What Polite Society does

Polite Society, LLC is a privately held, direct-to-consumer clean beauty company founded in 2022 and headquartered in Newport Beach, California. The brand sells vegan, cruelty-free, PETA-approved makeup and skincare products through its Shopify storefront at politesociety.com and through Target retail under the Major Sell-Outs value set. The product portfolio spans lip care (B.I.G. Mouth XL Plump and OG lip plumpers, Polite Pout glossy balm, Love It Lip Balm), complexion (More than a Pretty Face Foundation in 30+ shades, More than a Pretty Powder, Cabana Club bronzer and Cocoa Caviar bronzing serum, French Rose Milk mist, Highlight Society highlighter, Polite Pops blush), eye (Greatest Lashes of All Time mascara, multiple eyeshadow palettes), bundles (Plumping Addict Duo, Perfect Skin Duo), and merchandise. Core technology includes the AI Shade Finder, a computer-vision tool that analyzes selfies in CIELAB color space, normalizes for lighting, and matches against spectrophotometer-calibrated foundation references; inference runs through OpenAI, and facial images are processed in-memory without persistent storage.

Revenue is generated through one-time product purchases at price points ranging from $10 for compact mirrors to $68 for bundled sets, with promotional discounts of 8-57% off and a $50 free-shipping threshold. The go-to-market is product-led growth with social commerce on Instagram (@politesocietybeauty) and TikTok as primary acquisition channels, supported by an affiliate program through Impact.com, a customer referral program, the AI Shade Finder as a mid-funnel conversion tool, and earned media across publications including Forbes, Glamour, InStyle, Goop, PopSugar, Who What Wear, and CNN. The company operates as Polite Society, LLC with 11-50 employees and ships DTC orders to the United States, Australia, and Kuwait. Co-founders Jerrod Blandino and Jeremy Johnson previously founded Too Faced Cosmetics in 1998 and exited to Estée Lauder Companies in 2016 for approximately $1.68 billion; Polite Society represents their return to the industry under a clean, vegan, non-toxic positioning with FSC Certified and post-consumer recycled packaging.

Name

Polite Society

Legal name

Polite Society, LLC

Website

https://politesociety.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Polite Society is a private, direct-to-consumer clean beauty company founded in 2022 by Jerrod Blandino and Jeremy Johnson (co-founders of Too Faced Cosmetics), selling vegan, cruelty-free makeup and skincare through Shopify and Target to individual beauty consumers in the US, Australia, and Kuwait.

Ownership category

akta.pro rank

Product category

Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

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), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)

Keywords

• Vegan makeup
• Cruelty-free beauty
• Lip plumping products
• Clean cosmetics
• Foundation shade matching

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Beauty Products: Polite Society generates revenue through direct-to-consumer sales of clean, vegan, cruelty-free makeup and skincare products. The company sells individual products and curated sets across multiple categories including lips, face, eyes, and merchandise through its e-commerce platform. Revenue is generated through one-time product purchases and bundled set offerings at various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Polite Society sells vegan, cruelty-free, clean beauty makeup and skincare-makeup hybrid products directly to consumers through its Shopify e-commerce platform. The product line spans lip plumping (B.I.G. Mouth XL Plump), face (More than a Pretty Face Foundation with 30+ shades, More than a Pretty Powder, Cabana Club Bronzer, French Rose Milk mist), eyes (Greatest Lashes of All Time Mascara, eyeshadow palettes), and color cosmetics (Polite Pops blush sticks, Highlight Society). The company complements product sales with an AI-powered Shade Finder tool and a 100% shade match guarantee.

Product overview

Polite Society is a clean, vegan, cruelty-free beauty brand offering high-performance makeup products. The core portfolio centers on lip care (B.I.G. Mouth XL Plump, Plumping Addict Duo, Polite Pout, B.I.G. Mouth OG, Love It Lip Balm), face products (More than a Pretty Face Foundation with 30+ shades, More than a Pretty Powder), color cosmetics (Cabana Club Cocoa Caviar bronzing serum, Cabana Club Bronzer, French Rose Milk mist, Highlight Society highlighter, Polite Pops blush, eyeshadow palettes), and mascara (Greatest Lashes of All Time). The brand also offers bundles/sets (Perfect Skin Duo, B.I.G. Mouth XL Plump Duo, Plumping Addict Duo) and an AI-powered Shade Finder tool. Products are sold through the direct-to-consumer Shopify platform with Target retail distribution. The brand positions itself as a disruptive clean beauty alternative founded by Too Faced Cosmetics veterans Jerrod Blandino and Jeremy Johnson.

Differentiator

Problem solved

Functional benefit

Brands

• B.I.G. Mouth: Award-winning lip plumping product line including the #1 Selling Lip Plumper, B.I.G. Mouth XL Plump, and related lip care items.
• Cabana Club
• Polite Pout

Products and services

• B.I.G. Mouth XL Plump Advanced lip plumping concentrate targeting thinner top lips for a lifted, pillowy lip flip effect. Clinically proven to plump lips for 12 hours with a high-shine glossy finish. Priced at $32.
• Plumping Addict Duo Award-winning intensive lip plumping duo bundling full-size B.I.G. Mouth XL Plump with travel-size B.I.G. Mouth OG for on-the-go hydration and plumping. Priced at $39 (down from $47).
• AI Shade Finder AI-powered foundation shade matching tool using computer vision and CIELAB color science to analyze user selfies, normalize for lighting, and recommend the closest foundation shade from the product line. Supports the 100% shade match guarantee.
• Polite Pout Glossy Balm Super hydrating lip balm with glossy color payoff, available in 10 shades including Cinnamon Churro, Tiramisu, Ice Cream Sandwich, and Pink Grapefruit. Infused with Hazelnut, Peony, and Vitamin E. Priced at $21.
• More than a Pretty Face Foundation Skin-caring medium-to-full coverage foundation offered in 30+ shades spanning Fair, Light, Medium, Tan, and Deep ranges with Warm, Cool, and Neutral undertones. Skincare-makeup hybrid infused with Vegan Hyaluronic Acid, Niacinamide, and Willow Bark. Priced at $42.
• More than a Pretty Powder Loose setting powder available in Universal Translucent, Brightening Petal, and Brightening Peach shades for buildable, weightless wear. Priced from $16 to $34.
• Cabana Club Cocoa Caviar Bio-Peptide Bronzing Serum with encapsulated bronzing pigments, antioxidant-rich Cacao Extracts, and moisturizing Triglycerides. Skincare-makeup hybrid providing a sun-kissed glow without sun damage. Priced at $35.
• Cabana Club Bronzer Bronzer available in French Riviera, Club Tropicana, Palm Royale, and Copacabana shades for customizable sun-kissed warmth. Priced at $34.
• French Rose Milk Moisturizing Glaze Mist, a 3-in-1 product that preps skin with hydration, finishes makeup with a glazed effect, and refreshes throughout the day. Infused with French Rose Extracts, Vegan Hyaluronic Acid, Squalane, and Niacinamide. Priced from $23 to $36.
• Highlight Society Highlighter available in Star Power, Social Light, Gilded Age, and Gala Glow shades for radiant glow.
• Polite Pops Powder blush stick available in 10 shades including The Hamptons, Palm Beach, Paris, Malibu, Sydney, Miami, London, Los Angeles, Palm Springs, and Milan. Priced at $28.
• Greatest Lashes of All Time Mascara Mascara product for volumizing and lengthening lashes.
• Love It Lip Balm Deeply nourishing lip balm infused with moisturizing ingredients for all-day hydration. Priced at $24.
• Go Flush Yourself Face Palette Multi-shade face palette for versatile makeup looks.
• The V.I.P. Very Important Palette Eyeshadow palette for versatile eye makeup looks.
• Forget Social Media, I'm Dope In Real Life Eyeshadow Palette Bold eyeshadow palette with expressive color options.
• B.I.G. Mouth XL Plump Duo Value duo bundle of B.I.G. Mouth XL Plump for consumers wanting to stock up on the brand's signature lip plumper. Priced at $59.
• Perfect Skin Duo Bundled set combining More than a Pretty Face Foundation with More than a Pretty Powder. Priced at $68.
• B.I.G. Mouth Original Lip Plumping Oil Gloss Original lip plumping oil gloss with the brand's innovative plumping technology, available in Shimmer, The OG, Sweet Talker, Loud and Proud, and Cherry Bomb shades.
• Major Sell-Outs Target-exclusive value set featuring lip plumping and lash products at promotional pricing.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature1 record

Partnerships

One partnership is on record.

• OpenAIsupportingTechnology or IntegrationOpenAI is mentioned as a trusted third party that receives non-identifiable skin-tone measurement values (not photos) when generating personalized shade match results through the AI Shade Finder. The AI processes facial images locally and only shares calculated color values, not identifiable image data.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kosas: DTC clean color cosmetics brand known for skincare-makeup hybrid formulas including foundation, lip, and blush products with vegan positioning at premium price points — directly comparable to Polite Society's clean beauty + hybrid product model.
• Tower 28 Beauty: Clean beauty brand positioned for sensitive skin with hero lip and complexion products sold DTC and through Sephora — directly comparable DTC-first clean-beauty play with mass-retail connectivity.
• ILIA Beauty: Clean color cosmetics brand offering skin tint, lip products, and complexion items with vegan and non-toxic positioning — directly overlaps Polite Society's hero foundation and lip categories.
• RMS Beauty: Pioneer of clean color cosmetics using natural-origin ingredients, with hero products in lip luminizers, foundations, and bronzers — closely comparable clean positioning and category mix.
• Rare Beauty: Celebrity-founded DTC color cosmetics brand (Selena Gomez) with hero complexion, blush, and lip products — closely comparable founder-driven, social-led beauty model with similar price point architecture.
• Glossier: Pioneer DTC beauty brand with hero complexion and lip products, marketing-led social commerce, and a direct-to-consumer flagship model — directly comparable DTC social-led playbook.
• Beautycounter: Clean beauty company with hero complexion, lip, and skincare products at premium price points — directly comparable clean/vegan/non-toxic positioning across overlapping categories.
• Saie Beauty: Clean beauty brand with skincare-makeup hybrid products across complexion, eye, and lip categories — comparable hybrid positioning and DTC channel strategy to Polite Society.

Broad incumbents

• e.l.f. Beauty: Mass-market color cosmetics and skincare company spanning face, lip, eye, and skincare via DTC and mass retail — a much broader incumbent reference for the same omnichannel beauty space.
• Charlotte Tilbury: Established premium color cosmetics brand selling face, lip, and eye products through DTC, department stores, and prestige retailers globally — comparable glamour-led positioning and product breadth, but at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/politesocietybeauty
• TikToktiktok.com/@politesocietybeauty
• Facebookfacebook.com/Polite-Society-100093976699504
• LinkedInlinkedin.com/company/polite-society-makeup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Polite Society