Montoc Cosmetics Tools By Metaway Group

What Montoc Cosmetics Tools By Metaway Group does

Montoc Cosmetics Tools is a Colombian beauty brand operating under Metaway Group S.A.S and closely associated with Grupo Baumi S.A.S, headquartered in Medellín, Antioquia. Founded in 2018, the company sells a broad portfolio of color cosmetics, skincare, professional-grade synthetic brushes, false eyelashes, and beauty accessories through a Shopify-powered direct-to-consumer e-commerce platform, a physical showroom at Centro Comercial Florida in Medellín, and a wholesale channel accessed via WhatsApp. The portfolio spans 365 SKUs organized under sub-brands including Humide (foundations), Glow Filter (luminous pre-base), Nostalgic (lip and cream blush), and Masterly (brush care), with products positioned as cruelty-free, paraben-free, and tailored to Latin American skin tones.

The business monetizes primarily through unit-priced direct sales priced in Colombian Pesos (roughly $5,000 to $178,500 COP per SKU), supplemented by a wholesale/reseller program and an in-person retail point. Distribution relies on nationwide courier partnerships with free shipping above $150,000 COP, and marketing is concentrated on Facebook and Instagram organic social, WhatsApp-based customer service, SEO-optimized product pages, and event sponsorship — most notably as the official makeup brand of Colombiamoda 2026. The company employs 1-10 people, carries only 143 of 365 listed SKUs in stock, and holds a 4.8/5.0 rating from 599 customer reviews, indicating a small but engaged customer base.

From a commercial model perspective, Montoc is a vertically integrated, brand-led D2C operator rather than a platform, marketplace, or technology business. There are no disclosed APIs, integrations, AI capabilities, patents, external funding rounds, named enterprise customers, or public financial metrics; ownership remains entirely within the Metaway Group / Grupo Baumi private structure, and the brand's growth depends on product velocity, event-driven marketing, and incremental expansion of its wholesale and skincare adjacencies within the Colombian domestic market.

Name

Montoc Cosmetics Tools By Metaway Group

Legal name

Montoc

Website

https://montoccosmetictools.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Montoc is a Colombian beauty brand under Metaway Group S.A.S selling color cosmetics, skincare, synthetic brushes, and false eyelashes through a Shopify e-commerce site, a Medellín retail showroom, and a WhatsApp-based wholesale channel, serving individual consumers and professional makeup artists in Colombia.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Tools

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Makeup Brushes & Brush Sets (CRABAKAA)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Makeup brushes
• Professional cosmetics
• False eyelashes
• Beauty skincare
• Makeup accessories

Headquarters

HQ city

medellin, Antioquia

HQ country

Colombia

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Montoc generates revenue through direct sales of cosmetics and beauty tools via its e-commerce platform and physical retail location in Medellín, Colombia. The company offers a wide range of products including makeup, skincare, brushes, and accessories with prices ranging from approximately $5,000 to $178,500 COP.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Montoc Cosmetics Tools designs, manufactures, and sells a full line of cruelty-free makeup, skincare, professional brushes, false eyelashes, and beauty accessories under its own brand portfolio (including Masterly, Humide, Glow Filter, and Nostalgic sub-lines). Products are manufactured and distributed primarily from Medellín, Colombia, and sold directly to consumers through a Shopify-powered e-commerce storefront and a physical retail store at Centro Comercial Florida, with a parallel wholesale channel for distributors.

Product overview

Montoc Cosmetics Tools By Metaway Group is a Colombian beauty brand and e-commerce cosmetics company offering a comprehensive portfolio of makeup, skincare, and beauty tools. The product portfolio spans multiple categories: face makeup (foundations, concealers, powders, highlighters, bronzers, blushes), eye makeup (eyeshadow palettes, eyeliners, mascaras), lip products (glosses, lip balms, lipsticks, lip oils, lip liners), brow products (pomades, pencils, brow palettes), brushes and tools (individual brushes, brush kits, cleaning products), skincare (toners, serums, sunscreen, moisturizers), false eyelashes (Memorable, Organic, 3D, Pocket Lash, Individual, Traditional), accessories (blenders, applicators, mirrors, cosmetic cases, eyelash curlers), and gift sets. The brand positions itself as the official makeup brand for Colombiamoda 2026 and emphasizes cruelty-free, paraben-free products manufactured in Colombia. Products are sold primarily through its Shopify-powered e-commerce platform at montoccosmetictools.com, with physical retail presence at Centro Comercial Florida in Medellín.

Differentiator

Problem solved

Functional benefit

Brands

• Masterly: Brush cleaning and disinfecting product line including gel soap and brush disinfectant products.
• Humide
• Glow Filter
• Nostalgic

Products and services

• Maquillaje de Rostro (Face Makeup Line) Complete face makeup collection including foundations (Base Glow Filter Alta Cobertura, Tinta Humide Healthy Foundation), correctors (Corrector Serum Humide en Gel), powders (Soft Powder, Polvo Compacto Gel Oil Control), blushes (Rubor Líquido Glow Filter, Rubor en Crema Nostalgic, Pocket Blush), bronzers (Hello Beach Bronzer), highlighters (Light Set), pre-bases (Glow Filter) and setting sprays (Dixy Fix in 30ml/80ml/200ml). Designed for everyday consumers and professional makeup artists seeking long-lasting, paraben-free, cruelty-free cosmetics.
• Maquillaje de Ojos (Eye Makeup Line) Eyeshadow palettes (Harmony Eyeshadow Palette, Ártica 35 Tonos, Romantic, Sombras Metálicas Light Set), gel eyeliners (Delineador en Gel Miau), liquid eyeliners (Delineador Plumón Negro Miau), and water-resistant eye pencils in 3 shades. Aimed at makeup users seeking artistic and high-pigment eye looks.
• Maquillaje de Labios (Lip Makeup Line) Lip glosses (Juicy Lips with hyaluronic acid, Click Gloss Pro, Glow Fusion, Humide Spiral Gloss), lip mousses (Labial Mousse Lip Nostalgic), lip oils (Comfort Lip Oil), lip balms (Lippie Balm natural and limited-edition verano variants, Cora Lip, Lippie Booster), lip liners (Lápiz de Labios Montoc) and dual-purpose lippie cheeks tints. Targeted at consumers looking for hydrating, pigmented lip products.
• Brochas Individuales y Kits de Brochas (Makeup Brushes) Individual makeup brushes (B72 powder, B73 full coverage, B74 sculpting, B61 base, B38 base, Cejas Laminadas, Contornos B7, Corrector B54, Ojos B65) and brush kits (Kit Brochas Fluffy, Kit Viajero Fluffy, Kit Mini Limoncillo, Brocha Minimi Viajero, Kit Profesional 30 piezas) made with densely packed, ultra-soft synthetic bristles. Aimed at professional makeup artists and consumers seeking hygienic, cruelty-free brushes.
• Pestañas Postizas (False Eyelashes) Reusable synthetic false eyelashes across multiple collections: Memorable (cotton-band styles Toby, Copo, Tom, Boby), Organic (Ana, Celeste, Sara, Violeta, Mariana), 3D (Mixta x5, Isabella x5, Dasha, Gabriella, Emily x5, Cinthia), Pocket Lash (Mia, Alma, Deva, Emma, Aurora, Keira), Individual (Short/Medium/Large), Traditional (#160, #710), Pre-Glued, and Lifting Lash. Sold alongside lash glues (Lashglue Black and White). Targeted at consumers and makeup artists.
• Skincare Línea (Skincare Line)
• Masterly Brush Care Line Brush cleaning and disinfecting products under the Masterly sub-brand: Masterly Brush Disinfectant (eliminates 99.9% of bacteria and fungi), Jabón de Brochas en Gel Masterly Brush Gel Soap, Desinfectante De Brochas Masterly Montoc (with aloe vera and provitamin B5), and Brush Gel Soap Masterly Montoc. Targeted at makeup artists and consumers maintaining reusable tools.
• Accesorios de Belleza (Beauty Accessories) Beauty accessories line: makeup sponges (Blender Beteada Morada, Blender Diamond, Blender Sponge Fucsia, Borla Corazón, Set Borlas Triangulares x3), eyelash curlers (Amore Curl, Eyelash Curler Montoc, Rizador de Pestañas Montoc, Encrespador Piña Morado), precision tools (Pinza para Pestañas de Agarre Ancho, Tijera Profesional Punta, Perfilador y Removedor de Pelusas Facial, Espejo de Mano), organizers (Baúl Maquillaje Dorado, Baúl Maquillaje Tornasol LP320), and disposable lip applicators. For makeup users at home and on the go.
• Kits y Sets de Regalo (Gift Kits and Curated Sets) Curated gift sets and themed kits including Kit Fashion Week (runway finish), Kit Milan Backstage (pro lip set), Set Besties Edición Limitada (friendship set), Kit Cejas Completas, Paleta Light Set Montoc (blush, highlighter, bronzer palette), Paleta de Rubor Light Set 8T, and Bono Regalo Digital Montoc (digital gift card from $50,000 COP). Marketed for gifting and professional looks.

Quantifiable outcome

• 4.8/5.0 customer rating from 599 reviews

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ilia Beauty: Ilia Beauty is a direct peer in the clean beauty segment, offering color cosmetics and skincare with cruelty-free, paraben-free formulations and a focus on skin-safe ingredients, mirroring Montoc's ethical positioning while targeting a slightly higher price tier.
• L.A. Girl: L.A. Girl is a direct peer offering affordable color cosmetics, setting sprays, primers, and beauty tools through DTC and wholesale channels, with comparable pricing architecture and a similar focus on professional-result products at accessible price points.
• Morphe: Morphe is a direct peer specializing in high-pigment eyeshadow palettes, brush sets, and color cosmetics sold primarily through DTC channels with strong social media engagement, overlapping heavily with Montoc's palette and brush portfolio.
• ColourPop Cosmetics: ColourPop is a direct peer in affordable DTC color cosmetics, operating a Shopify-based e-commerce platform with rapid product launches, palette drops, and cruelty-free positioning similar to Montoc's product-led growth strategy.
• e.l.f. Cosmetics: e.l.f. Cosmetics is a direct peer in affordable, cruelty-free color cosmetics sold through DTC e-commerce with broad catalog coverage across face, eyes, lips, and tools, and a similar value proposition of professional quality at mass-market prices.
• Real Techniques: Real Techniques is a direct peer focused on professional-quality makeup brushes and beauty tools at accessible price points, with synthetic bristle technology comparable to Montoc's proprietary offerings and a similar emphasis on cruelty-free positioning.
• Wet n Wild: Wet n Wild is a direct peer in affordable, cruelty-free color cosmetics with broad catalog coverage including brushes, palettes, and complexion products, competing in the same value tier as Montoc's mass-market offerings.
• Milani Cosmetics: Milani is a direct peer in mass-market color cosmetics sold through drugstore and DTC channels, with comparable inclusive shade ranges, complexion products, and cruelty-free positioning targeting diverse consumer bases.
• BH Cosmetics: BH Cosmetics is a direct peer operating in the same affordable color cosmetics and brush kit category, selling palettes, brush sets, and beauty tools through DTC and wholesale channels with a comparable value-for-money proposition targeting selfie-era beauty consumers.

Regional players

• Natura &Co: Natura is a regional peer and Latin American beauty incumbent headquartered in Brazil, operating a multi-brand portfolio across cosmetics, skincare, and personal care with direct-selling and retail channels, representing the dominant LATAM beauty competitor Montoc faces in its home market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/montoccosmetictools
• Instagraminstagram.com/montoccosmetictools
• LinkedInlinkedin.com/company/montoc-cosmetics-tools

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 Montoc Cosmetics Tools By Metaway Group