Doll Face

Doll Face is a clean-beauty cosmetics and skincare brand built around a retro Hollywood glamour aesthetic. It was founded in 2013 by Tom Winarick, a former executive at Palladio Beauty Group and Prestige Cosmetics, together with his wife Lisa and son Josh, under his company Luxury Lab LLC [7]. The brand sells lip, eye, brow and face makeup alongside cleansers, moisturizers, masks and serums, and describes its mission as making beauty that is "self-empowering, glamorous, feminine and fun."

The company began as a higher-priced specialty offering and later repositioned toward accessible drugstore retail. Today its products are sold through several US pharmacy and online channels as well as its own storefront, and the brand remains active as of 2026.

Doll Face was created by Tom Winarick, who had previously held executive roles at Palladio Beauty Group and Prestige Cosmetics, and was launched under his firm Luxury Lab LLC with his wife Lisa and son Josh [7]. The brand's own website carries no founder biography or company history; the founding details come from trade reporting rather than from the company directly.

The exact founding year has occasionally been cited inconsistently. According to the trade publication Beauty Independent, the brand launched in 2013 [7]. A later editorial review instead dates the brand to "around 2020," though that figure refers to its arrival in Rite Aid stores rather than the company's founding [8]. The 2013 date reflects the original launch; the 2020 reference marks a retail expansion.

At launch in 2013, Doll Face was positioned as a specialty skincare line, with prices running from roughly $24 to $58. By 2017 the brand had broadened its reach considerably: Beauty Independent reported that it was expanding online onto the websites of Target, which carried its full 15-product lineup, and Urban Outfitters, which began with the Sweet Rose Cleansing Cold Cream and Little Black Mask [7]. Around the same time the company lowered its prices to a range of about $8 to $28 to appeal to younger, more value-conscious shoppers. By 2020 the brand had entered Rite Aid stores as part of the chain's clean-beauty assortment [9].

Doll Face frames itself around what it calls "retro Hollywood glam," and the company states a belief that "modern beauty should be self-empowering, glamorous, feminine and fun." Product names such as the Retro Rogue blush trio and the "Hollywood Halo" highlighter shade echo this vintage-glamour theme. Commercially the brand is described as a higher-priced drugstore label [8], aimed at a young, value-conscious audience — a positioning reflected in its shift from specialty pricing to a mass-market range.

The brand's catalogue spans color cosmetics and skincare. Among its named skincare items are the Selfie Serum, described by the company as a "fast-firming and anti-inflammatory ingredient cocktail"; Reveal, an exfoliating enzyme peel built on an "AHA & BHA complex"; and Glow Drops, which the brand says use "multi-brightening actives." On the makeup side, recurring products include the Killer Kajal eyeliner, the Velvet Hug matte lipstick, and the Fast Faux Extreme Volume Mascara, the last of which a SheFinds clean-beauty roundup described as a fiber-free, "ultralight" wax formula [9].

Doll Face emphasizes a "clean" formulation standard, stating that its products are free of parabens, phthalates, propylene glycol, mineral oil, paraffin, DEA, triclosan, petrolatum and animal-derived ingredients. The company says most of its products are fully vegan, with future formulations moving toward all-vegan bases, and frames its cruelty-free stance with the line that its products are "tested on starlets, never on animals." It also states that its formulations are made to meet US, European and Japanese regulatory standards.

According to the company, all of its packaging is fully recyclable, with a stated movement toward post-consumer recycled (PCR) and renewable materials, and ingredients are sourced from Fair Trade countries where possible. The 2020 SheFinds roundup separately described one of the brand's mascaras as "eco friendly and fair trade certified" [9]. The brand has not published any third-party environmental certifications.

Doll Face has drawn modest trade and editorial coverage rather than formal awards. Beauty Independent documented its 2017 move onto the Target and Urban Outfitters websites and its repositioning toward mass-accessible pricing [7], and SheFinds featured its mascara in a 2020 roundup of clean-beauty products available at Rite Aid [9].

The brand is active. It operates a live, functioning Shopify storefront with working checkout and customer accounts, and a third-party editorial review of the brand was refreshed in March 2026 [8]. Its products are distributed mainly through Rite Aid, which carries the full line, with a smaller selection available through CVS and Amazon [8].