Fragrance house

Snidel Beauty

SNIDEL BEAUTY launched on March 3, 2021, as the beauty counterpart to the SNIDEL fashion brand, which was established in 2005. Created by Mash Beauty Lab, part of Mash Holdings, it began with makeup, base makeup, and skincare, extending SNIDEL’s “street meets formal” identity into beauty through fashion-oriented styling, prettiness, sensuality, and selected natural-origin formulas. Its clean-beauty approach emphasizes sustainability and products designed to balance performance with consideration for people and the environment. In November 2022, Bain Capital Private Equity agreed with Mash Holdings to acquire a majority stake in the group, marking a material change at the parent-company level. SNIDEL BEAUTY introduced its first fragrance-focused products in December 2021 with the Perfumed Treatment Line, a hair mist and hand-and-nail cream built around a natural-aromatic profile of citrus, floral materials, and sandalwood.