Strawberry Cosmetics
Strawberry Cosmetics operates StrawberryNET, a Hong Kong-based online beauty and wellness retailer founded in 1998 that sells 33,000+ discounted products from 800+ brands directly to consumers in 190+ countries, supplemented by the Mart third-party marketplace and Storeberry lifestyle sub-brand.
- Company typePrivate
- Founded1998
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Strawberry Cosmetics does
Strawberry Cosmetics, operating as StrawberryNET, is a privately held Hong Kong-headquartered online retailer founded in 1998 that sells discounted premium beauty, skincare, makeup, fragrance, haircare, and health products to consumers in over 190 countries. The platform carries more than 33,000 SKUs from over 800 brands — including Shiseido, Sisley, Dermalogica, Estée Lauder, Clarins, Clinique, and Guerlain — at discounts of 1% to 67% off recommended retail price, with free shipping on orders of US$89 or above. The customer base is a global long-tail of consumers seeking lower prices on authenticated international brands, supplemented by a secondary segment of health-conscious buyers and international shoppers seeking products not available in their local markets.
The core technology is a direct-to-consumer e-commerce platform accessible via the strawberrynet.com website and native iOS and Android applications, supporting multi-currency pricing and worldwide fulfillment with documented shipping restrictions to a small set of sanctioned regions. Beyond the core storefront, the company operates the Mart sub-brand as a third-party merchant marketplace, with flagship storefronts from brands such as Ji Qing Tang (吉慶堂), MVSK, Silllk Beauté, and others, and the Storeberry sub-brand that extends into adjacent lifestyle categories including home appliances, fashion, electronics, and pet and baby products. Product discovery is organized into standard categories (skincare, makeup, haircare, men's grooming, perfume, home scents, and health), with no disclosed AI or machine-learning capabilities powering recommendations or merchandising.
The business model combines direct product resale to consumers, marketplace commissions from Mart third-party merchants, and affiliate and influencer referral commissions. Acquisition is driven by paid digital advertising, organic and email marketing, social channels (Facebook, Instagram), a 10% new-member first-order discount, and free-shipping thresholds. Authority is supported by the Hong Kong Trust Mark certification and the No Fakes Pledge registered with the Hong Kong Customs and Excise Department. The company has 101-250 employees, no disclosed funding rounds, no parent company, and no evidence of public listing or institutional ownership; Rodney Miles is Founder and Chief Executive, with Lui Tong as Chief Operating Officer.
Strawberry Cosmetics firmographics
Firmographics- Name
- Strawberry Cosmetics
- Legal name
- StrawberryNET.com
- Website
- https://strawberrynet.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Strawberry Cosmetics operates StrawberryNET, a Hong Kong-based online beauty and wellness retailer founded in 1998 that sells 33,000+ discounted products from 800+ brands directly to consumers in 190+ countries, supplemented by the Mart third-party marketplace and Storeberry lifestyle sub-brand.
- Ownership category
- akta.pro rank
Strawberry Cosmetics industry classification
Industry- Product category
- Online Beauty & Wellness Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561), General Merchandise Retailers (455)
- SIC
- Retail-Department Stores (5311), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)
- akta.pro secondary industry
- Multi-Category Generalist Catalog Department Store Retailers (CRAGAIAI)
Keywords
Where Strawberry Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
Strawberry Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Revenue generated from direct sales of beauty, skincare, makeup, fragrance, haircare, health, and wellness products to consumers. The platform acts as an authorized retailer for major international brands, selling products at discounted prices.
- Marketplace (Mart): Third-party merchant partners sell products through the Mart platform on StrawberryNET. The company earns commissions from these marketplace transactions, similar to an e-commerce marketplace model.
- Affiliate Program: Partners earn commissions for referring customers to StrawberryNET through the affiliate program.
- Influencer Program: Influencers promote StrawberryNET products and earn commissions for referred sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wide product range from budget to luxury price points |
| Transaction based/ take rate | Pay-as-you-go | Free shipping threshold |
| One time/ perpetual license | Pay-as-you-go | First-time member discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Strawberry Cosmetics product offering
Product offeringCore offering
StrawberryNET operates a direct-to-consumer e-commerce platform retailing discounted beauty, skincare, makeup, fragrance, haircare, and wellness products from over 800 international brands with more than 33,000 SKUs. The platform ships to 190+ countries with multi-currency support, and it runs Mart, a third-party merchant marketplace enabling additional beauty and lifestyle brands to sell through flagship stores on the platform. Native iOS and Android mobile applications extend this catalog into a mobile shopping experience.
Product overview
StrawberryNET operates as an online beauty and wellness e-commerce platform offering a unified marketplace with multiple integrated offerings: the core StrawberryNET platform provides discounted premium cosmetics and beauty products from over 800 brands (including Shiseido, Sisley, Dermalogica, Estee Lauder, Kerastase, Clarins, Clinique, and Guerlain) with over 33,000 products; the MART sub-brand provides a third-party merchant marketplace with Flagship Stores; and the Storeberry sub-brand extends into lifestyle and home categories. The platform spans multiple product categories including skincare, makeup, haircare, women's and men's fragrances, health supplements, and home scents, with free worldwide shipping on orders above US$89.
Differentiator
Problem solved
Functional benefit
Brands
- Mart: Marketplace platform for additional products including home goods, lifestyle items, health products, and various consumer goods beyond traditional beauty products.
Products and services
- StrawberryNET Online e-commerce platform retailing discounted premium cosmetics, skincare, makeup, fragrance, haircare, and health products from over 800 international brands with over 33,000 SKUs, shipping globally to 190+ countries.
- Mart Third-party merchant marketplace within StrawberryNET featuring additional beauty brands and Flagship Stores including Lisa & Sara, Ji Qing Tang (吉慶堂), MVSK, Silllk Beauté, Herbs Oil, Nutra-Life, Daily Health Labo, JUNG SAEM MOOL, and others, with merchants shipping products directly to customers.
- Storeberry Extended-category storefront within StrawberryNET featuring home appliances, housewares, sports and outdoors, pets, baby and mum, sexual wellness, luxury and designer brands, hobbies, fashion, bedding, electronics, and other lifestyle products.
Quantifiable outcome
- 33,000+ products from 800+ brands
- +3 more outcomes
Companies that use Strawberry Cosmetics
Customer profileSegments3 records
Ideal customer profiles2 records
Strawberry Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Strawberry Cosmetics partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Merchant Partners (Mart Platform)coreThird-party merchant partners sell products through the StrawberryNET Mart marketplace. Partners include flagship stores for brands like Lisa & Sara, Ji Qing Tang (吉慶堂), MVSK, Silllk Beauté, Herbs Oil, Nutra-Life, Daily Health Labo, JUNG SAEM MOOL beauty, and many others. Merchants ship products directly to customers with varying shipping tags (Ship 1, Ship 2, Ship 3).
- Affiliate PartnersminorAffiliate partners earn commissions for referring customers to StrawberryNET through the Affiliate Program. Partners promote products and drive traffic in exchange for referral commissions.
- InfluencersminorInfluencers participate in the Influencer Program to promote StrawberryNET products on social media and other platforms, earning commissions for referred sales.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Strawberry Cosmetics competitors and assessment
Company assessmentDirect peers
- Sephora: Global multi-brand beauty retailer carrying many of the same premium brands (Estée Lauder, Clinique, Lancôme). Competes with StrawberryNET on assortment, authenticity, and increasingly price in the online channel.
- Ulta Beauty: Large multi-category beauty retailer offering premium and mass-market beauty brands online. Direct competitor in DTC premium beauty, with stronger loyalty program and broader U.S. footprint.
- Cult Beauty: UK-based online multi-brand beauty retailer (acquired by THG) focused on premium and indie skincare/makeup brands. Closest comparable in pure-play online beauty aggregator model.
- Lookfantastic: THG-owned online beauty retailer offering premium brands globally. Competes directly on assortment, discount positioning, and multi-country shipping.
- Beautylish: Online multi-brand beauty retailer focused on premium Asian and Western skincare/cosmetics. Direct peer in curated DTC premium beauty.
- Glossier: DTC beauty brand and retailer with strong direct online channel and physical stores. Comparable in DTC-first beauty retail model though brand-owned vs. multi-brand.
Broad incumbents
- Amazon Luxury Stores / Amazon Beauty: Massive online marketplace with dedicated luxury beauty storefront carrying many of the same premium brands. Competes on selection, Prime shipping, and increasingly price.
- Net-a-Porter (Beauty): Luxury fashion/beauty online retailer. Overlaps in premium and luxury beauty DTC and global shipping, though positioned more as a luxury lifestyle destination.
- Jomashop (Beauty): U.S.-based online discounter offering discounted premium beauty and fragrance. Comparable discount-led positioning and brand-authorization model.
Regional players
- YesStyle: Hong Kong-based online beauty and fashion retailer serving global customers with Asian beauty brands. Highly comparable operating model, geography, and cross-border DTC mechanics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Strawberry Cosmetics social profiles
Digital presenceStrawberry Cosmetics compliance and trust
Trust signalCompliance3 records
Strawberry Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Strawberry Cosmetics leadership team
Management profileNumber of profiles
Profiles2 records
Strawberry Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Strawberry Cosmetics 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 Strawberry Cosmetics
What does Strawberry Cosmetics do?
StrawberryNET operates a direct-to-consumer e-commerce platform retailing discounted beauty, skincare, makeup, fragrance, haircare, and wellness products from over 800 international brands with more than 33,000 SKUs. The platform ships to 190+ countries with multi-currency support, and it runs Mart, a third-party merchant marketplace enabling additional beauty and lifestyle brands to sell through flagship stores on the platform. Native iOS and Android mobile applications extend this catalog into a mobile shopping experience.
Is Strawberry Cosmetics a public or private company?
Strawberry Cosmetics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Strawberry Cosmetics founded?
Strawberry Cosmetics was founded in 1998. It employs 101 to 250 people.
Where is Strawberry Cosmetics based?
Strawberry Cosmetics is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does Strawberry Cosmetics make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are marketplace (Mart), affiliate Program and influencer Program.
Who are Strawberry Cosmetics's main competitors?
Direct peers on record are Sephora, Ulta Beauty, Cult Beauty, Lookfantastic, Beautylish and Glossier. Broad incumbents are Amazon Luxury Stores / Amazon Beauty, Net-a-Porter (Beauty) and Jomashop (Beauty). YesStyle is listed as a regional player.
Does Strawberry Cosmetics have an API?
No public API is recorded for Strawberry Cosmetics.
What industry is Strawberry Cosmetics in?
Strawberry Cosmetics's product category is Online Beauty & Wellness Retail. Its primary akta.pro industry code is CRAGAIAC, Beauty & Personal Care-Focused Catalog Department Store Retailers, with a secondary code of CRAGAIAI, Multi-Category Generalist Catalog Department Store Retailers. Its NAICS code is 45612 and its SIC code is 5311.