What Di does

Di SA (operating as Di, di.be) is a Belgian specialty beauty retailer operating both an e-commerce platform and a network of physical retail stores across Belgium. Founded in 1975 and headquartered at Route de Lennik 551 in Brussels, the company positions itself as the N°1 makeup retailer in Belgium, employing 501-1,000 staff. Di is organized as a multi-brand, multi-category beauty merchant spanning makeup (eyes, complexion, lips, nails, removers, accessories), K-Beauty skincare, fragrances, facial skincare, body and bath, hair care, health and slimming, sun care, home care, and gift sets, alongside a sexual wellness sub-category.

The business sells predominantly third-party global brands — including L'Oréal Paris, Maybelline, Essie, NYX Professional Makeup, Calvin Klein, Davidoff, Solinotes, Victoria's Secret, COSRX, and Beauty of Joseon — at price points ranging from €1.69 (cotton pads) to €49.99 (premium nail products). Di also runs the Di Beautyclub loyalty program and a verified-purchase customer review system with manual moderation. The e-commerce platform (di.be) ships via Bpost with 24-hour delivery and free shipping above €35, while free in-store returns tie the digital and physical estates together; marketing is driven through a blog, email newsletter, and promotional catalogs.

Di generates revenue through one-time retail product sales to end consumers (B2C direct-to-consumer) via both its own e-commerce storefront and physical stores. There is no disclosed wholesale or B2B channel, no third-party marketplace presence, and no subscription model. Promotional mechanics (e.g., "2nd at 50%" on L'Oréal Paris / Maybelline / Essie / NYX, "-40% for 3" on DEBBY / L.A. GIRL) are standard retail volume-discount levers rather than a structured pricing tier. No proprietary technology, API, SDK, or mobile app is disclosed.

Name

Di

Legal name

Di SA

Website

https://di.be

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Di is Belgium's largest specialty beauty retailer (di.be), operating an e-commerce platform and a network of physical stores selling multi-brand cosmetics, skincare, K-Beauty, fragrance, hair, body, and health products directly to Belgian consumers.

Ownership category

akta.pro rank

Product category

Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Beauty retail
• Cosmetics retailer
• Skincare products
• Fragrance sales
• Beauty e-commerce

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Di generates revenue through direct retail sales of cosmetics, skincare, fragrance, health, and beauty products to consumers via its e-commerce platform and physical stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Di is Belgium's leading beauty and cosmetics retailer, selling makeup, facial skincare, fragrances, body & bath, hair care, health & slimming, home care, sun care, and gift sets from a wide range of third-party and own-label brands. The company serves consumers through its e-commerce platform di.be and a chain of physical retail stores across Belgium, with delivery via Bpost, free shipping over €35, free in-store returns, and the Di Beautyclub loyalty program.

Product overview

Di (di.be) is Belgium's leading cosmetics and beauty e-commerce platform operating both online and through physical retail stores. The company offers an extensive portfolio organized around core beauty categories: Makeup (covering eyes, complexion, lips, nails, makeup removers, and accessories), K-Beauty (Korean skincare), Fragrances (women's, men's, home, and children's), Facial Skincare (moisturizers, anti-aging, treatments), Body & Bath (bathing, dental, hair removal, intimate hygiene), Hair Care (shampoos, conditioners, color, styling), Health & Slimming (supplements, wellness, first aid), and Home Care (cleaning, fragrances). Additional offerings include Sun Care, Sexual Wellness products, Gift Ideas, and the Di Beautyclub loyalty program. The platform operates as a multi-brand retailer selling third-party brands alongside its own private label products, with services including online shopping, home delivery, and free in-store returns.

Differentiator

Problem solved

Functional benefit

Products and services

• Maquillage (Makeup) Core makeup category covering eyes (mascara, eyeshadow, eyeliner, eye pencils, eyebrows, false lashes), complexion (primer, concealer, foundation, BB/CC creams, blush, powder), lips (lipstick, lip pencils, lip balms, lip scrub), nails (nail polish, semi-permanent polish, base/top coat, false nails, nail care), makeup removers, and accessories such as brushes, beauty cases, and manicure/pedicure tools, plus gift sets. Targeted at consumers purchasing color cosmetics and application accessories.
• Soin Visage (Facial Care) Facial skincare products including moisturizers, anti-aging treatments, mattifying care, anti-imperfection care, sensitive skin care, eye contour, night creams, face oils, masks, targeted treatments, lip care, serums, and sunscreens, plus a dedicated men's facial care line. Targeted at consumers treating specific skin needs including hydration, anti-aging, oil control, sensitivity, and men's grooming.
• Parfum (Fragrances) Fragrance range for women, men, children, and home, plus body mists, from brands including Solinotes, Calvin Klein, Davidoff, and Victoria's Secret. Targeted at consumers purchasing personal and ambient scents.
• Corps & Bain (Body & Bath) Body and bath assortment including bath bombs, shower gel, body wash, body mousse, bath oils, hand sanitizer, liquid soap, bar soap, baby care, dental care, hair removal, intimate hygiene, body moisturizers, hand and foot care, and body textiles. Targeted at consumers purchasing daily hygiene and body care products.
• Cheveux (Hair Care) Hair care range addressing anti-hair loss, hydration, volume, curls, shine, smoothing, anti-dandruff, and colored hair needs, including shampoos, conditioners, masks, treatments, hair color, and styling tools. Targeted at consumers with specific hair care and styling needs.
• Santé & Minceur (Health & Slimming) Health and slimming products including hearing care, wellness items, dietary supplements (phytotherapy, superfoods, vitamins, minerals), pregnancy tests, slimming aids, optical products, first aid supplies, mosquito protection, and COVID-related products. Targeted at consumers purchasing wellness, supplements, and first aid items.
• Maison (Home Care) Home care range including candles, incense, diffusers, essential oils, fragrance oils, cleaning products for kitchen, bathroom, floors, leather care, outdoor care, laundry care, and insecticides. Targeted at consumers purchasing home fragrance and household cleaning products.
• Solaire (Sun Care) Sun protection and after-sun range including sunscreens, after-sun care, self-tanners, and solarium products. Targeted at consumers purchasing UV protection and tanning products.
• K-Beauty (Korean Skincare) Korean beauty and skincare products featuring brands such as Beauty of Joseon, COSRX, Biodance, and other K-Beauty specialists offering Asian skincare formulas. Targeted at consumers seeking Korean skincare innovations.
• Idées Cadeaux (Gift Ideas) Curated gift assortment including gift sets, beauty boxes, storage boxes, perfume gift sets, and advent calendars. Targeted at consumers purchasing beauty gifts and seasonal present sets.
• Sexe & Plaisir (Sex & Pleasure) Sexual wellness products including condoms, vibrators and sex toys, sensual cosmetics, and lubricants. Targeted at adult consumers purchasing sexual wellness and intimate care products.
• Di Beautyclub (Loyalty Program) Di's free customer loyalty program offering rewards, exclusive deals, and member benefits for registered shoppers on di.be. Targeted at repeat Di customers seeking perks and exclusive promotions.
• Di E-commerce Storefront (di.be) Di's Belgian online shopping platform with full product catalog, account management, wishlist, shopping cart, multiple payment options, home delivery via Bpost, free shipping on orders over €35, free in-store returns, and 24-hour shipping. Targeted at Belgian consumers shopping online for beauty products with optional in-store pickup.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• Rituals: Rituals is a European premium beauty, body, and home wellness brand-retailer expanding its own-brand retail concept. It overlaps with Di in body care, home fragrance, and gifting categories while offering a differentiated own-brand proposition.
• Zalando Beauty: Zalando Beauty is the dedicated beauty vertical of Zalando, the European fashion and lifestyle e-commerce platform. It expands the competitive set for Di by combining broad logistics reach with growing beauty assortment and exclusive brand partnerships.

Broad incumbents

• Sephora: Sephora is the global multi-brand beauty retail leader (LVMH-owned) offering premium beauty assortments online and through physical stores. It competes with Di for the same Belgian and European beauty shopper, with broader scale and exclusive brand partnerships.
• Yves Rocher: Yves Rocher is a French-origin botanical beauty brand and retailer with physical stores and e-commerce across Europe. It overlaps with Di in skincare, body care, and fragrance categories via its own-brand, multi-channel retail model.
• The Body Shop: The Body Shop is a global multi-brand ethical beauty retail chain. While differentiated by its ethical positioning, it overlaps with Di in body care, skincare, and fragrance categories and competes for similar Belgian beauty retail customers.

Direct peers

• Douglas: Douglas is Europe's largest perfumery and beauty retail chain with a broad multi-brand assortment and omnichannel presence. It directly competes with Di in fragrance, skincare, and makeup categories across Western European markets.
• ICI PARIS XL: ICI PARIS XL is Belgium's other leading multi-brand beauty retailer operating both physical stores and e-commerce, directly competing with Di across makeup, skincare, and fragrance categories within the same Belgian market.
• Marionnaud: Marionnaud is a pan-European perfumery and beauty retail chain with multi-brand assortments and physical stores. It competes with Di across similar product categories and customer segments in overlapping European geographies.
• KIKO Milano: KIKO Milano is a multi-brand-style beauty retailer operating its own branded stores across Europe with a focus on color cosmetics. It competes with Di for similar value-to-premium beauty shoppers in makeup and skincare.
• Notino: Notino is a leading European online beauty retailer offering multi-brand beauty assortments with strong logistics and pricing competitiveness. It is a direct peer to Di's e-commerce business and increasingly competes for Belgian online beauty shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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

Investments

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

Frequently asked questions about Di