Aroma-Zen

What Aroma-Zen does

Aroma-Zen (legally Idily SRL, headquartered in Fernelmont, Belgium) operates aroma-zen.com, a French-language direct-to-consumer e-commerce boutique for natural wellness and alternative-medicine products, in continuous operation since 2005. The platform aggregates more than 7,000 SKUs across gemmotherapy bud extracts, essential oils and hydrolats, Bach flowers and floral elixirs, food supplements, natural therapies (phytotherapy, apitherapy, aromatherapy), bio-certified cosmetics, hygiene, mother-and-child, pet care, foods and beverages, and educational books — sourced from multiple branded suppliers including Ballot-Flurin, Deva, Rescue, Be-Life, Centifolia, Bioflore, and Purasana.

The technology backbone is a standard e-commerce storefront: SSL-secured transaction processing, customer accounts, wishlist and product comparison, a point-per-euro loyalty scheme, and a multilingual French/English interface. Marketing is concentrated on a content blog (blog.aroma-zen.com) covering naturopathy topics, an email newsletter, and organic social channels (Instagram, Facebook). Distribution is exclusively via the proprietary storefront with free shipping above €59, and the company maintains a French VAT establishment to support cross-border EU commerce alongside its Belgian primary entity.

The business model is unit-pricing direct retail with no subscription, no marketplace fees, and no B2B revenue stream disclosed; pricing spans roughly €3 to €35+ per item with periodic promotional discounting of 20%-70%. The customer base consists of health-conscious individual consumers in France and Belgium seeking natural remedies for stress, sleep, immunity, vitality, and general wellness — a horizontal persona segment rather than a single vertical. The company self-identifies as a family business with no external funding and 11-50 employees.

Name

Aroma-Zen

Legal name

Idily SRL

Website

https://aroma-zen.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Aroma-Zen is a Belgian family-owned e-commerce retailer (operating as Idily SRL) founded in 2005 that sells 7,000+ natural wellness products — including gemmotherapy, essential oils, Bach flowers, supplements, and bio-cosmetics — direct-to-consumer across France and Belgium via its aroma-zen.com storefront.

Ownership category

akta.pro rank

Product category

Natural Wellness E-commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Natural wellness products
• Essential oils aromatherapy
• Bach flower remedies
• Gemmotherapy bud extracts
• Food supplements

Headquarters

HQ city

Grand

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct retail sales of natural wellness products including gemmotherapy, essential oils, Bach flowers, food supplements, cosmetics, and related items. Products are sold as one-time purchases with prices ranging from approximately €5 to €35+ per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Aroma-Zen is an e-commerce boutique that curates and retails more than 7,000 natural wellness products online, spanning gemmotherapy bud extracts, essential oils, Bach flowers, food supplements, natural cosmetics, hygiene products, mother-and-child items, pet care, foods and beverages, and educational books. Operating continuously since 2005, it sources bio-certified items from third-party specialized brands (Ballot-Flurin, Centifolia, Rescue, Deva, Be-Life) and resells them directly to health-conscious consumers in French-speaking European markets through its own multilingual storefront.

Product overview

Aroma-Zen is an e-commerce boutique specializing in natural wellness and alternative medicine products, operational since 2005. The company operates as a multi-brand online marketplace offering over 7,000 bio-certified natural products across distinct categories: Gemmotherapy (bud extracts), Essential Oils and Hydrolats, Bach Flowers and Floral Elixirs, Food Supplements, Natural Therapies (phytotherapy, apitherapy), Cosmetics and Makeup, Hygiene and Hair Care, Mother and Children products, Pet Care, Food and Beverages, Books, and Accessories. The platform features products from multiple branded suppliers including Ballot-Flurin (apitherapy), Centifolia (cosmetics), Rescue (Bach flowers), Deva (floral elixirs), and Be-Life (supplements). A loyalty program rewards customers with points per euro spent, and the company ships free from €59. The site supports French and English languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Gemmotherapy Products (Bourgeons) Online retail of gemmotherapy bud extracts and preparations sourced from organic and bio-certified suppliers, intended for natural wellness consumers seeking plant-bud-based remedies.
• Essential Oils and Hydrolats (Huiles Essentielles) Retail of pure essential oils for aromatherapy, including single oils, blends, vegetable oils, hydrolats, and diffusion products sold to individual consumers.
• Bach Flowers and Floral Elixirs (Fleurs de Bach) Retail of original Bach flower remedies including Rescue, single flowers 1-38, alcohol-free versions, and floral elixirs for emotional well-being and stress management.
• Food Supplements (Compléments Alimentaires) Retail of nutritional supplements including vitamins, minerals, probiotics, antioxidants, and specialized formulations for vitality, immunity, and targeted health needs.
• Natural Therapies (Thérapies Naturelles) Retail of phytotherapy, apitherapy (bee products), aromatherapy, Swedish Elixir, clay, and lithotherapy products for holistic health consumers.
• Cosmetics and Makeup (Cosmétiques Maquillage) Retail of bio-certified skincare, makeup, body care, sun care, perfumes, and DIY cosmetics for facial and body beauty routines.
• Hygiene and Hair Care Products (Hygiène Cheveux) Retail of personal hygiene items including soaps, shower gels, shampoos, hair care, toothpastes, deodorants, and feminine hygiene products; example: Centifolia 3-in-1 family shampoo and shower gel (1L).
• Mother and Children Products (Maman Enfants) Retail of natural products for expectant mothers, babies, and children including supplements, care products, and wellness items.
• Pets and Household Products (Animaux Maison) Retail of natural wellness products for pets (dogs, cats, horses) and household care items.
• Food and Beverages (Aliments Boissons) Retail of superfoods, super fruits, gluten-free foods, sprouting seeds, spices, culinary oils, cereals, honeys, teas, and snacks.
• Educational Books on Naturopathy Retail of educational books on naturopathy, Bach flowers, essential oils, gemmotherapy, nutrition, cosmetics, and animal care.
• Apitherapy Range (Ballot-Flurin) Retail of French royal jelly preparations and propolis-based apitherapy products, certified organic, for revitalization and immune support; example: Préparation Dynamisée à la Gelée Royale Française (10 ampoules).

Quantifiable outcome

• 96.6% customer satisfaction rate

Named customers1 record

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

Four partnerships are on record, tiered minor.

• Ballot-FlurinminorOthersBrand whose products (propolis extracts, royal jelly preparations, honey-based preparations) are featured and sold through the Aroma-Zen platform. Multiple product listings including respiratory wellness and vitality ranges.
• Deva LaboratoryminorOthersLaboratory specializing in organic flower essences since 1986, located in the French Alps. Products include Bach flower complexes and alcohol-free floral elixirs sold through Aroma-Zen.
• Rescue (Dr. Edward Bach)minorOthersBrand of natural anti-stress remedies based on Bach flower essences, developed by Dr. Edward Bach in 1936. Various Rescue products including drops, sprays, pastilles, and children's formulations sold on the platform.
• Be-LifeminorOthersBrand providing food supplements including Vit C 500 Neutral and other nutritional products sold through Aroma-Zen.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Doctipharma: French online pharmacy retailing health, wellness, and natural products. Overlaps on supplements and natural health categories with Aroma-Zen, with stronger regulatory positioning.
• iHerb: Global e-commerce leader in natural products, supplements, and wellness. Significantly larger and broader assortment; competes for the same French/Belgian health-conscious consumers with deeper pricing and wider SKU base.
• Biocoop: Leading French organic and natural products retail cooperative with both physical stores and online presence. Overlaps on organic supplements, cosmetics, and wellness categories served by Aroma-Zen.
• Naturalia: French organic and natural products retailer owned by Casino Group. Competes on organic food, supplements, and natural cosmetics — categories Aroma-Zen serves online.

Direct peers

• Onatera: French e-commerce specialist in natural health, food supplements, essential oils, and wellness products. Closest direct competitor to Aroma-Zen, with comparable catalog breadth and DTC model targeting French-speaking consumers.
• La Vie Naturelle: French online retailer specializing in natural remedies, essential oils, Bach flowers, and dietary supplements. Competes head-to-head with Aroma-Zen in the French naturopathy e-commerce segment.

Emerging players

• Natura Force: French online specialist in dietary supplements and natural health. Comparable product focus (supplements, vitality, immunity) and French DTC model, though narrower catalog than Aroma-Zen.
• Phytosun Arôms: French essential oils and aromatherapy brand with growing e-commerce presence. Comparable in product focus (essential oils, aromatherapy, natural health) but brand-led rather than marketplace-led.
• Pranarôm: Belgian/French specialist in essential oils and natural aromatherapy. Overlaps significantly with Aroma-Zen's essential oils and aromatherapy category and shares the Belgian market footprint.
• Greenweez: French organic and natural products e-tailer acquired by Carrefour. Competes on organic food, supplements, and natural cosmetics, with broader grocery assortment than Aroma-Zen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aromazencom
• Instagraminstagram.com/aromazencom
• LinkedInlinkedin.com/company/aroma-zen-com

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aroma-Zen