Fleek
- Company typePrivate
- Founded2023
- HeadquartersDover, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
Fleek firmographics
Firmographics- Name
- Fleek
- Legal name
- Fleek Inc.
- Website
- https://fleekpmu.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Fleek is headquartered
LocationHeadquarters
- HQ city
- Dover
- HQ country
- United States
- HQ region
- North America
Markets served
Fleek business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel
Revenue model
- Hardware Sales: One-time sale of the Fleek Light machine. The machine is sold for $1,900 as a standalone purchase, or provided free with the Annual Plan subscription ($3,588/year). Hardware ownership does not include software rights beyond the active subscription period.
- Software Subscriptions: Monthly or annual subscriptions required to operate the Fleek Light machine and access the Fleek App. Billed based on metered usage: $0 (0 clients), $19 (1-4 clients/month), $99 (5-14 clients/month), $299 (15-50 clients/month), $399 (51+ clients/month). Annual plan billed at $299/month ($3,588 total).
- Usage-based Fees: Metered usage fees calculated and billed at the end of each month based on number of clients processed through the platform. The subscription model includes these usage tiers as the primary pricing mechanism.
- Fleek Consult Services: Premium consultation service offered by partner artists using the Fleek system, priced at $50-$100 per consultation. Fleek provides advertising assets to partner artists to drive these consultations.
- Fleek Franchise Program: Artists who qualify through portfolio consistency and quotas can become official partner artists receiving booked client consultations directly from Fleek. This creates a network of franchise artists receiving pre-qualified leads.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Unlimited Annual Plan - $3,588/year |
| Hybrid | Monthly | Fleek Light Machine - $1,900 + usage-based subscription |
| Unit Pricing | Pay-as-you-go | Fleek Consult - $50-$100 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Fleek product offering
Product offeringCore offering
Fleek sells the Fleek Light, a handheld AI-powered hardware device that performs 3D facial scanning and generates AI-recommended brow designs for permanent makeup (PMU) artists, paired with the Fleek App for client portfolio management. The offering is monetized through a one-time hardware purchase ($1,900) or annual plan bundle ($3,588/year) combined with tiered usage-based monthly subscriptions ($0–$399/month depending on client volume).
Product overview
Fleek offers an integrated AI and hardware platform for permanent makeup (PMU) artists, centered on the Fleek Light handheld device and the companion Fleek App. The core system uses AI-powered 3D facial scanning and generative brow design to help artists map and design eyebrows in approximately 9 minutes during client consultations. The platform is sold through a hardware-plus-subscription model: artists purchase the Fleek Light device (either via a one-time $1,900 purchase or an annual plan bundle) and pay monthly usage-based subscription fees (tiered from $19 to $399/month depending on client volume) to access the AI mapping features and app functionality. Additional offerings include AI Brows (an advanced AI design feature), Fleek Consults (a premium consultation service at $50–$100), and the Fleek Franchise program (a partner artist network receiving direct client bookings). The company is led by founder Marylin X. Ma and is based in Waterloo, Canada, with a stated mission to pioneer AI, AR, and hardware-driven solutions tailored to the PMU industry.
Differentiator
Problem solved
Functional benefit
Brands
- Fleek Light: AI-powered hardware device for PMU artists that creates 3D brow profiles, live blueprints, and design collaboration with clients.
- Fleek Portfolio
- Fleek Consult
- Fleek Franchise
Products and services
- Fleek Light A handheld AI-powered hardware device for permanent makeup (PMU) artists that scans a client's face in 3D, generates AI-recommended brow designs, and creates a live blueprint that tracks to client movement for precise brow mapping in approximately 9 minutes. Available as a one-time $1,900 purchase or bundled free with the $3,588/year Unlimited Annual Plan; requires an active monthly subscription to operate.
- Fleek App Companion software application paired with the Fleek Light hardware, used by PMU artists for managing client portfolios, tracking clients, and operating the AI mapping features. Requires an active subscription to use with the Fleek Light device.
- Fleek Consults Premium consultation service enabled by Fleek and offered by partner artists using the Fleek Light system, priced at $50 to $100 per consult, with reported ~80% conversion rate to full service appointments.
Quantifiable outcome
- AI accelerates 95% of the brow design workflow for PMU artists
- +2 more outcomes
Companies that use Fleek
Customer profileSegments3 records
Ideal customer profiles3 records
Fleek technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature9 records
Fleek partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AffirmminorAffirm provides payment plan financing options at checkout for customers purchasing Fleek Light machines or annual subscriptions. This enables higher ticket purchases by allowing artists to spread costs over time.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Fleek competitors and assessment
Company assessmentEmerging players
- Phi Academy: Global PMU training and product company offering courses, machines, and supplies to permanent makeup artists. Comparable because it bundles education, hardware, and consumables for the same PMU professional customer.
- CurrentBody: Specialty retailer and brand of at-home beauty devices combining hardware and digital guidance. Comparable as an emerging player that pairs a hardware device with app-based guidance and recurring engagement in the beauty device category.
Broad incumbents
- ModiFace (L'Oréal): L'Oréal-owned AR beauty technology platform offering virtual try-on and facial analysis across makeup and skincare. Comparable as a well-funded incumbent bringing AI/AR mapping to beauty consultations, with overlapping technology foundations.
- Sephora: Global beauty retailer that has invested heavily in AR try-on and digital beauty tools (including Color iQ and virtual try-on). Comparable as a large incumbent that owns the beauty discovery and consultation experience Fleek is trying to redefine for PMU.
- Ulta Beauty: Largest US specialty beauty retailer with an in-store and digital beauty consultation experience, including brow services. Comparable as a broad incumbent shaping how consumers experience beauty consultations that Fleek's device is designed to elevate.
- Benefit Cosmetics: L'Oréal-owned prestige beauty brand famous for its brow category and Benefit BrowBar services. Comparable because its brow services franchise competes for the same client and artist audiences that Fleek serves.
- Anastasia Beverly Hills: Prestige beauty brand built around the brow category, with brow shaping services and a large brow product line. Comparable because it sits at the intersection of brow products and brow services that Fleek's PMU workflow monetizes.
Direct peers
- Perfect Corp: Provider of AR/AI beauty technology platforms (e.g., YouCam) used by beauty brands and professionals for virtual try-on and consultation. Comparable because it sells AI/AR tooling into the beauty services workflow, the same layer Fleek targets for PMU artists.
- Nouveau Contour: Manufacturer of professional permanent makeup machines, pigments, and training. Comparable because it sells specialized hardware and consumables directly to the same PMU artist buyer that Fleek targets.
- Amiea (MT.DERM): Manufacturer of professional PMU and tattoo machines and cartridges sold to permanent makeup artists. Comparable as a hardware incumbent in the same niche customer base Fleek serves.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fleek social profiles
Digital presenceFleek financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleek leadership team
Management profileNumber of profiles
Profiles1 record
Fleek funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleek 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 Fleek
What does Fleek do?
Fleek sells the Fleek Light, a handheld AI-powered hardware device that performs 3D facial scanning and generates AI-recommended brow designs for permanent makeup (PMU) artists, paired with the Fleek App for client portfolio management. The offering is monetized through a one-time hardware purchase ($1,900) or annual plan bundle ($3,588/year) combined with tiered usage-based monthly subscriptions ($0–$399/month depending on client volume).
Is Fleek a public or private company?
Fleek is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fleek founded?
Fleek was founded in 2023. It employs 1 to 10 people.
Where is Fleek based?
Fleek is headquartered in Dover, United States, in the North America region.
How does Fleek make money?
Five revenue lines are on record. Hardware Sales are the primary driver. The others are software Subscriptions, usage-based Fees, fleek Consult Services and fleek Franchise Program.
Who are Fleek's main competitors?
Emerging players on record are Phi Academy and CurrentBody. Broad incumbents are ModiFace (L'Oréal), Sephora, Ulta Beauty, Benefit Cosmetics and Anastasia Beverly Hills. Direct peers are Perfect Corp, Nouveau Contour and Amiea (MT.DERM).
Does Fleek have an API?
No public API is recorded for Fleek.