[1] The company was founded in 2012 by Derek Maxfield, who is CEO, and Melanie Huscroft, and is headquartered in Lehi, Utah.

[4][5] Younique produces cosmetics that are marketed by its "presenters," who sign up via the website and purchase products they sell, earning a commission.

[citation needed] Digiday attributed the company's quick growth to its reliance on digital selling, compared to other MLM brands' reliance on in person sales;[9] The Wall Street Journal also reported that founder Maxfield's use of his personal story, involving his Mormon faith and experience of surviving leukemia, was another tactic used for recruiting salespeople that differentiated Younique from other MLMs.

[12] In 2019, Younique launched Moodstruck Epic 4D One-Step Fiber Mascara that sold 1 million units within 6 months.

[13] The same year, Younique launched an augmented reality tool that allows buyers to virtually try products before purchasing.