Detail Cosmetics

What Detail Cosmetics does

Detail Cosmetics is a Filipino beauty brand founded in 2018 and operated by Cosmetix Unlimited Inc., headquartered in Quezon City, Philippines. The company develops and sells cruelty-free, vegan makeup products formulated without sulfates or parabens, with current core SKUs spanning mascara (Lash Maximizer, Make-Lash Maximizing Mascara), foundation (Fresh Filter Foundation at ₱499), and lip products (Satin Luxe Lite at ₱199). The technology layer is formulation-focused: waterproof, lightweight mascara systems using specialty wands and Black Tourmaline shade pigments, and a natural-finish foundation formula, rather than software or platform technology.

The company operates a direct-to-consumer omnichannel distribution model. Products are sold through more than 120 physical retail branches hosted inside Watsons and Robinsons stores, other SM and Ayala mall-based retail partners across Metro Manila, Cebu, Batangas, and other Philippine provinces, an owned e-commerce storefront (detailcosmetics.com), and the Shopee marketplace. Payments are processed through GCash, Mastercard, and Afterpay, and marketing relies on owned social channels (Instagram, TikTok, Facebook, Twitter/DetailDispatch, YouTube) plus a Spotify podcast (DetailDispatch), email/SMS, and Rakuten Advertising affiliate. There is no evidence of external funding, institutional ownership, or international expansion beyond a US-resident SMS marketing mention.

Revenue mechanics are simple unit economics on one-time purchases at ₱199–₱499 price points, with no subscription disclosed. The target customer is Filipino makeup consumers across experience levels (from beginners to professional MUAs), branded as 'Queens' in company messaging, addressing the demand for affordable, accessible, and ethically positioned mass-market beauty. The company is privately held, independently owned, and operates exclusively in the Philippines based on disclosed operating geography.

Name

Detail Cosmetics

Legal name

Cosmetix Unlimited Inc.

Website

https://detailcosmetics.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Detail Cosmetics is a Filipino beauty brand selling cruelty-free, vegan makeup including mascaras, foundations, and lip products through 120+ retail branches, owned e-commerce, and Shopee, targeting Filipino consumers from beginners to professionals at ₱199–₱499 per item.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Cruelty-free cosmetics
• Vegan makeup products
• Affordable beauty products
• Waterproof mascara
• Philippines makeup brand

Headquarters

HQ city

Quezon City

HQ country

Philippines

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: One-time purchase model for cosmetics and beauty products including foundation, lip products, mascaras, and lash care items. Prices range from ₱199 to ₱499 per product.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Detail Cosmetics is a Filipino beauty brand that formulates, markets, and sells cruelty-free and vegan cosmetics, primarily mascaras (Lash Maximizer, Make-Lash Maximizing Mascara), foundations (Fresh Filter), and lip products (Satin Luxe Lite). Products are priced between ₱199 and ₱499 and are sold directly to consumers through over 120 physical branches in Watsons, Robinsons, and other Philippine malls, the brand's own e-commerce website, and the Shopee marketplace.

Product overview

Detail Cosmetics is a Filipino makeup brand offering high-performing and cruelty-free beauty products. The company provides quality makeup products including mascaras (Lash Maximizer and Make-Lash Maximizing Mascara), foundations (Fresh Filter), and lip products (Satin Luxe Lite). Products are available through over 120 branches nationwide and online via their website and Shopee marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• Lash Maximizer Lower-lash mascara featuring a precise, slim brush engineered to reach and fan out every individual eyelash. Uses a lightweight, waterproof formula that holds lashes in place throughout the day, priced at ₱249. Targeted at Filipino makeup consumers seeking long-wearing lash performance.
• Make-Lash Maximizing Mascara Waterproof mascara with a double-sided wand delivering a weightless, defined lash effect without flaking or smudging, suitable for sensitive eyes. Cruelty-free, vegan, sulfate-free, paraben-free; features Black Tourmaline shade, priced at ₱299. Targeted at Filipino consumers seeking ethically formulated, high-performance mascara.
• Fresh Filter Foundation Natural finish foundation from Detail Cosmetics priced at ₱499, available through retail branches, the brand's own e-commerce site, and Shopee. Targeted at Filipino consumers seeking a natural-finish daily foundation.
• Satin Luxe Lite Lip Product Ultra-sheer lip product from Detail Cosmetics priced at ₱199, sold through retail branches, the own e-commerce site, and Shopee marketplace. Targeted at Filipino consumers looking for an affordable everyday lip product.
• Mini Collection Holiday/Mini collection of Detail Cosmetics makeup products offered as a limited-time collection across the brand's own e-commerce website and Shopee marketplace. Targeted at Filipino consumers seeking a curated, limited-edition makeup set.

Quantifiable outcome

• Over 120 retail branches nationwide

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• WatsonscoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner with multiple store locations nationwide including Cubao, Malabon, Ayala Clove, FisherMall, Fairview Mall, MOA, and many other locations across the Philippines.
• RobinsonscoreChannel Partner/ Reseller/ DistributorRetail distribution partner with stores including Metro East, Galeria Cebu, Las Pinas, and Starmills Pampanga locations.
• ShopeeminorChannel Partner/ Reseller/ DistributorOnline marketplace partner for e-commerce sales, available for customers who cannot find a physical DETAIL store nearby.
• Rakuten AdvertisingminorGTM or Marketing PartnerAffiliate marketing partner that collects personal information when users access the Detail Cosmetics site from affiliate marketing networks, used for personalization of offers and analytics.
• Various Mall Retail PartnerscoreChannel Partner/ Reseller/ DistributorPartnerships with SM malls, Ayala malls, and other shopping centers for retail distribution including locations in Metro Manila, Cebu, Batangas, Dagupan, and other provinces.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sunnies Face: Filipino cosmetics brand with strong social-media-led growth and DTC-plus-retail distribution in the Philippines. Comparable in customer demographic, channel mix, and brand-building approach.
• Happy Skin: Filipino color cosmetics brand founded in 2013, offering affordable makeup through retail and online channels in the Philippines. Comparable in positioning, channel strategy, and target consumer to Detail.
• Ever Bilena: One of the largest Filipino mass-market cosmetics brands, distributed through Watsons, Robinsons, and other nationwide retailers. Comparable in channel access, price tier, and Filipino ownership to Detail Cosmetics.
• BLK Cosmetics: Filipino color cosmetics brand with cruelty-free positioning and nationwide distribution through Watsons and Robinsons. Most directly comparable on geography, channel mix, and price tier to Detail Cosmetics.
• Colourette Cosmetics: Filipino color cosmetics brand with strong social media presence and retail distribution in the Philippines. Comparable on positioning, channel strategy, and target demographic.
• Careline Cosmetics: Filipino affordable cosmetics brand with nationwide distribution through major retailers. Comparable in price tier (mass-market), target consumer, and channel mix.

Broad incumbents

• NYX Professional Makeup: Affordable professional color cosmetics brand with Philippines presence through major retailers. Comparable on price tier and product category, though broader in geographic and category reach.
• L'Oréal Paris: Global mass color cosmetics brand with nationwide Philippines distribution. Competes on price and product category breadth, but operates as part of a much larger global beauty portfolio.
• Maybelline New York: Global mass-market color cosmetics leader with wide Philippines distribution including Watsons and Robinsons. Competes directly in the same price tier and product categories, but operates as part of a global portfolio.

Emerging players

• ColourPop Cosmetics: Direct-to-consumer color cosmetics brand built around social-media-led brand engagement and affordable price points. Comparable in DTC-first mindset and content strategy, though primarily US-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DetailDispatch
• YouTubeyoutube.com/detailcosmetics
• Facebookfacebook.com/detailcosmeticsph
• Instagraminstagram.com/detailcosmetics
• TikToktiktok.com/@detailcosmetics
• LinkedInlinkedin.com/company/detailcosmetics

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 Detail Cosmetics