Standard Beauty

What Standard Beauty does

Standard Beauty (PTY LTD) is a South African skincare brand founded in June 2020 by Ann-Kathrin Joos with R3,000 of initial capital and headquartered at a 2000 sqm in-house laboratory and manufacturing facility in Modderfontein, Johannesburg. The company develops, manufactures, and sells science-backed, dermatologist-approved, vegan skincare products across face and body categories, with a catalog of over 30 SKUs including serums (Glow Glaze™ with Argireline Amplified and PDRN, 10% Niacinamide, 2% Alpha Arbutin, 0.3% Advanced Retinol), moisturisers (CERious™ with 4% Ceramide, Renew Your Dew Ceramide Butter, Mattifying Gel with 10% Azelaic Acid, Moisture Bomb), cleansers (Oat-So-Clean Cleansing Balm, Salicylic Acid Face Wash, Mild Face Wash), toners and mists (Milky Toner Pads with preBIULIN® FOS, Exosomes Rice & Shine Mist), targeted treatments (Pigmentation Buster™ Duo and Tissue Oil with Bright Oleoactif® and VF Lino®), body care (Champagne Shower Body Wash, Thick Sip Body Mist, Sweet Cheeks Buttercream), and the Skinalysis™ skin consultation service. Proprietary technology is centered on trademarked ingredient systems including PDRN Centella Reversa™, G-White VCE™, Nikkol VC-IP, Reneseed™ Peptides, Argireline® Amplified, and Blue-Light Protection.

Name

Standard Beauty

Legal name

Standard Beauty PTY LTD

Website

https://standard-beauty.co.za

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Skincare and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Skincare products
• Clean beauty
• Dermatologist approved cosmetics
• Vegan skincare
• Feminine care products

Headquarters

HQ city

Johannesburg/Modderfontein

HQ country

South Africa

HQ region

Africa

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned online store (standard-beauty.co.za) and mobile applications (iOS and Android). Customers purchase directly through the platform with products shipped to their location.
2. Retail Distribution: Revenue through third-party retail partners including Takealot, Superbalist, Clicks, EGG stores, and other stockists. Products sold through authorized retailers at suggested retail prices.
3. Physical Retail Stores: Revenue from company-owned standalone stores in South Africa offering products, factory stock discounts, and refill bar services.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels8 records

Core offering

Standard Beauty is a South African skincare and personal care company that develops, manufactures, and sells clean, vegan, dermatologist-approved beauty products including face care, body care, hair care, and feminine hygiene products. The company sells its formulations through its own e-commerce platforms, mobile apps, standalone retail stores, and third-party retailers, with a focus on science-backed active-ingredient formulations.

Product overview

Standard Beauty is a South African skincare brand offering an extensive range of scientifically-formulated, dermatologist-approved skincare products for face and body. The core portfolio spans cleansers (balms, oils, washes), toners and mists, serums (brightening, anti-ageing, hydrating), moisturisers (lightweight, mattifying, ceramide-rich), masks and scrubs, and targeted treatments. The brand also offers a dedicated sub-brand Dewii for teens and tweens, professional skin scanning services through Skinalysis™, and a loyalty programme. Products are organized by concern (anti-ageing, dry skin, oily/breakout-prone, pigmentation, sensitive/barrier), ingredient (AHA/BHA, peptides, retinol, vitamin C, niacinamide, ceramide), and product type. The company operates primarily through its e-commerce platform and physical retail locations across South Africa, with expansion into European and Middle Eastern markets.

Differentiator

Problem solved

Functional benefit

Brands

• Dewii: Sub-brand safely formulated for teens and tweens, addressing skincare needs for younger skin with age-appropriate active ingredients.

Products and services

• Face Care Range Standard Beauty's facial skincare products including cleansers, moisturizers, serums, and treatments formulated with active ingredients for the South African consumer market.
• Body Care Range Body lotions, washes, and treatments designed as part of Standard Beauty's clean beauty offering for daily personal care routines.
• Hair Care Range Hair care products including shampoos, conditioners, and treatments that complement Standard Beauty's clean, vegan beauty portfolio.
• Dewii Sub-brand A specialized sub-brand of Standard Beauty targeting teens and tweens with age-appropriate clean beauty and skincare products.
• Feminine Care Products Specialty feminine hygiene and care products developed as part of Standard Beauty's expanded personal care portfolio, with EU compliance standards.

Quantifiable outcome

• Dermatologist-approved formulations with demonstrated efficacy
• +1 more outcomes

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature9 records

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• CeraVe: Established dermatologist-developed skincare brand owned by L'Oréal, focused on ceramides and barrier repair. Comparable on dermatologist-approval positioning and barrier-focused product philosophy, though at a much larger scale and broader global footprint.
• Bioderma: French dermocosmetics brand with sensitive-skin and pigmentation expertise. Comparable on EU compliance, dermatologist credibility, and pigmentation-focused product ranges.
• Cetaphil: Galderma-owned dermatologist-recommended skincare brand with strong sensitive-skin and barrier-repair positioning. Comparable on dermatologist endorsement and gentle-formulation philosophy.
• La Roche-Posay: L'Oréal-owned dermocosmetics brand with dermatologist endorsements and EU-compliant formulations. Comparable on dermatologist-approval positioning, sensitive-skin focus, and European market presence.

Emerging players

• The Derma Co: Affordable dermatologist-formulated skincare brand targeting young consumers via digital-first channels. Comparable on affordable dermocosmetics positioning and digital-native GTM.
• Minimalist: India-based affordable science-backed skincare brand with single-active-ingredient serums. Comparable on ingredient-transparent, affordable DTC model and rapid emerging-market expansion playbook.

Direct peers

• The INKEY List: Affordable science-led skincare brand offering ingredient-focused serums and moisturizers at accessible price points. Highly comparable on value proposition, target demographic, and retail-distribution hybrid model.
• Paula's Choice: Science-backed, no-nonsense skincare brand with strong ingredient transparency (similar to Standard Beauty's claims around niacinamide, retinol, AHA/BHA percentages). Comparable on efficacy-led messaging and DTC-led growth.
• The Ordinary (DECIEM): Direct peer in affordable, science-backed skincare with single-active ingredient formulations sold through DTC e-commerce and global retailers. Closely comparable on positioning, price architecture, and ingredient-led brand narrative.

Regional players

• Skoon: South African natural skincare brand focused on clean formulations. Comparable as a regional peer in the South African market pursuing natural, vegan, and sustainable positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/standard.affordable.skincare
• Instagraminstagram.com/standard_beauty
• TikToktiktok.com/@standard_beauty
• LinkedInlinkedin.com/company/standard-beauty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Standard Beauty