VeraLab
VeraLab is an Italian skincare and cosmetics brand selling vegan-formulated face, body, and makeup products via DTC e-commerce, 14 retail stores across Italy, and European shipping, serving consumers through influencer partnerships and free Beauty Expert consultations.
- Company typePrivate
- Founded-
- HeadquartersMilan, Italy
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What VeraLab does
VeraLab is an Italian skincare and cosmetics brand operated by Re-Forme S.r.l., headquartered in Milan at Piazza Buonarroti 32. The company sells vegan-formulated face care, body care, fragrances, accessories, and color cosmetics — the latter through the Overskin sub-brand — across a catalog of more than 100 SKUs at price points ranging from approximately €5 to €150. Product formats span cleansers (SPUMONE, OLIO DENSO), serums (SIERO #HYDRA, WONDER ROLL, ULTRA RETINOL), moisturizers (HYDRA MASTER 100H, ZERO SMOG, UPLIFT), eye treatments (DEPUFF, GO LIFT, EYES ON CHILL), sun protection (INVISIBLE DAILY PROTECTION SPF50, PARASOLE 50, FACE THE SUN SPF50), body care (RETINOL BODY, MAGIC SHOWER), and a full Overskin makeup line (SHARP VOLUME mascara, CLOUD MAT, CLICK'N KISS, GLOSSESSION, TIME LINER, AIRY BLUSH). Technical differentiators include biocellulose "second skin" mask technology, dermatologically and ophthalmologically tested formulations, and consumer-facing AR tools (Virtual Try-On, Shade Finder). The company holds ISO 9001 and UNI PdR 125 certifications.
The business model is omnichannel and primarily B2C, combining direct-to-consumer e-commerce on veralab.it (Shopify-based, with free shipping thresholds of €49 domestic and €150 for Europe), 14 owned physical retail stores across Italy (Milan, Rome, Padua, Turin, Bologna, Palermo, Bari, Arese, Serravalle Designer Outlet, Oriocenter), a mobile Beauty Truck for pop-up retail, and a B2B reseller portal at b2b.veralab.it. Monetization is predominantly transactional unit-pricing, supported by a subscription/loyalty layer (Verabilia), 3-interest-free-installment payment options, and free 20-minute Beauty Expert video consultations. The brand is closely associated with the Italian beauty influencer known as "L'Estetista Cinica" (Cristina), whose audience underpins a content-led, community-driven acquisition model that extends across Instagram, TikTok, YouTube, Facebook, Pinterest, Spotify, and LinkedIn. Strategic partnerships include the Beauty League collaboration with ClioMakeUp, and the company operates an adjacent research/education arm, the VeraLab Institute.
VeraLab is a privately held company under Re-Forme S.r.l. with no disclosed external funding, no venture or private equity backing, and no stated revenue. Its target customer is the Italian female skincare and cosmetics consumer, with secondary B2B exposure to pharmacies and retail resellers. The company ships domestically across Italy and to approximately 26 European countries.
VeraLab firmographics
Firmographics- Name
- VeraLab
- Legal name
- Re-Forme S.r.l.
- Website
- https://veralab.it
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VeraLab is an Italian skincare and cosmetics brand selling vegan-formulated face, body, and makeup products via DTC e-commerce, 14 retail stores across Italy, and European shipping, serving consumers through influencer partnerships and free Beauty Expert consultations.
- Ownership category
- akta.pro rank
VeraLab industry classification
Industry- Product category
- Skincare and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
Keywords
Where VeraLab is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices15 records
Markets served
VeraLab business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through owned e-commerce platform (veralab.it) selling skincare, body care, and makeup products directly to consumers
- Retail Store Sales: Revenue from 14 physical retail stores across Italy including flagship stores in Milan and Rome
- B2B Professional Reseller: Wholesale distribution to authorized resellers through B2B portal with reserved discounts
- Loyalty Program (Verabilia): Points-based loyalty program rewarding purchases with points redeemable for vouchers and exclusive benefits
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at fixed unit prices |
| Other | Monthly | Installment payment option |
| Subscription | Monthly | Verabilia loyalty program |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels9 records
VeraLab product offering
Product offeringCore offering
VeraLab manufactures and sells Italian-made vegan skincare, body care, makeup, fragrances, and beauty accessories under the Veralab and Overskin sub-brands. The company distributes through its own e-commerce site, 14 physical retail stores across Italy, a B2B reseller network, and a mobile Beauty Truck, supported by free Beauty Expert video consultations and digital tools such as Shade Finder and AR Virtual Try-On.
Product overview
VeraLab is an Italian skincare and cosmetics company offering a comprehensive product portfolio across two main brands: Veralab (skincare and body care) and Overskin (makeup). The Veralab brand encompasses face care products including cleansers (SPUMONE, OLIO DENSO), serums (SIERO #HYDRA, WONDER ROLL, ULTRA RETINOL), creams (HYDRA MASTER 100H, WONDER C CREAM, ZERO SMOG), eye treatments (DEPUFF, GO LIFT, EYES ON CHILL), masks, and sun protection (INVISIBLE DAILY PROTECTION, PARASOLE 50). Body care includes RETINOL BODY, MAGIC SHOWER, and hair care products. The Overskin sub-brand offers makeup including mascaras (SHARP VOLUME), lip products (CLOUD MAT, CLICK'N KISS, GLOSSESSION, TIME LINER), eye products, and complexion products. Services include a loyalty program (Verabilia), video consultations with Beauty Experts, physical retail stores across Italy, and a mobile Beauty Truck. The company also offers digital tools including Shade Finder and Virtual Try On for online shopping assistance.
Differentiator
Problem solved
Functional benefit
Brands
- Overskin: VeraLab's dedicated make-up sub-brand offering mascaras, lipsticks, eye products, and complexion products. Operates under the VeraLab ecosystem.
Products and services
- Veralab Brand (Skincare, Body Care, Fragrances, Accessories) Italian-made vegan skincare, body care, fragrance, and accessory products for individual consumers, including cleansers, serums, creams, masks, sun protection, and body care.
- Overskin Sub-brand (Makeup) Makeup sub-brand of VeraLab offering lipsticks, mascaras, eyeliners, eyeshadows, blushes, bronzers, and complexion products with vegan formulations for individual consumers.
- SPUMONE Face Cleanser Foaming mousse face cleanser with vegetable extracts that hydrates, protects with antioxidants, nourishes and provides anti-aging benefits.
- OLIO DENSO Cleanser Multifunctional gel-oil cleanser that removes makeup and impurities while nourishing the skin.
- EYES ON CHILL Eye Contour Serum Eye contour serum with anti-fatigue effect that gives an immediately fresher, more awake and rested look.
- INVISIBLE DAILY PROTECTION SPF 50 Protective face cream with SPF50 and a matte, light finish that does not grease skin and blends in for a smooth, hydrated feel.
- SHARP VOLUME Mascara Mascara featuring a 3D silicone wand that captures lashes and distributes product for immediate volume and length.
- GLOSSESSION Lip Gloss Mirror-effect lip gloss delivering visibly fuller, smoothed and luminous lips with a high-brilliance finish.
- BEAUTY LEAGUE Lip Kit Collection Limited edition lip kit collections created in partnership with ClioMakeUp, combining coordinated Overskin lip products.
- TRATTAMENTO NOTTE ANTIMACCHIE Night treatment cream with 2.5% Tranexamic Acid that performs a depigmenting action and contrasts dyschromia, with rich and silky hydrating texture.
- HYDRA MASTER 100H Face Cream Ultra-hydrating gel face cream with a light, fresh texture that hydrates skin deeply for up to 100 hours, improving compactness, smoothness and softness.
- PARASOLE 50 Sun Milk High protection SPF50 spray sun milk formulated for very fair or sensitive skin and children, dermatologically and pediatric tested.
- RETINOL BODY Cream Smoothing, hydrating and regenerating body cream that improves skin softness and uniformity after 14 days of use.
- Beauty Expert Video Consultations Free 20-minute video consultations with VeraLab Beauty Experts providing personalized face and body skincare product recommendations.
- VeraLab Physical Retail Stores 14 physical retail stores across Italy including flagship stores in Milan and Rome, plus station and shopping center locations, offering in-store Beauty Expert consultations and product trials.
- Beauty Truck Mobile Retail Mobile beauty retail experience visiting various Italian cities for product demonstrations, consultations, and direct sales.
Quantifiable outcome
- 100% Vegan products
- +1 more outcomes
Companies that use VeraLab
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
VeraLab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
VeraLab partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ClioMakeUpcoreBeauty League collaboration creating limited edition lip kit collections combining ClioMakeUp's makeup expertise with Overskin (Veralab's makeup line). Multiple kits released (Lip Kit 01-04) featuring coordinated lip products. This partnership leverages ClioMakeUp's influencer audience for brand marketing.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
VeraLab competitors and assessment
Company assessmentDirect peers
- Collistar: Italian mass-prestige skincare and beauty brand sold through pharmacies, perfumeries, and DTC. Closely comparable in category mix (face, body, sun, makeup), Italian heritage, and mid-market price positioning.
- L'Erbolario: Italian natural/herbal skincare and cosmetics brand with extensive retail and DTC presence. Comparable vegan-leaning positioning, broad skincare range, and Italy-centric omnichannel model.
- Bionike: Italian dermocosmetic brand sold primarily through pharmacies with a wide face/body portfolio. Comparable in active-ingredient positioning (retinol, niacinamide, hyaluronic acid) and pharmacy-channel distribution.
- KIKO Milano: Italian color-cosmetics and skincare brand with owned-store retail and strong D2C presence across Europe. Comparable omnichannel playbook, Italy-rooted operations, and broad price-band offering.
- Diego dalla Palma Professional: Italian professional skincare and makeup brand distributed through pharmacies and beauty salons. Comparable skincare/makeup portfolio and Italian pharmacy channel presence.
Emerging players
- ClioMakeUp: Italian influencer-founded beauty brand and Veralab's Beauty League co-development partner. Comparable founder-led D2C model, social-media-driven growth, and Italian-market focus.
Broad incumbents
- The Ordinary (DECIEM): Global active-ingredient skincare brand known for affordable serums and treatments. Comparable product mix (retinol, hyaluronic acid, niacinamide) at overlapping price points; significantly larger scale.
- CeraVe: L'Oréal-owned dermocosmetic brand with strong pharmacy distribution and global reach. Comparable in active-ingredient skincare positioning but with vastly superior R&D, marketing budget, and channel access.
- La Roche-Posay: L'Oréal dermocosmetics brand distributed through pharmacies globally. Overlaps on dermatologist-tested, sensitive-skin skincare positioning and Italian pharmacy channel presence.
Regional players
- Lush: Vegan/clean beauty brand with owned retail stores across Europe and a strong D2C plus social presence. Comparable vegan positioning and experiential retail concept (akin to Veralab's Beauty Truck), though with different product format.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
VeraLab social profiles
Digital presenceVeraLab compliance and trust
Trust signalCompliance4 records
VeraLab financial estimates
Financial estimateRevenue estimate
Valuation estimate
VeraLab leadership team
Management profileNumber of profiles
VeraLab subsidiaries and ownership
Company hierarchySubsidiaries1 record
VeraLab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VeraLab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VeraLab
What does VeraLab do?
VeraLab manufactures and sells Italian-made vegan skincare, body care, makeup, fragrances, and beauty accessories under the Veralab and Overskin sub-brands. The company distributes through its own e-commerce site, 14 physical retail stores across Italy, a B2B reseller network, and a mobile Beauty Truck, supported by free Beauty Expert video consultations and digital tools such as Shade Finder and AR Virtual Try-On.
Is VeraLab a public or private company?
VeraLab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was VeraLab founded?
VeraLab was founded in -1. It employs 11 to 50 people.
Where is VeraLab based?
VeraLab is headquartered in Milan, Italy, in the Europe region.
How does VeraLab make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Store Sales, B2B Professional Reseller and loyalty Program (Verabilia).
Who are VeraLab's main competitors?
Direct peers on record are Collistar, L'Erbolario, Bionike, KIKO Milano and Diego dalla Palma Professional. ClioMakeUp is listed as an emerging player. Broad incumbents are The Ordinary (DECIEM), CeraVe and La Roche-Posay. Lush is listed as a regional player.
Does VeraLab have an API?
No public API is recorded for VeraLab.
What industry is VeraLab in?
VeraLab's product category is Skincare and Cosmetics. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 456120 and its SIC code is 2840.