NL Beauty

NL Beauty is a Bulgarian makeup brand founded in 2020 by the model and social-media figure Nikoleta Lozanova, whose initials give the brand its name [9]. Based in Sofia and trading through the legal entity NL Beauty Ltd, it specialises in colour cosmetics with a particular focus on lip products, and sells direct to consumers across more than 30 European markets.

The company positions itself in the accessible end of the market, built on the idea that high-performance makeup can be sold without what it calls "the luxury price tag." It remains active: as of 2025 the business was still recruiting staff in Sofia and shipping across Europe [11].

NL Beauty was established in 2020. The brand traces its start to a perceived gap in the market, where shoppers were left choosing between expensive quality products and cheaper alternatives that performed poorly; its stated aim was to make "exceptional beauty accessible to everyone." The founder, Nikoleta Lozanova, is a Bulgarian model, and the brand is presented as "NL Beauty by Nikoleta Lozanova," with the two letters standing for her initials [9].

The country of origin reflects a distinction between where the brand operates legally and where it markets. The registered company, NL Beauty Ltd, is based at an address in Sofia and is governed by Bulgarian law [4]. The legal registration in Bulgaria, together with independent reporting describing Lozanova and the brand as Bulgarian, points to Bulgaria as the country of origin.

The range centres on makeup, with lip products as the signature category, alongside eye and face items, basic care products, and a perfume [9]. Named items include the MASTERPIECE Eyeshadow Stick, the TOO NUDE TO BE TRUE Lip Pencil, the LASH CULT Mascara and the ON REPEAT Peptide Lip Butter Balm. A liquid matte lipstick in the shade Cappuccino has been cited by an independent reviewer as a bestseller [10].

NL Beauty describes makeup as something that "should feel like an experience," and points to design details such as aluminium packaging and click-open and magnetic closures. According to the company, products are made through a network of more than 30 specialised factories across countries including Germany, Italy, Poland, South Korea and China, with separate partners handling formulation, filling and packaging [1]. The brand sells largely direct to consumers through its own online store and offers a 60-day money-back guarantee that it says has been in place since 2020 [5].

On its own channels the company states it has been named "European Brand of the Year" by the Global Makeup Awards, though no year is given and the claim is not independently confirmed; it is best read as a brand statement rather than a verified award. The business has also said it supports causes including rhythmic gymnastics programmes, organisations for survivors of domestic abuse, breast-cancer initiatives and youth talent development through order-based contributions.

Independent coverage has been regional and limited. A Bulgarian beauty blog described the brand as owned by "one of the most famous Bulgarian influencers" and "quite popular here in Bulgaria" [10], and a biography of Lozanova noted that the brand, focused mainly on lip products, had gained popularity in the Balkans [9]. The company reports a customer base of more than 500,000 and over 10,000 five-star reviews; these figures are self-reported.

NL Beauty is active. It is a small company, listing 11 to 50 employees, headquartered in Sofia and selling across more than 30 European markets [7]. The most recent visible activity is a 2025 job posting for a social-media manager based in Sofia, indicating continued operation [11]. Its roots and core audience are in Bulgaria and the wider Central and Eastern European region, while distribution extends across much of Europe.