Seventeen

What Seventeen does

Seventeen is a privately-held Greek cosmetics brand founded in 1961 and operated under the parent entity HELLENICA S.A., headquartered in Maroussi, Attica, Greece. The company develops and manufactures its full product portfolio in proprietary R&D laboratories in Athens, spanning four core categories — makeup (face, lips, eyes, palettes, tools/accessories), skincare (including the Skin Perfection advanced line), fragrances (Eau De Toilette, Ultra Creams, Body Mist, Body Silk), and nail care — alongside gift sets and limited-edition collaborations. The technology foundation rests on in-house formulation expertise producing cruelty-free, EU-regulation-compliant products with vegan and gluten-free SKU options, dermatologically and ophthalmologically tested across categories, and EcoSun Pass certified UV filters in the sun protection line.

The business operates a direct-to-consumer go-to-market model through country-specific owned e-commerce platforms in Greece (seventeencosmetics.com/el), Romania (ro.seventeencosmetics.com), and Bulgaria (bg.seventeencosmetics.com), supplemented by physical retail stores staffed with beauty consultants. Pricing is unit-based across categories (e.g., 14.90€ mascara, 19.80€ eyeshadow palette, 24.60€ hydrating serum, 36.90€ daily SPF set), with revenue generated entirely through one-time product purchases rather than subscriptions or licensing. The company markets through a multi-channel mix spanning Instagram, TikTok, YouTube, and Facebook organic social, email newsletters, seasonal lookbooks, and promotional campaigns with free gift-with-purchase mechanics.

Customer focus is on individual women consumers seeking quality cosmetics across daily beauty, seasonal collections, and diverse skin needs from acne-prone to mature, served across three Southeastern European markets through a wholly-owned Romanian subsidiary (HELLENICA COSMETICS ROMANIA SRL). The company has no disclosed external investment, no management team publicly listed in the source data, no M&A activity, and no app or API surface — operating as a focused, independently-owned mid-tier regional beauty brand with a heritage positioning and active product refresh cadence.

Name

Seventeen

Legal name

HELLENICA S.A.

Website

https://seventeencosmetics.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

101–250 employees

Short description

Seventeen is a privately-held Greek cosmetics brand founded in 1961, developing and manufacturing makeup, skincare, fragrance, and nail products in its own Athens laboratories. It serves women consumers across Greece, Romania, and Bulgaria through country-specific e-commerce platforms and physical retail stores under HELLENICA S.A.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Color cosmetics
• Makeup products
• Skincare range
• Nail care
• Fragrance collections

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct retail sales of cosmetics and beauty products through owned e-commerce platforms and physical retail stores. One-time product purchases across makeup, skincare, fragrances, and nail care categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Seventeen is a Greek cosmetics brand that develops, manufactures, and sells color cosmetics, skincare, fragrances, and nail care products directly to consumers under its own R&D laboratories in Athens. Its portfolio covers face makeup (foundation, concealer, powder, blush, contour, primer), lip products (lipstick, gloss, pencil, care), eye makeup (eyeshadow, mascara, eyeliner, palettes, brow), the Skin Perfection skincare sub-line including sun protection (SPF15–SPF50), Eau De Toilette and body fragrances, nail polish and treatments, plus eco-friendly makeup tools (FSC-certified bamboo-handled brushes). Products are sold through owned country-specific e-commerce sites (Greece, Romania, Bulgaria) and a network of physical beauty stores staffed by consultants.

Product overview

Seventeen is a Greek cosmetics brand established in 1961, developed and manufactured in proprietary Athens laboratories. The company offers a comprehensive beauty portfolio comprising four main product lines: Makeup (face, lips, eyes, palettes, eyebrows, tools/accessories), Skin Care (including the Skin Perfection advanced sub-line), Fragrances (Eau De Toilette, Ultra Creams, Body Mist, Body Silk, Body Oil, Perfumed Hand Sprays), and Nails (polish, base/top coats, care, removers). The brand also offers Gift Sets and features eco-friendly makeup tools with FSC-certified bamboo handles and synthetic bristles. Key products include the Skin Perfect Ultra Coverage Waterproof Foundation (SPF15, 8 shades), Lumi Multi-Flex Concealer (90% natural ingredients, 6 shades), Daily Fluid SPF50 sunscreens (100% recyclable packaging), and various eyeshadow and mascara products. Products are cruelty-free, and the company emphasizes sustainable packaging.

Differentiator

Problem solved

Functional benefit

Brands

• Skin Perfection: Next-generation skincare product line offering solutions for various skin types from acne-prone to mature skin.

Products and services

• Skin Perfect Ultra Coverage Waterproof Foundation Full coverage, waterproof matte foundation with SPF15 protection. Features lightweight texture, non-oily formula, and long-lasting matte effect. Available in 8 shades. Addresses imperfections, dark spots, broken veins, and minor scars. Vegan, dermatologically tested, and non-comedogenic.
• Lumi Multi-Flex Concealer Multi-use liquid concealer with 90% natural ingredients. Provides medium-to-high coverage with natural luminous finish. Water and sweat resistant. Contains Vitamin C, ceramides, aloe vera, and turmeric root extract for hydrating and brightening effects. Available in 6 shades.
• Daily Fluid SPF50 High-protection day cream with SPF50. Lightweight, non-oily formula with broad-spectrum UVA/UVB protection. Contains ginseng, pomegranate, olive leaf extract, Polygonum Aviculare, and Vitamin E. Packaging is 100% recyclable and made from recycled materials. Absorbs over 97% of UVB radiation.
• Daily Fluid SPF50 Tinted Tinted sunscreen day cream with SPF50, providing natural matte coverage, hydration, and lightweight texture. Water and sweat resistant.
• Daily SPF Essentials Limited Edition Set Limited edition sun protection gift set featuring Daily Fluid SPF50 Tinted, SOS Lip Repair SPF15, Lorvenn Sun Protection Spray, and Skin Repair Cream. Collaboration with Lorvenn Hair Professionals. Packaged in eco-friendly travel pouch made from recyclable materials.
• Silky Shadow Matt Compact eyeshadow with ultra-soft, silky texture and super blendable formula. Provides buildable, rich color payoff with long-lasting matte finish. Available in 5 versatile shades. Ophthalmologically tested.
• One Flick Wonder Mascara Mascara with feather-shaped silicone brush for ultimate separation and curl. Innovative product launch.
• Pistach Deli Fragrance Collection New summer fragrance collection featuring pistachio, vanilla, almond, and marshmallow notes.
• Pencil Brush Bamboo Handle Multi-purpose oval brush with FSC bamboo handle and 100% high-quality short synthetic bristles. Ideal for smokey eyes and detailed eye makeup work. Eco-friendly with protect, act responsibly, recycle messaging.
• Skin Perfection Line Advanced skincare sub-line featuring next-generation, highly effective products addressing various skin needs from acne-prone to mature skin. Developed in the company's Athens laboratories with latest technologies and highest quality raw materials. Includes Moisture Reload Hydrating Serum and other facial care products.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Lorvenn Hair ProfessionalsminorStrategic or Co-development PartnerCollaboration for Daily SPF Essentials Limited Edition Set - a summer gift set created in partnership with Lorvenn Hair Professionals. The set includes Seventeen sun protection products along with Lorvenn Salon Exclusive Sun Protection Spray for hair. The collaboration targets complete sun protection needs for hair, face, and lips, with the set packaged in a recyclable travel pouch.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NYX Professional Makeup: Mass-market color cosmetics brand owned by L'Oréal with broad face, lip and eye assortment targeting younger consumers. Direct competitor in mid-affordable color cosmetics.
• Rimmel London: Long-established mass-market color cosmetics brand (Coty) with comparable price positioning and broad European footprint. Comparable on heritage, category mix and price band.
• Essence Cosmetics: European mass-market color cosmetics brand (Cosnova) positioned in the affordable tier with trend-driven seasonal launches. Highly comparable on price band, GTM motion and category coverage.
• Catrice: European mass-market color cosmetics brand (Cosnova) with comparable price points, broad face/lip/eye assortment and drugstore-channel distribution. Direct competitor in the affordable color cosmetics segment.
• APIVITA: Greek natural cosmetics brand with overlapping face, lip, eye and skincare portfolios and similar European distribution profile. Closely comparable on Greek heritage positioning and category breadth.
• Korres: Greek natural-origins color cosmetics and skincare brand operating across Europe with similar heritage and category overlap. Most direct comparable on origin, pricing tier and category mix.

Broad incumbents

• Maybelline: Global mass-market color cosmetics leader (L'Oréal) with vastly larger scale, marketing budget and distribution. Competes across the same face/lip/eye categories but at a much larger portfolio scale.
• Revlon: Established mass-market color cosmetics brand with global distribution and similar face/lip/eye portfolio. Comparable on category coverage though operating at much larger scale.
• Max Factor: Heritage mass-market color cosmetics brand (Coty) with comparable long-established positioning and broad face/lip/eye portfolio. Competes in the same price tier across European drugstore channels.
• L'Oréal Paris: Global mass-market beauty division of L'Oréal spanning color cosmetics, skincare, hair and fragrances. Overlaps Seventeen's full category portfolio but operates at global scale with much broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SeventeenCosmetics
• Facebookfacebook.com/seventeencosmetics
• Instagraminstagram.com/seventeen_cosmetics
• TikToktiktok.com/@seventeen_cosmetics
• Xx.com/seventeengr

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Seventeen