Dose of Colors

Dose of Colors is an American independent makeup brand founded in May 2013 by Anna Petrosian, a freelance makeup artist, and based in Burbank, California [1][6]. The company makes colour cosmetics for lips, eyes and face, sells direct-to-consumer alongside retail partners, and certifies its full range as cruelty-free [3]. It remains active, with a current e-commerce site promoting new shades and seasonal collections.

The brand is best known for its liquid matte lipsticks, the product credited with driving its early growth, and for collaborations with Disney. It built much of its initial audience through its founder's makeup tutorials and Instagram following rather than traditional retail.

According to the company, Dose of Colors was founded in May 2013 by Anna Petrosian, who had spent a decade as a freelance makeup artist before launching the line, with earlier experience at MAC and Sephora [1]. Editorial accounts describe the brand starting from her condo in the San Fernando Valley, beginning with three pairs of eyelashes and eleven orders on its first day [6]. The company grew quickly on the strength of her Instagram presence and tutorial videos.

The founder's surname is spelled "Anna Petrosian" on the brand's own about-us page and across editorial coverage from KTLA, Beauty Independent and Maple Holistics; a variant spelling, "Anna Petrosyan," also appears in some references [1].

About two years after launch, the brand introduced its liquid matte lipsticks, which editorial coverage describes as the turning point for its growth. In 2017, Beyoncé wore one of the liquid matte lipsticks to the Grammy Awards, an association noted in press coverage of the brand [6].

In 2018, Dose of Colors released a Mickey Mouse collaboration marking the character's 90th anniversary; one palette from the collection sold out in a single day [4]. A Minnie Mouse collection followed in April 2019, presented at a launch event alongside the brand's planned move into complexion products such as foundations and concealers [4].

Dose of Colors describes its mission as the belief that "makeup should be for everyone; every mood, every look, every day," and positions its products as a way to simplify a routine while enhancing natural beauty [1]. The company lists its stated values as cruelty-free and clean ingredients, inclusive shades across eyes, lips and face, considered packaging, and what it calls luxe, high-performance formulas. Its tagline is "Look Good, Feel Good."

Prices sit in the indie range, and the brand operates a multi-channel model: direct sales through doseofcolors.com plus retail partners including Ulta Beauty and Beauty Bay [4]. It manufactures through facilities in the United States, Italy and Korea, according to its own statement.

The brand's catalogue spans lips, eyes and face, with a smaller skincare offering. Its lip range — including classic, satin and liquid matte lipsticks — is the line it is most identified with; one editorial review noted the brand is "still known for its superior lip line" [5]. Other products promoted on its site include the It's Literally Magic Multi-Use Shimmer Stick, the Golden Hour Eyeshadow Palette and the Glass Petal Lip Oil.

On ethics, Dose of Colors states that its entire product line is cruelty-free and that it holds both Leaping Bunny and PETA certification [3]. The company describes most, though not all, of its products as vegan, with a dedicated vegan range marked on its website [5].

The brand has been profiled in beauty press, including a 2019 KTLA brand-story segment on Dose of Colors and Anna Petrosian, and Beauty Independent coverage of its Disney collaboration and complexion launch. Its liquid matte lipstick gained wider visibility through Beyoncé's 2017 Grammys appearance.

Dose of Colors remains active. Its homepage continues to promote new shades and seasonal collections, with recent campaigns including "The Magic is Back!" and "INTRODUCING 3 NEW SHADES." The brand sells direct-to-consumer and through retail partners, and its products are distributed in several Nordic markets.