Makeup Cartel

About

Makeup Cartel operates Australian skincare and makeup brands Esmi Skin Minerals and Poni Cosmetics, producing vegan, cruelty-free, quick-application professional products while expanding multichannel distribution and international channels.

Mission

Makeup Cartel is the corporate parent behind Esmi Skin Minerals and Poni Cosmetics, producing professional makeup and skincare products designed to be easy to use, quick to apply, and deliver fast results. Esmi is described as an Australian vegan and cruelty-free skincare brand, and the company claims to be Australia’s fastest-growing cosmetics brand. Founder Evette Hess has focused initially on perfecting local customer relationships before expanding internationally. The company is using new capital to expand across channels and pursue international growth, with the U.S. market explicitly on the radar. Management plans include investment in talent and marketing and development of multichannel distribution. Point King Capital’s investment and involvement in fiscal 2021 planning is expected to support those expansion efforts.

Quick Facts