What Gisou does

Gisou is a privately held, founder-controlled prestige beauty brand founded in 2015 by Negin Mirsalehi and Maurits Stibbe, anchored on a six-generation family beekeeping heritage in Almere, Netherlands. The company formulates honey-infused haircare, lip care, body care, and fragrance products using proprietary Mirsalehi Honey as the hero ingredient across its range, complemented by clinically validated actives including ceramides, hyaluronic acid, collagen active, peptides, and fermented honey. Its core technology stack revolves around vertically controlled honey supply across multiple Mirsalehi bee gardens, with clinically proven product claims (e.g., up to 143% instant shine, 72-hour frizz reduction, 230°C heat protection) supporting premium price points.

Gisou monetizes through two primary channels: a direct-to-consumer e-commerce storefront at gisou.com (Shopify-powered, with Subscribe & Save offering 20% off on a 3-order minimum) and premium retail distribution through Sephora globally, plus Selfridges, Harrods, Space NK, Cult Beauty, Boots in the UK, and Mecca in Australia. Unit pricing ranges from $25–$46 for hero hair oils, $28–$44 for lip oils and perfumes, and up to $120+ for bundles. Marketing is creator-led, leveraging founder Mirsalehi's 1.7 million Instagram following, generating $11M in earned media value (#2 in CreatorIQ's hair care ranking for December 2024), with Rosie Huntington-Whiteley appointed as the first global brand ambassador in August 2025. Customer concentration is diversified across consumer end-markets in the US, UK, EU, Middle East (via Sephora Dubai), and Australia, with no single enterprise customer accounting for material revenue.

The company is incorporated as NM Beauty Industries B.V. in Amsterdam, with a 101–250 employee base, and has scaled to approximately €100 million in revenue by early 2026. Capital structure reflects an April 2022 undisclosed investment from Eurazeo alongside majority founder ownership, with founders having rejected acquisition interest from major beauty conglomerates to preserve brand independence. Geographic expansion accelerated in 2025–2026 with new retail stockists, pop-up activations in Dubai/New York/London, and category extension into fragrance (Hair & Body Mists, Glazed Scents Trio) and lip care (Lip Mask, expanding shade ranges).

Name

Gisou

Legal name

NM Beauty Industries B.V.

Website

https://gisou.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Gisou is a Netherlands-based, founder-led prestige beauty brand founded in 2015, formulating clinically proven honey-infused haircare, lip care, body, and fragrance products from proprietary Mirsalehi Honey, sold direct-to-consumer and through Sephora and other premium retailers globally.

Ownership category

akta.pro rank

Product category

Premium Haircare and Beauty Products

NAICS

Apiculture (11291), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Conditioners & Hair Masks (CRABABAB)

akta.pro secondary industry

Value-Added Bee Products Manufacturing (Candles, Cosmetics, Supplements, Mead Ingredients) (AFAEAHAM)

Keywords

• Honey infused haircare
• Lip care oils
• Premium beauty products
• Ceramide hair therapy
• Fragrance mists

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer (DTC) E-Commerce: Gisou operates its own e-commerce storefront at gisou.com, selling full-price products directly to consumers. Offers a Subscribe & Save program providing 20% discount on recurring orders with a 3-order minimum commitment and free shipping.
2. Retail & Wholesale Distribution: Products sold through premium retail partners including Sephora, Selfridges, Harrods, Cult Beauty, Space NK, and Boots, representing wholesale revenue through channel partnerships.
3. Premium Product Sales: Full-price sales of hair oils, haircare, lip care, body care, and fragrance products at price points ranging from $15 to $120+, with bundles and gift sets commanding higher transaction values.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels10 records

Core offering

Gisou manufactures and sells honey-infused premium beauty products across haircare, lip care, body care, and fragrance categories. Its hero ingredient is proprietary Mirsalehi Honey sourced from a six-generation family bee garden in Almere, Netherlands. Products are sold direct-to-consumer via gisou.com and through global premium retail partners including Sephora, Selfridges, Harrods, Cult Beauty, Space NK, Boots, and Mecca.

Product overview

Gisou is a honey-infused beauty brand founded in 2015 by Negin Mirsalehi and Maurits Stibbe, built on six generations of Mirsalehi family beekeeping heritage. The product portfolio centers on Mirsalehi Honey as the key ingredient across haircare and lip care categories. Haircare offerings include the award-winning Honey Infused Hair Oil (available in standard and Collagen Drops variants), Honey Milk 5-in-1 Styling Cream, Honey Milk Leave-In Conditioner Mist, Honey Gloss Ceramide Therapy Hair Mask, Hydrating Shampoo and Conditioner, and Hair Repair Serum. The lip collection features the Honey Infused Lip Oil (in multiple shades), Honey Glaze Collagen Therapy Lip Mask, and The Mini Lip Collectibles. Fragrance expansion includes Honey Infused Hair Perfumes in various scents and the new Honey Infused Hair & Body Mists. The brand also offers styling tools, body care, and various curated gift sets and bundles. Products are available at Sephora, Selfridges, Harrods, Cult Beauty, Mecca, and direct-to-consumer via gisou.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Honey Infused Hair & Body Mist Alcohol-free mist enriched with Mirsalehi Honey Water, hyaluronic acid, and peptides for hydrating, refreshing, and scenting hair and body, available in Honey Dewy and Glazed Cherry scents.
• Honey Infused Hair Oil Award-winning hair oil powered by Mirsalehi Honey for clinically proven intense hydration, instant shine, heat protection up to 230°C/450°F, and lasting frizz control, available in 20ml and 50ml sizes.
• Honey Gloss Collagen Drops Hair Oil Ultra-glossy, weightless hair oil powered by Mirsalehi Honey and collagen active to hydrate, visibly plump, and boost shine for fine to medium hair, with a portable 20ml bottle.
• Honey Milk 5-in-1 Styling Cream Multi-functional styling cream powered by Mirsalehi Honey and hydrolyzed milk protein delivering heat protection, hydration, frizz control, glazed shine, and flexible hold for 3-day style memory, 150ml.
• Honey Milk Active Repair Leave-In Conditioner Mist Post-shower leave-in conditioner mist powered by Mirsalehi Honey, hydrolyzed milk protein, and biomimetic ceramides to repair, detangle, smooth, and protect hair, formulated as an ultra-fine weightless mist, 150ml.
• Honey Gloss Ceramide Therapy Hair Mask Clinically proven hair mask blending strengthening ceramides, hydrating hyaluronic acid, and Mirsalehi Honey to restore healthier-looking hair, with a 97% naturally derived formula available in 75ml and 230ml sizes.
• Honey Gloss Ceramide Therapy Hydrating Shampoo Gentle yet deep cleansing shampoo with Fermented Mirsalehi Honey, ceramides, and AHAs to restore hydration and support hair's microbiome, sulphate-free formula available in 75ml and 250ml sizes.
• Honey Gloss Ceramide Therapy Hydrating Conditioner Conditioner infused with Fermented Mirsalehi Honey, biomimetic ceramides, silk protein, and hyaluronic acid for softer, stronger hair, silicone-free formula available in 50ml and 200ml sizes.
• Honey Infused Hair Perfume Long-lasting hair perfume that hydrates, adds glossy shine, and leaves hair scented, available in Wildflower Honey, Wild Rose, Lavender Berry, Vanilla Glaze, Milky Mocha, Pineapple Pop, and Coco-Cacao scents.
• Honey Infused Lip Oil Glossy lip oil providing 8-hour hydration and long-lasting glossy shine with zero stickiness, available in shades including Watermelon Sugar, Sticky Toffee, Milky Mocha, Glazed Plum, Bee-llini Peach, Raspberry Swirl, Honey Gold, Strawberry Sorbet, and Mango Passion Punch.
• Honey Glaze Collagen Therapy Lip Mask Collagen-infused lip mask for intense, long-lasting hydration and glossy shine, launched in January 2026 as part of Gisou's expansion into the lip category.
• Honey Infused Body Oil Body oil infused with Mirsalehi Honey for nourishing hydration and glowing skin.
• Hair Repair Serum Hair repair serum designed to restore and strengthen damaged hair using Mirsalehi Honey and Bee Garden Oils.
• Honey Hair Oil Duo Bundle Bundle combining Honey Gloss Collagen Drops Hair Oil and Mini Honey Infused Hair Oil for complete hair hydration, frizz control, and glossy shine routine.
• The Mini Lip Collectibles Bundle Set of mini lip oils featuring three popular shades in travel-friendly sizes for on-the-go lip hydration and shine.
• The Art of Layering Duo Bundle Limited edition fragrance duo featuring full-size Honey Dewy Hair & Body Mist and mini Vanilla Glaze Hair Perfume for creating layered scent experiences.
• Curling Tool Professional curling tool for creating curls and waves, available as a web exclusive on Gisou.com.
• Subscribe & Save Subscription Program Recurring delivery subscription offering 20% off every subscription single product order with a 3-order minimum commitment, free shipping with every delivery, extra honey glow treats with selected orders, and flexibility to change delivery frequency, skip, pause, or cancel anytime after the third order.

Quantifiable outcome

• Up to 143% instant increase in hair shine
• +9 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Home BakeryminorGTM or Marketing Partner · 20 January 2026Home Bakery, an Emirati dessert brand, collaborated with Gisou at the Honey Butter Bar pop-up event in Dubai Design District in January 2026. The partnership aligned Gisou's honey positioning with a premium dessert brand, creating experiential marketing around the Honey Glaze Collagen Therapy Lip Mask launch.
• Cedric GroletminorStrategic or Co-development Partner · 18 September 2025Gisou partnered with pastry chef Cedric Grolet (celebrated French pastry chef known for fruit-shaped pastries) on an exclusive collaboration producing honey-infused pastries. The partnership combined Gisou's honey expertise with Grolet's pastry artistry, representing a brand extension into the culinary/gourmand space aligned with the brand's honey and dessert-inspired product positioning.
• Rosie Huntington-WhiteleycoreGTM or Marketing Partner · 19 August 2025British model, actress, and entrepreneur Rosie Huntington-Whiteley was appointed Gisou's first global brand ambassador in August 2025, with her first campaign promoting the Honey Milk 5-in-1 Styling Cream launch. The partnership aligns her personal brand with Gisou's beekeeping heritage and honey-infused positioning, leveraging her significant following and style credentials in the beauty sector.
• Space NKminorChannel Partner/ Reseller/ Distributor · 1 January 2025Space NK was added as a new stockist for Gisou as of November 2025, expanding the brand's UK retail footprint. Space NK is a premium UK beauty retailer known for curating high-end beauty and haircare brands.
• ILG (International Logistics Group)coreImplementation/ SI/ Consulting Partner · 1 January 2021Gisou partnered with ILG in 2021 to establish a direct-to-consumer fulfillment operation within the UK after post-Brexit regulations complicated access to the UK market. Since then, Gisou has achieved consistent double-digit growth and successfully scaled its omnichannel strategy while ILG provided flexible fulfillment services and sustainable practices aligned with Gisou's carbon-reduction goals.
• SephoracoreChannel Partner/ Reseller/ DistributorSephora is Gisou's primary global retail partner, stocking the full range of hair care, lip care, and fragrance products. The partnership includes joint experiential activations such as the Honey Butter Bar pop-up in Dubai (January 2026), Holiday Pup-Up in New York (December 2025), and London Covent Garden pop-up (December 2024). Sephora's retail footprint has been central to Gisou's expansion into the Middle East market.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Living Proof: Living Proof is a prestige, science-driven hair care brand owned by Unilever with strong Sephora and salon presence; it competes with Gisou in haircare with similar premium price architecture and clinically-backed product claims.
• Davines: Davines is an established Italian premium hair care brand with sustainability-driven positioning and salon/retail distribution; parallels Gisou's natural-ingredient, heritage-driven brand narrative in the prestige haircare category.
• Drunk Elephant: Drunk Elephant is a prestige, ingredient-led beauty brand founded by Tiffany Masterson and currently owned by Shiseido; it parallels Gisou's founder-led, ingredient-story narrative and Sephora-led distribution in the prestige beauty category.
• Augustinus Bader: Augustinus Bader is a prestige, science-driven skincare and haircare brand with proprietary TFC8 technology; it parallels Gisou's premium positioning and clinically-proven claims across hair products sold at Sephora and luxury retailers.
• Kérastase: Kérastase is L'Oréal's premium hair care brand with global distribution across salons, Sephora, and department stores; it is a broader incumbent competing across Gisou's full haircare range with much larger marketing budgets and R&D resources.

Direct peers

• Olaplex: Olaplex is a prestige hair care brand built around a proprietary bond-building technology; it is the most direct comparable to Gisou in premium pricing, prestige positioning, and EMV leader status (Gisou ranked #2 behind Olaplex in Dec 2024 hair care EMV), and competes directly in the same Sephora and department store channels.
• Ouai: Ouai is a prestige hair care brand founded by celebrity hairstylist Jen Atkin and sold through Sephora; it parallels Gisou's founder-led, influencer-driven model and competes directly on hair oils, masks, and styling products at similar premium price points.
• R+Co: R+Co is a prestige hair care brand co-founded by a collective of celebrity hairstylists with positioning around styling, treatment, and editorial-driven branding; it competes with Gisou on premium styling and haircare products in Sephora and high-end salons.
• Briogeo: Briogeo is a prestige, naturally-derived hair care brand sold through Sephora targeting similar affluent, ingredient-conscious consumers; it competes on hair masks, conditioners, and treatments at comparable price points and channels.
• Moroccanoil: Moroccanoil pioneered the prestige hair oil category with proprietary argan oil-based formulations and global salon/retail distribution; it is a direct competitor on hero hair oil, premium pricing ($30-$60+), and presence in Sephora, Selfridges, and Harrods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/gisou
• TikToktiktok.com/@gisou
• LinkedInlinkedin.com/company/gisou-official

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 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 Gisou