ProfumeriaWeb

What ProfumeriaWeb does

ProfumeriaWeb is an Italian direct-to-consumer e-commerce platform specializing in perfumes, cosmetics, make-up, hair care, and sun care, operated as a division (Divisione Profumeriaweb) of Farmacosmo S.p.A. — alongside Vin.ci S.r.l. in the corporate structure — with headquarters at Via Crispi 92 in Napoli. Founded in 2010, the platform carries a catalog of more than 28,000 products spanning international brands such as Calvin Klein, Clinique, Collistar, Diego Dalla Palma, Dolce & Gabbana, Estée Lauder, Lancôme, and Versace, alongside a proprietary Nichel Tested skincare brand called Cobea that the company developed collaboratively with its customers.

The platform is built on a proprietary e-commerce stack with integrated supplier-catalog and inventory systems that support a sell&buy (zero-warehouse) operating model: the company purchases from suppliers only after a customer order is received, enabling competitive unit pricing with minimal inventory carry. Real-time inventory is linked to supplier systems. Fulfillment is routed through a network of over 7,000 pickup points across Italy, with a free-shipping threshold set at €60 (and unconditional free shipping on any Cobea purchase), and standard shipping charged at €4.90 below that threshold. Customer acquisition is supported by a multi-channel performance marketing mix spanning paid search (Google Ads, Microsoft Advertising), paid social (Meta, Criteo retargeting), organic social (TikTok), affiliate (AWIN), email newsletter, and an editorial blog/magazine.

Revenue is generated primarily through direct product sales on a transaction-fee basis to individual Italian B2C consumers, with pricing positioned against the manufacturer's suggested retail price (Prezzo Consigliato dal Produttore) and supported by the PW Loyalty program offering tiered 7% and 10% discount coupons. Payments are accepted via credit card, PayPal, Scalapay, Klarna, Satispay, bank transfer, and cash on delivery. The company does not disclose financial metrics, has no app, no public API, no M&A history, no recent disclosed funding beyond a 2015 Digital Magics round, and operates as a 11–50 employee private business under the Farmacosmo corporate umbrella.

Name

ProfumeriaWeb

Legal name

Farmacosmo S.p.A. / Vin.ci S.r.l. - Divisione Profumeriaweb

Website

https://profumeriaweb.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

ProfumeriaWeb is an Italian multi-brand direct-to-consumer e-commerce platform selling perfumes, cosmetics, and beauty products from over 28,000 SKUs. Operated as a division of Farmacosmo S.p.A., it also runs the proprietary Cobea skincare line and a 7,000+-point Italian pickup delivery network.

Ownership category

akta.pro rank

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from direct product sales of perfumes, cosmetics, and beauty products. The company operates on a transaction-based model purchasing products from suppliers only after receiving customer orders (sell&buy model), allowing for competitive pricing through minimal inventory holding costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

ProfumeriaWeb is an Italian direct-to-consumer e-commerce platform selling over 28,000 perfumes, cosmetics, makeup, hair care, and sun care products from multiple international brands, supported by a sell&buy model with zero in-house warehouse and delivery via courier to 7,000+ pickup points. The company also offers its own private-label skincare line, Cobea, developed in collaboration with customers and featuring Nichel Tested certified formulations made by Italian producers. A PW Loyalty program rewards repeat purchases with discount coupons.

Product overview

ProfumeriaWeb is a multibrand Italian e-commerce platform for perfumes, cosmetics, and beauty products, offering over 28,000 products from various international brands. The company's own product offering centers on Cobea, a private-label skincare brand developed collaboratively with customers, which includes cleansers, toners, and treatments. The platform operates on a sell&buy model with free shipping over €60 and includes a loyalty program (PW Loyalty).

Differentiator

Problem solved

Functional benefit

Brands

• Cobea: Cobea is an innovative cosmetic line that ProfumeriaWeb created in collaboration with their customers. The name combines concepts of Collaboration/Community and Beauty. The brand focuses on quality/price ratio and features products made with attention to the best Italian manufacturers. All Cobea products have received Nichel Tested certification.

Products and services

• Cobea ProfumeriaWeb's proprietary private-label skincare line, co-created with its customers (the name combines Collaboration/Community and Beauty). Products are formulated with selected ingredients and manufactured by Italian producers, carry Nichel Tested certification (nickel content below 0.0001%), and include cleansers, toners, scrubs, and hydrating treatments. Purchasing any Cobea product triggers automatic free shipping.

Quantifiable outcome

• Over 28,000 products available in catalog
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Pickup Point NetworkcoreOthersNetwork of over 7,000 pickup points across Italy enabling flexible order collection options for customers who prefer not to receive deliveries at home.
• AWINminorGTM or Marketing PartnerAffiliate marketing network partner enabling product advertising on third-party websites.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Flaconi: Flaconi is a Germany-headquartered pure-play online beauty retailer offering a multi-brand catalog of perfumes, cosmetics, and skincare via a DTC storefront. The business model, assortment depth, and discount-led positioning closely mirror ProfumeriaWeb.
• parfumdreams: Parfumdreams is a European online perfumery retailer with a deep multi-brand assortment and discount-led pricing. Its product mix and value proposition overlap strongly with ProfumeriaWeb's perfume-led catalog.
• Notino: Notino is Europe's largest online perfumery and beauty retailer, operating a multi-brand DTC e-commerce model across 27+ markets including Italy. It is the closest direct comparable to ProfumeriaWeb in catalog scope, pricing model, and customer profile.
• easycosmetic: easycosmetic is a long-running German online beauty retailer operating a wide multi-brand catalog of perfumes, cosmetics, and skincare. It is comparable to ProfumeriaWeb as a similarly positioned European pure-play digital perfumery.

Broad incumbents

• Douglas: Douglas is Europe's leading perfumery chain with significant online and offline operations. The Douglas.it storefront targets the same Italian consumer with overlapping brand assortment and competitive promotional mechanics.
• Sephora: Sephora is the global multi-brand beauty specialist operating omnichannel (online + stores), including a strong Italian presence. It competes with ProfumeriaWeb for the same Italian consumer across the same brand portfolio.
• Amazon Italia: Amazon.it operates a large marketplace and direct retail offering for perfume, cosmetics, and beauty. It is a major competitive force on price, shipping speed, and discovery that ProfumeriaWeb must overcome in the Italian market.

Regional players

• KIKO Milano: KIKO Milano is an Italy-founded, vertically integrated cosmetics brand with its own DTC site, app, and physical stores. It represents a brand-side competitor with comparable Italian heritage and DTC focus.
• Limoni: Limoni is a historic Italian perfumery retailer that historically competed directly with ProfumeriaWeb's domestic assortment. The overlap is in Italy-only perfumery specialty retail with multi-brand depth.

Others

• Zalando: Zalando operates the Zalando.it fashion and beauty platform, with beauty and fragrance as a growing category. It is comparable as a pan-European operator investing in multi-brand beauty assortment and loyalty mechanics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/discover/profumeria-web
• Xx.com/profumeriaweb
• LinkedInlinkedin.com/company/profumeriaweb

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 ProfumeriaWeb