What Flaconi does

Flaconi GmbH is a Berlin-based, privately held online retailer of perfumes and beauty products founded in 2011. The company operates a multi-brand e-commerce platform offering more than 50,000 original products across fragrance, skincare, body care, make-up, hair care, sun care, K-beauty, and premium categories, carrying over 900 international brands including Chanel, Dior, YSL, Guerlain, Hermès, Lancôme, Kérastase, Olaplex, and Dyson. Flaconi sells directly to consumers in 19 European countries (Germany, Austria, Switzerland, France, Italy, the Netherlands, Belgium, Poland, the Czech Republic, Denmark, Sweden, Finland, and the newer UK and Spain), complemented by a flagship brick-and-mortar showroom at Leipzig. Str. 36 in Berlin. Differentiating features include the Try Me sampling service for fragrance testing, a 120-day return policy, free shipping above €29, free samples per order, and a private-label Flaconi Collection line including digital gift vouchers.

The platform is built on a standard e-commerce stack integrated with DHL and Hermes for fulfillment and a broad set of payment providers (PayPal, Klarna, Riverty, Mastercard, Visa, American Express, Apple Pay). Flaconi is investing in a retail media network through a partnership with Pentaleap to improve ad relevance and interoperability with search platforms, adding an advertising-based revenue layer on top of transactional product sales. Marketing is driven by content (Flaconi Magazin, SEO), email/newsletter with incentive offers, a mobile app, organic social, paid seasonal campaigns, and event participation such as E-commerce Berlin Expo 2026.

The business model is primarily transactional B2C retail (purchasing from brand owners/distributors and reselling at varied price points, typically 20-50% below UVP) augmented by retail media advertising. Multiple customer segments are served through a horizontal model: general beauty consumers, premium/luxury buyers, natural and clean beauty shoppers, and men's grooming customers. CEO Bastian Siebers has emphasized disciplined expansion, requiring each new geographic market to reach profitability within six months, a target the company reports it has met in every market entered to date. FY2024 revenue was €651M, up 27% year-over-year, with improved EBITDA margin and cash flow.

Name

Flaconi

Legal name

Flaconi

Website

https://flaconi.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Flaconi is a Berlin-based online retailer selling more than 50,000 perfumes and beauty products from 900+ brands to consumers across 19 European countries, supplemented by a flagship Berlin showroom and a retail media network built with Pentaleap.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Luxury Beauty & Fragrance Department Stores (CRAGADAD)

Keywords

• Online beauty retail
• Fragrance e-commerce
• Cosmetics e-commerce
• Skincare products
• Multi-brand beauty

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Primary revenue from product sales across perfumes, skincare, makeup, haircare, and body care categories. The company acts as a multi-brand retailer purchasing from brand owners/distributors and selling directly to consumers.
2. Retail Media Advertising: Retail media network enabling brands to advertise on Flaconi's platform. Partnership with Pentaleap to enhance ad relevance, performance, and interoperability, building toward a scalable, open retail media system with broader industry standards.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Flaconi is an online beauty retailer that sells more than 50,000 original products across perfume, skincare, makeup, body care, haircare, sun care, and K-beauty categories sourced from over 900 international brands. The company operates its own e-commerce storefront serving 19 European countries plus a flagship physical store in Berlin, and supplements the multi-brand assortment with its private label "Flaconi Collection" (gift boxes and digital vouchers) and supporting services such as the Try Me fragrance sampling program.

Product overview

Flaconi is a German online beauty retailer offering over 50,000 original beauty products through its e-commerce platform, expanded by a physical store in Berlin. The product portfolio centers on a multi-category offering across fragrance (women's, men's, unisex, and niche perfumes), skincare (face care with actives like retinol and vitamin C), body care, color cosmetics, and professional hair care. The company operates its own private label brand, the Flaconi Collection, which includes curated gift boxes and digital vouchers, complementing its selection of over 900 international beauty brands. Key services include the Try Me sampling program for fragrance testing, a Retourenkauf (return purchase) sustainability initiative, and a retail media network powered by Pentaleap.

Differentiator

Problem solved

Functional benefit

Brands

• flaconi Collection: Private label beauty products and gift boxes sold exclusively on Flaconi
• flaconi STORE

Products and services

• Flaconi Online Shop German online beauty retailer storefront selling perfumes, skincare, makeup, body care, hair care, sun care, and Korean beauty products from over 900 international brands, serving consumers in 19 European countries with authentication guarantees, free shipping over €29, up to 2 free samples per order, 120-day return policy, and multiple payment options including PayPal, Klarna, and Riverty.
• Flaconi Collection Flaconi's exclusive private-label brand of curated beauty products and gift boxes, plus digital beauty gift vouchers that enable gifting and customer acquisition through existing customer networks.
• Try Me Service A fragrance sampling service that lets customers test perfumes with complimentary samples prior to purchasing full-size bottles, designed to reduce purchase friction and return rates for high-consideration fragrance products.
• Retourenkauf (flaconi wie neu) A sustainability-driven resale initiative that offers technically flawless returned products under the label 'flaconi wie neu' at discounted prices, giving products a second life and reducing waste.
• Flaconi Store Berlin Flaconi's flagship physical retail location at Leipziger Str. 36 in Berlin, offering in-person beauty expertise, product browsing, consultations, and an omnichannel complement to the online shop.

Quantifiable outcome

• Revenue of €651 million in 2024, representing 27% year-over-year growth
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PentaleapcoreTechnology or Integration · 10 December 2025Pentaleap was selected by Flaconi to advance its next-generation retail media network. The partnership focuses on improving ad relevance, performance, and interoperability. Goals include optimizing ad-serving capabilities, connecting with search platforms, and building a scalable, open retail media system aligned with broader industry standards.
• DHLcoreOthersDHL is Flaconi's primary shipping partner for standard delivery within Germany (€3.90 per shipment, free for orders over €29) and serves as a key logistics infrastructure partner enabling European expansion.
• HermesminorOthersHermes serves as an alternative shipping option for Flaconi customers, providing delivery flexibility alongside DHL.
• KlarnacoreOthersKlarna provides buy-now-pay-later payment options, allowing customers to pay for orders in installments, improving conversion rates and average order value.
• RivertyminorOthersRiverty (formerly AfterPay) offers purchase on account functionality, enabling customers to pay after receiving their orders.
• PayPalcoreOthersPayPal serves as a primary payment option with promotional offers such as 'Pay after 30 days, free and automatic' to drive conversion.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Douglas: Europe's largest perfumery chain with a strong German home market and growing e-commerce presence. Douglas is the closest direct competitor to Flaconi, offering overlapping premium fragrance and beauty assortment across physical and digital channels.
• Notino: Czech-founded, pan-European pure-play online beauty retailer with a similarly broad multi-brand assortment spanning fragrance, skincare, makeup and haircare. Directly comparable in business model, category mix, and pan-European online footprint.
• parfumdreams: German-headquartered online perfumery and beauty retailer focused on fragrance-led assortment with discount positioning. Directly competes with Flaconi on price-led promotions and breadth of perfume brands in the DACH market.
• Lookfantastic: UK-based online beauty retailer with a curated multi-brand assortment (skincare, haircare, fragrance, makeup) and pan-European shipping. Closely comparable online-only, multi-category beauty model.

Broad incumbents

• Sephora: LVMH-owned global multi-brand beauty retailer with strong digital channels and curated assortment including the same luxury houses Flaconi carries. A larger, broader incumbent that competes in both online and offline prestige beauty.
• Amazon (Beauty): Generalist e-commerce incumbent with a large Beauty & Personal Care category and Prime-enabled fast delivery. Competes with Flaconi on breadth, price and logistics scale, especially for non-luxury and refill beauty SKUs.
• The Body Shop: Global beauty retailer with strong European presence and a multi-channel (online + retail) model. Overlaps with Flaconi in body care, skincare and gifting categories, particularly for natural-conscious consumers.

Emerging players

• Zalando (Beauty): Europe's leading fashion e-commerce platform with a rapidly growing beauty category. Leverages an enormous European customer base and logistics network to push into the same perfume/beauty space Flaconi dominates.
• Cult Beauty: UK-based premium and indie beauty e-commerce retailer with strong content-led merchandising. Comparable to Flaconi's premium and K-beauty category depth and digital-first marketing approach.
• Niche Beauty: European online retailer specializing in niche and premium fragrance and skincare. Comparable to Flaconi's niche perfume and curated discovery positioning, though smaller in scale and assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flaconi_de
• Facebookfacebook.com/flaconi.de
• LinkedInlinkedin.com/company/flaconi-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors7 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 Flaconi