, Butterfly Blush collection), and lip (Cosmic Kisses lipstick, Liquid Lava lip paint). The product portfolio currently spans approximately 42 SKUs across lash, eye, face, and lip categories, with the vegan Wanderlash Mascara positioned as the hero SKU that drives brand discovery.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce via the Shopify-powered bellaworld.com storefront with physical retail distribution across major Middle East chains (H&M Beauty, ULTA Beauty Middle East, Lifestyle, Watsons, Faces, Nysaa, L'Etoile) and company-operated mall stores in Dubai and Kuwait. Pricing is in the accessible-luxury range — $26-$45 for core SKUs and $173 for curated look bundles — with a Subscribe & Save subscription offering 15% recurring discounts. The company ships globally via Royal Mail (UK), EMX, C3 Express, and Aramex (international).

BELLA serves mass-market beauty consumers seeking ethical, cruelty-free makeup without compromising on performance, alongside a secondary segment of professional makeup artists and beauty influencers. The brand's growth is anchored on viral product marketing (celebrity endorsements, influencer partnerships), community-building through the Butterfly Squad and #ButterflySquad campaign, and the Butterfly Fund charitable initiative (1% of profits donated to mental health, education, and empowerment causes). The company holds PCI DSS Level 1 certification for payment processing and is self-attested GDPR and CCPA compliant.

Name

BELLA

Legal name

BELLA

Website

https://bellaworld.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

BELLA is a London-based vegan beauty brand founded in 2022 that designs, markets, and sells high-performance makeup products (mascara, lip, eye, face) through direct-to-consumer e-commerce and retail partnerships in the UK and Middle East, serving mass-market consumers seeking ethical, cruelty-free cosmetics.

Ownership category

akta.pro rank

Product category

Vegan Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Vegan beauty products
• High performance makeup
• Crystal infused cosmetics
• Mascara and lip paint
• Clean beauty brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: BELLA generates revenue through direct product sales via e-commerce (bellaworld.com) and physical retail partnerships. Products include mascara, lipsticks, lip paints, highlighters, and eye quads priced between $26-$173. One-time purchase model with optional subscription for recurring orders offering 15% discount.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

BELLA is a vegan beauty brand that designs, formulates, and sells high-performance color cosmetics for eyes, face, and lips. Its hero product is the Wanderlash Mascara, a 30-second lash lift mascara, alongside the Solar Opulence Eye Quad palettes, Luminosity crystal-infused highlighters, Cosmic Kisses Lipsticks, and Liquid Lava Lip Paints. Products are sold directly to consumers globally via bellaworld.com, with an optional Subscribe & Save subscription, and through physical retail partnerships including H&M Beauty and Ulta Beauty Middle East.

Product overview

BELLA is a vegan beauty brand offering a unified portfolio of high-performance makeup products across eye, face, and lip categories. The core collection centers on the viral Wanderlash Mascara as the hero product, complemented by the Solar Opulence Eye Quad eyeshadow palettes and Luminosity crystal-infused highlighters for face. The lip range features two distinct formulas: the Cosmic Kisses Lipstick (crushed diamond-infused bullet lipstick in 11 shades) and the Liquid Lava Lip Paint (blueberry-infused liquid lipstick in 11 shades). The Butterfly Looks collection bundles five blush shades at promotional pricing. Services include a complimentary Free Makeover Experience at physical store locations. Products are formulated with natural ingredients including crystals, plant extracts, and essential oils, and are 100% cruelty-free with varying vegan status. The brand distributes through its e-commerce platform and select retail partners including Lifestyle, H&M, Watsons, Nysaa, L'Etoile, Faces, and Ulta Kuwait.

Differentiator

Problem solved

Functional benefit

Brands

• BELLA Butterfly Fund: Charitable initiative where 1% of all profits support causes including mental health, education, and empowering brighter futures.

Quantifiable outcome

• 30-second lash lift effect with Wanderlash mascara
• +1 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• H&M BeautyflagshipChannel Partner/ Reseller/ DistributorStrategic retail partnership bringing BELLA products to H&M stores, featuring exclusive launch event in Dubai with Burj Khalifa showcase. The partnership marked a major milestone with community members from London, Paris, Saudi Arabia, and beyond attending the launch celebration.
• ULTA Beauty Middle EastflagshipChannel Partner/ Reseller/ DistributorMajor retail partnership debuting BELLA in ULTA Beauty Middle East, beginning with launch in Kuwait. Represents significant expansion of physical retail presence in the Middle East region.
• LifestylecoreChannel Partner/ Reseller/ DistributorRegional retail partner in Middle East markets for in-store product distribution.
• WatsonscoreChannel Partner/ Reseller/ DistributorRegional retail partner across Middle East for in-store beauty product distribution.
• NysaaminorChannel Partner/ Reseller/ DistributorRegional retail partner for BELLA product distribution in select markets.
• L'EtoileminorChannel Partner/ Reseller/ DistributorRegional retail partner for in-store beauty product availability.
• FacescoreChannel Partner/ Reseller/ DistributorMajor beauty retailer partner in Middle East for BELLA product distribution.
• ShopifycoreTechnology or IntegrationE-commerce platform powering bellaworld.com online store, providing payment processing (Shopify Payments), analytics, and operational infrastructure.
• Royal MailcoreTechnology or IntegrationUK shipping partner providing tracked delivery service for UK orders (2-4 day delivery, £4.99 shipping with £40 free shipping threshold).
• AramexcoreTechnology or IntegrationInternational logistics partner for worldwide tracked delivery services.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Huda Beauty: MENA-founded celebrity color cosmetics powerhouse with mascara, lips, and palettes dominating the Gulf beauty market. Directly comparable on H&M Beauty, Watsons, and Middle East retail presence and influencer-led growth model.

Broad incumbents

• e.l.f. Cosmetics: Mass-market affordable color cosmetics brand with strong omnichannel distribution (Target, ULTA, Walmart). Comparable on hero SKU strategy (e.l.f. mascara, lips, eyes), viral TikTok marketing, and broad beauty retail penetration.
• Glossier: DTC-first beauty brand with cult-favorite color cosmetics (Cloud Paint, Boy Brow). Comparable on direct-to-consumer DNA, community-driven brand storytelling, and accessible luxury positioning.
• Charlotte Tilbury: Premium celebrity-makeup-artist-founded color cosmetics brand with global retail (Sephora, ULTA, Space NK). Comparable on celebrity/MUA endorsement-driven growth and mascara/lipstick hero SKU strategy, though operating at higher price point.
• Pat McGrath Labs: Celebrity makeup artist-founded luxury color cosmetics brand with eye palettes and lip products as hero categories. Comparable on MUA-endorsed prestige positioning and viral product storytelling.
• Rare Beauty by Selena Gomez: Celebrity-founded, mainstream color cosmetics brand with viral hero products (Soft Pinch Blush). Larger scale and broader assortment than BELLA but comparable on community-driven celebrity-led brand building and Sephora-tier positioning.

Emerging players

• Mented Cosmetics: DTC vegan color cosmetics brand focused on inclusive shade ranges with celebrity/endorser traction. Comparable in scale, clean beauty positioning, and direct-to-consumer plus selective retail distribution.

Direct peers

• Tower 28 Beauty: Hypoallergenic, vegan beauty brand with focus on sensitive-skin-friendly makeup (SOS Daily Rescue Spray, ShineOn Lip Jelly). Comparable in clean beauty positioning, viral product strategy, and Sephora-tier retail distribution.
• Kosas: Clean, vegan color cosmetics brand with viral hero products (e.g., Revealer foundation, lipsticks) and a similar D2C-plus-retail omnichannel model. Highly comparable in positioning, price band, and target consumer.
• ILIA Beauty: Clean, vegan beauty brand offering color cosmetics and skin-tinted makeup with viral hero products (Super Serum Skin Tint). Directly comparable on formulation philosophy, clean positioning, and retail distribution strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/bellaworld
• LinkedInlinkedin.com/company/bellaworld

Compliance4 records

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 BELLA