Naj-Oleari

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.

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

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

• Italian cosmetics
• Makeup products
• Beauty brand
• Nail polish
• Cosmetics retail

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core 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

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

One partnership is on record.

• EuroItalia s.r.l.coreOthersParent 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

Direct 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

• Xfacebook.com/NajOleariBeauty
• Facebookfacebook.com/NajOleariBeauty
• Instagraminstagram.com/najolearibeauty
• TikToktiktok.com/@najolearibeauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Naj-Oleari