Birch Beauty INC

Birch Beauty Inc. trades as Isopia and operates the DTC site isopia.com. The catalog is focused on eye-centric color cosmetics: strip and individual lashes, lash adhesives, mascara, liners, and removers, plus a small line of brow pencils and gels. Price points sit in the low-to-mid tier—most SKUs USD $8–22—with periodic bundles that nudge the AOV upward. Sales are 100 % e-commerce; the brand ships worldwide from U.S. fulfillment and is active on Amazon, Shopee, and TikTok Shop. Isopia’s hook is “weightless, damage-free glam.” Products are vegan, latex-free, and packaged in recyclable sugar-cane tubes or glass, a positioning rare in the budget lash segment. The Cloudland lash series—ultra-thin 0.03 mm faux-mink fibers on clear cotton bands—regularly sells out and drives 40 % of revenue. A 60-day “Lash-Loss-Free” guarantee and QR-coded authenticity stickers reinforce quality claims. Core buyers are Gen-Z and young-millennial makeup enthusiasts who watch short-form tutorials and want salon-level drama without $100 extensions or animal hair. They value cruelty-free formulas, fast shipping, and the ability to swap styles nightly; Isopia’s 30-style lash wardrobe and mini adhesive pens fit that low-commitment, high-change beauty routine. Competitors are mass-market drugstore lash labels on one side and indie, Instagram-born lash boutiques on the other. Isopia undercuts the latter on price while beating the former with trend velocity—new drops every 4–6 weeks—and community-driven design (followers vote on next curl shapes). The result is a niche but defensible space: trend-responsive, ethics-driven, wallet-friendly eye makeup.