Bronx Colors

Bronx Colors is a Swiss makeup brand founded in 2015 in Hünenberg, in the Canton of Zug, by Werner Kaufmann [5]. Despite a name and visual identity drawn from New York City's Bronx district, the company is Swiss in origin; one feature in the Bangkok Post summarised the contrast in its headline, calling it a "Swiss beauty brand … in a New York state of mind" [5]. The line is sold under the tagline "Urban Cosmetics" and positions itself as professional makeup made at accessible prices for all skin tones and genders.

The brand markets itself in roughly 30 countries and remains in active retail distribution. Its commercial operation is intertwined with Amka Products, a South African distributor whose corporate address appears on the main bronxcolors.com domain — a detail that has led some sources to record the company's base differently (see Ownership).

Werner Kaufmann, the founder and chief executive, is described in press coverage as a beauty industry veteran with around 30 years of experience in skincare [4]. According to the company, Bronx Colors draws its identity from the Bronx as a "melting pot of diverse cultures," pairing what it calls "the boldness of graffiti" with the "elegance of the New York city skylines." Yellow serves as the signature colour, which the brand links to happiness, creativity and the yellow taxis of New York.

The founding aim, as recounted in the Bangkok Post feature, was to build an inclusive makeup line catering to all skin tones and genders [5]. Kaufmann framed the venture partly as a reaction to pricing in the sector, telling Refinery29 in 2016, "To be honest, the market is overpriced" [4].

The brand was established in 2015 in Hünenberg [5]. In December 2016 it entered the United States market through Ulta Beauty, which at the time of Refinery29's coverage carried roughly 65% of the catalogue — about 350 products [4]. Reporting from that period put average prices at around $12, with individual items spanning roughly $6 to $25.

Bronx Colors describes itself as "for everyone who wants the freedom to identify themselves through makeup," and uses the mission line "Professional Make-Up Made for Everyone." The company centres its messaging on diversity, inclusivity, creativity and self-expression, and references "Switzerland quality standards" in describing how its products are made. Refinery29 characterised the range as having a "playful nature," noting affordability as a distinguishing trait [4].

The brand's products are makeup across eyes, lips, face, nails and a dedicated men's category, along with brushes, tools and sets. Among the items highlighted in early US coverage were concealers and HD powders marketed to men, and an orange concealer formulated for darker skin tones — offerings the brand ties to its inclusivity positioning [4]. A "Graffiti" makeup set was noted as a higher-priced item in the launch range.

On ethics, the company states that all of its products are "officially certified as cruelty free by PETA" and that they are "never tested on animals" [3]. It markets a vegan-friendly product line, describing those items as "free of any ingredients of animal origin," and frames its work on vegan formulas around "respecting life" [3]. The company says its makeup is developed to Swiss quality standards.

The company's geographic base is recorded inconsistently across sources. Editorial coverage, including the Bangkok Post, identifies Bronx Colors as a Swiss company based in Hünenberg, Canton of Zug [5]. The principal bronxcolors.com domain, however, lists a South African corporate entity — Amka Products (Pty) Ltd, of Sunderland Ridge near Pretoria [2]. Amka is a South African distributor that operates that domain and holds the brand for certain markets; the discrepancy reflects distribution rather than the brand's stated origin, which remains Switzerland.

Bronx Colors is classified as active. The official site remains live, products are listed as current, and the brand reports distribution across roughly 30 countries [2]. One qualification is on record: the startup-tracking service Tracxn lists the original Swiss startup entity as no longer active [6] — a status most consistent with operations having shifted to the Amka-operated structure rather than the brand ceasing to trade.