Makeup by Mario
3 known investors
Beauty brand founded by renowned makeup artist Mario Dedivanovic, one of the most influential makeup artists known for popularizing viral beauty techniques.
Also known as MAKEUP BY MARIO
Founders & leadership
Investors · 3
Also in the syndicate · 2
Company profile
researched Aug 2026Makeup by Mario is a premium color cosmetics brand founded by makeup artist Mario Dedivanovic and launched in October 2020. The company sells a broad assortment of prestige color cosmetics, distributed exclusively through Sephora and its own website. Its catalogue spans complexion products (SurrealSkin foundations, concealer, setting powder and setting spray), contour and bronzing items (SoftSculpt shaping sticks, bronzing serum, blurring bronzer), eye products (Master Mattes and Ethereal Eyes eyeshadow palettes, cream eyeshadows, pigment pencils, mascara, liquid liner), cheek products (Soft Pop blush veil, stick and powder) and lip products (Ultra Suede lipsticks and lip pencils, MoistureGlow lip serum, SuperShine gloss), plus a line of face and eye brushes and kits.
Products are positioned at prestige price points, generally ranging from roughly $16 for minis and $20-$38 for most face, eye, cheek and lip items to $56-$69 for eyeshadow palettes and $79 for a brush kit. The brand's stated approach is to develop pro-oriented formulas and tools in universal shades across skin tones, with shade ranges reaching 32-39 options in foundation and 26 in concealer. Alongside the product business, the founder operates an artistry education platform, The Masterclass.
As of January 2023 the company was led by Dedivanovic as founder alongside Alicia Valencia as Global President. A third-party business-data profile lists the company as headquartered in Manhattan, New York, founded in 2020, in the cosmetics sector, with an employee band of 201-500.
Founding story
The brand was founded by Mario Dedivanovic, a makeup artist with a client roster spanning celebrities, dignitaries, royalty and world leaders. Its debut in 2020 coincided with his 20th year as a makeup artist and was described as inspired by two decades of artistry experience.
Business model
Consumer packaged goods: the company develops and sells branded prestige color cosmetics, tools and kits, distributed through the Sephora retail channel and through its own direct-to-consumer e-commerce site, which also runs a points-based loyalty program ("rewards by mario") and a first-order discount signup offer.
Revenue is generated from product sales at prestige price points, split between wholesale/retail distribution via Sephora and direct-to-consumer online sales, supplemented by gift cards and multi-item kits.
Traction
The company reported that one bottle of SurrealSkin Foundation had sold every 10 seconds since its launch as of January 2023. Product pages on the brand's site show cumulative customer review counts in the hundreds to low thousands for individual items, including 1,797 reviews for MoistureGlow Plumping Lip Serum, 1,746 for SurrealSkin Foundation, 1,244 for SurrealSkin Awakening Concealer and 1,118 for the Master Mattes Neutrals palette. A third-party data profile lists an employee band of 201-500.
Latest developments
Recent site merchandising highlights a Soft Shimmer Long-Wear Cream Eyeshadow launch, new packaging for the SoftSculpt Shaping Stick and Soft Pop Blush Stick, a mini SoftSculpt Shaping Stick and mini SurrealSkin Soft Setting Spray, new Master Pigment Pro Pencil shades, an added Master Mascara shade, the return of the Ethereal Eyes palette in its original edition, and a loyalty program offering points redeemable for e-gift cards.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned as a rapidly growing, artist-led entrant in the prestige color cosmetics category; its investor Silas Capital described the brand as well-positioned to become a leader in the category on the strength of its products, social media reach and artistry credentials.
Founder-led artistry credibility: Mario Dedivanovic is described as one of the most acclaimed and followed makeup artists globally, known for popularizing widely used techniques and for a focus on education, with products designed to recreate his signature techniques using pro-oriented formulas and broad shade ranges.
Technology
The direct-to-consumer storefront runs on an e-commerce stack that third-party analysis identifies as including Junip reviews, Apple Pay and PayPal payment tooling, Akamai mPulse performance monitoring, and cookie-consent and JavaScript frameworks.
Go-to-market
Distribution is concentrated in Sephora in North America and internationally, plus the brand's own e-commerce site; the 2023 investment was intended to expand the Sephora assortment and significantly grow the direct-to-consumer channel. Marketing leverages the founder's social media reach and his artistry education platform, The Masterclass, and the site uses email signup incentives, customer reviews and a loyalty points program.
Consumers of prestige makeup, from professional and enthusiast users seeking artist-developed formulas and techniques to buyers of everyday "no-makeup makeup" looks; shade ranges are positioned for all skin tones.
Geography
Headquarters listed in Manhattan, New York. Retail distribution through Sephora in North America and abroad, with e-commerce sales through the brand's own site.
History
Makeup by Mario launched in October 2020 as Dedivanovic's namesake brand. It expanded from an initial pro-product and tools collection into complexion, cheek and lip categories, including the launch of its first foundation line, SurrealSkin. In January 2023 the company completed a $40 million minority growth equity investment from Provenance and Silas Capital, with Provenance partner Paula Sutter joining the board.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsMakeup by Mario announced the completion of a $40 million minority growth equity investment from Provenance and Silas Capital, to be used to expand its product assortment at Sephora in North America and abroad, augment the management team, and grow its direct-to-consumer business. Provenance partner Paula Sutter joined the company's board. The company was advised by Threadstone Partners LP and Cooley LLP; Provenance was advised by Perkins Coie LLP.
$40M source ↗
Makeup by Mario launched SurrealSkin Foundation, described as a breathable, luminous foundation with customizable, long-wearing coverage; the company stated one bottle had sold every 10 seconds since launch.
Makeup by Mario launched in October 2020 as an artist-driven color cosmetics brand founded by makeup artist Mario Dedivanovic.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Makeup by Mariomakeupbymario.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Makeup by Mario do?
- Artist-founded prestige color cosmetics brand selling through Sephora and its own direct-to-consumer site.
- Who founded Makeup by Mario?
- Makeup by Mario was founded by Mario Dedivanovic.
- Who are Makeup by Mario's investors?
- Makeup by Mario's investors include Silas Capital Partners.