What ECLAT does

ÉCLAT is a German private-label perfume manufacturer and direct-to-consumer e-commerce brand operating from Fernwald, Hessen, under the legal entity ÉCLAT GmbH. The company develops and produces Eau de Parfum products in-house in Germany, with a catalogue of more than 600 fragrance SKUs spanning women's, men's, and unisex collections organized into three price tiers (Classic, Exclusive/Niche, Rarities). Each Eau de Parfum contains at least 20% fragrance oil concentration, positioned as a longevity claim against higher-priced designer fragrances, with the line-up supplemented by discovery sample sets, soy-wax candles, reed diffusers, car air fresheners, essential oils, body creams, and a small cosmetics range. Vegan and plant-based options are offered as a sub-line.

The business model is product-led DTC: the company sells exclusively through its own Shopify-powered storefront at eclat.de, ships to more than 40 countries with multi-currency localization, and relies on a sampling funnel (8-fragrance discovery sets at €24.95 plus 2 free samples per order) to convert low-friction first purchases into full-size bottle sales at €4.95-€49.95. Distribution is paired with an influencer/affiliate programme, a separate B2B partner portal at eclat-b2b.com, and a Trusted Shops integration that has accumulated over 40,400 reviews at a 4.58 rating. Pricing includes a 30-day money-back guarantee, free shipping above €59, a 10% newsletter discount, and seasonal promotions of up to 40% off.

Customer segments are split across three primary consumer personas (women, men, unisex) plus a secondary gift-buyer use case, served through a digital-first marketing mix of email, content (Dufterlebnisse magazine), affiliate/influencer referrals, seasonal campaigns, and social proof. The company has no disclosed external funding, no parent entity, and no B2B anchor customers; it operates with 11-50 employees and has won the COMPUTER BILD Top Shop recognition for five consecutive years through 2026.

Name

ECLAT

Legal name

ÉCLAT GmbH

Website

https://eclat.de

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

ÉCLAT is a German manufacturer and DTC e-commerce brand selling 600+ own-label Eau de Parfums (20%+ oil concentration) plus candles, diffusers, and body care, shipped to 40+ countries via its owned storefront.

Ownership category

akta.pro rank

Product category

Fragrances & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Eau de Parfum manufacturing
• Online fragrance retail
• Vegan perfume collection
• Soy wax scented candles
• Affordable luxury cosmetics

Headquarters

HQ city

Hessen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Perfume Sales: Direct-to-consumer online sales of Eau de Parfum products ranging from €4.95 to €49.95 per bottle, with premium VIP lines commanding higher prices
2. Ambient Fragrance Products: Room scents, soy wax candles, car air fresheners, and essential oils sold alongside core perfume line
3. Body Care and Makeup: Body creams and makeup products complementing the fragrance portfolio, leveraging existing customer base
4. Discovery Sets and Samples: Configurable fragrance sample sets (8x5ml for €24.95) enabling discovery and trial before full-size purchase, driving customer acquisition

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ÉCLAT manufactures and directly sells over 600 Eau de Parfum products through its own online storefront at eclat.de, with each fragrance formulated to contain at least 20% fragrance oil concentration and produced in-house at its German facility in Fernwald. The portfolio spans women's, men's, and unisex collections across three tiers (Classic, Exclusive/Niche, Rarities) and is complemented by vegan options, soy wax candles, room diffusers, car air fresheners, essential oils, body creams, makeup, and discovery sample sets.

Product overview

ÉCLAT is a German online perfume brand and e-commerce platform offering a comprehensive fragrance portfolio centered on over 600 Eau de Parfum products manufactured in Germany, each containing at least 20% fragrance oil concentration. The core offering spans three women's perfume tiers (Classic, Exclusive/Niche, Rarity), three men's perfume tiers (Classic, Exclusive/Niche, Rarity), and three unisex tiers (Classic, Exclusive/Niche, Rarity), organized by scent family including floral, fruity, powdery, fresh, oriental, woody, and citrus. Supporting product lines include Discovery Sets for personalized fragrance sampling, seasonal limited editions like the 10 OUT OF 10 Summer Edition, ambient fragrances (soy wax candles, room diffusers, car air fresheners, essential oils), body care creams, and cosmetics. The business model emphasizes direct-to-consumer online sales with a focus on affordable luxury positioning, vegan options, and German manufacturing quality.

Differentiator

Problem solved

Functional benefit

Products and services

• ÉCLAT Eau de Parfum Collection Core fragrance line of over 600 Eau de Parfums manufactured in Germany, each containing at least 20% fragrance oil concentration. Spans women's, men's, and unisex perfumes across three tiers: Classic, Exclusive (niche), and Rarity (discontinued-style). For consumers seeking affordable long-lasting fragrances.
• Women's Perfumes (Damenparfums) Women's fragrance collection with 307 products including floral, fruity, powdery, fresh, and oriental compositions, organized into Classic, Exclusive, and Rarity sub-collections. For female consumers seeking varied long-lasting perfumes.
• Men's Perfumes (Herrendüfte) Men's fragrance collection featuring Classic, Exclusive (niche), and Rarity perfumes with aquatic, aromatic, woody, and spicy compositions. For male consumers seeking fair-priced, long-lasting daily fragrances.
• Unisex Perfumes (Unisexdüfte) Gender-neutral fragrance collection available in Classic, Exclusive (niche), and Rarity tiers, offering diverse scent profiles for all preferences. For consumers seeking inclusive, universal fragrances.
• Vegan Perfumes (Vegane Düfte) Vegan fragrance collection using only plant-based ingredients, free from animal-derived materials, meeting cruelty-free standards. For vegan and animal-free-conscious consumers.
• Discovery Set (Kennenlern-Set) Customizable fragrance sample set letting customers choose 8 perfume samples from 600+ options; each 5ml bottle provides sufficient product for multiple days of testing. Priced at €24.95. For consumers wanting risk-free fragrance exploration.
• 10 OUT OF 10 Summer Edition Limited-edition sample set containing 10 summer-themed perfumes in For Her, For Him, and Unisex variants, featuring notes like coconut, jasmine, citrus, aquatic, and tropical fruits. Priced at €24.95 for 10x5ml. For consumers seeking seasonal fragrance discovery or summer gifting.
• Soy Wax Scented Candles (Duftkerzen aus Sojawachs) 100% soybean wax scented candles with intense aromas, vegan and sustainable with long burn time, available in scents including lemongrass, golden amber, shaolin, clean clothes, sweet orange & cedar, pink vanilla, and grace, priced from €14.96. For home ambiance consumers.
• Room Fragrances (Raumdüfte) Reed diffuser collection for home ambiance, including golden amber, lemongrass, majestic rose, shaolin, clean clothes, sweet orange & cedar, night oud, naranja, and cashmere room scents. For home fragrance consumers.
• Car Fragrances (Autodüfte) Automotive air freshener collection including ambient car scents, perfume-inspired car fragrances, and car scent refill sets. 3-refill sets priced at €24.95 and individual refills from €3.71. For vehicle owners wanting premium car scenting.
• Essential Oils & Aromatherapy Diffusers Essential oil collection including zodiac star sign oil blends and aromatherapy diffusers for wellness applications. For aromatherapy and wellness consumers.
• Body Cream Body care creams based on ÉCLAT's most popular perfume formulations, with creamy, nourishing texture including shea butter and D-panthenol. For consumers seeking fragrance-matching body care.
• Make Up Cosmetic products including mascara and other beauty essentials complementing the fragrance portfolio. For consumers seeking coordinated fragrance and makeup products.
• Bundles & Sets Pre-configured gift sets and bundles offering value pricing for multiple products, suitable for gifting occasions. For gift buyers seeking ready-made fragrance bundles.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Influencer & Affiliates ProgramminorChannel Partner/ Reseller/ DistributorDedicated affiliate and influencer marketing program allowing partners to promote ÉCLAT products and earn commissions. Separate B2B registration portal available at eclat-b2b.com for partner inquiries.
• Trusted ShopsminorOthersTrusted Shops integration providing customer review collection (40,400+ reviews) and buyer protection services. Displayed trust badges on checkout pages.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Notino: Notino is the largest online perfume and beauty retailer in Europe, headquartered in the Czech Republic with extensive multi-country shipping. It is a direct competitor to ÉCLAT in D2C fragrance e-commerce across overlapping European markets, with a similar broad-catalog, multi-brand positioning.
• ParfumDreams: ParfumDreams is a German online perfume retailer offering a wide selection of designer and niche fragrances at discounted prices. It directly competes with ÉCLAT in the German D2C fragrance market with a similar value-pricing and broad-SKU strategy.
• Flaconi: Flaconi is a major German online beauty retailer carrying fragrance, skincare, and cosmetics. It overlaps with ÉCLAT's fragrance and body care categories and competes for similar German and European online beauty shoppers with comparable D2C mechanics.
• Dossier: Dossier is a US-based D2C fragrance brand selling designer-inspired perfumes at accessible prices with its own formulations. It mirrors ÉCLAT's affordable-luxury positioning, dupe/inspired-by catalog approach, and online-only D2C model.
• Lattafa Perfumes: Lattafa is a UAE-based affordable fragrance brand manufacturing and selling its own line of perfumes and attars at value prices. It competes with ÉCLAT in the affordable/inspired-by fragrance segment across international online channels.
• Armaf: Armaf is an international fragrance brand best known for Club de Nuit-inspired affordable alternatives to luxury perfumes. It directly competes with ÉCLAT in the affordable, designer-inspired perfume category with own-manufacturing capabilities.

Broad incumbents

• Parfümerie Douglas: Douglas is Europe's largest selective perfume retailer with omnichannel presence across physical stores and a strong online platform. It is a broad incumbent overlapping with ÉCLAT across perfume categories but operates at significantly greater scale and brand breadth.
• Mäurer & Wirtz: Mäurer & Wirtz is a German heritage fragrance manufacturer producing iconic brands including 4711 Eau de Cologne. As a fellow German-made perfume manufacturer, it is a comparable incumbent with broader portfolio scale and traditional retail distribution.
• Zara Beauty: Zara Beauty is the affordable fragrance and beauty line from global fashion retailer Inditex, offering designer-inspired fragrances at low price points across an extensive physical and online footprint. It is a broad incumbent competing with ÉCLAT in the affordable fragrance category.

Emerging players

• Snif: Snif is a US-based emerging D2C fragrance brand offering discovery sets and small-batch affordable perfumes. It overlaps with ÉCLAT on the product-led discovery-set sampling model and affordable-D2C fragrance positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eclatgermany
• Facebookfacebook.com/eclat.fragrances

Revenue estimate

Valuation estimate

Number of profiles

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 ECLAT