Sarantis Group

What Sarantis Group does

Sarantis Group (Gr. Sarantis S.A., ticker GRS, Athens Stock Exchange) is a Greek-headquartered multinational consumer products company founded in 1964 that manufactures and distributes personal care, home care, health care, beauty/skin/sun care, and professional products across Central and Eastern Europe. It operates through 8 business units covering 13 countries — including Greece (with Portugal), Poland, Romania, Bulgaria, Western Balkans (Bosnia & Herzegovina, North Macedonia, Serbia), Czech Republic & Slovakia, Ukraine, and Hungary — and reaches more than 50 countries via its distribution network, supported by wholly-owned subsidiaries Polipak (Poland) and Ergopack (Ukraine) for packaging and manufacturing.

The portfolio combines owned regional brands such as SANITAS, Carroten, Orzene, Noxzema, Lanes, Bio Oil, AVA, and STR8 with licensed distribution of global selective cosmetics houses including Burberry, Calvin Klein, Chloe, Salvatore Ferragamo, Marc Jacobs, Lancaster, La Prairie, Tiffany & Co., Paco Rabanne, and Grown Alchemist, distributed through pharmacy, selective retail, and modern/traditional mass-market channels. Underlying technology is primarily manufacturing, packaging, and distribution rather than software; the most notable digital component is an AI-powered Digital Assistant chatbot hosted on AWS infrastructure for consumer engagement, and the group is ISO 9001 certified and GDPR-compliant.

Sarantis earns revenue primarily through one-time consumer-product sales across diversified retail channels (mass-market supermarkets, traditional trade, pharmacy, selective cosmetics, and a B2B professional products division) under a sales-led go-to-market model, with no publicly disclosed pricing and no recurring subscription layer. Strategic direction is set by Chairman Kyriakos Sarantis and CEO Giannis Bouras, with Investor Relations managed by Eleni Moustakidou; the company is publicly listed with an active IR programme but no parent company, and has executed recent M&A (Stella Pack in 2023, Ergopack in 2018) alongside a 2026 launch of the high-margin Beauty, Skin & Sun Care category.

Name

Sarantis Group

Legal name

ΓΡ. ΣΑΡΑΝΤΗΣ Α.Β.Ε.Ε. (Gr. Sarantis S.A.)

Website

https://sarantisgroup.com

Company type

Public

Founded year

1964

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sarantis Group is a Greek-listed multinational consumer products company that manufactures and distributes personal care, home care, health care, and selective cosmetics across 13 countries in Central and Eastern Europe, operating 8 business units with distribution to over 50 countries.

Ownership category

akta.pro rank

Product category

Consumer Packaged Goods (Personal Care, Household, and Parapharmaceutical)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

akta.pro secondary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Consumer packaged goods
• Personal care products
• Household cleaning products
• Cosmetics distribution
• Parapharmaceutical products

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer products sales: Sarantis Group generates revenue through the manufacture and distribution of personal care, household products, and selective cosmetics across Greece, Poland, Romania, Bulgaria, and other Central and Eastern European markets.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sarantis Group manufactures, markets, and distributes a multi-category portfolio of owned consumer brands spanning cosmetics, personal care, sun care, household cleaning, and parapharmaceutical products, and acts as a territorial distributor for selected international luxury and premium fragrance and skincare brands. Its offering is anchored by production subsidiaries in plastic packaging (Polipak in Poland, Ergopack in Ukraine, plus the recently acquired Stella Pack) and by distribution operations spanning 13 countries across 8 business units and reaching more than 50 countries globally.

Product overview

Sarantis Group is a multinational consumer products company with a diversified portfolio organized across five main product categories: Personal Care, Home Care Solutions, Health Care, Beauty/Skin/Sun Care, and Professional Products, plus Strategic Partnerships for selective cosmetics distribution. The company operates through multiple sub-brands and distributes international prestige brands including Burberry, Calvin Klein, and Lancaster. The Digital Assistant service provides AI-powered consumer support across the product portfolio. The group serves markets across 13 countries with a distribution network spanning over 50 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• SANITAS: Home care products brand - leading household cleaning products of the Group
• AVA
• CARROTEN
• NOXZEMA
• ORZENE
• STR8
• POLIPAK
• ERGOPACK
• LANES
• BIO OIL
• SHINE OUT

Products and services

• SANITAS Owned household cleaning brand sold under the Sarantis Group portfolio to mass-market consumers.
• CARROTEN Owned sun care brand sold to consumers for sun protection under the Sarantis Group portfolio.
• ORZENE Owned hair care brand sold to consumers within the Sarantis Group portfolio.
• NOXZEMA Owned skin care brand sold to consumers within the Sarantis Group portfolio.
• LANES Owned

Segments2 records

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ΑΒ Βασιλόπουλος (AB Vassilopoulos)coreStrategic or Co-development Partner · 17 October 2025Sarantis Group, through its SANITAS brand, has a long-term CSR partnership with AB Vassilopoulos supermarket chain and Save Your Hood, conducting annual volunteer beach and park cleaning initiatives as part of sustainability and community engagement programs.
• ΣΚΛΑΒΕΝΙΤΗΣ (SKLAVENITIS)coreStrategic or Co-development Partner · 1 January 2025Sarantis Greece partners with SKLAVENITIS retail stores for the 'Care in Action' (Φροντίδα στην Πράξη) CSR initiative supporting the Merimna organization, running multiple campaign waves throughout the year at SKLAVENITIS stores.
• Save Your HoodminorStrategic or Co-development Partner · 1 January 2025Sarantis Group partners with Save Your Hood environmental initiative, engaging employees in volunteer clean-up activities at public spaces and parks across Greece as part of the Group's Thriving Communities sustainability pillar.
• Μέριμνα (Merimna)minorStrategic or Co-development Partner · 1 January 2025Sarantis Greece supports the Merimna organization (supporting families and children) through the 'Care in Action' CSR initiative carried out at SKLAVENITIS stores, contributing to social welfare and community support.
• ΤΕΧΑΝminorStrategic or Co-development Partner · 1 January 2025ΤΕΧΑΝ partners with Sarantis Group (SANITAS brand) and AB Vassilopoulos in the Save Your Hood environmental initiative for volunteer cleaning activities.
• My MarketminorStrategic or Co-development Partner · 1 January 2025Sarantis Group continues its CSR partnership with My Market supermarket chain through the PassPantou – Skills for Wheels initiative supporting social causes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coty: Coty combines mass beauty (CoverGirl, Max Factor) with prestige fragrance (Calvin Klein, Chloe, Gucci) — the same dual-engine of proprietary mass brands and licensed prestige fragrance distribution that defines Sarantis's selective cosmetics business.
• Beiersdorf: Beiersdorf (Nivea, Eucerin, Labello) operates the most directly comparable mass-market personal care and skin care franchise in Europe with strong CEE presence, overlapping Sarantis in body care, skin care, and sun care categories.
• Puig: Puig owns and distributes prestige fragrance and selective beauty brands (e.g., Paco Rabanne, Carolina Herrera, Jean Paul Gaultier), overlapping directly with Sarantis's selective cosmetics distribution arm.
• Henkel: Henkel's Beauty Care and Laundry & Home Care divisions mirror Sarantis's personal care + household cleaning portfolio across European markets, making it the closest large-cap analogue in mass-market personal care and home care.
• Oriflame: Oriflame is a European cosmetics company with a deep CEE franchise built around personal care, skin care, and fragrance — overlapping Sarantis's customer base and product portfolio across the same Eastern European geographies.

Broad incumbents

• Colgate-Palmolive: Colgate-Palmolive's mass personal care, oral care, and home care portfolio competes head-on with Sarantis in body care and household categories, with materially larger scale and R&D resources.
• Reckitt Benckiser: Reckitt operates across hygiene, health, and home care (Dettol, Lysol, Nurofen), overlapping with Sarantis's home care and parapharmaceutical segments, with significantly broader global scale.
• L'Oréal: L'Oréal is the global selective cosmetics leader and one of the largest producers of the prestige brands Sarantis distributes; it represents the upper bound of what Sarantis's selective cosmetics franchise could scale toward.

Regional players

• Eveline Cosmetics: Eveline is a Polish mass-market personal care and cosmetics brand competing in the same CEE retail channels as Sarantis's AVA, STR8, and Carroten brands, although with a tighter geographic and category focus.
• Maspex Group: Maspex is a Polish/CEE FMCG conglomerate spanning food, beverages, and personal care, providing a close regional parallel to Sarantis's diversified mass-market CPG model across overlapping CEE markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SarantisGroup
• LinkedInlinkedin.com/company/sarantis

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sarantis Group