NEO Make Up

NEO Make Up is a Polish colour-cosmetics brand built around the idea of combining makeup with skincare ingredients. It is owned by Cosmo Group Sp. z o.o., a family-run beauty company best known for its nail-care brands, and was launched as Cosmo Group's move from nail products into makeup. The brand positions itself in the premium segment and is sold mainly in Poland through perfumeries, selected drugstores and its own online shop.

Sources date the brand and its parent company differently, and the distinction matters. The NEO Make Up brand itself premiered on 6 September 2018 at Villa Foksal in Warsaw [9]; the parent company, Cosmo Group, was founded in 2006 [12]. Trade and editorial coverage treats 2018 as the brand's launch year, while corporate directories that list 2006 are referring to the company behind it rather than to NEO Make Up.

NEO Make Up was created by Kamila Błażejewska and Artur Błażejewski, the married couple who own Cosmo Group [9]. Within the group, Kamila Błażejewska oversees vision and strategy across the brand portfolio, while Artur Błażejewski leads sales and operational work. Cosmo Group began in 2006 as a nail-care business — its first and still flagship brand is the hybrid-lacquer line NEONAIL — and NEO Make Up represented the company's expansion from nails into colour cosmetics.

The launch was staged as a public premiere. The 6 September 2018 event at Villa Foksal drew a number of Polish public figures, including Anna Dereszowska, Katarzyna Zielińska, Paulina Krupińska and Karolina Malinowska. According to the company, the range arrived complete, with 140 product indices at launch covering face, eye and lip categories so that a full look could be assembled from the line [9].

NEO Make Up is one of several brands held by Cosmo Group Sp. z o.o., which describes itself as a family-owned business. The group's portfolio also includes the nail brands NEONAIL, MYLAQ, NEONAIL Expert and StayLAC. Cosmo Group is headquartered in Kiekrz, a municipality just outside Poznań; the brand's official contact and registration list the Kiekrz address [4], while some external directories simplify the location to Poznań [12]. The company also reports a subsidiary in Berlin.

The brand operates under the motto "Perfection is Simple" and presents itself as makeup designed for women who value quality, classic style and elegance [9]. Cosmo Group frames the positioning around restraint: "We believe less means more, which is why we consciously chose minimalism, classicism and the highest quality," the company states [9]. Founder Kamila Błażejewska has described NEO Make Up as "a partner of feminine beauty, supporting women in being strong, confident, independent and free" [9].

In practical terms, the brand targets at-home users who want a professional-looking result without a makeup artist. Polish editorial coverage at launch highlighted this makeup-with-skincare angle as the brand's defining feature [10].

The defining product idea is the combination of makeup coverage with active skincare ingredients. According to the parent company, NEO Make Up products "combine the power of professional makeup products with the strength of natural care ingredients," with formulations drawing on hyaluronic acid, vitamins A, C and E, an Omega complex and wheat proteins [10]. The brand's signature line, INTENSE SERUM, is described as containing 30% serum with active ingredients, and the company states its products show clinically proven efficacy tested in vivo, improving the condition of skin, lashes and lips beyond standard makeup [5].

Several individual products are presented as hero items, among them the INTENSE SERUM foundation, a Shape Up Effect lipstick built around vitamin E and a proprietary HILURLIP® complex, and two add-on treatments — Top Fix For Mascara, a waterproofing top coat, and Liquid Shine For Lipstick, a shine enhancer.

On ethics, NEO Make Up states that its formulations contain no animal-derived ingredients and markets vegan-friendly products [7]; the brand also describes its products as PETA-certified and made to GMP manufacturing standards [1]. Some products, such as the Velvet Blush, are additionally labelled gluten-free.

NEO Make Up's 2018 launch was covered by Polish beauty and lifestyle media, including ELLE Poland, Harper's Bazaar Poland and the trade title Wiadomości Kosmetyczne, generally framed as the arrival of a new domestic makeup brand pairing cosmetics with skincare. Its parent, Cosmo Group, reports having won more than 20 awards from consumers and independent experts across its portfolio, though these are not attributed specifically to NEO Make Up.

NEO Make Up uses a selective, multi-channel distribution model. At launch the brand was sold through Douglas perfumeries, around 100 leading Polish drugstores and its own online shop [9]. The brand remains active: its e-commerce site carries a current catalogue with a "new products" section and ongoing promotions, and its Instagram and TikTok accounts are in use. The brand's own shop ships only within Poland, so any presence in other markets relies on Cosmo Group's wider distribution network, which the group says reaches several dozen countries.