What Faces Canada does

Faces Canada is a mass-premium cosmetics and skincare brand with a 40-year Canadian heritage that has built its primary commercial footprint in India since entering the market in 2009. The company manufactures products in Germany, Italy, and Turkey, with formulations explicitly developed for Indian skin tones and positioned as cruelty-free (PETA-approved), paraben-free, mineral oil-free, and non-toxic. The product portfolio spans lip makeup (lipsticks, liquid lipsticks, lip glosses, lip balms, lip crayons, lip liners), eye makeup (kajal, eyeliners, mascaras, eye shadow, brow definers), face makeup (foundations, highlighters, strobe creams, concealers, primers, powders, CC creams, blushes, makeup fixers, sindoor), skincare (sunscreens, cleansers, toners, creams, face masks, serums, moisturizers, sun defence), nail care, fragrances (AURA Perfumes), and makeup accessories, supported by curated gift kits for bridal, wedding, festive, and Mother's Day occasions.

The company operates a multi-channel go-to-market model combining a direct-to-consumer e-commerce website (facescanada.com), a Google Play mobile application, and listings on five major Indian marketplaces — Amazon, Nykaa, Purplle, Myntra, and Flipkart — alongside a physical retail network of 1500+ outlets spanning 140+ Indian cities and towns, with shipping coverage to 22,000+ pincodes. Pricing sits in a mass-premium band ranging from Rs. 140 entry-level lip balms to Rs. 1,299 fragrances and Rs. 3,299 wedding kits, supported by 20-25% recurring discounting, a "399 Store" value tier, and a Rewards/Refer-a-Friend loyalty engine.

Faces Canada is legally operated through Manash E-commerce Private Limited, the Indian private limited entity that also owns sub-brands Carmesi and Good Vibes. The business is privately held with no disclosed external funding, no public listing, and no disclosed headcount, and serves a consumer base the company claims exceeds 2 million happy customers.

Name

Faces Canada

Legal name

Manash E-commerce Private Limited

Website

https://facescanada.com

Company type

Private

Founded year

1980

Operating status

Operating

Short description

Faces Canada is an India-focused mass-premium cosmetics and skincare brand offering makeup, skincare, nail care, fragrances, and curated gift kits through its own e-commerce site, five online marketplaces, and 1500+ physical outlets across 140+ Indian cities, serving 2M+ individual consumers since its 2009 India launch.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

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

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Eye & Lip Skincare (CRABAAAC)

Keywords

• Cosmetics brand
• Makeup products
• Skincare products
• Lip care products
• Beauty and personal care

Headquarters

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales - Own E-commerce: Faces Canada generates revenue through direct sales via its own website (facescanada.com), offering products at varying price points with regular discounts (typically 20-25% off). Products include lip makeup, eye makeup, face makeup, skincare, nails, fragrances, accessories, and gift sets/combos.
2. Marketplace Sales: Sales through third-party e-commerce platforms including Amazon, Nykaa, Purplle, Myntra, and Flipkart, expanding reach to customers across India.
3. Physical Retail Distribution: Revenue from sales through physical retail outlets and modern retail stores across 140+ cities and towns in India (1500+ outlets).

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Faces Canada is a cosmetics and skincare brand that manufactures and sells makeup, skincare, nail care, fragrance, and beauty accessory products. Its portfolio spans lip makeup (lipsticks, lip glosses, lip crayons, lip balms, lip liners), eye makeup (kajal, eyeliners, mascara, eye shadow, brow definer), face makeup (foundations, highlighters, strobe creams, concealers, primers, powders, blush, makeup fixers), skincare (sunscreens, cleansers, toners, creams, masks, moisturizers, serums), nail care (enamels, top coats, removers), fragrances, and curated gift kits and combos. Products are cruelty-free, paraben-free, mineral-oil-free, and formulated specifically for Indian skin tones, manufactured in Germany, Italy, and Turkey.

Product overview

Faces Canada is a cosmetics and skincare brand offering a diverse portfolio of beauty products designed to complement all ethnicities, skin types, tones, complexions, and textures. The product portfolio spans multiple categories including: Lips (lipsticks, liquid lipsticks, lip crayons, lip glosses, lip liners, lip balms), Eyes (kajal, eyeliners, mascaras, eye shadows, brow definers), Face (foundations, highlighters, strobe creams, concealers, primers, powders, CC creams, blushes, makeup fixers), Skin (sunscreens, cleansers, toners, creams, face masks, moisturizers, serums), Nails (nail enamels, extensions, top coats, removers), Fragrances (perfumes), and Accessories (makeup brushes). Products are cruelty-free, nontoxic, free from parabens and mineral oils. The company also offers curated combo sets and gift kits for various occasions. Products are made in Germany, Italy, and Turkey with formulations designed specifically for Indian skin tones. The brand operates through its own e-commerce website and third-party marketplaces (Amazon, Nykaa, Purplle, Myntra, Flipkart), serving over 140 cities in India through 1500+ physical retail outlets.

Differentiator

Problem solved

Functional benefit

Brands

• Carmesi: Other brand operated by the company, mentioned as one of 'Our Other Brands' in footer.
• Good Vibes

Products and services

• Strobe Cream Instant luxurious illumination highlighter cream that provides a radiant glow, available in shades including Rose Gold, Silver, and Pink, for consumers seeking facial highlighting.
• Comfy Matte Wow Liquid Lipstick Lightweight, long-lasting, transfer-proof matte liquid lipstick available in 10 shades with comfortable wear, priced at Rs. 239-299.
• 3 in 1 All Day Hydra Matte Foundation Super lightweight 3-in-1 formula foundation with 14+ shades providing all-day matte coverage for diverse Indian skin tones.
• Ultime Pro Makeup Fixer Spray Hydrating alcohol-free setting spray that locks makeup in place for extended wear, formulated for consumers seeking long-lasting makeup hold.
• Beyond Shine Lip Gloss Non-sticky, luxurious lip gloss with glossy finish and hydrating formula for all-day wear, starting at Rs. 399.
• Peptide Gloss Lip Balm 24-hour hydration lip balm with soft and smooth finish, enriched with peptides for lip care.
• Ceramide Care Lip Balm Lip balm with ceramides for nourishing lip care, available in Clear Natural, Rose Candy, and Watermelon Swirl shades.
• AURA Perfumes Long-stay scented perfumes available in versatile fragrance options, 100ml size priced at Rs. 1,299.
• Lipstick Collection Various lipstick types including liquid, creamy, matte, crème matte, and bullet lipsticks in multiple shades and finishes, priced Rs. 239-959.
• Foundation Collection Face foundations including HD runway ready and 3-in-1 hydra matte formulas with various coverage levels, priced Rs. 439-599.
• Kajal Collection Traditional kohl/kajal for eye definition, including Magneteyes Kajal known for smudge-proof dark finish.
• Mascara Collection Mascaras including waterproof options for lengthening, thickening, and defining eyelashes.
• Sunscreen Range Sun protection products including SPF-based creams and sun defence formulations for protection against harmful UV rays.
• Serums Collection Face serums containing hyaluronic acid and other potent ingredients for deep hydration and skin rejuvenation.
• Nail Enamel Collection Nail polishes/enamels in various shades including Splash Nail Enamel known for durability and silky texture.
• Makeup Brushes Makeup brushes including foundation, concealer, blush, mascara, eyeshadow, eyeliner, lip, and smudger brushes.
• Bridal Kit Curated bridal makeup kit for wedding makeup needs, including a limited edition bridal makeup box priced at Rs. 3,299.
• Wedding Kit Wedding-themed gift sets including limited edition bridal makeup box at Rs. 3,299, for gifting on weddings and anniversaries.
• Combo Sets Curated combo sets including Signature Beauty Combo, Strobe 3 in 1 Mini Combo, Fresh Glow Face Combo, Luxe Matte Lip Combo, and category-based Lip/Face/Eye/Nail combos priced Rs. 399-679.
• Fragrances Collection Perfumes and fragrances including AURA Perfumes with long-stay scents and versatile fragrance options for personal use.

Quantifiable outcome

• Over 2 Million happy customers worldwide
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Manash E-commerce Private LimitedcoreOthers · 1 January 2009Manash E-commerce Private Limited is the parent/operating company for Faces India. The company also owns other beauty brands Carmesi and Good Vibes. Faces Canada entered the Indian market in 2009 under this entity.
• Amazon IndiamajorChannel Partner/ Reseller/ DistributorThird-party marketplace partnership for selling Faces Canada products across India through Amazon's e-commerce platform.
• NykaamajorChannel Partner/ Reseller/ DistributorPremium beauty marketplace partnership for distributing Faces Canada cosmetics and skincare products.
• PurplleminorChannel Partner/ Reseller/ DistributorOnline beauty retailer partnership for reaching customers through Purplle's platform.
• MyntraminorChannel Partner/ Reseller/ DistributorFashion and lifestyle e-commerce marketplace for selling Faces Canada products.
• FlipkartminorChannel Partner/ Reseller/ DistributorMajor e-commerce marketplace partnership for pan-India distribution of Faces Canada products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Biotique: Indian Ayurvedic-inspired skincare, haircare and beauty brand with deep modern retail and pharmacy distribution. Competes with Faces Canada's skincare and color cosmetics SKUs in the same mass-market price band and Indian consumer base.
• Lakme: India's legacy mass-premium beauty brand (Hindustan Unilever) covering face, lip, eye and skincare. Competes head-to-head with Faces Canada in department-store and modern-retail shelf space, with similar Indian-skin-tone shade strategies and price architecture.
• Lotus Herbals: Indian skincare and color cosmetics brand selling foundations, lipsticks, sunscreens and skincare across modern retail, pharmacies and online. Operates in the same mass-premium price band with comparable product breadth and Indian consumer focus.
• Sugar Cosmetics: Indian mass-premium color cosmetics and skincare brand selling lipstick, foundation, kajal and skincare across DTC, marketplaces and 1,000+ offline outlets. Direct competitor in the same price band (Rs. 150–1,200), target consumer (Indian women) and channels.
• Plum: Indian vegan, cruelty-free beauty brand selling skincare, haircare and makeup across DTC and marketplaces. Closely matches Faces Canada on clean-beauty positioning, Indian consumer targeting and mass-premium price architecture.
• Mamaearth: Honasa Consumer-owned Indian beauty and personal-care brand spanning skincare, haircare and color cosmetics with a toxin-free positioning. Directly comparable product mix, Indian-skin-targeting formulations, and aggressive multi-channel distribution that overlaps with Faces Canada's playbook.
• Colorbar Cosmetics: India-focused color cosmetics brand with extensive lipstick, face and eye makeup ranges priced for the mass-premium segment. Direct overlap in lip and face makeup categories, distribution channels (modern retail, Nykaa, Amazon) and target consumer.

Broad incumbents

• L'Oreal Paris: Global mass-premium beauty brand with extensive India operations spanning face, lip, eye, hair and skincare. Overlaps with Faces Canada on consumer segments, modern-retail shelf presence and pan-India online distribution, but at significantly larger scale.
• Nykaa Cosmetics: FSN E-Commerce-owned Indian beauty retailer and brand house that both sells and competes with Faces Canada. Operates India's leading beauty marketplace (a key channel for Faces Canada) while expanding its own private-label color cosmetics and skincare lines that directly substitute.
• Maybelline: L'Oreal-owned global mass-market color cosmetics brand with a strong India presence across modern retail and marketplaces. Competes with Faces Canada in lip, eye and face makeup from a global brand, R&D and marketing-spend advantage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/facescanada
• YouTubeyoutube.com/channel/UCCCiAsaYPTvBAipE0jz53pQ/featured
• Facebookfacebook.com/facescanada
• Instagraminstagram.com/facescanada
• LinkedInlinkedin.com/company/faces-cosmetics-india-ltd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Faces Canada