What Notino does

Notino is a Czech-founded, privately held multi-brand beauty and health e-commerce retailer headquartered in Brno and operating across 27 European countries. The company sells more than 115,000 products from approximately 1,800 world-renowned brands — including designer fragrances, cosmetics, and health items — through a network of 27 country-specific e-commerce domains, a mobile application with exclusive discounts, and a growing footprint of brick-and-mortar flagship stores concentrated in Central and Eastern Europe (notably an 850 m² location in Brno and a 400 m² Budapest store). Logistics are run from four distribution centers in the Czech Republic, Poland, Italy, and Romania, enabling more than 30 million package deliveries annually with a 90-day return policy and 22-language customer support.

The underlying technology stack centers on a direct-to-consumer e-commerce platform augmented by a mobile app and two proprietary AI-powered shopping tools: Virtual Try-On, which uses selfie-camera computer vision to overlay makeup on the user, and Fragrance Finder, a recommendation engine that matches perfume profiles to user-stated preferences. The company reports an NPS exceeding 80 across all 27 markets, sustained 32-35% annual revenue growth (€737M in 2021 → €1,035M in 2022), and 109 million products sold in 2022, equivalent to 3.5 units per second.

Notino's business model is transactional retail: it purchases inventory from brand partners and resells at competitive prices to end consumers, capturing thin retail margins across a high-volume catalog. Go-to-market combines SEO and content-driven e-commerce acquisition with physical retail in core CEE markets and, as of late 2025, a Klarna-powered BNPL payment layer in Poland, Ireland, and the UK. The company appears to be bootstrapped and founder-controlled, with no disclosed PE/VC backing, parent company, or institutional investor.

Name

Notino

Legal name

Notino, s.r.o.

Website

https://notino.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Notino is Europe's largest online beauty and health retailer, selling 115,000+ products from 1,800 brands across 27 European countries via e-commerce, a mobile app, and CEE flagship stores.

Ownership category

akta.pro rank

Product category

Beauty and Health E-commerce Retail

NAICS

Health and Personal Care Retailers (456), Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Nonstore Retailers (5960), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industry

Closeout Health, Beauty & Personal Care Retail (CRAEAFAL)

Keywords

• Beauty e-commerce
• Online perfumery
• Cosmetics retail
• Multi-brand beauty retailer
• Health and beauty products

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce): Notino generates revenue through direct sales of beauty and health products to consumers via its online platform and physical stores. The company acts as a multi-brand retailer, selling products from over 1,800 brands including designer fragrances, cosmetics, and health products at competitive prices.
2. Multi-brand Retail Commission: As a marketplace-style multi-brand retailer, Notino takes margin on sales across 83,000+ products from 1,500 brands, operating on thin retail margins typical of online beauty e-tailers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Notino is a multi-brand online retailer selling 83,000+ beauty and health products (perfume, cosmetics, skincare, wellness) from 1,500+ brands to consumers across 27 European countries through its e-commerce platform and mobile app, supplemented by a network of physical retail stores in Central and Eastern Europe.

Product overview

Notino is Europe's largest e-commerce retailer of beauty and health products, operating as a unified platform that combines online shopping with physical retail presence. The core offering consists of the Notino e-commerce platform (offering 83,000+ products from 1,500 brands across 27 countries) enhanced by the Notino mobile app (enabling easier shopping with exclusive discounts and queue avoidance). Add-on features include Virtual Try-On (AI-powered computer vision for virtual makeup try-on via selfie camera) and Fragrance Finder (personalized recommendation engine for perfume suggestions). The company also operates brick-and-mortar stores in Central and Eastern Europe for order pickup and in-store beauty consultations. The portfolio is unified by a common brand experience, shared logistics infrastructure (four centers delivering 30+ million packages annually), and an NPS score exceeding 80 across all markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Notino E-commerce Platform Europe's largest e-commerce retailer of beauty and health products, offering 83,000+ products from 1,500 brands across 27 country-specific websites (e.g., notino.co.uk, notino.de, notino.fr) with home delivery, a 90-day return policy, and 22-language customer support. Target customers are individual consumers seeking premium and mass-market beauty, fragrance, cosmetics, and health products at competitive prices.
• Notino Mobile App

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature3 records

Partnerships

One partnership is on record.

• KlarnacoreTechnology or Integration · 4 December 2025Notino partnered with Klarna to enhance online beauty shopping in Poland, Ireland, and the UK by integrating Klarna's payment services within Notino's platform. This collaboration aims to increase flexibility and convenience for consumers, leveraging BNPL solutions to improve customer experience and business growth in the European beauty e-commerce market.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sephora: Global multi-brand beauty retailer operating both physical stores and e-commerce; directly competes with Notino for prestige beauty consumers across Europe with a wider brand portfolio and owned retail footprint.
• Douglas: Europe's largest perfumery chain with both online and physical retail; the closest direct competitor to Notino in terms of multi-brand assortment, geographic reach, and customer demographics across the DACH region.
• Flaconi: Germany-based pure-play online beauty retailer carrying a similar multi-brand assortment of prestige fragrances and cosmetics; competes head-to-head with Notino in the German-speaking online beauty market.
• Cult Beauty: UK-based premium beauty e-tailer offering a curated assortment of indie and prestige brands; overlaps with Notino's premium beauty segment, particularly in the UK and Ireland.
• Feelunique: UK-based online beauty retailer acquired by Sephora; competes with Notino in the UK market with a comparable multi-brand prestige beauty catalogue and similar target demographic.
• StrawberryNET: Hong Kong-headquartered international beauty e-tailer shipping globally; overlaps with Notino's cross-border fragrance and cosmetics value proposition across Europe.
• Marionnaud: European perfumery chain owned by A.S. Watson; competes with Notino across multiple European markets with a strong physical retail presence and growing online channel.

Emerging players

• Zalando Beauty: Beauty vertical inside Zalando's broader fashion e-commerce platform; competes for the same European online beauty shopper with a smaller assortment but strong fashion-loyalist traffic.

Regional players

• Hebe: Polish drugstore chain with growing e-commerce; overlaps with Notino's CEE beauty and health assortment, particularly in Poland where Notino operates a logistics hub.

Broad incumbents

• Amazon Beauty: Amazon's beauty category competes on price, selection, and Prime delivery across Europe; a broad incumbent rather than a specialist, but increasingly relevant to Notino's value-conscious shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/notino_com

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Notino