City Girls

What City Girls does

City Girls is a private Brazilian direct-to-consumer cosmetics brand that sells an extensive catalog of lip, eye, face, and eyebrow makeup through a single online storefront at citygirls.com.br. The company organizes its range into six themed collections — City (core line), Mermaid Dreams (holographic/iridescent), Fairy Land (glitter), Summer Picnic (seasonal), Tutti Frutti (fruit-inspired pastels), and Gummy Jelly (candy-inspired novelty) — using story-driven positioning, themed packaging, and limited-edition form factors (gummy-bear-shaped highlighters, flavored lip masks) to differentiate within the affordable mass-market beauty segment. Individual SKUs are priced between R$4.78 and R$55, with combo/kits (Kit Maxi Lips, Kit Fairy Land, Lip Combos) at the upper end of the range, and a 5% discount is offered for Pix payments.

The technology stack is a commodity SaaS e-commerce deployment rather than proprietary infrastructure: the storefront runs on Mitienda Nuvem (Nuvemshops) with integrated payments through Nuvem Pago and a Portuguese-language, BRL-priced interface. There is no public API, SDK, native mobile app, or developer portal; social sharing is limited to WhatsApp, Facebook, Twitter, and Pinterest share buttons, and the only first-party marketing automation disclosed is an email newsletter subscription form. Select products are marketed as vegan and paraben-free (e.g., Cotton Powder loose powder with Vitamin E), and many SKUs incorporate ingredients such as coconut oil, cocoa butter, and castor oil.

City Girls operates a pure-play e-commerce model with no wholesale, marketplace, or physical retail presence disclosed; revenue, funding, ownership, management, and founding date are not publicly disclosed. The business is registered in Brazil under CNPJ 27273666000170 and currently lists 5 employees, indicating a sub-scale operation. The customer base is horizontal — young women seeking affordable, themed cosmetics — with no named B2B logos, enterprise contracts, or wholesale anchors reported.

Name

City Girls

Legal name

City Girls

Website

https://citygirls.com.br

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

City Girls is a private Brazilian direct-to-consumer cosmetics brand selling affordable lip, eye, face, and eyebrow makeup through a single themed e-commerce storefront at citygirls.com.br, targeting young women with playful, story-driven collections such as Mermaid Dreams, Fairy Land, and Gummy Jelly.

Ownership category

akta.pro rank

Headquarters

HQ city

Not specified

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct online sales of cosmetics and beauty products to consumers through the company's e-commerce platform. Products are sold as one-time purchases with unit pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

City Girls is a Brazilian cosmetics brand that sells its own line of color cosmetics (lip, eye, face, and eyebrow products) directly to consumers through an online storefront at citygirls.com.br. Its range is organized into themed collections (City, Mermaid Dreams, Fairy Land, Summer Picnic, Tutti Frutti, Gummy Jelly) and offered both as individual units and as curated kits/combos, priced in Brazilian Real (R$4.78 to R$55.00).

Product overview

City Girls is a Brazilian cosmetics and makeup brand offering an extensive portfolio of beauty products organized into themed collections. The core product lines include lip products (lipsticks, lip glosses, lip oils, lip tints, lip balms, lip liners, and lip masks), eye products (eyeliners, mascaras, eyeshadows, and eyeshadow palettes), face products (foundations, concealers, blushes, highlighters, contouring, and setting powders), and eyebrow products. The brand differentiates through themed sub-collections including City (core line), Mermaid Dreams (mermaid-inspired holographic finishes), Fairy Land (fairy-themed glitter and sparkle), Summer Picnic (fresh summer tones), Tutti Frutti (fruit-inspired pastels), and Gummy Jelly (candy-inspired playful packaging and formulas). Products are sold individually and as curated kits/combos. The brand emphasizes vegan and paraben-free formulations in select products. All products are priced in Brazilian Reais (R$) with most items in the R$10-40 range.

Differentiator

Problem solved

Functional benefit

Brands

• Mermaid Dreams: Makeup collection inspired by mermaid mythology with holographic and iridescent finishes
• Fairy Land
• Tutti Frutti
• Summer Picnic
• Gummy Jelly
• City

Products and services

• Lipstick line Lipsticks sold in stick, liquid matte, creamy, and glitter finishes across multiple themed collections including Pop Kiss, True Love, Mermaid Dreams, and Queen Lips. Designed for everyday to special-occasion wear and aimed at the brand's consumer base seeking variety in color and finish.
• Lip Gloss line Lip gloss products offering variants such as Iconic Lips, Sweet Heart, Encanto, Plump Ice Lips, Glitter Glimmer Lips, and Dream Drops with finishes including glitter, tint, and plump effects for lip shine and color.
• Lip Oil line Hydrating lip oils sold under names like Fruity Shine, Honey Bee, and Beija Me, with Fruity Shine offering flavored variants such as watermelon and strawberry for shine plus fragrance.
• Lip Tint line Tinted lip products providing natural color with a glossy finish, offered in multiple fruit-themed variants such as the Gloss Tint Frutaria line.
• Lip Balm line Lip care products including balms and mousses such as In Love and Lip Mousse Soft Kiss, providing hydration and care with various finishes.
• Lip Mask (Máscara Labial) Deep-hydration lip masks from the Gummy Jelly collection available in fruit flavors including peach, pineapple, grape, and watermelon.
• Lip Liner (City Liner) Lip liners for defining and shaping lips with precise application.
• Lip Kits and Combos Pre-packaged lip sets combining complementary items such as liner and lipstick, including the Cherry Love Kit, Maxi Lips Kit, and Lip Combo So Sweet, sold at bundled pricing.
• Eyeliner line Eyeliner pencils including the City Eyeliner pen and the Tutti Frutti retractable pencil (6 pastel colors with coconut oil for easy blending), plus the Fairy Land metallized eyeliner in silver, gold, rose gold, and purple.
• Flocked Eyeshadow (Sombra Flocada Fairy Land) Liquid gel-textured loose eyeshadows with holographic glitter finish, available in 4 colors. Quick-drying formula with no transfer.
• Eyeshadow line Multi-color eyeshadow palettes such as Magical Garden, Mermaid Dreams, Fairy Land Version A/B, and Gummy Jelly, plus eyeshadow pencils including Glam Eyes in black and brown. Combines matte, shimmer, and glitter finishes.
• Mascara (Máscara de Cílios Unique Lashes) Mascara formulated to volumize and define lashes.
• Foundation line Liquid and moisturizing foundations with multiple shade options. Daily line available in shades 7–12; Hydrating line available in 18 shades across A/B/C tone ranges.
• Concealer line Creamy and liquid concealers including City Cover and Beauty Retouch for coverage and skin evening.
• Blush line Powder and dual-ended blush products including Duo Blush City and Cherry On Top, the Tutti Frutti blush (4 colors), and the Mermaid Dreams highlighter-blush hybrid.
• Highlighter line Facial highlighters in formats including powder trios (Crystal Light Trio), pressed powder (Let's Glow, Glow Effect), and themed variants from Mermaid Dreams, Gummy Jelly, and Fairy Land collections.
• Contour line Contour and highlighter duos (City Face and City Duo) for facial sculpting and definition.
• Setting Powder line Loose powder (Cotton Powder, 15g, 3 shades, vegan/paraben-free with Vitamin E) and compact powder (City Powder, 9.9g, matte finish, 12 shades) for makeup setting and oil control.
• Eyebrow line Eyebrow products including City Fix eyebrow gel for shaping and fixing, plus eyebrow shadow for filling and shaping brows.
• Themed Collections Six story-driven product collections — City (core branded line), Mermaid Dreams (mythical mermaid-inspired holographic and iridescent finishes), Fairy Land (fairy-themed glitter and sparkle), Summer Picnic (fresh summer tones), Tutti Frutti (fruit-inspired pastel colors), and Gummy Jelly (gummy and jelly candy-inspired formulas and packaging) — each sold as a distinct line within the e-commerce storefront.
• Kit Maxi Lips Lip kit containing lip liner, plump gloss, and packaging that creates a volumized lip effect, available in three color options at R$55.00.
• Kit Fairy Land Fairytale-themed makeup kit containing 1 eyeshadow palette (3.2g), 2 loose glitter shadows (3.2g each), and 3 glitter eyeliners (0.5g each), packaged in a storybook-style box.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Avon: Global mass beauty company with deep Brazil presence and a representative-led channel, operating in the same accessible price band across overlapping product categories.
• NYX Professional Makeup: Global affordable professional makeup brand (L'Oréal) with lips, eyes, and face SKUs in a similar value band — competes in the same product categories but at much larger scale and broader distribution.
• Maybelline: Global mass-market cosmetics giant (L'Oréal) covering the same lips/eyes/face categories at comparable price points, with vastly larger marketing, retail, and distribution reach than City Girls.

Direct peers

• Eudora: Brazilian mass beauty brand (part of the Grupo Boticário ecosystem) selling affordable cosmetics DTC and through representatives, targeting a similar young-adult female beauty buyer as City Girls.
• Tracta: Brazilian cosmetics brand with a long-running portfolio of lip, eye, and face products at accessible price points and recurring themed launches, competing head-to-head with City Girls in the same channels.
• Vult: Established Brazilian mass-market cosmetics brand with a comparable price band and broad lips/eyes/face catalog, distributed both DTC and through drugstores — directly overlapping with City Girls' target buyer and category mix.
• Dailus: Brazilian cosmetics brand offering trendy, value-priced makeup across lips, eyes, and face, frequently updated with new collections — closely aligned with City Girls' theme-led, value positioning.
• Quem Disse, Berenice?: Brazilian value-beauty retailer/brand (Grupo Boticário) with playful, colorful cosmetics and a strong DTC and physical-store presence, serving a directly comparable Gen-Z customer in the same price tier.
• Ruby Rose: Brazilian affordable cosmetics brand selling through its own e-commerce and major marketplaces, with a wide lip, eye, and face assortment at similar low price points — the closest direct comp to City Girls in the Brazilian value beauty segment.

Emerging players

• ColourPop: US-based affordable DTC cosmetics brand built around frequent themed collection drops and social-led marketing — a useful international analog for City Girls' themed-collection DTC model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/share
• Facebookfacebook.com/sharer.php
• Pinterestpinterest.com/pin/create/button/?url=https://citygirls.com.br
• LinkedInlinkedin.com/company/city-girls

Revenue estimate

Valuation estimate

Number of profiles

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 City Girls