Rihanna
Fenty Beauty
~$450M/yr
Independent
Industry estimate · est.Inspiration
Women have done this before you.
From kitchens, living rooms, tutorials, phone cameras, and online communities, women have built beauty brands worth millions — and sometimes billions. They launched products people loved. They built loyal audiences. They turned trust into commerce.
This isn’t a handful of unicorns. Hundreds of beauty brands change hands every year — the names below are just the ones you already know.
~300
beauty deals in 2024
263
beauty deals in 2025
83
deals in Q1 2026 alone
The record
20 founders. One proven path.
From today’s brands back to the classics — newest first. Tap any card for the source. Figures marked est. are industry estimates, not reported numbers.
Selena Gomez
Rare Beauty
~$370M/yr
Independent
Industry estimate · est.
Anastasia Soare
Anastasia Beverly Hills
Recap
Founder-led
Industry estimate · est.
Bobbi Brown
Jones Road Beauty
Fast-growing
Independent
Industry estimate · est.
Color Wow
2025Gail Federici
Color Wow
Acquired
Sold to L’Oréal
Reuters
Huda Kattan
Huda Beauty
$400M+/yr
Bought back — 100% owner
Reuters · est.Nails Inc
2024Thea Green
Nails Inc
Acquired
Sold to Pacific World
The Times
Susie Ma
Tropic Skincare
£62M
Bought back 50%
Beauty IndependentNaturium
2023Susan Yara
Naturium
$355M
Sold to e.l.f. Beauty
e.l.f. IRK18
2023Britta Cox
K18
Acquired
Sold to Unilever
ReutersCharlotte Tilbury
2020Charlotte Tilbury
Charlotte Tilbury
Majority
Sold to Puig
Puig
Kylie Jenner
Kylie Cosmetics
$1.2B val.
Sold 51% to Coty
ReutersTatcha
2019Victoria Tsai
Tatcha
~$500M
Sold to Unilever
Financial Times
These founders and brands are independent and not affiliated with, nor endorsing, NewBrand. Figures are as reported by the linked sources, or labeled est. where they are industry estimates.
Every one of them started with an idea.
And every one of them proves the path is real.
Why it matters
The archetype is proven — and repeatable.
Everyday women, often around 30–40, with no industry background, starting from home. Each one beat alone exactly what we take off your plate — sourcing, production, retail, rejection, operations. You bring the audience; we share the launch and run the rest.
Our own founders
Why our partners aren't named here — yet.
Every partnership is confidential.We don't publish who our founders are, and we never use or share their information. Their brand is theirs, their customers are theirs, their numbers are theirs — full stop.
That's also why you won't see a wall of testimonials. The real NewBrand success stories are being written right now — and when the time is right, they'll be told, only with our founders' permission.
How we track this
Primary sources, in priority order.
1. Reuters2. AP News3. Wall Street Journal4. Financial Times5. Business of Fashion6. Beauty Independent7. BeautyMatter8. Acquirer IR
Write the next one.
Their stories started with one decision. Apply to build your brand with a partner that only wins when you do.
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