VENICEBEAUTY

VENICEBEAUTY is a German makeup and skincare brand founded in late 2019 by a founder named Caro, a self-described makeup minimalist [1]. The company positions itself around California-inspired, low-effort beauty, and its products are designed to be applied with the fingers rather than brushes. It operates chiefly as a direct-to-consumer brand and, according to the company, sells to more than 37 countries [2].

The brand is owned by AMPIRE Labs GmbH, a company registered in Hamburg, Germany, with Maximilian Algner listed as managing director [3]. VENICEBEAUTY remains active, running a live webshop with regular product launches, a rewards programme and social channels on Instagram and TikTok.

According to VENICEBEAUTY, the brand was founded in late 2019 with the aim of rethinking makeup [1]. The company credits its founder, Caro, describing her as a makeup minimalist who developed the range around simpler routines. The name and aesthetic draw on Venice Beach in California, which the company frames as the setting where the idea was conceived; the inspiration is positioning rather than a place of operation.

A search-level source frames the brand as founded by "Caro and Max," but this co-founder detail could not be confirmed in the brand's own site text, so only Caro is recorded as founder. The Hamburg company register does, however, independently list Maximilian Algner as managing director of the operating entity [3].

VENICEBEAUTY is operated by AMPIRE Labs GmbH, registered in the commercial register at Hamburg (HRB 197317), with Maximilian Algner as managing director [3]. No acquisitions or sister brands are documented in the available sources.

The brand's stated location is not entirely consistent across its own materials. Its legal notice (Impressum), which carries the authoritative company details, gives an address in Hamburg [3]. The homepage, by contrast, refers to VENICEBEAUTY as a "Berliner Brand," a Berlin brand [1]. The Impressum is the more authoritative of the two for the operating company's registered seat.

The company's stated mission is to simplify beauty routines so customers can get the most out of their natural look "without hours of tutorials" [1]. Its philosophy centres on makeup that is effortless, uncomplicated and intuitive, built for application by hand under the hashtag #nobrushesneeded and intended for use on the go. VENICEBEAUTY describes its aesthetic as "no makeup makeup" and everyday glow, summed up in the tagline "Don't stop glowing!"

The brand sells directly to consumers through its own webshop, supported by a rewards club and common payment options. It states that its products are vegan and cruelty-free [1].

VENICEBEAUTY's range spans makeup, skincare, self-tanning and sun care, alongside a small hair and accessories line. Its signature product is a lip tint marketed for a colour-changing, "tattoo-effect" finish, which the company refers to as its viral lip tint [1]. Among the ingredients it highlights across its formulations are hyaluronic acid and coenzyme Q10 [4].

VENICEBEAUTY lists a number of German media titles among its "as seen in" features, including Vogue, Harper's Bazaar, Elle, InStyle, Grazia and the Frankfurter Allgemeine Zeitung's Kaufkompass [4]. These appear on the brand's own press page rather than as independently verified editorial articles, and coverage topics cited include tanning drops, self-tanning products and hyaluronic acid serums.

VENICEBEAUTY is active. It runs an operational direct-to-consumer store with current product launches and a rewards programme, and maintains social channels on Instagram and TikTok under the handle @venicebeauty.de [2]. The most recent visible activity dates to 2026.