What Aromas does

Aromas is a Spanish omni-channel perfumery and beauty retailer operating under the legal entity Aromas Selective S.L.U. The company sells perfumes, makeup, cosmetics, skincare, body care, sun care, personal hygiene, hair care, parapharmacy, children's products, home care, and sexual wellness items through two integrated channels: an e-commerce storefront (aromas.es) and a network of more than 100 physical retail stores across Spain and Portugal. The catalog exceeds 12,000 SKUs drawn from 50+ official brand partnerships spanning luxury houses (Chanel, Dior, Guerlain, Lancôme, Estée Lauder, Sisley, Shiseido, Clarins) and mass-market lines (Rimmel, Bourjois, Max Factor, Sally Hansen). SexPlanet operates as a sub-brand for sexual wellness, and a curated Luxury Cosmetics vertical sits alongside budget-tier offerings. The corporate headquarters are located in Dos Hermanas (Seville), and the company reports a headcount of 501-1,000 employees.

The business runs on a direct-to-consumer retail model with no disclosed intermediation, marketplace, or subscription layer. Pricing is transaction-based, with a €25 free-shipping threshold on mainland Spain, multiple payment methods including Bizum, credit cards, and installment options via Sequra, and discount intensity reaching up to 70% during seasonal campaigns (Black Friday, Cyber Monday, Valentine's, Mother's/Father's Day, Christmas). The omni-channel footprint covers Andalusia, Catalonia, Madrid, Valencia, Murcia, Aragon, Extremadura, the Balearic Islands, and Portugal. Customer acquisition leverages owned digital channels (website, blog.aromas.es, email newsletter, WhatsApp channel) and in-store traffic. The e-commerce platform is built on Demandware/Salesforce Commerce Cloud, and the company markets itself as an official distributor guaranteeing 100% original products, with a 30-day return policy and free samples on every order as customer experience differentiators.

Revenue mechanics are straightforward retail margin on branded goods with no advertising, platform, or subscription revenue streams identified. Aromas is privately held under a single-member limited liability company (S.L.U.) structure, with no institutional investors, M&A activity, leadership changes, or funding rounds disclosed in available data. Geographic and product expansion are organic rather than acquisitive, and the company operates as an active online and brick-and-mortar retail chain with no IPO or restructuring announcements on record.

Name

Aromas

Legal name

Aromas Selective S.L.U.

Website

https://aromas.es

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Aromas is a Spanish omni-channel perfumery and beauty retailer operating 100+ physical stores and the aromas.es e-commerce platform across Spain and Portugal, offering 12,000+ products from 50+ branded partners to individual consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Sevilla

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct sales of perfumes, cosmetics, makeup, personal care products, and household items to consumers through online and physical retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Aromas is a multi-brand perfumery and beauty retailer that sells perfumes, makeup, cosmetics, skincare, body care, sun care, dermo-cosmetics, hair care, hygiene, parapharmacy, sexual wellness (SexPlanet), home care, and children's products through its e-commerce platform aromas.es and a chain of more than 100 physical stores across Spain and Portugal. The company operates as an official authorized distributor for over 50 prestige and affordable brands (e.g., Chanel, Dior, Guerlain, Lancôme, Estée Lauder, Clarins, Loewe, Rimmel, Bourjois), offering more than 12,000 SKUs to individual consumers.

Product overview

Aromas is a Spanish online perfumery and cosmetics retailer operating both e-commerce and 100+ physical stores across Spain and Portugal. The company offers a comprehensive portfolio of over 12,000 products across multiple categories: perfumes (women, men, children, unisex including various scent families), makeup (face, eyes, lips, nails, eyebrows, palettes, accessories), cosmetics/facial care (cleansers, tonics, serums, treatments, moisturizers), body care, sun care products, dermo-cosmetics, personal hygiene, hair care, pharmacy products, sexual wellness (SexPlanet), home care products, and children's products. The offering includes both luxury brands (Chanel, Dior, Guerlain, Lancôme, Estée Lauder, Shiseido) and affordable lines (low-cost perfumes, Rimmel, Bourjois, Max Factor). The platform provides a complete beauty retail experience with both physical store presence and online shopping capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• SexPlanet: Adult toys and sexual wellness product section operating under the Aromas umbrella.

Products and services

• Perfumes Fragrances for women, men, children, and unisex across multiple scent families (floral, oriental, woody, citrus, fruity, gourmand, fougère, Arabian), including luxury and low-cost lines.
• Makeup (Maquillaje) Full makeup assortment including face, eye, lip, nail, eyebrow products, palettes, primers, concealers, foundations, and accessories.
• Skincare / Cosmetics (Cosmética) Facial skincare including cleansers, tonics, moisturizers, serums, treatments, and specialty lines for various skin types.
• Body Care (Cosmética Corporal) Body care products including body creams, body milk, body oils, exfoliants, hand and foot care, and bust treatments.
• Sun Care (Solares) Sun protection products for face and body including SPF creams, after-sun products, bronzers, and self-tanning products.
• Dermo-cosmetics (Dermocosmética) Pharmaceutical-grade skincare products for sensitive skin and dermatological conditions.
• Personal Hygiene (Higiene) Personal hygiene products including oral care, body hygiene, deodorants, hair care, intimate hygiene, shaving products, and depilation.
• Hair Care (Cabello) Hair care products including shampoos, conditioners, masks, hair dyes, styling products, and professional treatments.
• Parapharmacy (Parafarmacia) Non-prescription pharmacy products including baby care, dietary supplements, first aid supplies, sexual wellness, and specialized skincare.
• SexPlanet Adult sexual wellness and intimate products including toys, health products, condoms, lubricants, and lingerie, sold under the Aromas sub-brand.
• Home Care (Hogar) Home care products including air fresheners, insecticides, laundry products, dishwashing supplies, and cleaning products.
• Children's Products (Infantil) Children's products including colognes, hygiene products, hair care, skin care, diapers, and children's makeup.
• Low Cost / Economy Lines Budget-friendly product lines offering affordable perfumes, makeup, and cosmetics from brands such as Rimmel, Bourjois, Max Factor, and Sally Hansen.
• Luxury Cosmetics (Cosmética Lujo) Premium luxury cosmetics and skincare from high-end brands including Chanel, Dior, Guerlain, Lancôme, Estée Lauder, Shiseido, and Clarins.

Quantifiable outcome

• 100% original products guaranteed as official distributor
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Druni: Spanish multi-brand beauty and perfumery chain with significant physical retail presence and e-commerce. Directly comparable in business model, category mix, and Iberian geographic focus.
• NOTINO: Europe's largest online perfumery and cosmetics retailer with strong presence in Spain and Portugal. Closely comparable e-commerce-led perfumery model competing on price, assortment breadth, and delivery.
• Douglas: Leading European perfumery chain with extensive physical retail network and online store. Directly competes in the multi-brand perfume and beauty retail space across multiple European markets including Iberia.
• Primor: Spanish online perfumery and cosmetics retailer with physical stores, focused on authentic branded beauty products. Closely comparable Spanish-headquartered competitor with overlapping assortment and omnichannel approach.
• Sephora: Global multi-brand beauty retailer operating physical stores and a strong e-commerce platform, including in Spain. Directly competes with Aromas across perfumes, makeup, and skincare carrying overlapping premium brand assortments.
• Maquillalia: Spain-based online beauty retailer specializing in makeup, perfumery, and skincare. Competes with Aromas on assortment, pricing, and Spanish online beauty shopper acquisition.

Regional players

• ICI Paris XL: Belgian-origin multi-brand perfumery and beauty chain with stores across Benelux and select European markets. Comparable multi-brand perfumery and beauty retail format but with a different geographic focus.

Broad incumbents

• Yves Rocher: French botanical beauty brand with own retail stores across Spain and other markets. Comparable omnichannel beauty retail but competes with a proprietary brand-led model rather than a multi-brand distributor model.
• KIKO Milano: Italian cosmetics brand and retailer with extensive own-brand assortment and physical stores across Europe. Comparable in-store beauty retail experience but differentiated by a proprietary product portfolio.
• El Corte Inglés: Spain's largest department store chain with extensive beauty halls and a strong online beauty offering. Overlaps with Aromas on premium fragrances and cosmetics but operates as a broader general-merchandise retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aromas
• LinkedInopiniones-verificadas.com/opiniones-clientes/aromas.es

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 Aromas