Makeup Geek is a major player in the beauty industry, selling direct to consumers, releasing mainline and limited edition products.
Beauty lovers know that Stell made her name on YouTube starting a channel in 2008. But they may not know that her passion for makeup can be traced all the back to when she was a young girl, applying makeup to her Barbie doll head.
The company also prides itself on its bootstrapping history by becoming one of Inc Magazine’s 500 Fastest Growing Private Companies without ever taking any outside investments.
In 2011, Makeup Geek released the beginnings of their line of eyeshadows. Word-of-mouth love of the brand and its highly pigmented products made Makeup Geek a major player in the beauty industry, selling direct to consumers.
Today the company continues to grow and develop new products that beauty enthusiasts love. In recent years, Makeup Geek has partnered with other YouTubers, like MannyMUA and KathleenLights, releasing very successful limited edition products.