Younique

Overview

Younique was founded in June 2012 in Lehi, Utah by siblings Derek Maxfield and Melanie Huscroft. The company sells makeup, skincare, and related beauty products primarily through social-media-driven direct selling, with independent Presenters marketing products and earning commissions on sales made through personal online stores. Beauty conglomerate Coty, Inc. acquired a 60% stake in Younique in January 2017 (a deal reported at roughly 600 million US dollars, valuing the company near 1 billion US dollars), with the founders retaining the remaining 40%. Coty divested that stake back to the founders in August 2019, returning Younique to full private ownership. Younique is a member of the Direct Selling Association and operates in the United States along with a number of international markets across North America, Europe, and Oceania. The company's best-known product line includes its Moodstruck mascara range. Younique continues to operate as a privately held, presenter-based direct-selling business headquartered in Lehi, Utah.