What SMOOCH does

SMOOCH is a South Africa-based, direct-to-consumer skincare brand founded by Alisha Ramasar during the 2020 COVID-19 lockdown period. The company positions itself as an 'affordable luxury' Korean-formulated skincare label, offering cruelty-free, paraben-free, and fragrance-free products spanning serums (Eyeconic Eye Firming, (H2) Oh-My Hydrating, Honeymoon Glow Brightening, Forever Young Anti-Aging — all priced at R349), bio-cellulose and probiotic sheet masks (R299 for a 3-pack), eye care, lip care, lash serum, pimple patches (R89), and an SPF 55+ sunscreen (R329). Active ingredients highlighted across the range include niacinamide, multi-molecular hyaluronic acid, bakuchiol, peptides, alpha-arbutin, tranexamic acid, kojic dipalmitate, and probiotics.

The core technology input is Korean contract formulation expertise layered with commonly available cosmetic actives; one differentiated input is bio-cellulose sheet mask material used in the BRIGHTEN UP mask. The brand has no proprietary technology patents or in-house R&D infrastructure disclosed, and products are sourced via Korean formulation partners rather than built on a proprietary platform.

Commercially, SMOOCH operates as a single-channel business: all sales occur through its own e-commerce storefront at smoochskin.com, priced in South African rand with free domestic shipping. There is no subscription model, no marketplace presence, no wholesale or retail distribution, and no institutional capital disclosed; marketing is driven by owned social (Instagram, Facebook), an educational blog, and limited earned media placements in Glamour Magazine and Marie Claire. The company operates with an 11-50 employee headcount and is privately held with ownership concentrated in the founder.

Name

SMOOCH

Legal name

SMOOCH

Website

https://smoochskin.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

SMOOCH is a South African direct-to-consumer skincare brand that sells Korean-formulated, cruelty-free serums, sheet masks, lip care, and SPF products through its own e-commerce website, serving South African consumers seeking affordable luxury skincare.

Ownership category

akta.pro rank

Product category

Skincare and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye & Lip Skincare (CRABAAAC)

akta.pro secondary industries

Sunscreen (Body) (CRABAHAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• K-beauty skincare
• Anti-aging serums
• Hydrating face masks
• Cruelty-free cosmetics
• Lip care products

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: SMOOCH generates revenue through direct e-commerce sales of skincare products including serums, masks, eye care, lip care, and SPF products. Products are sold individually at price points ranging from R89 to R349. No subscription model is currently offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

SMOOCH sells a portfolio of Korean-formulated, cruelty-free, paraben-free, and fragrance-free skincare products directly to South African consumers via its e-commerce website. The product line comprises serums (eye firming, hydrating, brightening, anti-aging), sheet masks (probiotic, brightening, hydrating), eye masks, lash growth serum, lip plumping gloss, acne pimple patches, and SPF 55+ sunscreen, priced individually between R89 and R349 with no subscription model.

Product overview

SMOOCH is a Korean-formulated, cruelty-free skincare brand offering a portfolio of premium beauty products across serums, sheet masks, eye care, lip care, and sun protection. Their core serum lineup includes Eyeconic Eye Firming Serum, (H2) Oh-My Hydrating Serum, Honeymoon Glow Brightening Serum, and Forever Young Anti-Aging Serum—all priced at R 349. Their sheet mask collection features JUST FACE IT Probiotic Mask, BRIGHTEN UP Brightening Mask, and GLOW ON Hydrating Mask at R 299 each. Additional products include Eyecandy Lash Growth (R 299), MWAH Lip Plumping Gloss (R 199), What's Poppin' Pimple Patches (R 89), Glow On SPF 55+ (R 329), and Let's Sparkle Eye Mask 3-pack (R 210). The brand also offers eGift Cards. All products are A-free, paraben-free, and formulated with natural ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Eyeconic Eye Firming Serum Caffeine-powered eye serum formulated with niacinamide, vitamin C, and Argireline peptide to target puffiness, dark circles, and fine lines. Priced at R 349.
• (H2) Oh-My Hydrating Serum Weightless, water-based hydrating serum with multi-molecular hyaluronic acid and snow mushroom extract for deep moisture delivery. Priced at R 349.
• Honeymoon Glow Brightening Serum Brightening serum with alpha-arbutin, vitamin C, tranexamic acid, kojic dipalmitate, niacinamide, ferulic and lactic acid, plus hyaluronic acid and vitamins C and E to fade dark spots and even skin tone. Priced at R 349.
• Forever Young Anti-Aging Serum Anti-aging serum with plant-derived bakuchiol, peptides, and multi-weight hyaluronic acid to reduce fine lines and restore elasticity. Priced at R 349.
• JUST FACE IT Probiotic Mask Probiotic-infused sheet mask with vitamin E and polyphenols to enhance skin radiance and healthy appearance. Sold in a 3-pack at R 299.
• BRIGHTEN UP Brightening Mask Bio-cellulose brightening sheet mask with saccharomyces ferment, bilberry, and licorice extract for luminous skin, suitable for sensitive skin. Sold in a 3-pack at R 299.
• GLOW ON Hydrating Mask Super-hydrating sheet mask infused with vitamin B3, aloe vera, and sodium hyaluronate for a dewy glow. Sold in a 3-pack at R 299.
• Eyecandy Lash Growth Serum Lash growth serum formulated with vitamins and peptides to nourish lashes, encourage growth, and reduce breakage for fuller lashes. Priced at R 299.
• MWAH Lip Plumping Gloss Lip plumping gloss formulated with niacinamide, ceramides, and hyaluronic acid to hydrate, nourish, and visibly increase lip volume. Priced at R 199.
• What's Poppin' Pimple Patches Hydrocolloid acne spot stickers with encapsulated salicylic acid to minimize breakouts and create smoother-looking skin. Priced at R 89.
• Glow On SPF 55+ Sunscreen Lightweight, water-resistant SPF 55+ sunscreen oil with antioxidant-rich formula for sun protection and glow. Priced at R 329.
• Let's Sparkle Eye Mask 3-Pack Crystal eye masks infused with natural extracts for under-eye brightness and fine line reduction. Sold as a 3-pack at R 210.
• eGift Card Digital gift card for purchasing SMOOCH skincare products, available in denominations of R 200, R 500, R 1,000, or custom amounts.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Sephora (as a channel and competitive set): Global multi-brand beauty retailer that sells comparable K-beauty and serum-led brands. Relevant both as a future distribution channel for SMOOCH and as the anchor of the competitive landscape SMOOCH must navigate as it scales.
• Drunk Elephant: Premium clean/biocompatible skincare brand. Overlaps with SMOOCH on the clean-formulation, ingredient-conscious positioning and serum-heavy portfolio, but operates at higher price points and broader global distribution.
• CeraVe: Mass-market dermatologist-backed skincare brand owned by L'Oréal. Competes for the same 'effective, affordable, science-backed skincare' shopper, but operates at significantly larger scale and broader retail distribution.

Direct peers

• Krave Beauty: K-beauty-rooted, barrier-repair-focused skincare brand. Comparable on Korean formulation origin, clean positioning (cruelty-free, simple routines), and DTC-led growth strategy aimed at millennial/Gen-Z consumers.
• Then I Met You: K-beauty-inspired DTC skincare brand focused on serums, lip care, and sensorial routines. Comparable on Korean formulation, premium-yet-affordable price band, and curated small-portfolio DTC model.
• Glow Recipe: K-beauty inspired DTC skincare brand with playful branding, fruit-forward serums/masks, and global DTC distribution. Closely matches SMOOCH's Korean-formulation heritage, fun brand voice, and mask/serum hero SKU mix.
• The Ordinary (DECIEM): Science-driven, ingredient-focused, affordable skincare brand. Direct overlap with SMOOCH's serum-led, clean-formulation, single-active-emphasis positioning, and similar price ladder (single-purchase, no subscription). Most directly comparable peer on positioning and GTM.
• Coco & Eve: DTC beauty brand with playful, vibrant branding and product portfolio spanning skincare, masks, and body. Comparable on founder-led, social-first, vibrant brand identity and affordable-luxury price band.

Regional players

• African Extracts: South African skincare brand with broad retail distribution (Clicks, Dis-Chem, supermarkets). Direct regional competitor for the same South African skincare shopper, and a potential future retail partner for SMOOCH.
• Afritude: African-focused beauty brand with skincare in its assortment. Comparable as a regionally-rooted, Africa-serving beauty brand, though with broader body/haircare emphasis than SMOOCH's skincare focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/smoochbeauty.co
• Instagraminstagram.com/smoochbeauty.co
• LinkedInlinkedin.com/company/racks-rails

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 SMOOCH