Makeup
Farmasi's color cosmetics line covers the core categories you'd expect: face (foundation, concealer, powder), eyes (eyeshadow, mascara, eyeliner), and lips (lipstick, gloss, liner), positioned as an affordable alternative to prestige beauty brands rather than a budget drugstore line. It's the category most Beauty Influencers lead with, since makeup tends to have the shortest path from "try it" to "buy it again," and it photographs well for the kind of social content most sellers rely on.
Skincare
The skincare range spans daily cleansers, serums and moisturizers built around routine-based sets rather than one-off products, a structure that supports the subscription model well, since a full routine naturally leads to repeat monthly orders rather than a single purchase. Ingredient positioning tends to emphasize accessible "clean beauty" language common across the mid-range skincare category.
Haircare and personal care
Beyond face products, the catalog includes haircare (shampoo, conditioner, styling products) and general personal care items, rounding out the line into something closer to a full household beauty catalog than a single-category brand. This breadth matters for the subscription model: customers with several categories on repeat order are less likely to cancel than someone reordering just one item.
Wellness
Farmasi has also expanded into wellness and supplement products in some markets, following a pattern common among direct-selling beauty companies as they mature: adding a second, non-cosmetics category to diversify what a customer might reorder monthly and to reach a slightly different customer than pure beauty products would.
How the pricing is positioned
Farmasi is generally positioned as mid-range: priced above typical drugstore cosmetics, but below prestige department-store beauty brands. Combined with the 25% subscription discount available to customers, the effective price on a repeat order often lands closer to drugstore pricing while still marketing itself on a "premium ingredients" positioning, a combination that's a meaningful part of the sales pitch for both customers and prospective sellers.
Broad category range
Makeup, skincare, haircare and wellness under one catalog: it supports repeat, multi-category orders.
Mid-range pricing
Above drugstore, below prestige, with the subscription discount narrowing that gap further for repeat customers.
How the range compares to well-known competitors
Compared to other direct-selling beauty brands like Avon or Mary Kay, Farmasi's catalog covers similar ground (makeup, skincare, personal care) but leans more heavily into color cosmetics variety and a younger, social-media-driven marketing style. Compared to prestige retail brands, the price point and ingredient sourcing sit closer to mass-market, which is precisely why the mid-range positioning matters to how it's marketed.