BH Cosmetics

BH Cosmetics launched in Los Angeles in 2009, founded by Kirill Trachtenberg and Fred Sadovskiy, and built its name on a single revolutionary product: a 120-shade eyeshadow palette that retailed for under $40 when MAC equivalents were three times the price. That palette became the gateway drug for an entire generation of YouTube makeup tutorial creators in the early 2010s, and BH became one of the first beauty brands to ride influencer marketing to scale.

After filing for bankruptcy in early 2022, BH was acquired by Revolution Beauty Group (the UK parent of Makeup Revolution) for $3.9 million and relaunched with refreshed packaging and reformulated products. The brand is 100% vegan and cruelty-free (PETA-certified), and its current range spans eyeshadow palettes, lip products, brushes, foundation, and the cult-favorite Studio Pro highlighter palette. BH is sold at Ulta Beauty and Walmart and remains one of the most accessible color-rich makeup brands at the drugstore tier.