Makeup by Mario: Company Profile

Background

Makeup by Mario is a premium beauty brand founded in October 2020 by renowned makeup artist Mario Dedivanovic. With over two decades of experience, Dedivanovic has been instrumental in shaping modern beauty trends, notably popularizing facial contouring. The brand's mission is to make professional makeup artistry accessible to all, offering high-quality products that cater to a diverse clientele.

Key Strategic Focus

The company's strategic focus centers on:

• Product Innovation: Developing versatile and user-friendly makeup products inspired by Dedivanovic's professional techniques.

• Education: Empowering consumers through tutorials and masterclasses, demystifying professional makeup application.

• Global Expansion: Strengthening its presence in key markets, including North America, Europe, and the Middle East, primarily through partnerships with retailers like Sephora.

Financials and Funding

In January 2023, Makeup by Mario secured a $40 million minority growth investment from Provenance and Silas Capital, valuing the brand at over $200 million. This funding aims to:

• Expand product offerings at Sephora.

• Enhance the management team.

• Grow the direct-to-consumer business.

Pipeline Development

The brand has introduced several notable products:

• SurrealSkin™ Foundation: Launched in December 2022, this breathable, luminous foundation offers customizable, long-wearing coverage. It achieved significant success, with one bottle sold every 10 seconds post-launch.

Technological Platform and Innovation

Makeup by Mario distinguishes itself through:

• Proprietary Formulations: Products are crafted based on Dedivanovic's signature techniques, ensuring professional-grade quality.

• Educational Platforms: The brand offers tutorials and masterclasses, making professional makeup techniques accessible to a broader audience.

Leadership Team

• Mario Dedivanovic: Founder and CEO. A visionary makeup artist with over 20 years of experience, known for his work with high-profile clients and for pioneering makeup techniques.

• Alicia Valencia: Global President. Brings extensive experience from roles at Bobbi Brown Cosmetics and Pat McGrath Labs, instrumental in the brand's global expansion.

• Oskar Chabrowski: Chief Marketing Officer.

• Tony Gajewski: Chief Financial Officer/Chief Operating Officer.

Leadership Changes

In June 2024, the company engaged J.P. Morgan to explore potential sale options, indicating a strategic evaluation of its future direction.

Competitor Profile

Market Insights and Dynamics

The global color cosmetics market is highly competitive, with a growing emphasis on inclusivity, innovation, and digital engagement. Brands that effectively leverage social media and offer diverse product ranges are gaining significant market share.

Competitor Analysis

Key competitors include:

• Fenty Beauty: Founded by Rihanna, known for its extensive shade range and inclusivity.

• Huda Beauty: Offers a wide array of products with a strong digital presence.

• Rare Beauty: Launched by Selena Gomez, emphasizes mental health awareness alongside beauty products.

Strategic Collaborations and Partnerships

• Sephora: Exclusive retail partnership, facilitating global distribution and brand visibility.

• Provenance and Silas Capital: Strategic investors providing capital and expertise to fuel growth and expansion.

Operational Insights

Makeup by Mario's competitive advantages include:

• Founder’s Expertise: Dedivanovic's reputation and experience lend credibility and attract a loyal customer base.

• Educational Approach: Emphasis on tutorials and masterclasses differentiates the brand by empowering consumers with knowledge.

• Product Quality: Commitment to high-quality, versatile products that appeal to both professionals and everyday users.

Strategic Opportunities and Future Directions

The company is poised to:

• Expand Product Lines: Introduce new categories and innovative products to meet evolving consumer demands.

• Enhance Digital Presence: Strengthen e-commerce capabilities and digital marketing strategies to increase direct-to-consumer sales.

• Explore Strategic Partnerships: Potential collaborations with other brands or influencers to broaden reach and appeal.

Contact Information

For more information, visit the official website: Makeup by Mario

Social Media Profiles:

• Instagram: @makeupbymario

• TikTok: @makeupbymario

Note: Specific contact details such as address, phone number, or email are not provided in this profile.