What ClioMakeUp does

ClioMakeUp is an Italian beauty and lifestyle digital publisher headquartered in Milan, operating under 611LAB S.r.l. — a private limited company subject to the direction and coordination of parent holding 177C S.r.l. Founded by Clio Zammatteo, the company runs a WordPress-based editorial platform (blog.cliomakeup.com) that reaches approximately 1.7 million monthly unique users and 4.6 million monthly pageviews, with content spanning makeup, skincare, haircare, nails, fashion, wellness, pregnancy, travel, and astrology. The editorial team comprises a founder and a roster of named editors and contributors including an astrologer and medical professionals, indicating a professionally staffed publication rather than a solo creator operation.

The company monetizes through three distinct revenue streams: (i) affiliate marketing, embedding Amazon and other retailer links within product recommendations; (ii) sponsored content and brand partnerships with beauty brands, most notably an exclusive channel relationship with Douglas, a major European beauty retailer; and (iii) direct e-commerce via cliomakeupshop.com, selling ClioMakeUp-branded products such as the 360Flip Mascara and limited-edition collections (e.g., the Ice Café collection). Distribution channels include the owned blog, an Instagram presence (@cliomakeup_official), an email newsletter, a forum community, and physical retail through the Douglas partnership.

Go-to-market is content-led: the company drives top-of-funnel audience acquisition through SEO-optimized editorial content, then converts attention via affiliate links, sponsored placements, and owned e-commerce. The business model is B2C end-consumer-facing on the audience side, with B2B elements on the partnership/sponsorship side. No venture funding, no public listing, and no proprietary AI/ML capabilities are indicated; the operation is bootstrapped and privately held, with 11–50 employees.

Name

ClioMakeUp

Legal name

611LAB S.r.l.

Website

https://blog.cliomakeup.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

ClioMakeUp is an Italian beauty and lifestyle digital publisher headquartered in Milan, operating a blog reaching 1.7 million monthly users and monetizing through affiliate links, sponsored content, branded e-commerce products, and an exclusive retail partnership with Douglas.

Ownership category

akta.pro rank

Product category

Beauty Content Publishing

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Grooming Magazines (MPAJAEAE)

Keywords

• Beauty content publishing
• Cosmetic e-commerce
• Beauty editorial blog
• Affiliate beauty marketing
• Lifestyle digital media

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Affiliate Marketing: The blog generates revenue through affiliate links embedded in product recommendations and reviews, earning commissions when readers purchase featured products through Amazon and other retailer links.
2. Sponsored Content & Brand Partnerships: Collaboration with beauty brands for sponsored posts, product reviews, and featured content. The company partners with brands like Douglas for exclusive collaborations and product launches.
3. E-commerce Sales: Direct sales through their own e-commerce platform cliomakeupshop.com featuring ClioMakeUp branded products and makeup items.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

ClioMakeUp operates an Italian-language beauty and lifestyle content publishing platform (blog.cliomakeup.com) reaching 1.7 million monthly unique users, alongside a direct-to-consumer e-commerce store (cliomakeupshop.com) that sells ClioMakeUp-branded makeup products such as the 360Flip Mascara and limited-edition collections. The company monetizes the blog through affiliate links, sponsored brand content, and partnerships with beauty retailers like Douglas.

Product overview

ClioMakeUp operates as a two-part beauty brand: a content publishing platform (ClioMakeUp Blog) and an e-commerce store (ClioMakeUp Shop). The blog publishes beauty, fashion, lifestyle, and astrology content reaching 1.7 million monthly users. The shop sells branded makeup products including the 360Flip Mascara and limited edition collections. The company also maintains a community forum and newsletter subscription service.

Differentiator

Problem solved

Functional benefit

Products and services

• ClioMakeUp Blog Italian-language beauty and lifestyle content platform publishing articles on makeup, skincare, hair care, nails, fashion, astrology, pregnancy, travel, and celebrity gossip. Reaches 1.7 million unique users and 4.6 million pageviews per month, with content including tutorials, product reviews, trend guides, and expert advice from editorial staff and contributors.
• ClioMakeUp Shop Direct-to-consumer e-commerce store selling ClioMakeUp branded makeup products and beauty items, including the 360Flip Mascara and Ice Café limited edition collection. Targeted at Italian beauty consumers who follow the ClioMakeUp blog and brand.
• ClioMakeUp x Douglas June 2026 Beauty Collection Exclusive beauty product collaboration between ClioMakeUp and Douglas retail chain, released in June 2026 as part of an ongoing distribution and co-branded product partnership.

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

Two partnerships are on record, tiered core and minor.

• DouglascoreChannel Partner/ Reseller/ DistributorClioMakeUp has an exclusive partnership with Douglas, a major beauty retailer. This collaboration includes product launches, exclusive beauty collections, and promotional content featuring Douglas products on the ClioMakeUp blog.
• AmazonminorGTM or Marketing PartnerAmazon serves as an affiliate partner, with ClioMakeUp embedding affiliate links in product recommendations and reviews. ClioMakeUp earns commissions when readers purchase featured products through Amazon links.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Allure: Allure is a leading beauty magazine and digital publisher producing editorial content on makeup, skincare, and trends — directly comparable to ClioMakeUp's role as a beauty content destination for its market.
• Byrdie: Byrdie is a digital beauty and wellness publisher producing tutorials, product reviews, and trend coverage — closely aligned with ClioMakeUp's blog-led editorial offering in the beauty and lifestyle category.
• Into The Gloss: Into The Gloss is a beauty editorial platform known for its Top Shelf interviews, product reviews, and trend content — a closely analogous content-first beauty publication to ClioMakeUp's blog.
• Cult Beauty: Cult Beauty operates a beauty e-commerce storefront backed by heavy editorial content, influencer recommendations, and brand partnerships — directly comparable to ClioMakeUp's blend of editorial publishing and curated beauty product sales.
• Beautylish: Beautylish is a beauty editorial and e-commerce platform that combines expert beauty content, community, and curated product sales — a model very closely aligned with ClioMakeUp's blog-plus-shop structure.
• Violet Grey: Violet Grey is a beauty editorial and curated retail platform combining expert beauty content with a vetted product marketplace — a tight analog to ClioMakeUp's content-plus-commerce proposition in the prestige beauty vertical.

Broad incumbents

• Refinery29: Refinery29 is a broader lifestyle and beauty digital publisher producing editorial content across beauty, fashion, and wellness — comparable in editorial publishing function to ClioMakeUp, though at a larger and more diversified scale.
• Charlotte Tilbury: Charlotte Tilbury is a global prestige beauty brand built on a celebrity makeup artist's personal brand with heavy editorial and content marketing — a scaled analog of the model ClioMakeUp is pursuing with its own branded cosmetics.
• Douglas: Douglas is Europe's leading specialty beauty retailer and ClioMakeUp's core distribution partner, comparable as a beauty retail ecosystem and as a channel counterpart for ClioMakeUp's branded product distribution strategy.

Emerging players

• Huda Beauty: Huda Beauty is a global beauty brand founded by influencer Huda Kattan, demonstrating the influencer-to-beauty-brand monetization model that ClioMakeUp is pursuing with its branded product line and personal brand of Clio Zammatteo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/cliomakeup_official
• Xx.com/cliomakeup
• Facebookfacebook.com/cliomakeup
• LinkedInlinkedin.com/company/cliomakeup

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 ClioMakeUp