What BYELLIE LIMITED does

BYELLIE LIMITED is a London-based, direct-to-consumer beauty brand founded in 2021 by Ellie Carlile during the COVID-19 pandemic. The company is registered in England (company number 13510703) with a trading address in London and a registered office in Banstead, and operates as a privately held, bootstrapped entity with 1-10 employees and no disclosed external funding. Its commercial focus is on simplified beauty routines, specifically brow styling and lip care, sold primarily through a Shopify-powered e-commerce storefront at byellie.co.uk and, for US customers blocked by customs restrictions, through Amazon.

The core product portfolio centers on two proprietary brow styling gels — Brow Shape (a strong-hold formula delivering a laminated brow look, priced at $27) and Brow Texture (a flexible-hold gel for natural finish, $25) — plus a Limited Edition Matte Brow Shape ($27) and a double-ended Brow Brush tool ($20). Lip care is addressed through two lanolin-based balms, Strawberry and Brown Sugar ($25 each). The company also sells curated sets (Intro Set at $58 and Gift Set at $53) and e-gift cards to capture gifting demand. All products are marketed as cruelty-free, with lip balms notably containing lanolin and therefore not vegan. Pricing is uniform unit-based pay-as-you-go with no subscription model.

The go-to-market is social-first: TikTok and Instagram (@byelliebeauty) drive viral awareness and have accumulated 100,000+ followers and 4.5 million likes, supported by earned media in Sheerluxe, The Sun, Hello Magazine, and Daily Star, plus an owned content series ("The Morning Edit") and an email newsletter offering 10% off first order. International shipping covers UK, EU, Canada, Australia, and UAE; US direct shipping is unavailable due to customs restrictions. There is no app, no API, no patents or trademarks disclosed, no disclosed partnerships, and no AI/ML capability referenced in any source material.

Name

BYELLIE LIMITED

Legal name

BYELLIE LIMITED

Website

https://byellie.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

BYELLIE LIMITED is a UK-based direct-to-consumer beauty brand selling brow styling gels, brow tools, and lip balms to beauty-conscious consumers, distributed through its own Shopify storefront and Amazon US.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for beauty products including brow styling gels, lip balms, brushes, and gift sets. Products sold at various price points ($20-$58 USD) through e-commerce storefront. No subscription model indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Byellie is a direct-to-consumer beauty brand that develops, manufactures, and sells brow styling products (Brow Shape and Brow Texture gels/waxes), hydrating lip balms (Strawberry and Brown Sugar variants), and curated cosmetic gift sets. The company sells exclusively through its own e-commerce storefront at byellie.co.uk, with international shipping to UK, EU, Canada, Australia, and UAE. Founded in 2021 by Ellie Carlile, the brand focuses on simplified beauty solutions that deliver salon-level results at home.

Product overview

BYELLIE is a UK-based direct-to-consumer beauty brand launched in 2021, operating exclusively through its e-commerce platform at byellie.co.uk. The company specializes in simplified beauty products focused on brows and lips. The core product portfolio centers on two brow styling solutions: Brow Shape (for laminated, salon-style looks) and Brow Texture (for natural, flexible hold), complemented by the Brow Brush tool. Lip care is addressed through two lip balms - Strawberry and Brown Sugar variants. The brand also offers curated sets including the Intro Set (travel bag with mini products) and Gift Set (full-size best-sellers bundle). All products are cruelty-free and vegan-friendly (though lip balms contain lanolin and are not vegan). BYELLIE distributes internationally to UK, EU, Canada, Australia, and UAE, with US customers redirected to Amazon.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Brow Shape A brow styling wax/gel that lifts, shapes, and holds brows in place with all-day strong hold, mimicking salon-level laminated brows. Includes a 30g pot and a packet of 4 brushes. Priced at $27 USD.
• Brow Texture

Quantifiable outcome

• One Brow Shape sold every 5 minutes
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kosas: Clean-positioned DTC beauty brand with brow, lip, and complexion products. Overlaps with Byellie in vegan/cruelty-free positioning, founder-led narrative, and direct-to-consumer growth via editorial and influencer channels.
• Refy Beauty: UK-based direct-to-consumer beauty brand specializing in brow shaping products and complexion staples. Closest analog to Byellie in category focus (brows), GTM (viral social-led DTC), and stage (recently scaled indie).
• Beauty Pie: UK DTC beauty brand selling directly to consumers via a membership model with premium-quality formulations. Comparable in direct-to-consumer ethos, UK origin, and digital-first brand building.
• Milk Makeup: Direct-to-consumer beauty brand built on social-media virality and solution-based, portable products. Comparable in viral GTM motion, multi-channel distribution (Sephora + own site), and trend-driven product launches.

Broad incumbents

• Glossier: Pioneer of the social-first, community-driven DTC beauty model that Byellie emulates. Comparable business model (own e-commerce, community content, founder-led storytelling) though broader category mix.
• Revolution Beauty: UK-headquartered fast-fashion beauty brand with global DTC and mass retail distribution. Comparable as a UK beauty competitor with broad brow, lip, and accessory assortments at aggressive price points.
• e.l.f. Cosmetics: Mass-market beauty brand with strong DTC and viral TikTok presence across brow, lip, and complexion. Comparable in social-media-led growth model and category overlap, though at meaningfully lower price points and scale.
• Benefit Cosmetics: Global brow category leader (Brow Gel, Precisely, My Brow) with strong retail and DTC presence. Sets the consumer expectation for brow-product quality and pricing tiers that Byellie competes within.
• Anastasia Beverly Hills: Iconic brow specialist brand whose Brow Wiz and Dipbrow Pomade define the category. Comparable as the established competitor against whose hold performance Byellie's Brow Shape is implicitly benchmarked.
• Charlotte Tilbury: Premium celebrity-founded beauty brand with strong brow category offerings and global DTC. Comparable in founder-led premium positioning, though operates at significantly larger scale and price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/byelliebeauty
• TikToktiktok.com/@byelliebeauty?lang=en
• LinkedInlinkedin.com/company/byellie

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 BYELLIE LIMITED