Mariella Skin

What Mariella Skin does

Mariella Skin is an Australian-made, vegan, and cruelty-free skincare brand founded in 2018 by skin therapist Mariella Minniti under the legal entity FDCM (trading as Mariella Skin). The company operates a portfolio of 17+ products spanning cleansers, exfoliants, serums, toners, moisturisers, treatments, eye care, and face oils, formulated with botanical and Australian-native ingredients (Kakadu Plum, Lemon Myrtle, Davidson Plum, Quandong) and clean-beauty credentials (free of sulphates, phthalates, parabens, synthetic colours, and fragrances). Differentiated formulation features include encapsulated vitamin C paired with Kakadu Plum, radish-root-ferment vegan hyaluronic acid, and a barrier-first approach rather than stripping regimens.

The business makes money through three channels: (1) DTC e-commerce via the Shopify-powered mariellaskin.com.au store at unit prices of $49-$89 AUD with domestic shipping via Australia Post and Couriers Please; (2) a wholesale stockist program restricted to in-store resale at salons, skin clinics, and beauty boutiques; and (3) professional services delivered through MARIELLAglama, the Perth-based sister clinic offering skin needling and LED therapy, alongside $30 phone consultations with the founder redeemable on orders above $100. Payment options include Visa, Mastercard, Amex, Afterpay, and Zip, with appointments handled through Timely.

The company is a bootstrapped, founder-led sole proprietorship wholly owned by Mariella Minniti, headquartered in Dianella, Western Australia, with original roots in Geraldton. It serves primarily individual Australian consumers across all skin types (acne, ageing, dryness, oiliness, pigmentation, rosacea, sensitivity) and secondarily professional stockists, supported by founder-led content, social media presence on Instagram and TikTok, and earned media coverage in Newsweek, Mamamia, 7NEWS, and The West Australian.

Name

Mariella Skin

Legal name

FDCM trading as Mariella Skin

Website

https://mariellaskin.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Mariella Skin is an Australian-made, vegan, and cruelty-free skincare brand founded in 2018 by Mariella Minniti, selling 17+ botanical and Australian-native-ingredient products via DTC e-commerce, a wholesale stockist network, and an owned Perth sister clinic.

Ownership category

akta.pro rank

Product category

Skincare Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Sensitive Skin & Barrier Repair (CRABAAAG), Eye & Lip Skincare (CRABAAAC), Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic) (CRABAEAH), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Vegan skincare products
• Clean beauty formulations
• Australian-made cosmetics
• Botanical skincare brand
• Professional skin treatments

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online retail sales through mariellaskin.com.au. Products are sold directly to consumers at suggested retail prices with shipping across Australia. Payment methods include VISA, Mastercard, Amex, Zip, and Afterpay.
2. Wholesale/B2B Sales: Wholesale distribution to salons, skin clinics, and beauty boutiques through a stockist program. Stockists receive wholesale discount pricing and must register for a Stockist Account. Only in-store resale permitted; online resale prohibited.
3. Professional Services (Phone Consultation): $30 phone consultation with founder Mariella Minniti for personalized skincare recommendations. Consultation fee is redeemable on any product orders over $100.
4. In-Clinic Professional Treatments: MARIELLAglama, the Perth-based sister clinic, offers advanced treatments including skin needling and LED therapy alongside product sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Mariella Skin designs, manufactures and sells a portfolio of Australian-made, vegan and cruelty-free skincare products — including cleansers, exfoliants, serums, moisturisers, toners, treatments, eye care and face oils — using botanical and native Australian ingredients such as Kakadu Plum, Lemon Myrtle, Davidson Plum and Quandong. The company sells directly to consumers via its Shopify-powered e-commerce store and through a wholesale stockist network to salons, skin clinics and beauty boutiques, while also operating the MARIELLAglama sister clinic in Perth offering professional skin needling and LED therapy treatments alongside founder-led phone consultations.

Product overview

Mariella Skin is an Australian-made, vegan, and cruelty-free skincare brand offering a comprehensive portfolio of 17+ products across multiple categories. The product line includes cleansers (Purifying Cream Cleanser, Skin Clearing Gel), exfoliants (Crème Exfoliant), moisturisers (Purifying Moisturiser, Skin Renewal Moisturiser, Oil Control Moisturiser), serums (Hydroboost Serum, Vitamin A/B/C Serums, Age Defence Serum), toners (Revitalising Toning Mist, Purifying Toning Mist), treatments (Hydroboost Gel Mask, Quick Acting Blemish Gel), eye care (Eye Crème Intense), and face oils (Glow Face Oil). Products are organized by skin concern including acne, ageing, dry skin, dullness, pigmentation, rosacea, oily skin, and sensitive skin, with formulations featuring botanical ingredients like Australian native extracts, hyaluronic acid, vitamins, and plant-derived actives.

Differentiator

Problem solved

Functional benefit

Products and services

• Purifying Cream Cleanser

Quantifiable outcome

• Customer-reported transformations within 8 days to 2 weeks of consistent product use
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Beth Marple BeautyminorChannel Partner/ Reseller/ DistributorGeraldton-based beauty salon that stocks and uses MARIELLAskin products with their clients. Part of the Western Australian stockist network.
• Tegan Louise Lashes and BrowsminorChannel Partner/ Reseller/ DistributorBeauty services provider offering MARIELLAskin products to their customer base. Stockist partner in Western Australia.
• Australia PostminorOthersPrimary shipping carrier for domestic Australian deliveries. Standard shipping provider for customer orders.
• Couriers PleaseminorOthersAlternative shipping carrier for customer orders, providing flexibility in delivery options.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Ordinary (DECIEM): Global skincare brand built on ingredient-led, single-actives positioning at accessible price points. Comparable on the 'active-ingredient transparency' narrative but at vastly greater scale and broader distribution.
• Aesop: Established Australian premium skincare brand with global retail footprint. Comparable on Australian origin and botanical-led formulations, but operates at far larger scale and a much higher price point.
• Drunk Elephant: Premium biocompatible skincare brand built around clean formulations and active ingredients. Comparable on the clean/biocompatible positioning and active-led serum portfolio, though at much higher price points and scale.
• Paula's Choice: Global skincare brand known for clinically-positioned, ingredient-driven formulations and education-led content. Comparable on barrier/acne-focused efficacy claims and education-led content marketing, but at a much larger scale.

Direct peers

• Trinny London: Founder-led skincare and beauty brand with a strong personal-brand narrative and stackable product system. Comparable as a founder-driven, content-led skincare brand targeting similar demographics.
• Sand & Sky: Australian indie beauty brand marketing Australian-native botanicals (including Kakadu Plum) through DTC and global retail. Closely comparable on native-ingredient narrative and indie-brand GTM.
• Ultra Violette: Australian founder-led indie skincare/sunscreen brand sold DTC and through retailers. Comparable as a contemporary Australian indie brand targeting similar demographics with clean, ingredient-led positioning.
• Alpha-H: Australian professional-grade skincare brand with a salon/clinic channel and barrier/retinoid-led product philosophy. Comparable on Australian origin, professional channel and clinical skincare positioning.
• Sukin: Australian mass-market clean skincare brand offering vegan, cruelty-free formulations across a similar facial-care category. Most directly comparable on positioning, geography and price band, though at a much larger scale.
• Dr Roebuck's: Australian clean-beauty brand selling vegan, cruelty-free skincare DTC and via stockists. Directly comparable on geography, values-led positioning, and indie-brand scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mariellaskin
• Facebookfacebook.com/mariellaskin
• LinkedInlinkedin.com/company/mariellaskin

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 Mariella Skin