Made by Mitchell
Made by Mitchell is a Liverpool-based indie color cosmetics brand founded in 2020 by Mitchell Halliday, selling blushes, bronzers, eyeshadows, and its flagship Blursh via a Shopify DTC site, TikTok Shop, and third-party retailers including Harrods, Boots, and ASOS.
- Company typePrivate
- Founded2020
- HeadquartersLiverpool, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Made by Mitchell does
Made by Mitchell is a UK-based color cosmetics brand founded in 2020 by Mitchell Halliday and headquartered in Liverpool. The company develops and sells face and eye color cosmetics, with its flagship SKU being the Blursh, alongside bronzers, eyeshadows, and related products. Its core product portfolio has expanded through named sub-collections and sub-brands including Holligraphic, Milk, and Drippin' In Crystals, as well as licensed collaborations such as a SpongeBob SquarePants range.
The brand operates a direct-to-consumer model via a Shopify-powered website, complemented by a third-party retail footprint that includes Harrods, Boots, ASOS, Beauty Bay, Urban Outfitters, and Anthropologie. Its go-to-market is anchored on social commerce, principally TikTok Shop, where it generated approximately $2M of turnover in a single week in 2023. The company operates with a small team of 1-10 employees, is privately held and founder-owned, and ships to a multi-country customer base spanning the UK, USA, Australia, Netherlands, Ireland, and broader Europe.
Monetization is driven by unit sales of color cosmetics across DTC and wholesale channels, with pricing positioned in the accessible-to-mid prestige tier typical of indie beauty brands. Brand-building activity extends beyond product into media and cultural visibility, including a 2024 guest-judge appearance on the BBC's Glow Up, which functions as a brand-elevation initiative rather than a direct revenue channel.
Made by Mitchell firmographics
Firmographics- Name
- Made by Mitchell
- Legal name
- Made By Mitchell
- Website
- https://madebymitchell.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Made by Mitchell is a Liverpool-based indie color cosmetics brand founded in 2020 by Mitchell Halliday, selling blushes, bronzers, eyeshadows, and its flagship Blursh via a Shopify DTC site, TikTok Shop, and third-party retailers including Harrods, Boots, and ASOS.
- Ownership category
- akta.pro rank
Made by Mitchell industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)
- akta.pro secondary industries
- Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Makeup Brushes & Brush Sets (CRABAKAA)
Keywords
Where Made by Mitchell is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Made by Mitchell business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time product sales of cosmetics and makeup items directly to consumers through owned e-commerce store and authorized retail partners. Products include complexion, lips, eyes, skin, body, brushes/tools and mystery bundles. Revenue generated through individual product purchases at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including lip liners, individual eyeliners |
| Unit Pricing | Pay-as-you-go | Core makeup products including Curve Case palettes, blushers, highlighters |
| Unit Pricing | Pay-as-you-go | Premium bundles and kit products |
| Unit Pricing | Pay-as-you-go | Professional brush sets and tools |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels5 records
Made by Mitchell product offering
Product offeringCore offering
Made by Mitchell is a consumer cosmetics brand that designs, manufactures, and sells makeup and skincare products including cream-based blushes, bronzers, eyeshadows, lip kits, eyeliners, and body care items. Products are sold direct-to-consumer through a Shopify-powered e-commerce website and distributed through authorized retailers including Boots, ASOS, Harrods, Beauty Bay, Urban Outfitters, Anthropologie, and Amazon, as well as TikTok Shop.
Product overview
Made By Mitchell is a direct-to-consumer makeup and cosmetics brand selling through its Shopify-powered e-commerce platform. The product portfolio centers on face, eye, lip, body, and skin care categories. Key flagship products include the Curve Case Cream Makeup Palette (a multi-shade cream bronzer and contour palette) and the Lip Kits (curated trios including Lip Trick liner, Blursh/Boom Matte, and Beam/Bare gloss). The brand offers seasonal and limited-edition collections including HOLLIGRAPHIC (holographic-themed makeup), MILK Collection, and a SpongeBob SquarePants collaboration, alongside Bundles, Mystery Bundles, Brushes & Tools, and Luggage. The company sells primarily DTC via its own website, with authorized stockists including Boots, Beauty Bay, ASOS, Harrods, Urban Outfitters, and Amazon. The brand gained significant traction through TikTok Shop, achieving $2 million in sales in one week in 2023.
Differentiator
Problem solved
Functional benefit
Brands
- Holligraphic Collection: A vibrant holographic-themed makeup collection featuring eyeshadows, eyeliners, lip glosses, lashes, mirrors, and bundles.
- Milk Collection
- Curve Case
- Blursh
Products and services
- Blursh Cream Blushes Multi-purpose cream blushes designed for individual beauty consumers seeking an inclusive shade range and a blendable, cream-based formulation.
- Bronzers Bronzer products for individual beauty consumers, sold as part of Made by Mitchell's complexion range.
- Eyeshadows Eyeshadow products for individual beauty consumers, sold as part of Made by Mitchell's eye range.
- Lip Kits Lip kits sold to individual beauty consumers as part of Made by Mitchell's lip product range.
- Eyeliners Eyeliners sold to individual beauty consumers as part of Made by Mitchell's eye product range.
- Body and Skin Care Products Body and skin care products for individual beauty consumers, extending the brand beyond color cosmetics.
- HOLLIGRAPHIC Collection Exclusive Made by Mitchell sub-collection offering a holo-themed aesthetic and product range for individual beauty consumers.
- MILK Collection Exclusive Made by Mitchell sub-collection offering a milk-themed product range for individual beauty consumers.
- SpongeBob SquarePants Collaboration Limited-edition pop-culture collaboration product line featuring SpongeBob SquarePants branding, aimed at individual beauty consumers and social-driven shoppers.
- Bundles and Mystery Bundles Curated multi-product bundles and mystery bundles for individual beauty consumers, sold at promotional pricing.
- Brushes & Tools Makeup application brushes and tools sold to individual beauty consumers to complement the Made by Mitchell product range.
- Curve Case Cream Makeup Palette Multi-shade cream makeup palette for individual beauty consumers, sold as part of the Made by Mitchell complexion collection.
Quantifiable outcome
- Achieved $2 million in turnover in one week through TikTok Shop in 2023
Companies that use Made by Mitchell
Customer profileSegments2 records
Ideal customer profiles1 record
Made by Mitchell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Made by Mitchell partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship, minor and regional.
- TikTok ShopcoreMade by Mitchell became available on TikTok Shop platform in 2022, coinciding with TikTok's burgeoning presence in the beauty industry. The partnership proved transformative, with the brand achieving record-breaking $2 million in turnover in a single week in 2023. The brand served as cornerstone for an entirely new beauty community on TikTok in the UK, establishing a vibrant and innovative space within the beauty realm.
- BootscoreUK pharmacy and beauty retailer with both physical stores and online presence. Authorized stockist for Made by Mitchell products in UK and Ireland markets, providing wide retail distribution.
- ASOScoreGlobal fashion and beauty e-commerce platform. Authorized stockist providing international distribution across UK, USA, and Europe through ASOS marketplace and website.
- HarrodsflagshipLuxury department store in London. Prestige retail partnership placing Made by Mitchell in the prestigious beauty halls of Harrods, elevating brand positioning.
- Beauty BaycoreUK-based online beauty retailer. Authorized stockist providing dedicated beauty platform distribution for Made by Mitchell products.
- Urban OutfittersminorLifestyle retail chain. Authorized stockist for Made by Mitchell products, providing exposure to lifestyle-focused consumer base.
- AnthropologieminorLifestyle retail chain. Authorized stockist providing distribution through Anthropologie's fashion and home lifestyle platform.
- Glam RaiderregionalAustralian beauty retailer. Authorized stockist for Made by Mitchell products in Australia market.
- Boozy ShopregionalDutch beauty retailer. Authorized stockist for Made by Mitchell products in Netherlands market.
Scale indicators2 records
Recent moves7 records
Expansion highlights4 records
Made by Mitchell competitors and assessment
Company assessmentDirect peers
- Refy: UK-based indie creator-led color cosmetics and beauty tools brand with a similar minimalist, viral positioning on TikTok. Directly comparable as a fellow UK-born DTC cosmetics challenger built around social community and inclusive shade ranges.
- Patrick Ta Beauty: Celebrity-MUA-founded color cosmetics brand selling complexion, lip, and eye products with bold creative expression positioning. Closely comparable as a professional-artist-led prestige color cosmetics label with viral social presence.
- Rare Beauty: Selena Gomez-founded color cosmetics and complexion brand built on inclusive shades, social-first marketing, and community. Directly comparable as a creator-led, inclusive-shade, viral color cosmetics brand competing for the same TikTok consumer.
- Rhode: Hailey Bieber-founded beauty brand expanding from skincare into complexion and lip products with a social-first, drop-driven model. Comparable as a celebrity-led, lip-and-complexion-focused indie challenger leveraging TikTok virality.
- Kosas: Indie color cosmetics and skincare brand with inclusive shade ranges, multi-purpose formulations, and a strong DTC channel. Comparable as a clean, multi-purpose, inclusive-shade cosmetics brand targeting the same Gen Z / millennial consumer.
- About-Face: Artist-founded multi-purpose color cosmetics brand emphasizing bold self-expression and inclusive shades. Comparable as a creator-led, expressive, multi-purpose makeup brand competing in the indie color cosmetics category.
- Tower 28 Beauty: Clean, inclusive color cosmetics brand focused on sensitive-skin-friendly face, eye, and lip products. Comparable as a mission-driven indie color cosmetics label stocked across prestige retailers and Sephora.
- Saie Beauty: Clean beauty brand offering complexion, eye, and lip products with multi-purpose, inclusive positioning. Comparable as a values-driven indie color cosmetics brand competing for similar TikTok-driven discovery.
Broad incumbents
- Charlotte Tilbury: Global prestige color cosmetics brand with extensive retail distribution including Harrods, Boots, and Sephora. Comparable as a benchmark incumbent against which Made by Mitchell competes for prestige shelf space and consumer share of wallet.
- Revolution Beauty: Mass-affordable UK-based color cosmetics brand with broad multi-category assortment and deep retail distribution across Boots and Superdrug. Comparable as a UK-headquartered color cosmetics incumbent competing for the same value-to-mid consumer in identical retail channels.
Market position
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Made by Mitchell social profiles
Digital presenceMade by Mitchell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Made by Mitchell leadership team
Management profileNumber of profiles
Profiles1 record
Made by Mitchell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Made by Mitchell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Made by Mitchell
What does Made by Mitchell do?
Made by Mitchell is a consumer cosmetics brand that designs, manufactures, and sells makeup and skincare products including cream-based blushes, bronzers, eyeshadows, lip kits, eyeliners, and body care items. Products are sold direct-to-consumer through a Shopify-powered e-commerce website and distributed through authorized retailers including Boots, ASOS, Harrods, Beauty Bay, Urban Outfitters, Anthropologie, and Amazon, as well as TikTok Shop.
Is Made by Mitchell a public or private company?
Made by Mitchell is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Made by Mitchell founded?
Made by Mitchell was founded in 2020. It employs 1 to 10 people.
Where is Made by Mitchell based?
Made by Mitchell is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Made by Mitchell make money?
One revenue line is on record: direct Product Sales.
Who are Made by Mitchell's main competitors?
Direct peers on record are Refy, Patrick Ta Beauty, Rare Beauty, Rhode, Kosas, About-Face, Tower 28 Beauty and Saie Beauty. Broad incumbents are Charlotte Tilbury and Revolution Beauty.
Does Made by Mitchell have an API?
No public API is recorded for Made by Mitchell.
What industry is Made by Mitchell in?
Made by Mitchell's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAF, Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits), with a secondary code of CRABACAG, Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils). Its NAICS code is 45612 and its SIC code is 2844.