Empower your cosmetics startup to shine by staying informed on cutting-edge innovations, seizing new opportunities, and addressing critical obstacles in the dynamic world of makeup and skincare.

Transforming the makeup experience with a new chapter of beauty evolution

The cosmetics industry is witnessing a transformative change fueled by the incorporation of cutting-edge technologies and rising consumer demands for personalization and sustainability. Biotechnology, nanotechnology, AI-powered formulation, and eco-friendly packaging are driving the evolution of the cosmetics market. The outcome is a more personalized, ethical, and environmentally conscious makeup landscape. While the cosmetics industry has conventionally been slow to adopt new technologies, the emergence of these advancements has expedited the pace of progress, unveiling new possibilities for innovation and industry disruption. At Waveup, we specialize in uncovering the hidden potential within emerging and rapidly expanding industries like cosmetics, using market intelligence to empower our clients with the tools they need to create effective growth blueprints. Our services are deeply rooted in comprehensive industry analytics, providing complete support in designing and implementing growth projects, such as fundraising, M&A scouting, and new market entries. Regardless of whether you seek industry insights or full-scope assistance, we are here to confidently guide you through the evolving Cosmetics landscape.

Average monthly cosmetics spending in developed countries increased by 15% since 2018, now ranging from $244 to $313.


Post-pandemic, consumer willingness to experiment with new cosmetics products has risen by 40%.

Fueled by personalization, influencer marketing, and sustainability concerns

Of consumers are more likely to make a purchase when a product is personalized.


66% of global consumers are willing to pay more for sustainable goods.


Of cosmetics consumers rely on influencers for discovering new products.


Venture-backed startups in the beauty and cosmetics industry have raised around $2.8B+ in 2021

Major deals covered:

  • Organic skincare
  • Men’s grooming

Leading cosmetics investors

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The challenges of cosmetics startups

Despite the dynamic and ever-evolving world of cosmetics offering exciting opportunities for startups, they face unique hurdles while aiming to thrive amidst competition and ever-changing consumer preferences.

Developing unique value proposition

Cosmetic startups need to demonstrate that their products or branding strategies are not only innovative but also capable of attracting and retaining a substantial customer base. This requires a deep understanding of market trends, consumer behavior and an ability to build a solid marketing strategy for cosmetics startups.

Building a compelling business story

With the ever-changing fundraising environment, it’s essential to know how to build a compelling cosmetics pitch deck adjusted for new investment realities, identify the most suitable funding sources, and craft a pitch deck that can effectively sell the business opportunity to investors.

Predicting consumer trends

The cosmetics industry is heavily trend-driven. Startups must demonstrate a capacity to anticipate and swiftly adapt to shifting consumer preferences. Investors look for companies that can stay ahead of the curve, maintaining relevance in a rapidly changing market.

How we can help

Fundraising advisory

From diligent business analysis to storytelling and financial forecasts, we’re helping founders crystallize and structure key business fundamentals and translate them into a compelling investment opportunity.

Due diligence and portfolio support

Evaluating potential investments, conducting thorough due diligence, and supporting portfolio companies on their new fundraising rounds.

Established companies
Growth hacking

Discovering market opportunities and developing execution strategies to build actionable and scalable blueprints for growth.


Unlocking your next stage of growth

Waveup is a leading global advisory empowering companies to fuel growth, attract investments, and secure strategic partnerships.

We turn data into business insights that drive results, helping companies excel in the competitive B2C and B2B spaces across 50+ verticals, discovering and catalizing opportunities for growth.

Our investment consulting services for cosmetics startups

Market intelligence

Fundraising support

Pitch decks

Financial models

Investor research

Growth consulting

Go-to-market strategies

Marketing/sales materials

Design support

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Industries we work with

Working on a cosmetics project and need help? Talk to us

Our unique expertise comes from being consistently exposed to new and developing industries, giving us a deep understanding of unique business models, proven growth strategies, and up-to-date industry trends.

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