Beiabeauty

Piyabeauty

Piyabeauty.com is a direct-to-consumer, mid-priced color-cosmetics and skin-care label that sells exclusively online. The catalog centers on multi-use complexion sticks, pigment stacks, and refillable lip products priced US $12-28, plus a small line of prep-and-set skin care (cleansing pads, priming mist, balm) at $10-18. All SKUs are vegan, cruelty-free, and shipped globally from U.S. fulfillment centers. The brand’s signature is “stackable color”: magnetized pans that click into slim, reusable compacts, letting buyers build custom palettes without buying new packaging. Every product page lists full ingredient percentages and includes shade-swap videos shot on three skin tones, a transparency tactic rare in the indie space. Limited-edition drops sell out within 48 hours and are never restocked, driving repeat traffic. Core shoppers are 18-34-year-old makeup enthusiasts who post tutorials on TikTok/Instagram and value waste reduction; 70% of site traffic comes from mobile social links. They buy to participate in collectible drops, show depotting ASMR, and support a self-declared “beauty-minus-waste” ethos that rewards returning empties with $5 store credit. Piyabeauty competes with fast-fashion color brands and eco-indie labels by combining trend-driven pigments with modular, low-waste packaging—most rivals offer either trend or sustainability, not both. Its zero-inventory model (small-batch pre-orders produced in 3 weeks) keeps cash flow tight and allows near-instant reaction to viral shade requests, a speed legacy brands cannot match without risking overstock.

Build your palette, skip the waste, collect what's rare

• Sustainable
• Vegan
• Cruelty-free

No.98 Beauty

No.98 Beauty is a direct-to-consumer, online-only label that concentrates on complexion and color cosmetics. Core SKUs include weightless foundations, multi-use lip-and-cheek stains, loose mineral veils, and a tightly edited range of vegan brushes and tools. Everything sits in the mid-range tier: most items retail between $22 and $38, with occasional limited-edition drops climbing to $48. The brand’s positioning hinges on “clean glamour”—EU-compliant formulas that exclude 1,400+ controversial ingredients yet still deliver pro-level pigment and photo-friendly finishes. Their hero product, Filter-Fix Soft-Focus Foundation, went viral on TikTok for flash-proof coverage that feels like “nothing on skin,” while the Cloudset Translucent Powder is routinely back-ordered within hours of restock. Refillable componentry and carbon-neutral shipping reinforce the eco-luxury ethos. Customers are 18-35-year-old content creators, beauty students, and early-career professionals who want camera-ready results without prestige mark-ups. They value ingredient transparency, cruelty-free certification, and minimalist packaging that photographs well on social feeds. The brand speaks in a frank, tutorial-heavy voice that treats makeup as creative utility rather than ritual. No.98 Beauty competes in the crowded “cleanical” space occupied by indie color brands that straddle Sephora’s “Clean + Planet Positive” wall and TikTok shops. It differentiates through shade-range discipline (only 16 flexible SKUs that self-adjust), rapid small-batch production cycles that respond to trend data within six weeks, and a strict DTC model that keeps per-gram pricing 20-30 % below comparable clean formulas sold via wholesale.

Pro-level pigment without the luxury price tag or compromise

• Vegan
• Cruelty-free

Kaimacosmetics

Kaimacosmetics is a direct-to-consumer, mid-priced color-cosmetics line sold exclusively through kaimacosmetics.com. The catalog centers on complexion (liquid foundation, loose powder, primer) and eye products (pigment palettes, felt-tip liners, faux-mink lashes), with most SKUs priced USD 14-28. Bundled “face sets” and refill bundles sit at the upper end of the range, while single mini liners start at $12. The brand leads with pro-level pigment loads marketed as “camera-ready” yet safe for sensitive skin; every formula is advertised vegan, talc-free, and EU-compliant. Its best-known franchise is the 18-shade HD Foundation range that launched with 6 undertone families and a corresponding color-match quiz, followed by the six-pan “Artist Shadow Palettes” that routinely sell out within 48 h of restock. Core buyers are 18-34-year-old content creators, freelance makeup artists, and students who want prestige performance without the 40-50% retail markup. Sustainability cues—recyclable PET jars, carbon-neutral shipping, and cruelty-free certification—align with Gen-Z ethical expectations and feed user-generated unboxing posts on TikTok and Instagram Reels. Kaimacosmetics competes in the crowded “Instagram-born” color-cosmetics space against brands that rely on heavy influencer seeding and frequent launches. It differentiates by limiting SKUs to hero products, offering periodic “restock-only” drops that drive wait-lists, and keeping price per gram 20-30% lower than prestige analogs while publishing full ingredient decks and third-party safety reports for every batch.

Pro pigments, student prices, creators' secret weapon

• Sustainable
• Recycled
• Ethical
• Vegan
• Cruelty-free

Tomorrowtodaybeauty

Tomorrowtodaybeauty retails a tightly edited mix of skin care, color cosmetics and refillable beauty tools, all positioned in the mid-range tier (USD $18-45 per SKU). The catalog is built around treatment serums, complexion correctors and multi-use sticks that can be purchased only through the brand’s own e-commerce site; no third-party marketplaces or brick-and-mortar stockists are used. The company leads with “future-formula” messaging: every launch is tied to a calendar date on which the product’s active ingredients are claimed to remain stable and effective through the following day, year or decade. Best-known items include the 12.01 A.M. Resurfacing Serum packaged in light-blocking violet glass and the modular, magnetized “Tomorrow Case” that accepts interchangeable foundation, blush and highlight pans. Core shoppers are 18-34-year-old urban consumers who track skin-care trends on TikTok and value evidence-backed claims but balk at prestige price tags. They buy into the brand’s time-centric narrative—products engineered to outlast daily stressors—and appreciate the low-waste refill system that aligns with minimalist, dorm-or-studio living. Tomorrowtodaybeauty competes with direct-to-consumer, science-styled color brands and with indie skin-care labels that use clinical data and social buzz to justify mid-range pricing. It differentiates by merging both categories into one dated, stability-guarantee concept while keeping the entire cycle—R&D, manufacturing and fulfillment—under one roof, allowing limited-drop releases to sell out without discounting.

Beauty that's formulated to last longer than your today

Loum Beauty

Loum Beauty sells color cosmetics and complexion tools aimed at quick, mistake-proof application. Core SKUs include multi-use sticks, cream-to-powder palettes, retractable brushes and refillable compacts priced $18-$38, placing the line in the accessible-to-mid range. Distribution is DTC through loumbeauty.com with periodic drops on Amazon; no brick-and-mortar stockists are listed. The brand’s positioning centers on “stress-free makeup”: every product is designed to be applied without primers or brushes, blended with fingers, and worn on eyes, lips and cheeks interchangeably. Hero items include the 3-Minute Face Stick and the Flip-Top Stackable Palette, both marketed as TSA-friendly, refillable and vegan. All formulas are fragrance-free, dermatologist-tested and manufactured in small California batches to keep shade edits tight. Loum targets time-pressed consumers aged 25-45 who want a polished look between video calls and after-work socializing without investing in elaborate routines. Messaging emphasizes efficiency, portability and clean ingredients, appealing to urban professionals and minimalist travelers who value utility over trend-chasing. Competitors include other digitally native, clean-ingredient color brands that promote multi-use sticks and fast routines. Loum differentiates through modular, magnetic packaging that snaps into a single travel tile, a deliberately limited shade system that flatters a wide spectrum, and a price point below most prestige clean labels while still offering vegan, EU-compliant formulas.

Makeup that moves as fast as your day does

• Vegan

The Beauthy

The Beauthy is a mid-range, digital-first beauty retailer that stocks color cosmetics, skin care, hair care and accessories. Most SKUs sit between US $10–35; limited-edition or influencer-collab items can reach US $55. Orders are placed only through thebeauthy.com, which ships to North America, the EU and parts of Asia; there are no brick-and-mortar stores. The company positions itself as “beauty decoded,” pairing every product with ingredient breakdowns, shade-match filters and short video demos produced in-house. Its private-label line, Beauthy Basics, supplies refillable packaging and vegan formulas that routinely sell out within 48 h of launch. A loyalty program gives 5 % cash-back in store credit and early access to new drops, driving repeat purchase rates above 40 %. Core shoppers are 18-34-year-old women who follow skincare science threads on TikTok and Reddit, want trend-relevant color stories, but resist prestige price tags. They value transparency, cruelty-free certification and the convenience of a single cart for both Korean serums and indie lip glosses. The Beauthy competes with mass e-commerce beauty marketplaces and discount fragrance chains that race to lowest price. It differentiates by curating only 250–300 SKUs at a time, maintaining its own clean-ingredient standards, and producing exclusive, small-batch collabs that cannot be found on Amazon or in drugstores.

Beauty that actually explains itself, minus the price tag

• Vegan
• Cruelty-free

Iluvcolors

Iluvcolors is a direct-to-consumer color-cosmetics label that focuses on vividly pigmented face, eye and lip products. The range spans buildable cream pigments, loose mineral shadows, multi-use tints and pro-grade brushes, all priced between $8 and $22—solidly mid-range. Orders are placed only through iluvcolors.com; the company keeps no permanent brick-and-mortar presence but ships worldwide from U.S. fulfillment centers. The brand’s identity is built on extreme color payoff and inclusive shade saturation across all skin tones. Every formula is vegan, cruelty-free and poured in small batches to maintain freshness, while the site’s “Color-Map” filter lets shoppers sort products by undertone and intensity. Limited-edition drops such as the Neon Jelly Eye Tins and the Chromatic Cream Palette routinely sell out within 48 hours and are restocked only once. Core buyers are 18-34-year-old creatives—makeup artists, cosplayers, festival-goers and TikTok creators—who treat color as self-expression rather than correction. They value ethical sourcing, gender-neutral branding and the ability to buy pro-level pigment without wholesale accounts or high mark-ups. Iluvcolors competes in the crowded “indie color” space against niche e-commerce brands and selective Ulta/Sephora labels. It differentiates by skipping retailers, keeping prices under prestige thresholds, and releasing micro-collections in high-frequency drops that respond to social-media color trends faster than traditional manufacturers can cycle.

Pigment so vivid, it speaks louder than you ever could

• Ethical
• Vegan
• Cruelty-free

Confidentbeaute

Confidentbeaute.com is a digital-only beauty boutique that concentrates on color cosmetics, skin prep and body glow essentials. Most SKUs sit in the $12-$28 band, placing the line squarely in mid-range territory between drugstore and prestige. Everything is sold exclusively through the brand’s own site, with periodic drops promoted on Instagram and TikTok Shop. The label leads with “confidence-boosting” formulas: full-coverage complexion sticks that double as shapewear for the face, collagen-infused lip oils that plump without sting, and water-resistant body glitters designed for deeper skin tones. Each launch is released in small, numbered batches that sell out within hours, creating a collectibles culture around products like the #11 FlawFix Concealer and the GlowBoss Bronze Balm. Core shoppers are 18-34-year-old women who identify as beauty enthusiasts but feel overlooked by mainstream shade ranges and airbrushed messaging. They value inclusive shade depth, unretouched campaign imagery and products that perform on camera for content creation, workdays and nightlife without needing touch-up tools. Confidentbeaute competes in the crowded “Instagram-born” color-cosmetics space populated by trend-driven, direct-to-consumer players. It differentiates through mid-range pricing that undercuts prestige labels, a deliberate focus on medium-to-deep complexion products, and scarcity drops that turn shoppers into community insiders who hype the next restock.

Color cosmetics built for deeper skin tones, dropped in limited batches