Freshly Cosmetics
Freshly Cosmetics is a Spanish natural dermocosmetics brand that formulates and sells vegan skincare, haircare, bodycare, makeup, and baby products via DTC e-commerce and 15 owned retail stores, serving 2 million+ consumers across 30+ countries.
- Company typePrivate
- Founded2015
- HeadquartersReus, Spain
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Freshly Cosmetics does
Freshly Cosmetics is a Spanish natural dermocosmetics company that formulates and sells vegan, biocompatible skincare, haircare, bodycare, makeup, and baby/pregnancy products under its own brand. Founded in February 2016 in Reus, Spain by Miquel Antolín Civil and Mireia Martí, the company builds products around patented proprietary actives including Vegan Biomimetic Collagen, Helionori Algae, Liposomal Vitamin C AA2G, Biomimetic Exosomes, Vegan Biomimetic Keratin, and a Natural Encapsulation Technology, all positioned within a 99%+ natural/biocompatible formulation standard that excludes endocrine disruptors, silicones, and parabens.
The company operates a hybrid direct-to-consumer go-to-market. Its primary digital channel is freshlycosmetics.com, where customers shop a full catalog, take the Freshly Test personalized quiz, and engage with educational content; this is supplemented by a 15-store physical retail footprint across Spain (Barcelona, Madrid, Seville, Bilbao, Donostia, Granada, Pamplona, Tarragona, Zaragoza, A Coruña, Reus and others) plus Click & Collect and InPost pickup integrations. Products ship to 30+ countries with country-specific free-shipping thresholds (€40–€65 depending on market), and the Freshly Club 5-tier loyalty program drives retention via Freshly Coins and refill-format bonus economics. Headcount exceeds 200 people split across the Freshly Park HQ in Reus and a logistics center in Gandesa.
Commercially, Freshly serves a long-tail consumer base of 2 million+ customers with no enterprise/B2B concentration, achieving a 50%+ repeat-purchase rate and accumulating 309,688 verified reviews averaging 4.6 stars. Pricing is unit-based at roughly €20–€50 per SKU. The company has raised €18.9 million in a Series A led by Blossom Capital (November 2021) and operates a UK subsidiary, Freshly Cosmetics UK, LIMITED, in support of an announced London retail launch.
Freshly Cosmetics firmographics
Firmographics- Name
- Freshly Cosmetics
- Legal name
- Freshly Cosmetics, S.L.
- Website
- https://www.freshlycosmetics.com/
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Freshly Cosmetics is a Spanish natural dermocosmetics brand that formulates and sells vegan skincare, haircare, bodycare, makeup, and baby products via DTC e-commerce and 15 owned retail stores, serving 2 million+ consumers across 30+ countries.
- Ownership category
- akta.pro rank
Freshly Cosmetics industry classification
Industry- Product category
- Natural Dermocosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
Keywords
Where Freshly Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Reus
- HQ country
- Spain
- HQ region
- Europe
Offices16 records
Markets served
Freshly Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (E-commerce): Direct-to-consumer online sales through freshlycosmetics.com. Customers purchase skincare, haircare, bodycare, and makeup products. One-time purchases with optional subscription through loyalty program.
- Retail Store Sales: Physical retail stores (Freshly Stores) across Spain. 15 stores in cities including Barcelona, Madrid, Seville, Bilbao, and others. Products sold at same price as online with in-store pickup option.
- Freshly Club Loyalty Program: Free loyalty program where customers earn Freshly Coins (discount coupons) and Freshly Drops (level progression). Rewards include free products, samples, and experiences. Drives repeat purchases and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with free shipping thresholds |
| Freemium | Monthly | Freshly Club loyalty program (free to join) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Freshly Cosmetics product offering
Product offeringCore offering
Freshly Cosmetics develops, manufactures, and sells its own line of natural, vegan, biocompatible dermocosmetics for face, body, hair, sun, makeup, and kids/pregnancy use. Products are formulated with proprietary patented actives (Vegan Biomimetic Collagen, Helionori Algae, Liposomal Vitamin C AA2G, Biomimetic Exosomes, Vegan Biomimetic Keratin) and sold directly to consumers via own e-commerce site (freshlycosmetics.com) and 15 physical stores across Spain, with international shipping to 30+ countries.
Product overview
Freshly Cosmetics is a natural and sustainable cosmetics brand offering a range of skincare, haircare, and body care products. The company provides a unified product portfolio focused on natural ingredients and eco-friendly formulations, though specific named product lines are not detailed in the available source data.
Differentiator
Problem solved
Functional benefit
Products and services
- Skincare range Natural, vegan, biocompatible facial skincare products including treatments, serums, cleansers, moisturizers, eye and eyelash care, sunscreen, and hygiene products, targeted by skin type (oily, acne, combination, dry, mature, rosacea, spots). Designed for consumers seeking natural dermocosmetics without endocrine disruptors, silicones, or parabens.
- Bodycare range Natural bodycare products including oils, serums, moisturizers, shower/bath hygiene, sunscreen, and targeted body treatments (stretch marks, cellulite, body acne, self-tanner, scars). Addresses concerns such as stretch marks, cellulite, scars, tanning, and body acne using natural, biocompatible formulations.
- Haircare range Natural haircare products including shampoos, conditioners, hair serums, hair creams, and scalp treatments. Addresses concerns such as oily hair, dry/damaged hair, curly hair, hair loss, and dandruff using Vegan Biomimetic Keratin and Natural Encapsulation Technology.
- Natural Makeup range Natural makeup products across eyes (eyeshadows, mascara, eyelash care), face (foundation), lips (lipstick), and cheeks, formulated within the brand's natural/biocompatible standards.
- Kids and Pregnancy range Natural products formulated for sensitive use cases including baby sunscreen, pregnancy-safe skincare, baby face and body hydration, and baby hair care. Designed for parents seeking safe, natural formulations for babies and use during pregnancy.
- Suncare / Sunscreen range Natural sunscreen and sun protection products across facial, body, and baby formats within the brand's biocompatible formulation standards.
- Refill range (Refillable beauty products) Refill formats of skincare, bodycare, and haircare products (facial refills, bodycare refills, hair refills) designed to reduce packaging waste and lower cost per use. Purchases earn bonus Freshly Coins within the Freshly Club loyalty program.
- Packs (curated product sets) Curated multi-product sets (Packs) organized by skin type and product type across facial, body, hair, makeup, eyes/lashes, sunscreen, and hygiene routines, plus gift sets.
- Freshly Club loyalty program Free-to-join loyalty program with five tiers (Seed, Root, Leaf, Petal, Fruit) offering Freshly Coins redeemable as discount coupons, Freshly Drops for level progression, free products, samples, and exclusive experiences. Drives repeat purchases and customer retention across online and in-store channels.
Quantifiable outcome
- 50%+ customer return rate
- +3 more outcomes
Companies that use Freshly Cosmetics
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
Freshly Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature6 records
Freshly Cosmetics partnerships and signals
Strategic signalScale indicators7 records
Recent moves8 records
Expansion highlights6 records
Freshly Cosmetics competitors and assessment
Company assessmentDirect peers
- Lush: Global handmade natural cosmetics retailer selling skincare, haircare, bodycare, and bath products via DTC e-commerce and ~900+ physical stores. Closely comparable to Freshly on product range, ingredient philosophy (fresh, natural, often vegan), and omnichannel DTC-plus-retail model.
- Caudalie: French natural skincare brand built around vinotherapy and natural actives, with its own retail stores and DTC site across Europe. Comparable to Freshly as a European-headquartered natural dermocosmetics brand with proprietary natural ingredients and omnichannel distribution.
- REN Clean Skincare: British clean skincare brand (owned by Unilever) selling bio-active, natural-origin skincare via DTC and department stores. Comparable to Freshly on clean-beauty formulation narrative, omnichannel retail presence, and European brand heritage.
- Pai Skincare: UK-based certified organic and natural skincare brand for sensitive skin, sold DTC and through select retail. Comparable to Freshly on natural/clean formulation, sensitivity-targeted positioning, and European DTC leadership.
- The Ordinary (Deciem): Science-driven, ingredient-focused skincare brand owned by Deciem/Estée Lauder, selling clinical-style serums and treatments through DTC and third-party retail. Directly comparable to Freshly on dermocosmetics positioning, ingredient transparency, and online-led GTM.
- Typology: French DTC natural skincare brand selling minimalist, ingredient-focused formulas online across Europe. Directly comparable to Freshly on clean/vegan positioning, target demographic, and digital-first growth model.
- Drunk Elephant: Premium clean/biocompatible skincare brand founded on the "Suspicious 6" ingredient philosophy, sold DTC and via Sephora. Comparable to Freshly on its biocompatible, no-harmful-actives formulation stance and strong brand-led retention.
Broad incumbents
- Weleda: Long-established Swiss natural cosmetics and anthroposophic medicine company with broad skincare, bodycare, and baby ranges sold globally via retail and DTC. Comparable to Freshly as a larger, established natural cosmetics incumbent; overlapping on natural ingredients, refill/sustainability initiatives, and baby/pregnancy segment.
- Natura Bissé: Spanish luxury skincare brand with global spa, retail, and DTC presence. Comparable to Freshly as a Barcelona/Spain-headquartered dermocosmetics brand operating at the premium end of the same Iberian market.
Emerging players
- Youth to the People: US-based clean skincare brand selling superfood-ingredient formulas via DTC and Sephora. Comparable to Freshly as an emerging natural/clean dermocosmetics brand targeting similar millennial/Gen Z consumers with a digital-first GTM.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Freshly Cosmetics social profiles
Digital presenceFreshly Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freshly Cosmetics leadership team
Management profileNumber of profiles
Profiles10 records
Freshly Cosmetics funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freshly Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Freshly Cosmetics
What does Freshly Cosmetics do?
Freshly Cosmetics develops, manufactures, and sells its own line of natural, vegan, biocompatible dermocosmetics for face, body, hair, sun, makeup, and kids/pregnancy use. Products are formulated with proprietary patented actives (Vegan Biomimetic Collagen, Helionori Algae, Liposomal Vitamin C AA2G, Biomimetic Exosomes, Vegan Biomimetic Keratin) and sold directly to consumers via own e-commerce site (freshlycosmetics.com) and 15 physical stores across Spain, with international shipping to 30+ countries.
Is Freshly Cosmetics a public or private company?
Freshly Cosmetics is a private company. It is classified as venture growth investor backed and is currently operating.
When was Freshly Cosmetics founded?
Freshly Cosmetics was founded in 2015. It employs 101 to 250 people.
Where is Freshly Cosmetics based?
Freshly Cosmetics is headquartered in Reus, Spain, in the Europe region.
How does Freshly Cosmetics make money?
Three revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are retail Store Sales and freshly Club Loyalty Program.
Who are Freshly Cosmetics's main competitors?
Direct peers on record are Lush, Caudalie, REN Clean Skincare, Pai Skincare, The Ordinary (Deciem), Typology and Drunk Elephant. Broad incumbents are Weleda and Natura Bissé. Youth to the People is listed as an emerging player.
Does Freshly Cosmetics have an API?
No public API is recorded for Freshly Cosmetics.
What industry is Freshly Cosmetics in?
Freshly Cosmetics's product category is Natural Dermocosmetics. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 456120.