Makeup Cartel Pty Ltd

Makeup Cartel Pty Ltd is an Australian company focused on creating cruelty-free and vegan skincare and beauty products, catering to both retail and professional markets with a variety of brands. Founded in 2013 in Gold Coast, Australia, Makeup Cartel Pty Ltd specializes in skincare and beauty products. It was led by Evette Hess-McEwan, who also serves as the CEO. In April 2020, the company secured AUD 10 million in a BUYOUT from Point King Capital, marking a significant investment to bolster its growth.

The company has conducted one deal to date, valued at AUD 10 million, which has enabled it to focus on expanding its operations internationally while maintaining its commitment to beauty professionals and consumers. Makeup Cartel specializes in the design and development of skincare and beauty products that are primarily formulated to be cruelty-free and vegan when possible. Their core product offerings encompass a range of Australian brands, including esmi Skin Minerals, PONi Cosmetics, and Lip Heroes, each catering to different aspects of beauty and skincare. The products are designed for ease of use and support the creation of aesthetically pleasing makeup looks while promoting healthy skin.

Targeting both salon and retail environments, the company serves a diverse client base that includes beauty professionals, retailers, and end consumers across Australia and various international markets. These products are available in several countries, extending their reach beyond local boundaries and appealing to customers seeking high-quality beauty solutions globally. Makeup Cartel generates revenue through a wholesale model that facilitates transactions with beauty retailers and salons. Clients, including both established stockists and new partners, have the opportunity to access exclusive wholesale pricing for the company's range of products.

Transactions typically involve bulk orders, allowing these businesses to stock salon-quality beauty items at competitive prices. While specific pricing details are not disclosed, the business model includes various pricing tiers based on order volume, ensuring that clients can benefit from economies of scale. The company's emphasis on partnerships with retailers and direct-to-consumer sales channels supports a sustainable revenue structure, focusing on both B2B and retail transactions for its flagship product lines. In April 2020, Makeup Cartel Pty Ltd received AUD 10 million from Point King Capital, which will be used to expand its existing businesses across multiple channels and focus on international growth.

The company aims to introduce new product lines in the coming year and expand into new markets, particularly targeting increasing its presence in Asia and North America. This strategic move is designed to enhance brand visibility and accessibility in regions where demand for cruelty-free and vegan beauty products is growing.