Ettos

Beauty E-commerceettos.co

Ettos is a Medellín-based beauty e-commerce marketplace founded in 2022, operating a proprietary direct-to-consumer platform that serves Latin American consumers through social shopping integration and rapid fulfillment of curated cosmetic products.

Company typePrivate
Founded2022
HeadquartersMedellín, Colombia
Headcount1–10
GTM typeB2C
OfferingDigital Commerce or Content

What Ettos does

Ettos is a beauty e-commerce marketplace headquartered in Medellín, Colombia, founded in 2022 by Andrés Arango Mesa (CEO) and Isabel Arango (CTO). The company operates a direct-to-consumer online platform (ettos.co) that sells cosmetic products to consumers in the Latin American market, with an emphasis on social shopping experiences, rapid fulfillment, and product selection tailored to local consumer preferences. Its distribution model is built around social commerce channels, integrating discovery and purchase into social shopping flows rather than relying solely on a traditional storefront browse-and-buy experience.

The underlying technology is a proprietary e-commerce platform purpose-built for beauty products, combining social shopping capabilities with rapid fulfillment infrastructure. The platform targets individual beauty product consumers in LATAM as its primary customer segment, addressing pain points around access to locally relevant beauty products, social commerce experiences, and fast delivery. Revenue is generated through product sales transactions facilitated on the platform, operating on a transaction-based revenue model. Pricing details are not publicly disclosed.

Ettos is a venture-backed, privately held company at pre-seed/early stage, with funding from 2048 Ventures (lead), Snapchat's Yellow Accelerator, Crosscut Ventures, First Row Partners, Pareto Holdings, strategic angels, Innovate UK, and LvlUp Ventures across rounds dated between 2021 and 2026. The company has 11-50 employees and operates in the LATAM region. Its go-to-market motion is social-led, leveraging social shopping platforms as a top-of-funnel channel for consumer acquisition.

Ettos firmographics

Firmographics

Name: Ettos
Website: https://ettos.co
Company type: Private
Founded year: 2022
Operating status: Operating
Headcount range: 1–10 employees
Short description: Ettos is a Medellín-based beauty e-commerce marketplace founded in 2022, operating a proprietary direct-to-consumer platform that serves Latin American consumers through social shopping integration and rapid fulfillment of curated cosmetic products.
Ownership category
akta.pro rank

Ettos industry classification

Industry

Product category: Beauty E-commerce
NAICS: Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
SIC: Perfumes, Cosmetics & Other Toilet Preparations (2844)
akta.pro primary industry: Beauty & Personal Care Marketplaces (CRAFABAB)

Keywords

Beauty e-commerce
Social commerce
Cosmetics marketplace
Social shopping
Beauty marketplace

Where Ettos is headquartered

Location

Headquarters

HQ city: Medellín
HQ country: Colombia
HQ region: Latin America

Markets served

Ettos business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

E-commerce Product Sales: Ettos operates an e-commerce platform for beauty products in Latin America, generating revenue through product sales transactions facilitated on its platform.

Distribution channels1 record

Marketing channels1 record

Ettos product offering

Product offering

Core offering

Ettos operates a beauty-focused e-commerce marketplace at ettos.co that sells diverse cosmetic products to consumers in Latin America. The platform combines social shopping experiences with rapid fulfillment infrastructure, curating beauty product assortments aligned with local Latin American consumer preferences. It functions as a direct-to-consumer online storefront for cosmetics with social commerce-led discovery and purchase flows.

Product overview

Ettos is developing a single e-commerce platform tailored to beauty products for the Latin American market, focusing on social shopping, rapid fulfillment, and local consumer needs.

Differentiator

Problem solved

Functional benefit

Products and services

Ettos Beauty Marketplace

Companies that use Ettos

Customer profile

Segments1 record

Ideal customer profiles1 record

Ettos technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Ettos partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Ettos competitors and assessment

Company assessment

Direct peers

Nykaa: Nykaa is a vertical beauty e-commerce marketplace with omnichannel retail. Highly comparable to Ettos as a beauty-focused online retailer in an emerging market, with marketplace, own-brand, and rapid fulfillment extensions.
Beautylish: Beautylish is a curated online beauty retailer focused on discovery and community-driven commerce. Comparable to Ettos as a vertical beauty e-commerce player emphasizing curation and a social shopping experience.
Glossier: Glossier is a digitally native beauty brand with strong direct-to-consumer e-commerce. Comparable to Ettos in the digital-first beauty commerce space with a focus on community-led brand discovery.

Broad incumbents

Sephora: Sephora is a global multi-brand beauty retailer with strong digital channels. Comparable as a broad incumbent in beauty retail that Ettos competes against for the same consumer spending in LATAM.
Mercado Libre: Mercado Libre is the dominant horizontal e-commerce marketplace in LATAM. Comparable as a broad incumbent operating in the same region/audience that captures beauty GMV through marketplace dynamics.
Souq/Amazon Beauty: Amazon's beauty category is a broad incumbent competing for the same consumer spending. Comparable as a horizontal e-commerce giant exerting pricing pressure across verticals including beauty.

Regional players

Falabella (linio): Falabella operates large omnichannel retail in LATAM including beauty categories. Comparable as a regional player with overlapping beauty assortment and omnichannel shopping experience in the same geography.
Natura &Co: Natura is a leading LATAM beauty brand with strong direct-selling and e-commerce operations. Comparable as a regional beauty player with deep LATAM presence and overlap on social selling and direct-to-consumer dynamics.

Emerging players

Maqui (Maquiadores): Maqui is a Brazilian/LATAM beauty e-commerce player. Comparable as an emerging regional player in the same vertical and regional footprint as Ettos.
MeLi Shops (Mercado Libre Shops): Mercado Libre Shops is an emerging seller-led storefront product within Mercado Libre. Comparable as an emerging marketplace storefront concept overlapping with Ettos's vertical e-commerce positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Ettos financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Ettos leadership team

Management profile

Number of profiles

Profiles2 records

Ettos funding detail

Funding detail

Funding overview

Funding rounds4 records

Investors7 records

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

Ettos M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Ettos

What does Ettos do?

Is Ettos a public or private company?

Ettos is a private company. It is classified as venture growth investor backed and is currently operating.

When was Ettos founded?

Ettos was founded in 2022. It employs 1 to 10 people.

Where is Ettos based?

Ettos is headquartered in Medellín, Colombia, in the Latin America region.

How does Ettos make money?

One revenue line is on record: E-commerce Product Sales.

Who are Ettos's main competitors?

Direct peers on record are Nykaa, Beautylish and Glossier. Broad incumbents are Sephora, Mercado Libre and Souq/Amazon Beauty. Regional players are Falabella (linio) and Natura &Co. Emerging players are Maqui (Maquiadores) and MeLi Shops (Mercado Libre Shops).

Does Ettos have an API?

No public API is recorded for Ettos.

What industry is Ettos in?

Ettos's product category is Beauty E-commerce. Its primary akta.pro industry code is CRAFABAB, Beauty & Personal Care Marketplaces. Its NAICS code is 45612 and its SIC code is 2844.