Mulac Cosmetics

Mulac Cosmetics is an Italian makeup, skincare and haircare brand based in the Castelguelfo di Bologna area, with a registered office in Milan. It was founded by Sandra Sold, a makeup artist and YouTuber known online as LaCindina, who built an audience on YouTube from 2009 before launching her own cosmetics house. The name Mulac is an acronym for "Make Up La Cindina" [5]. The company positions itself around vegan, cruelty-free formulas made in Italy and presents makeup as a form of self-expression under the hashtag #SHOWYOURART.

The brand describes itself as a vegan, cruelty-free Italian cosmetics company, and is part of the portfolio of Cosmetica Hub SpA, a beauty group whose brands also include Diego dalla Palma [5].

Sandra Sold launched a YouTube beauty channel in 2009 and, according to the Italian outlet Money.it, realised "the dream of a lifetime" in 2014 when she introduced her own cosmetics line, Mulac [5]. The brand's own About page likewise dates its creation to 2014, describing it as "set up in 2014 as the creative brainchild of La Cindina" [1][3]. One Italian beauty title, Zoo Magazine, instead reports that the brand was "nato nel marzo del 2013 a Milano" (born in March 2013 in Milan) [6]; the brand's site and Money.it both give 2014, which may mean the 2013 reference points to earlier groundwork before the official launch.

The founder is described across sources as a makeup artist, YouTuber and mother. From the outset the brand tied makeup to art and personal identity, with the stated intent of creating cosmetics that are attentive to skin health while still highly performant [6].

Mulac Cosmetics operates under the legal entity Cosmetica Hub SpA and sits within that group's beauty portfolio [5]. The company's registered office is in Milan (Foro Buonaparte 67), while its operational headquarters is in Castelguelfo di Bologna. Within the same group, Diego dalla Palma is named as a sister brand.

The company frames makeup as a means of self-expression, summed up in the tagline #SHOWYOURART, which it presents as "an invitation to share values such as uniqueness and diversity through unconventional and disruptive cosmetics" [3]. Its stated mission is to "create a cosmetics company that is able to combine the highest quality natural raw materials and the high performance results required by make-up professionals". Versatility, innovation and creativity are listed by the brand as its core strengths.

On ethics, Mulac states that all of its products are "formulated without animal-derived ingredients and are not tested on animals", and markets itself as "Made in Italy". For its skincare and haircare lines, the company says most products contain at least 90% ingredients of natural origin.

Mulac's catalogue spans makeup, skincare and haircare, alongside accessories and kits. In makeup, frequently cited items include the Slay The Game full-coverage stick foundation, offered in ten vegan shades; the Olimpia and Atene contouring palettes; the Gentleman mascara; and the Velvet Ink liquid lip tints, available in fifteen shades [6]. The brand has also been noted for a broad lipstick range across several finishes and for its Shape The Way angled blending sponge. Italian editorial coverage has described the brand's visual identity as black, minimal and functional packaging.

In 2015 the company collaborated with Susan G. Komen Italia on breast-cancer research, releasing a pink-toned cosmetics collection [6]. In 2018 it opened its first temporary store, in Bologna. By 2023 its catalogue had grown to more than 300 products.

Mulac has been covered by Italian beauty and business media. Pambianco Beauty featured the founder in 2019 coverage of makeup-artist beauty influencers, and Il Giornale della Bellezza published a 2023 interview describing LaCindina as co-founder and artistic director of the brand. In 2024, Money.it reported that the company had tripled its turnover over two years, citing net revenue of EUR 53 million for 2023, up 25% year on year, an EBITDA of EUR 6.75 million (a 13% margin), and roughly 70 employees [5].

Mulac Cosmetics is active. Its editorial blog, Mulac Voices, has carried current content and ongoing collaborations, and the reported 2023 revenue of EUR 53 million points to an operating business with a sizeable Italian footprint [5]. Distribution centres on Italy, through the brand's own site and retailers.