What Image A.D.S does

Image A.D.S (legal entity: HDM LTD) is an Ireland-based direct-to-consumer skincare tools brand that designs, sources, and sells at-home dermaplaning and microneedling devices, with its flagship Shape & Shave™ dermaplaning tool positioned as a 5-minute, at-home alternative to salon facial hair removal and exfoliation. The product portfolio spans the Shape & Shave tool and its bundles (Starter Set, Flawless Finish Kit, Smooth Skin Duo, Bare Face Bundle, Refill Pack), complementary devices including 0.2mm and 0.5mm dermarollers, a 0.2mm dermapen, and the CHILL Ice Roller for cryotherapy, plus co-branded Luma Skincare aftercare (Hyaluronic Serum, Vitamin C Serum, Peptide Cream) and accessories such as tool sanitiser spray and travel bags. Underlying technology is mechanical rather than software-driven: handheld blades and microneedles operated at a 45-degree angle, with no patents or proprietary AI disclosed in the source material.

The business is operated as a private, founder-owned Irish limited company headquartered in Dublin (HDM LTD, Nesta Business Centre, Kylemore Road, D10 Ca33), with 11–50 employees and a single primary website (image-ads.com) running on Shopify. Revenue mechanics are predominantly one-time e-commerce product sales at unit prices between $17 and $59, augmented by a Subscribe & Save subscription on the Starter Set (35% off, 90-day refills, skip/pause/cancel), digital gift cards (€50/€75/€100), a wholesale/stockist channel for retailers and salons, and an affiliate program for content creators. The company ships from Dublin to Ireland, UK, EU, US (with duties pre-paid), and worldwide, with localized multi-currency pricing and a 60-day money-back guarantee. The target customer is individual women seeking at-home dermaplaning, and the brand claims to have served 25,000+ women with an average rating of 4.63/5 across 196 verified reviews on its lead product page.

Distribution is DTC-first: organic social media (Instagram, TikTok, Facebook), content marketing via blog and downloadable guides, customer reviews and user-generated content, email marketing, and a modest paid-search/seasonal-promotion layer, with the affiliate and wholesale programs as secondary acquisition channels. The company holds no disclosed patents, awards, certifications, regulatory actions, mergers/acquisitions, leadership changes, or external funding rounds, and operates as a single-segment, single-brand business under a single Irish corporate entity.

Name

Image A.D.S

Legal name

HDM LTD

Website

https://image-ads.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Image A.D.S (HDM LTD) is an Ireland-based direct-to-consumer skincare tools brand that designs and sells at-home dermaplaning and microneedling devices, led by the Shape & Shave™ tool and bundled with Luma Skincare aftercare, targeting women globally via a Shopify e-commerce storefront.

Ownership category

akta.pro rank

Product category

Personal Care Beauty Tools

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Skincare & Facial Treatments (CRABALAF)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Dermaplaning tools
• At-home skincare
• Facial hair removal
• Microneedling dermarollers
• Skincare serums

Headquarters

HQ city

Dundrum

HQ country

Ireland

HQ region

Europe

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. E-commerce Product Sales: Direct-to-consumer sales of dermaplaning tools, skincare products, and bundled kits through the company's Shopify e-commerce platform. Products include one-time purchases and subscription options for recurring revenue.
2. Subscription/Recurring Revenue: The Shape & Shave™ Starter Set offers a subscription option (Subscribe & Save 35%) with fresh refills delivered every 90 days. Customers can skip, pause, or cancel anytime after their first renewal, providing recurring revenue with strong customer retention potential.
3. Gift Cards: Digital gift cards sold in denominations of €50, €75, and €100. Delivered instantly via email with no expiry date, allowing recipients to apply balance across multiple orders.
4. Wholesale Distribution: Wholesale/stockist program allowing retailers and salons to stock Image A.D.S products. Contact for distribution inquiries via [email protected].
5. Affiliate Marketing: Affiliate program for content creators to promote products. Creators can apply via affiliate.image-ads.com with their media kit.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Image A.D.S manufactures and sells at-home dermaplaning tools (its flagship Shape & Shave™ line) and complementary skincare products such as serums, facial oils, cleansers, peptide creams, microneedling dermarollers/dermapen, and a cryotherapy CHILL Ice Roller, sold individually and as bundled kits. The company operates a Shopify-based direct-to-consumer e-commerce site shipping from Dublin, Ireland, with a Subscribe & Save subscription option on the Starter Set and a wholesale/stockist program for retailers and salons.

Product overview

Image A.D.S is a skincare technology company that offers a portfolio of dermaplaning and microneedling tools for at-home use, centered around its flagship Shape & Shave™ dermaplaning tool. The core product is complemented by a range of bundled kits (Starter Set, Flawless Finish Kit, Smooth Skin Duo, Bright & Hydrate Set, Bare Face Bundle) that combine the dermaplaning tool with Luma Skincare serums (Hyaluronic Acid, Vitamin C) and moisturizers. Supporting the dermaplaning line, the company sells dermarollers (0.2mm, 0.5mm), a dermapen, and a CHILL Ice Roller for cryotherapy. All products are sold through their Shopify e-commerce platform with shipping across Ireland, UK, EU, and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Shape & Shave: The primary dermaplaning tool product line for at-home facial hair removal and skin exfoliation.

Products and services

• Shape & Shave™ Dermaplaning Tool

Quantifiable outcome

• Removes peach fuzz and dead skin instantly for smoother makeup application
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Luma SkincarecoreTechnology or IntegrationLuma Skincare is a partner brand whose products (Hyaluronic Acid Serum, Vitamin C Serum, Peptide Cream) are bundled and sold alongside Image A.D.S Shape & Shave tools. The Bright & Hydrate Bundle, Flawless Finish Kit, and other bundles include Luma Skincare products as complementary aftercare solutions.
• Affiliate Partners / Content CreatorsminorGTM or Marketing PartnerAffiliate program for content creators to promote Image A.D.S products. Creators can apply via affiliate.image-ads.com with their media kit. Also maintains a PR list for influencer outreach.
• Wholesale/Stockist PartnersminorChannel Partner/ Reseller/ DistributorRetailers and salons can apply to become stockists of Image A.D.S products. Contact via [email protected]. Products purchased from third-party retailers are subject to that retailer's refund policy rather than Image A.D.S direct policy.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sephora Collection: Sephora's owned-brand line and broader assortment include dermaplaning tools and at-home beauty devices from multiple brands. Comparable as a broad incumbent retailer and brand owner in the same consumer skincare tools category.
• Sally Beauty: Sally Beauty is a large specialty retailer of professional and consumer beauty products including skincare tools and dermaplaning devices. Comparable as a broad incumbent channel and brand in the same product category, including retail and wholesale distribution of beauty tools.

Direct peers

• Michael Todd Beauty: Michael Todd Beauty (now part of the broader Michael Todd brand portfolio) sells at-home skincare devices including sonic cleansing and dermaplaning tools. Comparable as a DTC-focused at-home beauty device brand with skincare pairings.
• PMD Beauty: PMD sells at-home microdermabrasion and skincare devices directly to consumers via DTC e-commerce and retail. Highly comparable as a device-led at-home skincare brand with bundled skincare regimens and direct response marketing.
• Tweezerman: Tweezerman is a well-established beauty tools brand selling precision skincare and grooming tools directly to consumers and through salons/retailers. Highly comparable as a tools-led personal care brand with both DTC and professional/wholesale channels.
• Dermaflash: Dermaflash is a direct competitor in at-home dermaplaning tools, offering the Dermaflash LUXE and related devices for facial hair removal and exfoliation. Targets the same consumer segment (women seeking salon-quality results at home) with a similar product-plus-skincare bundle model.
• Stacked Skincare: Stacked Skincare sells at-home dermarollers, microneedling tools, and complementary serums direct to consumers. Directly overlaps on the dermaroller/dermapen portion of Image A.D.S's catalog and targets the same at-home beauty device buyer.
• BeautyBio: BeautyBio offers at-home skincare tools (including microneedling and facial tools) combined with proprietary serums. Comparable as a premium at-home beauty device brand pairing hardware with bundled topical products.
• Finishing Touch Flawless Brows: Finishing Touch Flawless Brows sells at-home facial hair removal devices (brow razors, painless hair removers) directly to consumers. Comparable as a mass-market at-home facial hair removal brand competing for the same "no-fuss peach fuzz removal" use case.

Emerging players

• Luma Skincare: Luma Skincare is Image A.D.S's bundled-skincare partner, producing the hyaluronic, vitamin C, and peptide products sold across the brand's kits. Comparable as a co-distributed skincare line often purchased alongside Image A.D.S tools and as a potential vertical-integration target.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/imagea.d.sskintools
• Instagraminstagram.com/image_a.d.s
• TikToktiktok.com/@image_a.d.s?_t=8pPp5S9iozY&_r=1
• LinkedInlinkedin.com/company/image-a.d.s

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 Image A.D.S