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Underlining
AddedFeb 15, 2024
UpdatedJun 18, 2026
Underlining

Underlining

Underlining®: A premium, cruelty-free beauty brand from SF & LA, offering high-quality makeup and skincare.

HQ
Glendale, CA, US
Founded
2018
Overview
Compare
Fundraising
Employees
Website

Underlining® is a premium beauty brand founded in San Francisco and Los Angeles. The company's core mission is to deliver high-quality makeup and skincare products that are 100% cruelty-free, under the banner of Premium People Products™. Underlining focuses on reimagining beauty and wellness, offering a diverse range of products including nails, cosmetics, skincare, and eyebrows. Their market focus includes both the U.S. and Canada, with a strong presence in retail locations like Sally Beauty.

Notable achievements for Underlining include raising a $6 million seed round to fund beauty innovation and the successful launch of their Nailboo® brand in nearly 3,000 Sally Beauty locations across North America. The company has been recognized as an incubator to watch in the beauty industry, highlighting its rapid growth and impact. Underlining's commitment to cruelty-free products and innovative beauty solutions has solidified its reputation as a forward-thinking leader in the premium beauty market.

Underlining - Similar Companies

Subtl Beauty logo

Subtl Beauty

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winkylux.com

Live Tinted logo

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e.l.f. Beauty logo

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FounderSix logo

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Even Prime logo

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Underlining - Quick Facts

Who are Underlining's competitors?

Companies similar to Underlining include Subtl Beauty, Winky Lux, Live Tinted and e.l.f. Beauty.

When was Underlining founded?

Underlining was founded in 2018.

Where is Underlining's headquarters located?

Underlining's headquarters is located in Glendale, CA, US.

When was Underlining's last funding round?

Underlining's most recent funding round was for $6M (USD) in February 2022.

How much has Underlining raised to-date?

As of Feb 3, 2022, Underlining has raised a total of $6M (USD).

How many employees does Underlining have?

Underlining has 14 employees as of Feb 4, 2024.

Underlining - Classification

Ownership
  • Venture Capital
Geographic Exposure
  • United States
Revenue
  • Transactional
Customer
  • Consumers
Main Product
  • Cosmetics
  • Skincare
Tags
  • eCommerce
NAICS
  • 320000Manufacturing
  • 325600Soap, Cleaning Compound, and Toilet Preparation Manufacturing
  • 325620Toilet Preparation Manufacturing
  • 325000Chemical Manufacturing
SIC
  • 2844Perfumes, Cosmetics, And Other Toilet Preparations
  • 2800Chemicals And Allied Products
Show 4 more industry codes
NAICS
  • 330000Manufacturing
SIC
  • 2890Miscellaneous Chemical Products
  • 2899Chemicals And Chemical Preparations, Not Elsewhere Classified
  • 3900Miscellaneous Manufacturing Industries