Name

Parfym.se

Legal name

Parfym.se

Website

https://parfym.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Rosersberg

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Parfym.se generates revenue through direct sales of beauty products including perfumes, skincare, hair care, and makeup. The company acts as an authorized retailer for over 200 brands and 15,000 products. Revenue comes from individual transactions with competitive pricing, member-only pricing through ParfymClub, and various promotional campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Parfym.se is an authorized online beauty retailer that sells branded perfumes, skincare, hair care, and makeup from more than 200 brands and approximately 15,000 products to Swedish consumers. The company runs its own e-commerce storefront at parfym.se, supported by the ParfymClub loyalty program, the Parfym AI fragrance recommendation tool, a sustainable Refills packaging initiative, and a small network of physical stores.

Product overview

Parfym.se is a Swedish online beauty e-commerce platform founded in 2005, operating as an authorized reseller for over 200 brands with approximately 15,000 products. The platform offers a comprehensive beauty portfolio including perfumes (Eau de Parfum, Eau de Toilette, Parfum), makeup (foundation, mascara, lip products, eye makeup), skincare (face creams, serums, body care), and hair care (shampoo, treatments, styling products). The platform features a loyalty program called ParfymClub and offers an AI-powered fragrance recommendation tool called Parfym AI. Key product lines include the Carolina Herrera Good Girl collection, Lancôme La Vie Est Belle and Idôle lines, YSL Libre, and various celebrity fragrances. The company also emphasizes sustainability through its Refills program for sustainable packaging.

Differentiator

Problem solved

Functional benefit

Brands

• ParfymClub: Customer loyalty club program offering points on purchases, personalized offers, and exclusive campaigns.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Over 200 Beauty Brands (as Authorized Retailer)coreChannel Partner/ Reseller/ DistributorParfym.se serves as an authorized retailer for over 200 international beauty and fragrance brands including Gucci, Hugo Boss, Lancôme, Giorgio Armani, Clarins, Kérastase, Maria Nila, Yves Saint Laurent, Paco Rabanne, Shiseido, Sensai, Creed, Olaplex, Dermaceutic, and Ole Henriksen. These brand partnerships enable the company to offer authentic, branded products across all beauty categories.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyko: Swedish beauty e-commerce retailer and salon products specialist operating its own website and physical stores; directly competes with Parfym.se in online fragrance, skincare, and hair care with a similar authorized-retailer model.
• KICKS: Leading Nordic beauty retail chain (owned by Axel Johnson) with strong e-commerce and 200+ physical stores; competes head-on with Parfym.se across premium fragrance, skincare, and makeup categories in the Swedish market.
• Notino: Czech-founded pan-European online beauty pure-play operating a Swedish storefront; competes with Parfym.se on selection of branded fragrance and cosmetics with cross-border logistics.
• Flaconi: German online beauty specialist (Bain Capital–backed) with a localized Swedish storefront; competes with Parfym.se on premium fragrance assortment, pricing, and digital-first customer experience.

Broad incumbents

• Sephora: Global multi-category beauty retailer; does not operate a dedicated Swedish site but competes via cross-border shipping and represents a structural threat as it expands into Nordic markets.
• Amazon Sweden: General e-commerce marketplace with an expanding beauty category in Sweden; competes with Parfym.se on price, selection, and delivery speed, particularly for branded fragrance and mass-market skincare.

Regional players

• Cult Beauty: UK-based premium and indie beauty e-tailer owned by THG; comparable assortment of niche and prestige fragrance, and a useful benchmark for premium beauty digital merchandising even though it does not serve Sweden directly.
• Feelunique: UK-based online beauty retailer carrying similar premium fragrance and skincare brands; serves as a comparable European e-commerce beauty model though it does not operate a dedicated Swedish storefront.
• Boozt: Leading Nordic online department store with growing beauty category; competes with Parfym.se on branded fragrance and adjacent categories among Swedish and broader Nordic consumers.

Others

• Nordstrom: US-based premium multi-brand retailer with a strong beauty department; not a direct competitor in Sweden but represents an adjacent model of authorized multi-brand beauty merchandising at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Parfym.se