Romantic Beauty was founded in 2020 in Los Angeles. According to the company, the brand was created to reflect the city’s diversity and to provide high-quality cosmetics for enthusiasts of varied backgrounds and skin tones.[1] From its inception, the label emphasised accessible pricing while maintaining a broad product selection, aiming to make professional-style makeup available to a wider audience rather than positioning itself exclusively as a luxury label.[1]

The company has since expanded its inventory significantly. Its online store currently lists approximately 150 products, including eyeliners, primers, palettes, lip products, blushes, concealers, and other cosmetics.[1]

The central tenet of Romantic Beauty is its “Beauty For Everybody” positioning. The company states that its products are intended to enhance diverse skin tones while remaining affordable and accessible.[1] This approach allows the brand to function as a mass-market option rather than catering solely to professional artists or luxury consumers.

The brand addresses a broad spectrum of makeup styles, including:

• Natural or “no-makeup” makeup
• Everyday makeup
• Soft glam
• Full glam
• Bold and dramatic makeup
• Creative and trend-oriented looks

Romantic Beauty has developed an extensive portfolio of colour cosmetics spanning multiple categories.

Face

The face makeup assortment includes primers, foundations, concealers, blushers, face powders, illuminators, highlighters, and liquid or cream cheek products. Specific items in the current catalogue include the Cloud Cover Full Coverage Spatula Concealer, 24k Gold Primer, Candy Flush Liquid Blush, and Radiant Rouge Blusher Cream.[1]

Eyes

The eye category comprises eyeshadow palettes, eyeliners, mascaras, eyebrow products, and application tools. The brand has also released themed collections; for example, the Retro Collection features six palettes with matte and shimmer shades ranging from neutrals to vibrant blues and purples.[1]

Lips

Lip products constitute a significant portion of the assortment, including lipsticks, glosses, liners, balms, oils, tints, and lip-and-cheek combinations. Recent releases include the Sweet & Soft Double Delight Lip Balm & Magic Lip Balm Duo, Happy Hour Lip Liner & Lip Gloss Duo, Big Apple Juicy Keychain Lip Gloss, and Choco Bunny Shimmer Keychain Lip Gloss.[1]

Multi-use products

The brand promotes multi-functional items designed for convenience and portability. The lip-and-cheek range, for instance, provides colour for both areas in a single product.[1]

A primary claim of Romantic Beauty is its cruelty-free status. The company asserts that its cosmetics are not tested on animals, describing this commitment as integral to its ethical product development approach. This messaging is prominently featured in the online storefront alongside claims of affordability and inclusivity.[1]

Romantic Beauty occupies the affordable cosmetics segment. Rather than competing directly with luxury houses, the company prioritises accessible pricing while offering a wide variety of colours, formulas, and formats. Current pricing examples include lip products at approximately US$7–9 and eyeshadow palettes around US$16.[1] This strategy supports the objective of making quality makeup accessible to a broad consumer base.

Products are sold through the brand’s proprietary online storefront. Additionally, Romantic Beauty maintains a wholesale division, describing its offerings as retail-ready and suitable for both fast-moving retail environments and curated stores.[2] The company’s LinkedIn profile identifies its headquarters as Los Angeles, California, and lists its business activities as encompassing beauty, cosmetics, import, wholesale, and beauty supplies.[2]

Romantic Beauty incorporates beauty creators and influencers into its marketing strategy. The company blog documents collaborations where creators use Romantic Beauty products to produce complete makeup looks.[1] Furthermore, the brand encourages customers and enthusiasts to share their content using the #RMTBabes hashtag, reinforcing its positioning as a trend-conscious label aimed at the enthusiast community rather than traditional professional channels.[1]

The name ROMANTIC BEAUTY is also associated with Zhejiang Ounuo Cosmetics Co., Ltd., a cosmetics company based in Yiwu, Zhejiang, China. United States trademark records identify Zhejiang Ounuo Cosmetics Co., Ltd. as the owner of a registered ROMANTIC BEAUTY trademark covering makeup, lip products, mascara, foundation, perfume, and related goods; this mark was registered in 2018.[3]

Philippine intellectual property records similarly show a ROMANTIC BEAUTY trademark application filed by Zhejiang Ounuo Cosmetics Co., Ltd. in 2023 for cosmetics and related goods.[4] Despite the identical naming, this Chinese entity should not automatically be assumed to be the same corporate operation as the Los Angeles consumer brand. However, public records clearly connect the Romantic Beauty name with Zhejiang Ounuo in the context of cosmetics manufacturing and OEM services.[5]

A separate website operating under the Romantic Beauty name presents the entity as a cosmetics OEM/ODM manufacturer rather than a consumer retailer. This manufacturing business was reportedly founded in 2004, employs over 800 staff, operates a factory exceeding 100,000 m², and possesses a monthly production capacity surpassing 10 million units.[5]

The manufacturer offers private-label and customised cosmetic development, including formulation, shade matching, packaging, and production across lip, face, eye, tool, and packaging categories.[5] Company materials cite over 20 years of manufacturing experience, more than 10,000 ready-to-use formulations, and OEM/ODM services for global beauty brands.[5]

Romantic Beauty Cosmetics is characterised by four primary elements:

1. Affordability – Products are positioned to be accessible to everyday consumers.
2. Inclusivity – Marketing explicitly targets diverse skin tones and preferences.
3. Cruelty-free beauty – Animal testing is rejected in brand messaging.
4. Trend-driven cosmetics – Concepts frequently utilise playful, seasonal, nostalgic, and social-media-friendly themes.

Current collections illustrate this identity through names such as Retro, Choco Bunny, Big Apple, and Berry Cute, reflecting food, lifestyle, and nostalgia-inspired concepts.[1]

1. About Us – Romantic Beauty Cosmetics
2. Romantic Beauty Cosmetics | LinkedIn
3. ROMANTIC BEAUTY Trademark of Zhejiang Ounuo Cosmetics CO.,LTD – Registration Number 5485006 – Serial Number 87642512 :: Justia Trademarks
4. Intellectual Property Center, 28 Upper McKinley Rd.
5. About Romantic Beauty – Private Label Makeup Manufacturer