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The investor perspective: Makeup by Mario’s growth trajectory and strong consumer base are attractive (the brand is currently working with JPMorgan Chase for its sale), though its emphasis on achieving trending looks may be a consideration for buyers. “As an investor, I’m always looking at whether the brand has had that meteoric rise, but more importantly, has shown consistency,” Quinn says. “Consistency is king in this market, and Makeup by Mario is one that people always point to as a terrific product, with consistent growth, gradual margin improvement and a wide array of people buying it, from experts and professionals to the everyday consumer.” With a loyal following and celebrity support, including the Kardashian-Jenner clan, Makeup by Mario was projected to earn between $150 million and $200 million in 2024, according to media reports.Presidents Are Temporary Bills Is Forever Shirt
The brand: Founded in 2014 by Emily Weiss, Glossier redefined modern beauty branding with its DTC approach, stripped-back packaging and community-first ethos. Its debut — spun out of Weiss’s popular beauty blog Into the Gloss — ushered in a wave of millennial-focused, socially savvy beauty startups. While the brand once stood almost alone in its category, Glossier now faces stiff competition from newer brands catering to Gen Z tastes. In 2023, the brand transitioned from being online-only to entering physical retail via Space NK and Sephora, expanding its footprint to over 700 offline points of distribution globally. The brand declined to confirm financials, but full-year 2024 revenue was between $200 million and $250 million, per reports. Its EMV reached $89 million in 2024 (up 25 per cent from the year prior), though that number remains lower than top performing brands such as Rare Beauty or Milk Makeup. Glossier has also benefitted from significant investor backing, having raised more than $266 million to date, with a $1.8 billion valuation in 2021.
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