Markwins Beauty Brands, founded in California in 1984, is a privately held global beauty company that develops and markets a portfolio of cosmetics brands across multiple price points and demographics. It began as a maker of multi-palette compacts and gift sets and has grown into one of the largest privately held beauty companies in North America. Its portfolio includes wet n wild, LORAC, Physicians Formula, Black Radiance, Lip Smacker and The Color Workshop.
The company's operations span research and development, manufacturing, quality assurance, supply chain management, demand forecasting, retail analytics, merchandising, and marketing and brand building. Its supply chain is built to support large cosmetics portfolios, and the business combines new product development with responsive go-to-market strategies.
Markwins products reach approximately 80,000 retail stores in more than 80 countries, across department, specialty, mass, drug, food and other retail channels. The portfolio is designed for consumers of different ages, identities and backgrounds, and is built around bold product innovation and accessible pricing.
The company remains privately held, with no external funding disclosed, and is led by Lina Chen, the widow of founder Eric Chen.
