ROYAL STAR

What ROYAL STAR does

Royal Star (رویال استار) is a privately held Iranian direct-to-consumer e-commerce retailer operating from Tehran and selling beauty and personal care products through its WooCommerce storefront at myroyalstar.com. The company serves individual Iranian consumers with a horizontally diversified assortment that spans colored contact lenses, makeup tools, nail care items, hair accessories, and children's personal care products featuring licensed character designs (Hello Kitty, Barbie, Frozen, Spider-Man, Ben 10). Its two proprietary contact-lens sub-brands — NeoVision (نیوویژن) and the premium daily-disposable NeoVision Pro (نیوویژن پرو) — anchor the catalog, complemented by third-party distributed brands such as L'Oreal color shampoos and various lens solution brands.

The underlying technology is a standard WooCommerce/WordPress e-commerce stack with no disclosed proprietary platform components, APIs, SDKs, or AI/ML capabilities; the only differentiated tooling visible is a third-party loyalty points module ("prk-loyalty-points"). Customer acquisition and order conversion rely on organic social channels — Instagram, Telegram, and WhatsApp — rather than paid acquisition, and the site lists 299+ products across 15 shop pages with no publicly disclosed pricing; all items display "تماس بگیرید" (Call for price), indicating a quote-based selling model where customers must contact the seller to complete a purchase.

Royal Star's business model is one-time product sales to end consumers within Iran, with no B2B contracts, no subscription or recurring revenue stream, and no disclosed enterprise customers. The company is privately held, has not raised venture or private equity funding, has no parent company or subsidiaries, and operates as a 7-person team with three contact phone numbers (one general, two sales). All fulfillment is domestic via courier service within Iran, and the firm has no patents, trademarks, certifications, awards, regulatory actions, or formal partnerships disclosed in the source data.

Name

ROYAL STAR

Legal name

رویال استار (Royal Star)

Website

https://myroyalstar.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Royal Star is a privately held, 7-person Iranian direct-to-consumer e-commerce retailer selling colored contact lenses (NeoVision, NeoVision Pro), makeup tools, nail care, hair care, and children's beauty products via a WooCommerce storefront and WhatsApp/Telegram/Instagram, operating on quote-based pricing domestically in Iran.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Optical Goods Retailers (45613)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)

Keywords

• Colored contact lenses
• Beauty accessories retail
• Makeup tools
• Personal care products
• Cosmetic e-commerce

Headquarters

HQ city

Not specified

HQ country

Iran

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Royal Star generates revenue through direct product sales of beauty and personal care items including contact lenses, makeup tools, nail care products, hair care products, and children's beauty products. All orders are processed through their e-commerce platform with pricing handled via direct customer contact.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Royal Star operates a direct-to-consumer online storefront (myroyalstar.com) selling beauty and personal care products to Iranian consumers. The catalog centers on colored contact lenses under the NeoVision and NeoVision Pro lines, along with makeup tools, nail care items, hair care products (including L'Oreal color shampoos), beauty accessories, and children's personal care items. All prices are quoted on a "Call for price" basis, with orders processed via direct customer contact through the website, Instagram, Telegram, and WhatsApp.

Product overview

Royal Star is an Iranian e-commerce cosmetics and beauty products retailer operating a WooCommerce-based online store. The company offers a unified multi-category product portfolio centered around contact lenses (NeoVision and NeoVision Pro brands), makeup tools and cosmetics, nail care products, hair care items including L'Oreal color shampoos, children's beauty products featuring licensed character fragrances, and general beauty accessories. The store operates as a single e-commerce platform with products organized by category rather than as separate modular product lines.

Differentiator

Problem solved

Functional benefit

Brands

• NeoVision (نیوویژن): Contact lens brand offering regular colored contact lenses
• NeoVision Pro (نیوویژن پرو)

Products and services

• NeoVision Contact Lenses (لنز نیوویژن) Standard line of colored contact lenses for cosmetic eye enhancement, available in colors including Blue, Green, Gray, Hazel, and Caramel. Sold directly to Iranian consumers through the Royal Star online store.
• NeoVision Pro Contact Lenses (لنز نیوویژن پرو) Premium line of colored contact lenses featuring daily disposable options in colors such as Aqua, Green Dream, Amber Green, Jade Green, Ocean Blue, and Sky Blue. Sold to Iranian consumers seeking higher-end cosmetic lens options.
• Makeup Tools (لوازم آرایشی) Range of cosmetic application tools including brushes, beauty blenders, eye pencils, lip pencils, eyebrow pencils, eyelash glue, false eyelashes, and makeup applicators for personal beauty routines.
• Nail Care Products (لوازم ناخن) Nail care assortment including nail files, artificial nails, nail clippers, children's artificial nails, and nail polish in various colors for personal nail grooming.
• Beauty Accessories (اکسسوری) Beauty accessories including tweezers, scissors, mirrors in various sizes, makeup bags, eyelash curlers, and grooming tools for personal beauty use.
• Children's Beauty Products (لوازم کودک) Children's personal care items including body sprays, perfumes, brushes, and artificial nails in licensed character designs such as Hello Kitty, Barbie, Frozen, Spider-Man, and Ben 10.
• L'Oreal Color Shampoo (شامپو رنگ لئووان) Hair color depositing shampoos from the L'Oreal brand in shades including Light Violet, Orange, Pink, and Sky Blue for temporary hair color enhancement.
• Beauty Brushes (براش) Hair and beauty brushes including wooden brushes, round brushes, and various styling brushes for hair and makeup application.
• Hair Accessories (کش و کلیپس) Hair ties and clips in various styles and codes for hair styling and organization.
• Contact Lens Accessories (ملزومات لنز) Lens care products including lens solutions from brands like Eyelet, Ginza, and Rayan, plus lens applicators for contact lens maintenance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Digikala: Iran's dominant horizontal e-commerce marketplace, carrying cosmetics, personal care, contact lenses and accessories. It is comparable to Royal Star as the primary domestic online channel for beauty/cosmetic purchases, though vastly broader in assortment and scale.
• Ulta Beauty: Major US multi-category beauty retailer with strong e-commerce. Comparable as a one-stop beauty retailer spanning cosmetics, hair, nails, and accessories with a similar horizontal assortment strategy to Royal Star.
• Snapp Market: Iranian super-app e-commerce platform with a beauty and personal care vertical. Comparable as a domestic online beauty-retail channel that competes for the same Iranian consumer wallet, but with broader assortment and stronger logistics infrastructure.
• Sephora: Global multi-brand beauty and cosmetics retailer with strong D2C e-commerce. Comparable to Royal Star as a multi-category beauty retailer targeting the same consumer use cases (makeup, hair, accessories) though at global scale and with extensive branded assortment.

Direct peers

• Coastal.com: Online optical/contact-lens retailer selling eyewear and lenses directly to consumers. Comparable to Royal Star's NeoVision lens line as an e-commerce-native optical/lens D2C brand.
• Beautylish: D2C beauty e-commerce retailer selling cosmetics, tools, and skincare online with curated assortment. Comparable to Royal Star as an online-first beauty/cosmetics storefront with a curated, tool-heavy assortment and content-driven merchandising.
• Lens.com: Online direct-to-consumer contact-lens retailer. Comparable to Royal Star as a D2C lens retailer with similar category focus, though operating at scale in a regulated US market.
• 1-800 Contacts: Large D2C contact-lens retailer operating online with subscription and one-off purchase models. Comparable to Royal Star's NeoVision lens business as a contact-lens-forward D2C retailer, though at vastly larger scale and with regulated dispensing workflows.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• Instagraminstagram.com/esmaliyan.ir
• LinkedInlinkedin.com/company/myroyalstar-com

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 ROYAL STAR