What Abiby does

Abiby is an Italy-based direct-to-consumer beauty subscription and e-commerce platform operated by Probi S.r.l., a private limited company headquartered in Padua. The company delivers a monthly curated beauty box containing 4-5 full-sized skincare, make-up, and haircare products — claimed to be valued at over €160 — for a subscription price starting at €12.90 for the first box and €19.90-€24.90 for subsequent months under no-commitment, 3-month, or 6-month plans. Personalization is driven by a Beauty Profile Quiz and a per-month box customization interface that lets subscribers choose from curated product options before each shipment.

The underlying platform is a standard e-commerce stack built around abiby.it, integrating Stripe, PayPal, Satispay, and Scalapay for payments and Amazon Shipping for fulfillment across Italy (with deliveries also to San Marino and Vatican City). An integrated online shop allows subscribers to purchase individual products at a 20% discount, while a points-based loyalty program (Punty), a referral program ('Invita un'Amica'), and exclusive Private Sales deepen engagement. Notable proprietary assets include exclusive distribution of the Syster brand (co-developed with a 60,000-member community) and a GOTS-certified organic cotton packaging component.

Abiby generates revenue through recurring subscription fees, one-time gift-box purchases, transactional shop sales, and transaction-fee revenue from subscriber private sales. Marketing is digital and community-led, relying on Instagram, Facebook, Pinterest, YouTube, Telegram, email campaigns, SEO, influencer collaborations, and a structured referral program. The company reports a community of over 60,000 beauty lovers and over 1,150 verified reviews at an average rating of 4.0/5. As of the source data, no AI/ML capabilities are documented; personalization is rule-based via the beauty quiz.

Name

Abiby

Legal name

Probi S.r.l.

Website

https://abiby.it

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Abiby is an Italy-based DTC beauty subscription platform delivering monthly personalized boxes of 4-5 curated skincare, makeup, and haircare products, alongside an integrated online shop, targeting Italian beauty enthusiasts through tiered subscription plans.

Ownership category

akta.pro rank

Product category

Beauty Subscription Boxes

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Consumables Replenishment Subscriptions (CRAFAIAG)

akta.pro secondary industry

Skincare Sets, Kits & Travel Sizes (CRABAAAL)

Keywords

• Beauty subscription boxes
• Monthly beauty curation
• Personalized skincare boxes
• Beauty e-commerce platform
• Vegan cruelty-free beauty

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Subscription Box Revenue: Monthly beauty box subscriptions with multiple plan options (monthly, 3-month, 6-month commitments). First box offered at promotional pricing, subsequent boxes at standard rates. Auto-renewal generates recurring monthly revenue.
2. E-commerce Shop Sales: Direct sales of individual beauty products (skincare, makeup, haircare, body care) through the Abiby online shop. Subscribers receive 20% discount on all shop purchases.
3. Gift Box Sales: One-time purchase option for gifting Abiby beauty boxes to others.
4. Private Sales: Exclusive sales section for subscribers featuring partner products at discounted rates.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels9 records

Core offering

Abiby operates a direct-to-consumer monthly beauty subscription service that delivers 4-5 curated skincare, makeup, and haircare products (each box valued at over €160) to consumers in Italy, personalized through a Beauty Quiz and customizable each month. The offering is sold via three subscription plans (no-commitment at €24.90/box, 3-month, and 6-month plans at €19.90/box) with a first-box promotional price of €12.90, and is complemented by an online shop (with 20% subscriber discount), gift box purchases, private sales, and a loyalty program (Club Abiby).

Product overview

Abiby is a beauty subscription box service and e-commerce platform. The core offering is the monthly Abiby Beauty Box subscription (available in no-commitment, 3-month, and 6-month plans) containing 4-5 curated skincare, make-up, and haircare products worth over €160 at €12.90-€24.90/month. Alongside the subscription service, Abiby operates an online shop for direct product purchases where subscribers receive 20% discounts. The platform features personalized box customization via a Beauty Quiz, a loyalty program (Club Abiby with Punty points), Private Sales for subscribers, and a referral program. Abiby curates products from multiple partner brands including Syster, Davines, Dr Botanicals, Mediterranea, Avant Skincare, Sinesia, and Sachajuan.

Differentiator

Problem solved

Functional benefit

Products and services

• Abiby Beauty Box (Monthly Subscription) Core monthly subscription product: a curated beauty box containing 4-5 skincare, makeup, and haircare products (total value over €160), personalised via the Beauty Quiz and customizable each month by the subscriber before shipping from the 15th of the month. Sold to Italian consumers in three plans (no-commitment at €24.90/box, 3-month and 6-month at €19.90/box with bonus gifts).
• Abiby Online Shop Direct-to-consumer online shop where customers can purchase individual beauty products across categories including skincare (viso), haircare (capelli), body care (corpo), makeup (make-up), and wellness (benessere). Open to all consumers, with subscribers receiving a 20% discount and additional access to private sales sections.
• Abiby Gift Box (Regala Abiby) One-time gift purchase of an Abiby beauty box for gifting to friends or family; allows non-subscribers to offer the discovery experience as a present without committing to a subscription.
• Syster (Co-Created Beauty Brand) Italian vegan and cruelty-free beauty brand co-created by Abiby with its community of 60,000 women. Products contain up to 99.4% natural ingredients, are Made in Italy, vegan and cruelty-free, with fully recyclable packaging made from recycled materials. Syster is distributed exclusively via the Abiby channel.

Quantifiable outcome

• 4-5 products per monthly box valued at over €90
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• WeroadminorGTM or Marketing PartnerExclusive partner offers for Abiby subscribers including travel-related promotions and discounts through the Weroad platform.
• HellofreshminorGTM or Marketing PartnerExclusive partner offers for Abiby subscribers including food/lifestyle promotions through the Hellofresh platform.
• SerenisminorGTM or Marketing PartnerExclusive partner offers for Abiby subscribers including wellness/lifestyle promotions through the Serenis platform.
• Amazon ShippingcoreImplementation/ SI/ Consulting PartnerAbiby uses Amazon Shipping for reliable and trackable delivery of beauty boxes and shop products to customers across Italy.
• StripecoreTechnology or IntegrationPrimary payment processor for credit/debit card transactions on abiby.it platform.
• PayPalcoreTechnology or IntegrationPayment option available for customers preferring PayPal transactions.
• SystercoreStrategic or Co-development PartnerCo-created beauty & wellness brand with a community of 60,000 women. Syster products feature up to 99.4% natural ingredients, are Made in Italy, Vegan, and Cruelty Free. Packaging is recyclable and made from recycled materials. Syster is distributed exclusively through Abiby.
• Loghistes SrlcoreOthersThird-party logistics provider handling product returns and fulfillment from their warehouse at Via Vela 12, 21054 Fagnano Olona (Varese).

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glossybox: Europe's largest beauty subscription box service, operating across 10+ countries including Italy via localised sites. Closest direct competitor to Abiby with a monthly box model, sample-size and full-size product mix, and very similar GTM motion.
• Birchbox: Pioneer of the beauty subscription box category, offering monthly curated samples and discovery. Operates a very similar direct-to-consumer subscription mechanic to Abiby, though historically US-anchored with limited Italian presence.
• Ipsy: Leading US-based beauty subscription with a large member community and personalised 'Glam Bag' model. Comparable to Abiby in subscription mechanics, brand curation, and community-led growth, though larger scale and predominantly North American.
• Lookfantastic Beauty Box: Quarterly beauty subscription box run by Lookfantastic (THG) in Europe including Italy, bundling premium skincare, haircare, and makeup. Direct competitor with deeper brand partnerships and broader European logistics.
• Allure Beauty Box: Editorially curated beauty subscription offering sample-size and full-size products each month. Comparable curated discovery model to Abiby, though anchored in the Allure media brand.

Broad incumbents

• Sephora: Global multi-category beauty retailer with a strong Italian online and offline footprint (Sephora Italia). Overlaps with Abiby's product categories (skincare, makeup, haircare) and competes for the same consumer wallet, but does not operate a subscription box model natively.
• Notino: Large European online beauty and fragrance retailer with a dedicated Italian storefront. Competes with Abiby on the broader beauty e-commerce purchase occasion and offers its own discount-led subscription programmes.
• Douglas Italia: Major European perfumery and beauty chain with a strong Italian retail presence and online store. Competes for the same beauty-conscious consumer as Abiby but via a traditional multi-category retail model rather than subscription.

Emerging players

• FabFitFun: Seasonal subscription box blending beauty, wellness, fitness, and lifestyle products. Overlaps with Abiby on the beauty-discovery thesis and community engagement mechanics, though broader scope and quarterly cadence.
• Cohorted: Beauty subscription box from the UK operating a very similar monthly curated product model. Comparable niche player with smaller scale than Glossybox, useful as a regional benchmark for Abiby's expansion ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCJTdjOfsJ9NBWx-rBKyZ9Ow
• Facebookfacebook.com/abibyitalia
• Instagraminstagram.com/abiby.it
• Pinterestit.pinterest.com/abibybeautybox

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Abiby