# MAKEUP BY MARIO

> MAKEUP BY MARIO is a New York prestige color-cosmetics company founded in 2020 by makeup artist and educator Mario Dedivanovic. It translates the face-sculpting techniques he developed over two decades into complexion, eye, lip, cheek, brow and brush products designed for both professionals and everyday users. The business sells direct online and through an exclusive global Sephora relationship, using tutorials and masterclasses to make professional application techniques legible to consumers.

- **Founded:** 2020
- **Headquarters:** New York, United States
- **Founders:** Mario Dedivanovic (Founder and CEO)
- **Team size:** 470 employees in the supplied third-party data; the company's LinkedIn page lists a company-size band of 11-50, so public estimates conflict.
- **Products:** Master Mattes and eye products, SoftSculpt complexion collection, SurrealSkin complexion collection, Ethereal Eyes palettes, Lip and cheek color
- **Notable:** Launched in October 2020 as a self-funded brand during a difficult period for color cosmetics., Reportedly doubled sales in each of its first two full years and secured a $40 million minority investment at a valuation above $200 million in 2023., The SurrealSkin Foundation reportedly sold one bottle every 10 seconds immediately after launch, according to company data cited in the 2023 funding announcement.

## Products & services

- **Master Mattes and eye products** — Neutral and color eye palettes, pencils, liners, brow products and mascara designed around Mario Dedivanovic's sculpting and layering techniques.
- **SoftSculpt complexion collection** — Balms, sticks, bronzers and shaping products that warm, tint and softly define the face with buildable coverage.
- **SurrealSkin complexion collection** — Luminous and natural-finish foundations, concealer, powder and setting spray; the current range spans 32 shades for Natural Finish Foundation and 39 for the original Foundation.
- **Ethereal Eyes palettes** — Multi-finish 12-shade palettes for layered natural-to-glam eye looks, beginning with the original limited release.
- **Lip and cheek color** — Lip pencils, satin lipstick, gloss, blush sticks, powder blush and plumping blush veils in curated shades.
- **Professional brushes and tools** — A line of single- and dual-ended brushes, puffs and kits developed to support the brand's application methods.
- **Artistry education** — Tutorials, social demonstrations and masterclass content that teach signature application techniques and show how the products work together.

## Achievements

- Launched in October 2020 as a self-funded brand during a difficult period for color cosmetics.
- Reportedly doubled sales in each of its first two full years and secured a $40 million minority investment at a valuation above $200 million in 2023.
- The SurrealSkin Foundation reportedly sold one bottle every 10 seconds immediately after launch, according to company data cited in the 2023 funding announcement.
- Soft Sculpt Shaping Stick won Allure's 2022 Best of Beauty award for Best Bronzer Stick.
- SoftSculpt Bronzing & Shaping Serum and the F4 Dual-Ended Foundation and Face Brush were Allure Best of Beauty winners in 2025.
- Named an Indie Brand honoree at the 2024 WWD Beauty Inc Awards.
- Included in WWD Beauty Inc's 2025 Power Brands list in the emergent brand tier.
- Expanded Sephora-linked education into a 23-market TikTok campaign in 2026.

## Latest updates

- **2026-05** — Sephora and Makeup by Mario launched Mario's Beauty Booth, a seven-episode TikTok-first education series distributed across Sephora channels in 23 markets.
- **2026-03** — The brand brought back Ethereal Eyes: The Original after a large consumer waitlist, with a staggered rollout through Sephora and its own site.
- **2025-10** — The official channel released a full London signature-makeup masterclass covering the brand's face, eye, lip and tool system.
- **2025-09** — SoftSculpt Bronzing & Shaping Serum and the F4 brush appeared among Allure's 2025 Best of Beauty winners.
- **2025-08** — WWD Beauty Inc included Makeup by Mario among its emergent 2025 Power Brands.
- **2025-05** — The brand expanded into mascara with Master Mascara, developed as a universal, buildable-volume formula.

## Links

- Website: https://www.makeupbymario.com
- LinkedIn: https://www.linkedin.com/company/makeupbymario
- Twitter/X: https://x.com/MakeupByMario
- YouTube: https://www.youtube.com/@MAKEUPBYMARIO
- Instagram: https://www.instagram.com/makeupbymario/
- Facebook: https://www.facebook.com/makeupbymario
- TikTok: https://www.tiktok.com/@makeupbymario

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Profile page: https://yespress.io/makeup-by-mario
Published by YesPress — https://yespress.io
Last updated: 2026-08-13