30 Notable Beauty Companies & Startups in 2024
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The beauty and personal care market is expected to generate $646.2 billion in revenue in 2024, with personal care making up the largest segment ($282.8 billion).
That figure is expected to grow to $736.8 billion by 2028, representing a CAGR of 3.33%.
One trend helping the industry grow is the increased use of natural and organic cosmetic products. This market alone is expected to reach $15.7 billion in 2025.
We’ve compiled a list of the 30 beauty startups flourishing in this digital era and disrupting the industry. Keep reading to learn more about the key data points on each company.
1. Mamaearth
5-year search growth: 229%
Search growth status: Regular
Year founded: 2016
Location: Gurgaon, India
Funding: $139.2M (Post-IPO Secondary)
What they do: Mamaearth is an online retailer specializing in natural beauty and personal care products for children and adults. They experienced 400% growth through the pandemic, and name their Vitamin C face washes and move towards brick and mortar stores as major drivers behind their success.
2. Planity
5-year search growth: 1,000%
Search growth status: Exploding
Year founded: 2016
Location: Paris, France
Funding: $104.3M (Series C)
What they do: Planity is an online booking service for beauty appointments, supporting more than 40,000 salons and beauty establishments. The company claims to have reached $40 million in ARR in 2023. In February 2024, the startup raised $50 million in Series C funding to help accelerate its expansion across Europe.
3. Sallve
5-year search growth: 390%
Search growth status: Exploding
Year founded: 2018
Location: São Paulo, Brazil
Funding: $31.8M (Series B)
What they do: Sallve is a direct-to-consumer (DTC) beauty brand. The product range includes 22 stock-keeping units (SKUs) with product formulations that include hyaluronic acid, niacinamide, and salicylic acid. Sallve currently has more than 1.1 million followers on Instagram and another 305,000+ on TikTok.
4. OneSkin
5-year search growth: 811%
Search growth status: Regular
Year founded: 2016
Location: San Francisco, California
Funding: $19.6M (Seed)
What they do: OneSkin is a beauty brand that develops skincare and anti-aging products. Their products are created to target skin aging at the cellular level and promote skin longevity. Because of their proprietary product formulas, the startup was named to Fast Company’s World’s Most Innovative Companies list for 2024.
5. Wonderskin
5-year search growth: 4,450%
Search growth status: Exploding
Year founded: 2020
Location: Fair Lawn, New Jersey
Funding: Undisclosed
What they do: Wonderskin is a beauty brand that develops makeup and skincare products. Their flagship product, the Wonder Blading Lip Stain Masque, is a lip stain that is transfer-proof, waterproof and lasts all day. Unlike other lip products, Wonderskin's can last up to 24 hours thanks to a patented peel-off technology.
6. K18 Hair
5-year search growth: 8,900%
Search growth status: Exploding
Year founded: 2018
Location: Pula, Croatia
Funding: $25M (Private Equity)
What they do: K18 Hair is a biotech-powered haircare brand that features a patented K18Peptide in their products. This compound is clinically proven to reverse hair damage caused by bleach, color, chemical services, and heat in just 4 minutes. K18 Hair sells Damage Shield protective shampoos and conditioners, molecular repair hair oils, and repair hair treatment masks.
7. Viori
5-year search growth: 1,083%
Search growth status: Exploding
Year founded: 2019
Location: Orem, Utah
Funding: Undisclosed
What they do: Viori is a DTC haircare startup that sells shampoo bars made from Longsheng rice. The startup currently sells six core SKUs. Their highly-rated shampoo bar, listed as “Amazon’s Choice” for rice shampoo, generates approximately $54K/month on this platform. The startup raised $40K from over 900 backers in a crowdfunding campaign.
8. Branch Basics
5-year search growth: 240%
Search growth status: Exploding
Year founded: 2012
Location: Minneapolis, Minnesota
Funding: $1.2M (Series Unknown)
What they do: Branch Basics is a natural soap startup that sells non-toxic, plant-based cleaning concentrates. They sell three core SKUs: all-purpose cleaning concentrate, laundry concentrate and dishwashing tablets. Thanks to a large investment in influencer marketing, videos mentioning the startup have over 120 million views on TikTok. The startup brought in $40 million in revenue in 2023.
9. Fresha
5-year search growth: 669%
Search growth status: Exploding
Year founded: 2015
Location: London, England
Funding: $218.9M (Debt Financing)
What they do: Fresha is an online marketplace and management platform for salons, spas, and other beauty and wellness businesses. The software includes appointment scheduling, point-of-sale, customer management, inventory tracking, and marketing tools. Today, Fresha supports more than 120,000 businesses and 500,000+ beauty and wellness professionals across 120 countries.
10. Glamnetic
5-year search growth: 3,233%
Search growth status: Exploding
Year founded: 2019
Location: Los Angeles, California
Funding: Undisclosed
What they do: Glamnetic is a beauty brand that offers magnetic lash products and press-on nails. All Glamnetic products are vegan, gluten-free, and cruelty-free. The company also offers a membership program for customers to get 15% off all orders, free shipping, priority customer support, and other insider sales and promos.
11. Vegamour
5-year search growth: 293%
Search growth status: Regular
Year founded: 2018
Location: California City, California
Funding: $80M (Series Unknown)
What they do: Vegamour is a vegan hair care and beauty company. The startup offers premium hair products designed to nourish hair, brows, and lashes for overall hair wellness. Vegamour offers a range of hair products, including shampoos, conditioners, and serums. Instead of using hormones or other harmful chemicals, Vegamour only uses natural ingredients like aloe vera, Fo-Ti, curcumin stem cell extract, and more.
12. Purplle
5-year search growth: 59%
Search growth status: Exploding
Year founded: 2012
Location: Mumbai, India
Funding: $296.3M (Secondary Market)
What they do: Purplle is a beauty e-commerce website and app for cosmetics, skincare, and hair care. They host a wide variety of makeup and beauty brands, reportedly selling 50,000 products from over 1,000 brands. They offer utility by maximizing the discoverability of new beauty products. Purplle recently raised $65 million in their most recent funding round and claims to have around 7 million monthly active users.
13. By Humankind
5-year search growth: 20%
Search growth status: Regular
Year founded: 2018
Location: New York, New York
Funding: $4M (Seed)
What they do: By Humankind is a direct-to-consumer personal care brand with a mission to reduce the use of single-use plastic. Their products include natural tablet toothpaste in refillable jars, biodegradable floss, and shampoo bars that forgo packaging altogether. By Humankind is backed by Lerer Hippeau, along with entrepreneurs like Scott Belsky, the CPO of Adobe, and Elizabeth Cutler, the co-founder of Soul Cycle.
14. Booksy
5-year search growth: 216%
Search growth status: Exploding
Year founded: 2013
Location: San Francisco, California
Funding: $119.7M (Convertible Note)
What they do: Booksy is a cloud-based appointment booking and business management software platform for beauty and wellness professionals. The software offers automated online booking for services like haircuts, nail appointments, massages, etc. Clients can book 24/7 through the Booksy app or website. Currently, the platform is used by more than 38 million customers.
15. Hey Bud Skincare
5-year search growth: 1,900%
Search growth status: Peaked
Year founded: 2018
Location: Melbourne, Australia
Funding: $2M (Angel)
What they do: Hey Bud is a hemp-based skincare brand. Its product catalog is entirely formulated with hemp seed oil and includes a clay mask, facial moisturizer, and face oil. The company has a 4.9/5.0 rating from more than 8,000 reviews.
16. Haus Labs
5-year search growth: 2,067%
Search growth status: Exploding
Year founded: 2010
Location: Los Angeles, California
Funding: $10.4M (Series A)
What they do: Haus Labs is a vegan and cruelty-free cosmetics brand owned by Lady Gaga. The brand made its debut as the first major beauty line to exclusively partner with Amazon as a retailer. They currently offer a range of cosmetics and beauty products, including lip liners, lip glosses, shimmer pigments, and more. Allure named their Triclone Skin Tech Foundation product “Best Clean Foundation” of 2023.
17. GlossGenius
5-year search growth: 525%
Search growth status: Exploding
Year founded: 2016
Location: New York, New York
Funding: $70.6M (Series C)
What they do: GlossGenius is a salon and spa software platform where beauty and wellness professionals can manage their operations. The platform includes appointment booking, payment management, and point-of-sale transactions. GlossGenius currently serves more than 40,000+ beauty and wellness entrepreneurs.
18. EvenSkyn
5-year search growth: 3,000%
Search growth status: Peaked
Year founded: 2015
Location: New York, New York
Funding: Undisclosed
What they do: EvenSkyn is a DTC skincare device startup that focuses on “professional-grade handsets” intended for anti-aging, anti-wrinkling, hair removal and facial cleansing. (For example, one of their best-sellers is a professional-grade LED facemask). EvenSkyn currently sells six core SKUs.
19. Vagaro
5-year search growth: 108%
Search growth status: Exploding
Year founded: 2009
Location: Dublin, California
Funding: $163M (Private Equity)
What they do: Vagaro offers business management and appointment scheduling tools to beauty, wellness, and fitness businesses. The online booking system allows clients to schedule appointments 24/7. Other capabilities include calendar management, point-of-sale, customer records, inventory tracking, payroll, and financial reporting.
20. Dae Hair
5-year search growth: 3,600%
Search growth status: Regular
Year founded: 2020
Location: Phoenix, Arizona
Funding: $10.6M (Series A)
What they do: Dae Hair is a DTC hair care startup that creates products made from ingredients found in desert botanicals (i.e., and cactus oil, sweet almond oil, aloe). The startup was founded by influencer Amber Fillerup Clark, which explains why Dae Hair has become a social media sensation–specifically on Instagram and TikTok. Videos mentioning Dae Hair have over 333 million views on TikTok. According to Pitchbook, the startup saw a 300% YoY growth in their revenue during 2021. Dae Hair has raised $10.6M in funding.
21. Geologie Skincare
5-year search growth: 276%
Search growth status: Regular
Year founded: 2018
Location: New York, New York
Funding: $5M (Debt Financing)
What they do: Geologie is a DTC skincare brand targeted towards men. Like many DTC skincare startups, Geologie offers a personalized skincare routine (pulled from their 28 SKUs) based on an onboarding survey. The company’s product formulas include ingredients like kojic acid (a “skin tone evener”) and salicylic acid (to treat acne). The company had over 5,000 subscribers as of March last year, with a 50%+ retention rate (following the first trial box). The NYC-based startup raised $5M in a seed funding round announced in April 2021.
22. Shampora
5-year search growth: 47%
Search growth status: Peaked
Year founded: 2018
Location: Rome, Italy
Funding: $3.7M (Seed)
What they do: Shampora offers personalized hair care and color products. The startup’s proprietary algorithm suggests products to suit specific customer needs. These personalized products are then manufactured in Italy for each customer. All Shampora products are vegan and cruelty-free.
23. Mangomint
5-year search growth: 99x+
Search growth status: Exploding
Year founded: 2017
Location: Los Angeles, California
Funding: $61.8M (Series B)
What they do: Mangomint is a business management and appointment scheduling platform for salons and spas. It offers tools for managing employee schedules, payment processing, customer management, marketing, and more. The software is currently used by more than 10,000 beauty and wellness professionals. In September 2024, the startup also raised 35 million in Series B funding to expand its product suite.
24. Nøie
5-year search growth: 700%
Search growth status: Peaked
Year founded: 2018
Location: Copenhagen, Denmark
Funding: $12M (Series A)
What they do: Nøie offers personalized skincare products which include a custom label with the client’s name. Every item sold is vegan and formulated without perfume or colorants.
25. Tubby Todd
5-year search growth: 382%
Search growth status: Exploding
Year founded: 2014
Location: Carlsbad, California
Funding: Undisclosed
What they do: Tubby Todd is a DTC skincare brand focused on children and pregnant women. The company’s products are made up of ingredients that are animal cruelty-free and clearly sourced. The startup currently sells 25 core SKUs. Tubby Todd has an estimated annual revenue of $3M.
26. Bloomeffects
5-year search growth: 95%
Search growth status: Peaked
Year founded: 2019
Location: New York City, New York
Funding: $2M (Seed)
What they do: Bloomeffects is a clean beauty brand that claims to not use parabens, sulfates, and fragrances in its formulas. The startup also has a skincare range formulated with a tulip complex. The Proprietary Dutch Tulip Complex is rich in antioxidants, natural moisturizing factors, and amino acids to hydrate and improve skin texture.
27. Glossier
5-year search growth: -15%
Search growth status: Peaked
Year founded: 2010
Location: New York, New York
Funding: $266.4M (Series E)
What they do: Glossier is a direct-to-consumer makeup and skincare company that began as the beauty blog Into The Gloss. Founder Emily Weiss states that Glossier was built on the idea that the beauty industry should follow the demands of the consumer, rather than have the consumer chase trends started in boardrooms. At launch, the brand offered only four products: a lip balm, a face mist, a priming moisturizer, and a skin tint foundation. Today, the trendy company offers 73 products for their subtle, natural effect designed to achieve the “no-makeup” makeup look.
28. Virtue Labs
5-year search growth: 31%
Search growth status: Peaked
Year founded: 2015
Location: Raleigh, North Carolina
Funding: $73.5M (Corporate Round)
What they do: Virtue Labs is a keratin-based haircare brand. The company uses Alpha Keratin 60ku in its products to reduce frizz and boost hair color vibrancy. The brand provides personalized suggestions based on customers’ input via its DTC e-commerce channel.
29. Clinikally
5-year search growth: 99x+
Search growth status: Exploding
Year founded: 2021
Location: Gurgaon, India
Funding: $3.2M (Seed)
What they do: Clinikally is a telemedicine platform that provides customized treatments for skin and hair conditions. They make dermatology services more accessible by offering prescription and over-the-counter medication delivery. Since its launch, the company has over 450,000 users across 500 cities.
30. Heyday
5-year search growth: 28%
Search growth status: Regular
Year founded: 2015
Location: New York City, New York
Funding: $51.4M (Series B)
What they do: Heyday operates a network of salons offering facials. The startup also has an online store retailing skin and body care products. Heyday claims to have completed more than 250,000 facials across 10 locations in the United States. The startup hit a revenue run rate of $25M before lockdown restrictions.
Conclusion
These 30 thriving beauty startups represent shifts in consumers’ desires towards simplified, customized, and clean beauty.
As the millennial generation moves to make up the largest consumer segment, beauty brands like the ones on this list cater to them with an online subscription-based business model. Beauty startups are also targeting health and environmentally-conscious consumers with reusable packaging, transparency, and simple branding.
