7 Cosmetic Brand Success Stories [2024]

Pat Walls

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Updated: November 1st, 2023

Start A Cosmetic Brand

Here are some real life success stories of starting a cosmetic brand:

1. ELLIE Cosmetics ($9K/year)

Dr. KeShawn Haynes, a chemist, came up with the idea for her business, KLH Industries LLC and ELLIE Cosmetics, after realizing her passion for chemistry and a desire to be her own boss. She conducted market research, developed a unique product made with naturally sourced ingredients, and spent years perfecting her formula. After participating in vendor shows and bootstrapping her business, she now focuses on marketing efforts and plans to expand into skincare and fragrances in the future.

How much they make: $9K/year
How much did it cost to start: $250
Current team size: 2

My Passion For Beauty Led Me To Start A Cosmetics Business

KLH Industries founder Dr. KeShawn Haynes shares her journey of starting up her own makeup brand ELLIE Cosmetics, developing a new product using naturally-sourced ingredients and eventually launching a successful business through bootstrapping and social media marketing.

About

Dr. started ELLIE Cosmetics about 15 years ago

Revenue

Dr. grew the business to $750/month

Costs

It cost Dr. $250 to start the business

Read this case study

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Learn more about starting a cosmetic brand:

Where to start?

-> How much does it cost to start a cosmetic brand?
-> Pros and cons of a cosmetic brand

Need inspiration?

-> Examples of established cosmetic brand
-> Marketing ideas for a cosmetic brand

Other resources

Part of

Starting A Cosmetic Brand: Everything You Need To Know

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4. Kylie Cosmetics

Shop Kylie Cosmetics by Kylie Jenner official website for exclusive access to Kylie’s makeup products. Get free shipping on Liquid Lipsticks, Lip Kits, Eye Shadow Palettes, Highlighters, Glosses and more!

Where they're located: Miami, Florida, USA

5. e.l.f. Cosmetics

e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include makeup, bath, and skin-care products.

According to the company, its products are 100% "cruelty-free", and it supports PETA's no fur campaign.

Where they're located: Manhattan Community Board 1, New York, USA
Website traffic: 3.71M/month

6. bluemercury

Bluemercury.com is a leading luxury beauty retailer offering the best cosmetics, skin care, makeup, perfume, hair, and bath and body.

Where they're located: Jacksonville, Florida, USA

7. Tarte Cosmetics

Tarte Cosmetics is an American cosmetics company headquartered in New York City. It was founded by Maureen Kelly in 1999; her first product was a cheek stain that was used the following year for the cover of Self magazine. Also in 2000, Tarte Cosmetics debuted its first order at Henri Bendel.

Maureen Kelly is the Founder and CEO of Tarte Cosmetics, the incredibly popular cruelty-free, high-performance natural beauty brand you know and love.

Where they're located: Hollywood, Kentucky, USA
Website traffic: 1.88M/month