What Maquillalia does

Maquillalia (legal entity DSM Beauty, S.L.) is a Spain-based online beauty and cosmetics retailer founded in 2009, headquartered in Málaga, and operating as a single unified multi-language e-commerce storefront. The platform offers over 10,000 products across more than 200 third-party beauty brands spanning core makeup (face, eyes, lips, nails, brushes), hair care, personal care, plus vertical specialty sections including Korea Zone (K-beauty), Maquifarma (pharmaceutical cosmetics), Nature, and Travel Size. The technology stack centers on a self-serve e-commerce platform with multi-currency and multi-language localization for six European markets (Spain, France, Germany, Italy, Portugal, United Kingdom), augmented by a Doofinder-powered smart search (autocomplete and voice) and a Skin Test / Skin Match personalization tool that maps consumer inputs to recommended SKUs.

The business model is direct retail of branded third-party beauty products, monetized through product margins on one-time unit purchases at prices ranging from €0.99 to over €51. Free shipping applies to orders above €25 (Spain Peninsula), and the checkout supports credit cards and Scalapay buy-now-pay-later. Customer acquisition is driven primarily by influencer marketing on Instagram, promotional discounting (routine 12–25% off, seasonal sales up to 80% off, outlet up to 90% off), a student discount partnership through descuentoestudiante.com, an owned blog for content marketing, and email newsletters. The four identified customer segments — Beauty Enthusiasts (primary), Skincare Focused Consumers, K-Beauty Consumers, and Value Seekers — are addressed through category merchandising rather than differentiated B2B or enterprise contracts.

Operationally, Maquillalia runs a lean team of 11–50 employees with no disclosed external funding, no parent company, no M&A history, and no senior leadership bios published. The company carries the confianzaonline trust badge and Huella Fiscal transparency certification, and positions itself on 100% product authenticity, 24-hour order preparation, and the breadth of its brand portfolio as its principal value proposition. Strategic activity in 2025 has centered on onboarding new brand collections (Catrice Summer Edit, multiple Jovo lines) and continuing to deepen the multi-market European footprint.

Name

Maquillalia

Legal name

DSM Beauty, S.L.

Website

https://maquillalia.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Maquillalia is a Málaga-based online beauty retailer operating under DSM Beauty, S.L., selling over 10,000 SKUs from 200+ third-party brands across makeup, hair care, and personal care to consumers in six European markets via a multi-language e-commerce storefront.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care E-commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

Keywords

• Online beauty store
• Cosmetics e-commerce
• Makeup retail
• Personal care products
• Multi-brand beauty

Headquarters

HQ city

Málaga

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - Retail: Direct retail of beauty and cosmetics products through the e-commerce platform. Customers purchase products at listed prices with various payment methods including credit cards, Scalapay buy-now-pay-later, and other payment options. Revenue is generated through product margins on sales of third-party beauty brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Maquillalia, operating as DSM Beauty, S.L. and headquartered in Málaga, Spain, is an online beauty retailer that sells branded makeup, cosmetics, hair care and personal care products from more than 200 brands, offering over 10,000 SKUs to consumers across Spain, France, Germany, Italy, Portugal and the United Kingdom through its multi-language e-commerce platform.

Product overview

Maquillalia is an online cosmetics and beauty marketplace operating as a single unified e-commerce platform. The platform offers over 10,000 makeup and cosmetic products from multiple brands. Core offerings include Maquillaje (comprehensive makeup with subcategories for face, eyes, lips, nails, brushes, and artistic makeup), Cabello (hair care), Cuidado personal (personal care including facial care, body care, hygiene, and perfumes), along with specialized sections like Maquifarma (pharmaceutical cosmetics), Korea Zone (Korean beauty), Travel Size, and Nature (natural products). Additional services include Skin Test Gratis (personalized skin assessment), BLOG content, and Gift Cards. The store features promotional offerings through Ofertas and Outlet sections, and highlights trending products through the VIRALES collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup
• Cosmetics
• Hair care products
• Personal care products

Quantifiable outcome

• Preparation in 24 business hours
• +1 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• Descuento EstudianteminorGTM or Marketing PartnerStudent discount partnership through descuentoestudiante.com offering promotional pricing for students on beauty and cosmetics products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sephora: Global prestige beauty retailer operating physical stores plus a large e-commerce platform across Europe. Broad incumbent overlapping with Maquillalia on multi-brand beauty assortment and personalization, but at significantly greater scale and capital depth.
• Douglas: Europe's largest perfumery and cosmetics chain with a sizable online store across multiple markets. Broad incumbent competing with Maquillalia across fragrance and cosmetics categories and on cross-border e-commerce, but with a much wider omnichannel footprint.
• Zalando: Europe's largest online fashion platform, which has expanded into beauty and accessories via its Beauty category. Adjacent competitor reaching the same European consumers as Maquillalia but with vastly larger scale, capital base, and logistics footprint.

Direct peers

• Feelunique: UK-based online beauty retailer (now part of Sephora's group) with a large multi-brand assortment including prestige, indie, and K-beauty labels. Directly comparable on assortment mix, multi-brand marketplace model, and European/UK customer overlap.
• Parfumdreams: German-headquartered online retailer of perfumes, cosmetics and beauty products active across multiple European markets. Directly comparable on assortment strategy (multi-brand third-party labels), price-led positioning, and cross-border e-commerce GTM.
• Primor: Spanish online beauty and fragrance retailer with a large multi-brand assortment and discount-led pricing. Highly comparable to Maquillalia on geography (Spain-anchored), category mix (makeup, fragrance, skincare), and promotional-heavy model.
• Notino: Largest online beauty and fragrance pure-play in Europe, operating across 25+ markets with a multi-brand, multi-category D2C model. Closest direct competitor to Maquillalia in vertical scope, assortment breadth, and European cross-border GTM.
• Cult Beauty: UK-based online multi-brand beauty retailer (acquired by Sephora) known for curated indie and prestige labels. Comparable on multi-brand vertical marketplace model, content-driven merchandising, and indie/emerging brand assortment.
• Flaconi: Leading German online beauty and fragrance retailer with a curated multi-brand assortment and strong content-led merchandising. Comparable to Maquillalia in vertical specialization, brand breadth, and reliance on localized e-commerce experience.
• MiiN: Spain-based online specialist in Korean beauty with multi-country distribution. Comparable to Maquillalia's Korea Zone vertical in category, customer persona (K-beauty enthusiasts), and Spanish e-commerce footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubemaquillalia.com/blog
• Instagraminstagram.com/maquillalia
• Xx.com/maquillalia
• LinkedInlinkedin.com/company/maquillalia

Compliance2 records

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 Maquillalia