AMP Beauty

AMP Beauty (AMP Beauty LA) is an online commerce and insights platform for clean, non-toxic beauty. Its storefront curates skin, body, hair, wellness and fragrance products, plus makeup-adjacent and accessory items, from emerging independent brands, organized by category and by brand attributes such as BIPOC-owned and female-founded. The company states a mission of democratizing beauty across all textures, genders and shades, prioritizing accessible non-toxic products and partnering with brands pursuing sustainability and eco-friendly practices.

Beyond retail, AMP Beauty positions itself as a layer of analytics, infrastructure and insights for brands that are typically excluded from or underperform at large retailers, which often lack visibility into key performance indicators such as marketing spend and repeat purchase rates. Management frames the data as a way to de-risk brand-retailer relationships on both sides and to align each brand with what a specific retailer values. Earlier descriptions of the business emphasized merging e-commerce, data and beauty technology to serve Black women and other consumers of color and to dedicate a majority of digital shelf space to Black- and minority-owned brands.

The assortment includes brands such as Sydoni Skin, Play Pits, Mela Vitamins, OrganiGrowHairCo, Blue Water Girls, Teluris, Afrigarnics, Enudium and C&D Beauty, alongside period-care brand Rif Care and mouth-tape brand Dryft Sleep. As of April 2025 the platform carried roughly 50 brands and planned to add 133 more by year end, with haircare, women's health and international brands identified as focus areas.

Founding story

Montré Moore launched AMP Beauty in 2020 with two sorority sisters, Phylicia Phillips and Angel Lenise, as an online marketplace selling clean and sustainable products from emerging brands founded by underrepresented entrepreneurs. The founding team is described as three HBCU alumnae and members of Alpha Kappa Alpha Sorority, Inc. who met at Clark Atlanta University, bringing combined experience across digital, editorial, luxury beauty retail, legal and tech. Moore's background includes prestige beauty roles at Neiman Marcus and Revolve and degrees from Clark Atlanta University and the Fashion Institute of Design and Merchandising; Angel Lenise Pyles is a creative producer and director, a former BET "106 and Park" correspondent with production credits including ELLE, Harper's BAZAAR, Esquire and Sony Music Entertainment, holding degrees from Clark Atlanta University and Columbia Journalism School.

Business model

AMP Beauty operates a curated online marketplace selling third-party clean beauty products direct to consumers, and also acts as a curation and data partner that places emerging brands into large retailers such as Macy's and Target. It supplies participating brands with analytics, infrastructure and insights on retail performance metrics. The financial structure of its retail partnerships has not been disclosed.

Revenue comes from direct-to-consumer product sales through its own site and from business-to-business activity tied to its retail partnerships and brand services; as of April 2025 roughly 31% of revenue was B2B and the remainder DTC.

Traction

As of April 2025 the company reported being on pace for $2.9 million in revenue for the year, with a projected 656% average month-over-month growth, B2B revenue growth of 398.3% month over month and DTC growth of 606% month over month. It carried about 50 brands with plans to add 133 more by year end, had placed seven brands on Macy's website with seven more pending, and had previously raised $460,000 across dilutive and non-dilutive sources.

Latest developments

In April 2025 AMP Beauty launched its curated brand program with Macy's and signed a deal making it Visa's official beauty partner for 2025. It was seeking $3 million in seed funding, of which 27% had been committed, earmarked for expanding the sales team, technology investment and scaling strategic partnerships, and expressed interest in future partnerships with Sephora and Ulta Beauty.