Naj-Oleari
Naj-Oleari (Naj Oleari Beauty) is a privately held Italian heritage color-cosmetics brand, owned by EuroItalia s.r.l., that sells makeup and nail products across face, eyes, lips, and hands via a Shopify D2C storefront and physical retail stores in Italy, targeting women beauty enthusiasts at accessible price points.
- Company typePrivate
- Founded1916
- HeadquartersMilano, Italy
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naj-Oleari does
Naj-Oleari (commercially branded as Naj Oleari Beauty) is a privately held Italian color-cosmetics brand operated by parent company EuroItalia s.r.l., headquartered at Via Galileo Galilei 5, Cavenago di Brianza, in the Monza e Brianza province of Italy. The firm markets and sells a comprehensive makeup portfolio organized across five merchandising pillars — Face (primers, foundations, concealers, powders, bronzers, blushes, highlighters), Eyes (eyeshadows, pencils, mascaras, eyeliners, brows), Lips (lipsticks, glosses, pencils, balms, treatments), Hands (nail polish, base/top coats, hand creams), and Special Collections (Petalicious seasonal, Click On Me sub-brand, Zodiac 12-kit collection, limited-edition palettes). The portfolio spans over 90 named SKUs, priced on a unit-pricing model between approximately €7.60 (nail polish) and €47.60 (palettes), with most face and eye products concentrated in the €17-€35 range.
The technology stack is intentionally lightweight: the commercial surface is a Shopify-hosted direct-to-consumer storefront at najolearibeauty.com, complemented by a physical store locator indicating retail presence in Italy. The brand runs no mobile app, exposes no public APIs or SDKs, and has no documented AI or machine-learning capabilities. Distribution is omnichannel but domestic-anchored — owned e-commerce plus Italian physical retail, with delivery extended across Europe.
The commercial model is a classic D2C one-time-purchase revenue stream targeting a single horizontal consumer persona ("Consumer Beauty Enthusiasts" — women seeking quality Italian-formulated makeup at accessible price points). Customer acquisition is driven by an above-the-line digital marketing mix: organic social on Facebook, Instagram, and TikTok; paid Meta and TikTok advertising; an email newsletter with a 10% first-purchase code; SEO; and a community hashtag (#najoleari). A loyalty program and themed/collectible drops (Zodiac kits, Petalicious) support retention. The firm is privately held, discloses no revenue, headcount, or institutional funding, and won first place in the NC Digital Awards 2021 E-Commerce category in Italy — the principal third-party credential visible in the data.
Naj-Oleari firmographics
Firmographics- Name
- Naj-Oleari
- Legal name
- EuroItalia s.r.l.
- Website
- https://najolearibeauty.com
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Short description
- Naj-Oleari (Naj Oleari Beauty) is a privately held Italian heritage color-cosmetics brand, owned by EuroItalia s.r.l., that sells makeup and nail products across face, eyes, lips, and hands via a Shopify D2C storefront and physical retail stores in Italy, targeting women beauty enthusiasts at accessible price points.
- Ownership category
- akta.pro rank
Naj-Oleari industry classification
Industry- Product category
- Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)
Keywords
Where Naj-Oleari is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Naj-Oleari business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for cosmetic products including makeup, skincare, and nail care items sold through owned e-commerce website and physical retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual cosmetic products across face, eyes, lips, and hands categories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels9 records
Naj-Oleari product offering
Product offeringCore offering
Naj-Oleari (Naj Oleari Beauty) is an Italian heritage cosmetics brand that develops, manufactures, and sells makeup and beauty products across face, eyes, lips, and hands/nails categories, plus themed special collections. Products are sold directly to consumers through the brand's owned Shopify e-commerce storefront and through physical retail stores located in Italy. Unit prices range from approximately €7.60 for nail polish to €47.60 for makeup palettes, with most face and eye products priced in the €17-€35 range.
Product overview
Naj Oleari Beauty is an Italian cosmetics brand offering a comprehensive makeup portfolio organized across five main categories: Face (primers, foundations, concealers, powders, bronzers, blushes, and highlighters), Eyes (eyeshadows, pencils, mascaras, eyeliners, and brow products), Lips (lipsticks, lip glosses, lip pencils, lip balms, and lip treatments), Hands (nail polishes, base/top coats, hand creams, and nail care), and Special Collections (Petalicious spring collection, Click On Me collection with unique click-opening products, limited edition makeup palettes, and the Zodiac Collection featuring 12 astrology-themed makeup kits). The Wonder Look Reloaded eyeshadow palettes represent their high-definition performance offerings with multi-finish textures including matte, shimmer, and metallic shades. Products are positioned as Italian-quality cosmetics featuring clinically tested formulations with selected ingredients. The company operates the Naj Oleari Beauty e-commerce platform at najolearibeauty.com, which is built on the Shopify platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Face Makeup Collection
- Eye Makeup Collection
- Lip Makeup Collection
- Hand and Nail Care Collection
- Petalicious Special Collection
- Click On Me Collection
- Zodiac Make-up Collection
- Limited Edition Makeup Palettes
- Loyalty Program
Companies that use Naj-Oleari
Customer profileSegments1 record
Ideal customer profiles1 record
Naj-Oleari technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Naj-Oleari partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EuroItalia s.r.l.coreParent company EuroItalia s.r.l. owns and operates the Naj Oleari Beauty brand. The company is registered at Via Galileo Galilei 5, Cavenago di Brianza (MB), Italy. P.IVA 00788550960.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Naj-Oleari competitors and assessment
Company assessmentDirect peers
- KIKO Milano: Italian mass-market color cosmetics brand with broad face/eye/lip portfolio, omnichannel DTC + physical stores across Europe, and price points highly overlapping with Naj-Oleari. It is the most direct comparison by origin, positioning and assortment.
- Pupa Milano: Italian color cosmetics and beauty accessories brand selling face, eye and lip makeup through DTC and retail. Same country-of-origin, similar assortment breadth, and comparable mass-premium price tier.
- Deborah Milano: Italian mass-market cosmetics brand with extensive nail, face and lip color range sold across Europe. Highly comparable business model with overlapping product categories and similar DTC emphasis.
- Wycon Cosmetics: Italian color cosmetics brand operating DTC e-commerce and a wide Italian/European store footprint with low-to-mid price points. Direct overlap in target customer, pricing and product mix.
- Collistar: Italian beauty brand with leading position in face makeup, foundations, and treatment-makeup hybrids. Comparable heritage positioning and clinically-tested formulation story aimed at Italian and broader European consumers.
Broad incumbents
- Maybelline: Global mass-market color cosmetics leader owned by L'Oreal. Competes head-to-head across every Naj-Oleari category (mascara, lip, eye, face) at similar price points, but with vastly larger scale and marketing budget.
- Rimmel London: Mass-market color cosmetics brand owned by Coty with strong UK/European presence and overlapping face/eye/lip assortment. Comparable mass positioning and price tier.
- NYX Professional Makeup: Global color cosmetics brand owned by L'Oreal targeting younger consumers with broad face/eye/lip ranges. Highly comparable assortment and price positioning, larger marketing footprint.
- Revolution Beauty: UK-based fast-growing mass color cosmetics brand with strong DTC and digital/influencer channels. Comparable value-tier pricing and direct social media distribution model.
Regional players
- Shiseido (MAQuillage, Integrate): Shiseido group color cosmetics brands competing primarily in Asia but increasingly distributed across Europe through travel retail and selective DTC. Relevant as a broad incumbent peer for premium face color and foundations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Naj-Oleari social profiles
Digital presenceNaj-Oleari compliance and trust
Trust signalCompliance1 record
Naj-Oleari financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naj-Oleari leadership team
Management profileNumber of profiles
Naj-Oleari funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naj-Oleari 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 Naj-Oleari
What does Naj-Oleari do?
Naj-Oleari (Naj Oleari Beauty) is an Italian heritage cosmetics brand that develops, manufactures, and sells makeup and beauty products across face, eyes, lips, and hands/nails categories, plus themed special collections. Products are sold directly to consumers through the brand's owned Shopify e-commerce storefront and through physical retail stores located in Italy. Unit prices range from approximately €7.60 for nail polish to €47.60 for makeup palettes, with most face and eye products priced in the €17-€35 range.
Is Naj-Oleari a public or private company?
Naj-Oleari is a private company. It is classified as corporate owned and is currently operating.
When was Naj-Oleari founded?
Naj-Oleari was founded in 1916.
Where is Naj-Oleari based?
Naj-Oleari is headquartered in Milano, Italy, in the Europe region.
How does Naj-Oleari make money?
One revenue line is on record: direct Product Sales.
Who are Naj-Oleari's main competitors?
Direct peers on record are KIKO Milano, Pupa Milano, Deborah Milano, Wycon Cosmetics and Collistar. Broad incumbents are Maybelline, Rimmel London, NYX Professional Makeup and Revolution Beauty. Shiseido (MAQuillage, Integrate) is listed as a regional player.
Does Naj-Oleari have an API?
No public API is recorded for Naj-Oleari.
What industry is Naj-Oleari in?
Naj-Oleari's product category is Cosmetics. Its primary akta.pro industry code is CRABACAG, Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils). Its NAICS code is 45612 and its SIC code is 2844.