LUVIE LTD

What LUVIE LTD does

LUVIE LTD operates as a direct-to-consumer beauty and skincare brand sold exclusively through its own e-commerce storefront at tryluvie.com, legally registered as KLNL LLC in Wyoming, USA. The company targets women aged 50+ with mature-skin concerns — specifically fine lines, dryness, creasing, redness, and uneven tone — and positions its catalog as a domain-specialized alternative to general-market foundations. Core products center on cushion-format foundations (Luvie Foundation Cushion, Luvie Glow Foundation Cushion) with a distinguishing adaptive-pigment shade technology and built-in mineral SPF 30, supplemented by the Luvie Changing Foundation (an adaptive liquid SPF 50+), a Korean-inspired Collagen Neck Wrinkle Cream with Volufiline/PDRN and an integrated Gua Sha applicator, the Luvie Seoul Calcium Bright Eye Cream, and a Liquid Blender Brush accessory.

The technical stack is built on Shopify with several third-party integrations: Loop Subscriptions for autoship management, ParcelPanel for shipment tracking, standard payment rails (Shop Pay, PayPal, Apple Pay, Google Pay), and Tangent.ai for an AI-powered shade-matching quiz. Business model mechanics combine one-time purchases with a configurable autoship subscription program (28/30/45/60-day cadences at 25% subscriber discount), tiered bundle pricing (1/2/3-piece discounts up to 64%), a 30-day money-back guarantee, and an optional $4.95 shipping protection add-on. Fulfillment is operated from a US warehouse with 3–5 business day domestic delivery and worldwide shipping to 65+ countries. Marketing is digital-first and product-led, relying on testimonials, before/after imagery, email capture, and the shade quiz to convert traffic on the owned storefront, with no disclosed retail, marketplace, or wholesale distribution.

Name

LUVIE LTD

Legal name

KLNL LLC

Website

https://tryluvie.com

Company type

Private

Operating status

Operating

Short description

LUVIE LTD is a direct-to-consumer beauty and skincare brand selling exclusively through its own e-commerce site to women aged 50+, offering cushion and liquid foundations, neck cream, and eye cream formulated for mature skin concerns.

Ownership category

akta.pro rank

Product category

Skincare & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Skincare for women
• Anti-aging cosmetics
• Foundation cushions
• Mature skin care
• Direct-to-consumer beauty

Headquarters

HQ city

Casper

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Product Sales: One-time purchase of beauty and skincare products through the company's e-commerce website. Products include foundation cushions, neck creams, eye creams, and changing foundations sold at various tiered bundle discounts.
2. Subscription/Auto-ship Program: Customers can enroll in automatic refill programs (Autoship) that ship products every 4 weeks at discounted rates (25% savings). Subscriptions can be managed, skipped, paused, or cancelled anytime through self-service portal or email. Billing frequencies include every 28, 30, 45, or 60 days.
3. Shipping Protection Add-on: Optional $4.95 shipping protection service that covers orders from damage, loss, or theft during transit.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

LUVIE LTD operates as a direct-to-consumer beauty and skincare brand under the parent entity KLNL LLC (Wyoming, USA). The company designs, markets, and sells its own branded cosmetics and skincare products — including foundation cushions, neck creams, eye creams, adaptive foundations, and related accessories — primarily targeting women aged 50 and older. Products are sold through the company's own e-commerce website (tryluvie.com) with subscription autoship options.

Product overview

LUVIE LTD is a beauty brand focused exclusively on products for mature women (50+). The portfolio centers on cushion-format foundations (Luvie Foundation Cushion and Luvie Glow Foundation Cushion) that address common concerns like fine lines, creasing, and dryness. Complementary offerings include the Luvie Changing Foundation (adaptive formula), Luvie Seoul Calcium Bright Eye Cream (tinted eye treatment), and Collagen Neck Wrinkle Cream (Gua Sha-infused neck firming treatment). Accessories include the Liquid Blender Brush, while Shipping Protection is offered as an optional add-on. The brand differentiates through hydrating, non-cakey formulas with skin-supporting ingredients and adaptive shade-matching technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundation Cushion Branded foundation cushion product from LUVIE's own product line, designed and sold for women 50+ with mature skin. Sold individually and as part of bundles via the brand's direct e-commerce site.
• Neck Cream Skincare cream specifically formulated for the neck area, addressing skin aging concerns common in women 50+. Sold through the brand's own website as a standalone or bundled product.
• Eye Cream Targeted eye-area skincare cream designed to address fine lines, wrinkles, and aging around the eyes for mature women. Sold via direct e-commerce as a standalone or bundled offering.
• Adaptive Foundation Adaptive foundation product formulated to work with the changing tone and texture of mature (50+) skin, offering flexible coverage. Sold via direct-to-consumer e-commerce.
• LUVIE Product Bundles Multi-product bundles combining LUVIE's foundation cushions, neck cream, eye cream, and adaptive foundation at a discounted bundle price. May also include complementary accessories. Sold via direct e-commerce.
• Beauty Accessories Complementary accessories sold alongside LUVIE's core skincare and cosmetics lineup to support product application and use.

Quantifiable outcome

• 97% of women say their skin looks smoother & more even
• +2 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature6 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Maybelline: Mass-market cosmetics leader with Fit Me and Instant Age Rewind lines that include cushion-style applicators and broad shade ranges aimed at everyday mature consumers—competing with Luvie primarily on price and retail distribution.
• Bobbi Brown: Estée Lauder-owned brand known for natural-skin-finish foundations and skincare-makeup hybrids favored by mature consumers. Comparable to Luvie in its emphasis on natural-looking coverage and skincare-infused formulations.
• CoverGirl: Mass-market beauty brand with Olay collaboration (Simply Ageless) explicitly targeting the 50+ consumer. Comparable to Luvie's positioning at a mass-market price point with much broader retail distribution and brand recognition.
• Estée Lauder: Luxury beauty incumbent with Futurist Hydra Rescue and Re-Nutriv foundation lines marketed heavily to the 50+ consumer. Comparable to Luvie at the premium end of foundation technology and shade-matching sophistication.
• L'Oréal Paris: Mass-market beauty conglomerate with Age Perfect (50+), True Match foundation, and Revitalift lines that compete directly with Luvie's mature-skin positioning at much larger scale, broader retail distribution, and lower price points.
• Lancôme: Luxury division of L'Oréal with Teint Idole Ultra Wear and Rénergie Lift Multi-Action targeting the same mature-skin consumer. Comparable cushion/foundation technology and skincare-makeup hybrid positioning to Luvie.

Emerging players

• Beautycounter: DTC-leaning clean beauty brand with anti-aging skincare and complexion products. Comparable to Luvie in its direct-to-consumer model, ingredient-transparency messaging, and appeal to the same over-40 consumer concerned with what goes on their skin.

Direct peers

• Elizabeth Arden: Heritage beauty house built on Ceramide capsules and Prevage anti-aging lines targeting the 50+ consumer. Directly comparable to Luvie in vertical specialization around mature skin and broad foundation/skincare portfolio.
• IT Cosmetics: Founded around problem-solving makeup for real skin concerns (aging, dryness, sensitivity) and now owned by L'Oréal. Most directly comparable to Luvie in its focus on coverage, anti-aging, and skin-caring formulations, with a similar cushion/CC-cream heritage and broad shade range.
• No7 (Boots): Boots' mass-prestige skincare and makeup brand built around mature-skin concerns (Protect & Perfect, Lift & Luminate). Closely comparable to Luvie's positioning as an accessible brand targeting women concerned with visible signs of aging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 LUVIE LTD