Younique cosmetics

Younique is a direct-sales beauty brand founded in 2012 by siblings Derek Maxfield and Melanie Huscroft. Based in Lehi, Utah, the company gained significant recognition for its social media-driven marketing approach and its flagship Moodstruck 3D Fiber Lashes mascara. The brand focuses on cosmetics and skincare products distributed through a network of independent presenters.

In 2017, the global fragrance and beauty giant Coty Inc. acquired a 60% majority stake in Younique for $600 million. However, this partnership lasted only a few years. In 2019, Coty and Younique announced their separation, with the original founders buying back the stake to regain full control of the entity. Today, Younique remains a privately held American company, emphasizing its direct-selling business model and digital-first strategy. Manufacturing is largely centered in the United States to maintain quality control over its diverse range of beauty solutions.