Clarel
Clarel Beauty S.A. is a privately held Iberian mass-market beauty and personal care retailer operating 1000+ franchise-led physical stores and an e-commerce platform across Spain and Portugal, selling cosmetics, perfumery, hygiene, household, and parapharmacy products alongside five private label brands.
- Company typePrivate
- Founded2013
- HeadquartersLas Rozas De Madrid, Spain
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Clarel does
Clarel Beauty S.A. is a Spain-headquartered, privately held mass-market beauty and personal care retailer operating across the Iberian Peninsula through an integrated omnichannel model. The company runs an e-commerce platform (clarel.es) serving both Spanish and Portuguese consumers and an extensive physical retail network of 1000+ stores across Spain, supplemented by franchise expansion and a Click & Collect service that bridges online ordering with in-store pickup. Its catalog spans twelve-plus categories — cosmetics, makeup, perfumery, hair care, hygiene, parapharmacy/dermocosmetics, baby/children, men's grooming, pet care, household, food, and lifestyle — alongside five owned private label brands (Bonté, BeNesk, Hogarel, NAM, 28 Íntimo). Tier-1 third-party brand partnerships with L'Oréal, Procter & Gamble (Pantene, Dodot), and Beiersdorf (Nivea, Eucerin) anchor the assortment, supported by a mutual loyalty integration with the DIA supermarket chain (ClubDIA) and a student discount program.
The business operates on a unit-pricing, transactional retail model with promotional intensity (weekly campaigns, outlet section offering up to 70% off, €25 free-shipping threshold) targeting both individual consumers and a minor B2B bulk-order channel. Customer segments span general beauty shoppers, families with children, pet owners, and household buyers, with no enterprise concentration. The technology stack is a standard e-commerce and retail operating platform without disclosed proprietary systems, AI/ML capabilities, or data flywheel mechanics; the franchise-led store model is the primary structural lever rather than technology differentiation. Revenue is not publicly disclosed; the 1001-5000 employee band and 1000+ store footprint imply an enterprise-scale retailer but preclude a verifiable revenue estimate from the available data.
Clarel firmographics
Firmographics- Name
- Clarel
- Legal name
- Clarel Beauty S.A.
- Website
- https://clarel.es
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Clarel Beauty S.A. is a privately held Iberian mass-market beauty and personal care retailer operating 1000+ franchise-led physical stores and an e-commerce platform across Spain and Portugal, selling cosmetics, perfumery, hygiene, household, and parapharmacy products alongside five private label brands.
- Ownership category
- akta.pro rank
Clarel industry classification
Industry- Product category
- Beauty and Personal Care Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA)
- akta.pro secondary industry
- Private Label & Contract/White-Label Beauty Distribution (CRAOAEAO)
Keywords
Where Clarel is headquartered
LocationHeadquarters
- HQ city
- Las Rozas De Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Clarel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Consumer Products: Revenue generated through direct retail sales of beauty, cosmetics, personal care, perfumery, hygiene, childcare, pet care, and household products both through physical retail stores and e-commerce platform. The business operates on a traditional retail margin model with promotional pricing strategies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Clarel product offering
Product offeringCore offering
Clarel operates a multi-category beauty, personal-care, and household retail business selling branded and own-label cosmetics, makeup, perfumery, hair care, hygiene, parapharmacy, baby care, men's grooming, pet care, home care, food, and lifestyle products. Distribution combines a franchise physical-store network (1000+ stores in Spain and Portugal) with an owned e-commerce platform offering home delivery and Click & Collect in-store pickup, supported by weekly promotional campaigns and an outlet discount section.
Product overview
Clarel is an online beauty and personal care e-commerce retailer operating a unified multi-category marketplace platform. The offering consists of core product categories (Cosmetics, Makeup, Perfumes, Hair Care, Hygiene, Parapharmacy, Baby/Children, Men's, Pets, Home, Food, and Lifestyle) supported by value-added services including Click & Collect delivery and an Outlet discount section. The company also operates private label brands (28 Íntimo, BONTÉ, BENESK, HOGAREL, NAM) alongside third-party branded products. The platform serves customers in Spain and Portugal through both online and physical store channels.
Differentiator
Problem solved
Functional benefit
Brands
- 28 Íntimo: Intimate care product line
- BONTÉ
- BeNeSk
- HOGAREL
- NAM
Products and services
- Cosmética (Cosmetics & Skincare) Facial and body skincare assortment including cleansers, moisturizers, serums, masks, anti-aging treatments, body creams, oils, exfoliants, sun protection, K-Beauty (Korean cosmetics) routine products, and hand/foot care for individual consumers in Spain and Portugal.
- Maquillaje (Makeup) Face makeup (foundations, concealers, powders, blushes, bronzers, fixers, BB/CC creams), eye makeup (shadows, mascaras, eyeliners, brows, false lashes), lip makeup (lipsticks, glosses, liners, balms), and nail products including manicure accessories.
- Perfumes Fragrance assortment for women, men, and children, including perfume gift sets and offering options ranging from subtle to intense, sweet, and floral scents.
- Cabello (Hair Care) Hair care products including shampoos for multiple hair types (anti-dandruff, anti-hair-loss, colored, curly, oily, dry, normal, solid, dry shampoo, kids), conditioners, masks, treatments, styling products (lacquers, foams, gels, waxes), hair dyes, and professional salon lines.
- Higiene (Personal Hygiene) Personal hygiene products including depilation (wax, creams, razors, refills), deodorants (roll-on, cream, spray), bath products, oral hygiene, intimate hygiene, and hand soaps.
- Parafarmacia (Parapharmacy) Pharmaceutical-grade and wellness products including dermocosmetics, infant care, first-aid kits, sexual wellness, nutritional supplements, hair care, insect repellents, and hygiene products, featuring brands such as Eucerin, Bio-Oil, and Mustela.
- Infantil (Baby & Childcare) Infant and child products including infant formula, baby cereals, snacks, hygiene products, diapers (including Dodot in sizes 4+, 5+, 6+), and puericulture items for families.
- Hombre (Men's Grooming) Men's grooming products including shaving supplies, facial care, body care, hair products, shower gels, and men's deodorants.
- Mascotas (Pet Care) Pet food (wet and dry cat food, dog food), snacks, litter, hygiene and health products, plus supplies for birds, fish, turtles, rabbits, and rodents.
- Hogar (Home Care) Household cleaning and laundry products including detergents, fabric softeners, stain removers, paper products, dishwasher detergents, air fresheners, insecticides, cleaning tools, and surface-specific cleaners for bathrooms, kitchens, multi-use, floors, and glass.
- Alimentación (Food & Beverage) Food and beverage products including coffee, infusions, infant food, dietary supplements, snacks, chocolates, sweets, breakfast items, and drinks.
- Lifestyle Lifestyle and fashion accessories including eyewear, textiles, socks and stockings, and costume jewelry/bijouterie.
- Click & Collect Omnichannel service allowing customers to place orders on clarel.es and pick them up at the nearest physical Clarel store, with delivery to the pickup point within 24 hours.
- Bonté (Private Label Brand) Clarel's private-label brand for beauty and personal-care products sold across the retailer's e-commerce and physical stores.
- BeNesk (Private Label Brand) Clarel's private-label brand for beauty and skincare products sold across the retailer's e-commerce and physical stores.
- Hogarel (Private Label Brand) Clarel's private-label brand for household products sold across the retailer's e-commerce and physical stores.
- NAM (Private Label Brand) Clarel's nature- and eco-positioned private-label brand sold across the retailer's e-commerce and physical stores.
- 28 Íntimo (Private Label Brand) Clarel's private-label brand for intimate hygiene and care products sold across the retailer's e-commerce and physical stores.
Companies that use Clarel
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Clarel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Clarel partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Nivea (Beiersdorf)coreFeatured brand partnership with regular promotional campaigns including sunscreen products (solar line) with 30% discounts. Clarel serves as retail distributor for Nivea products across cosmetics, skincare, and sun care categories.
- Pantene (Procter & Gamble)coreFeatured hair care brand with major promotional campaigns including up to 70% discount on second units. Offers full range including shampoos, conditioners, hair treatments, and styling products.
- L'OréalcoreMajor beauty brand partnership featuring cosmetics and hair care products with regular promotional offers. Includes professional hair care line L'Oréal Professionnel.
- EucerincoreDermocosmetics brand partnership offering pharmaceutical-grade skincare products through the parafarmacia section of the website.
- Dodot (Procter & Gamble)minorBaby care products including diapers in various sizes (4+, 5+, 6+) offered through the infantil (childcare) section.
- ClubDIAminorLoyalty program partnership linking Clarel with DIA supermarket chain, allowing customers to use ClubDIA benefits at Clarel stores.
- BeNesk (Private Label Brand)coreOwned/private label brand partnership for beauty and personal care products. Promoted as a featured brand on the homepage.
- Bonté (Private Label Brand)coreOwned private label brand for personal care products. Featured on homepage alongside other key brands.
- Hogarel (Private Label Brand)minorOwned private label brand for household products. Promoted as a featured brand on the homepage.
- NAM (Private Label Brand)minorOwned private label brand featured on homepage. Nature and eco-friendly positioning.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Clarel competitors and assessment
Company assessmentDirect peers
- Júlia: Long-standing Spanish perfumery chain with omnichannel operations across beauty and personal care. Comparable to Clarel in store-based beauty retailing in Spain.
- Primor: Spanish multi-channel beauty and perfumery retailer operating own e-commerce and physical stores across Spain. Directly competes with Clarel across mass-market beauty, fragrances and personal care at value price points.
- Perfumerías If: Spanish national chain of perfumeries combining in-store and online beauty retail. Comparable to Clarel on assortment breadth, franchise/store positioning and Iberian market focus.
- Druni: Vertically integrated Spanish beauty and personal care chain with both an extensive physical footprint and online store. Competes head-to-head with Clarel on cosmetics, perfumery, haircare and household assortments.
- Notino: Europe's largest online beauty retailer with a dedicated Spanish storefront. Competes directly with Clarel's e-commerce on cosmetics, perfumery and personal care assortment via pan-EU catalog depth and digital-native experience.
Broad incumbents
- Douglas: European specialty perfumery and cosmetics chain with hundreds of stores across Spain. Competes with Clarel's perfumery and skincare categories as a broader traditional drugstore-style incumbent.
- Sephora: Global multi-brand beauty specialty retailer with a strong Spanish presence. Overlaps with Clarel on cosmetics, fragrance and skincare, though positioned as a prestige rather than mass-beauty retailer.
- Kiko Milano: Italian-born beauty retailer with significant Spanish store presence. Competes with Clarel's maquillaje and cosmética categories from a branded-monolithic-positioning angle.
Emerging players
- Maquillalia: Spanish online-first specialist in makeup, skincare and beauty accessories. Competes with Clarel in the digital channel on a curated cosmetics assortment.
Regional players
- Mifarma: Online parapharmacy and personal-care retailer serving Spain. Overlaps with Clarel's parapharmacy category, including dermocosmetics like Eucerin, but lacks a comparable physical-store footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Clarel social profiles
Digital presenceClarel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clarel leadership team
Management profileNumber of profiles
Clarel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clarel 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 Clarel
What does Clarel do?
Clarel operates a multi-category beauty, personal-care, and household retail business selling branded and own-label cosmetics, makeup, perfumery, hair care, hygiene, parapharmacy, baby care, men's grooming, pet care, home care, food, and lifestyle products. Distribution combines a franchise physical-store network (1000+ stores in Spain and Portugal) with an owned e-commerce platform offering home delivery and Click & Collect in-store pickup, supported by weekly promotional campaigns and an outlet discount section.
Is Clarel a public or private company?
Clarel is a private company. It is classified as unknown and is currently operating.
When was Clarel founded?
Clarel was founded in 2013. It employs 1,001 to 5,000 people.
Where is Clarel based?
Clarel is headquartered in Las Rozas De Madrid, Spain, in the Europe region.
How does Clarel make money?
One revenue line is on record: retail Sales - Consumer Products.
Who are Clarel's main competitors?
Direct peers on record are Júlia, Primor, Perfumerías If, Druni and Notino. Broad incumbents are Douglas, Sephora and Kiko Milano. Maquillalia is listed as an emerging player. Mifarma is listed as a regional player.
Does Clarel have an API?
No public API is recorded for Clarel.
What industry is Clarel in?
Clarel's product category is Beauty and Personal Care Retail. Its primary akta.pro industry code is CRAOAEAA, Mass Beauty & Drugstore Beauty Distribution, with a secondary code of CRAOAEAO, Private Label & Contract/White-Label Beauty Distribution. Its NAICS code is 456120 and its SIC code is 2844.