What Cupio does

Cupio is a Romanian professional cosmetics company founded in 2012 and operated under the legal entity S.C. Razadi S.R.L., headquartered in Ghiroda, Timiș county, Romania. The company manufactures and distributes a portfolio of over 10,000 professional-grade products spanning nail care (gel polishes, semi-permanent polishes, UV builder gels, base/top coats, rubber bases), makeup (lip products, eyeliners, eyeshadow palettes), skincare, hair care, epilation, and salon equipment, organized under proprietary sub-brands including Ribells (lip and makeup), pinx. (professional lamps and UV products), Muah, Cupio in the City (120+ shade nail lacquer collection), Cinematic Collection, Summer Society, Tennis Club, Cupio Home & Lifestyle, and Cupio SPA. Core technical differentiators include HEMA-free formulations for sensitive users, the 120-shade In The City nail polish line with chip-resistant chip-resistant glossy/matte/glitter finishes, and specialized builder gel systems.

The business operates a hybrid omnichannel distribution model: 21 physical retail stores across major Romanian cities (Arad, Brașov, București, Cluj-Napoca, Constanța, Craiova, Galați, Iași, Ploiești, Sibiu, Timișoara, Suceava, Târgoviște, Oradea, and Pitești), the cupio.ro e-commerce platform, and a mobile application. Customers are segmented into B2C individual beauty enthusiasts and B2B professional buyers (nail technicians, beauty salons, and beauty schools). Revenue mechanics rely on transactional unit pricing in RON across all categories (e.g., nail polish 23 lei/15ml, semi-permanent 35-46 lei, UV gels 68-70 lei), promotional discounts, gift sets, a loyalty card program, and free shipping over 199 lei, supplemented by B2B wholesale to salons. The company is self-funded and privately held, with no external investors or public listing.

Cupio's go-to-market combines content-led marketing (blog, YouTube tutorials, Beauty Talks podcast, Cupio Academy professional courses) with broad social media presence across Instagram, Facebook, TikTok, LinkedIn, Pinterest, Threads, and a WhatsApp Community. Strategic positioning emphasizes its "100% Romanian brand" identity and "#1 nail brand in Romania" claim, with credibility supported by SR EN ISO 9001:2015 certification, Trusted Brand certification, and the Gala Premiilor e-Commerce 2025 award. Founder and CEO Raluca Stefanescu leads the company, which employs 251-500 staff and operates exclusively within the Romanian domestic market.

Name

Cupio

Legal name

S.C. Razadi S.R.L

Website

https://cupio.ro

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Cupio is a Romanian professional cosmetics company that sells over 10,000 nail care, makeup, skincare, and beauty equipment products through 21 retail stores, an e-commerce platform, and a mobile app, serving both individual consumers and B2B nail technicians and salons across Romania.

Ownership category

akta.pro rank

Headquarters

HQ city

Ghiroda

HQ country

Romania

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of professional cosmetics through 21 physical stores and e-commerce platform. Products include nail polishes, gel systems, makeup, skincare, hair care, and beauty equipment.
2. B2B Professional Products: Professional-grade cosmetics and equipment sales to beauty salons and nail technicians, supporting both professional use and retail resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

Cupio is a 100% Romanian cosmetics brand that develops, manufactures, and sells professional-grade beauty products including nail polishes, gel systems, semi-permanent polishes, UV gels, makeup, skincare, and salon equipment. It distributes these products through 21 physical retail stores across Romania, an e-commerce platform at cupio.ro, and a mobile application, serving both individual consumers and professional beauty technicians.

Differentiator

Problem solved

Functional benefit

Brands

• Ribells: Makeup sub-brand including lip oils, eyeshadow palettes, and makeup products.
• pinx.
• Muah
• Cupio in the City
• Cinematic Collection
• Summer Society
• Tennis Club
• Cupio Home & Lifestyle
• Cupio DD Cream
• Cupio SPA

Products and services

• Semi-Permanent Nail Polishes (Oje Semipermanente) Professional semi-permanent nail polish line offered in numerous themed collections (Spring, sunkissed, NEON, Macarons, The One, Ruby, Chocolate, Effect X, Nude, Honey, Hema Free, The Mini One, Bridal, pinx., Beauty and the Best, Baby, Baby Glass, Glitter Splash, Candy, Pixie, Feline, ColorFall, Thermal Colors, French, etc.). Available in 8-15ml sizes priced 35-46 lei, marketed to both professional nail technicians and DIY consumers.
• UV Gels (Geluri UV) Professional UV gel line for nail construction, modeling, and design, including preparation solutions, base gels, self-leveling gels, viscous gels, jelly gels, slim gels, French gels, camouflage/make-up cover gels, sealing gels, design gels, 3-in-1 gels, colored UV gels (ultra-pigmented and 3D), and No File gels. Priced 68-70 lei for 15ml, used by professional nail technicians.
• Base Coats and Top Coats Professional base coats, top coats (glossy, matte, glitter), and rubber bases used to prepare and finish manicure applications. Includes specialized Rubber Base collections (French, Cocktail, Neon, Sheer, Timeless Pastel, Timeless, Effect X, pinx., Royal, Rose Gold) and multifunctional 6-in-1 gel. Top coats priced 28.90-59.90 lei.
• Ribells Makeup Line Cupio's dedicated makeup sub-brand offering lip oils, matte lipsticks, lip plumping glosses, eyeshadow palettes, and other makeup products. Priced 30-66 lei for lip products. Targeted at consumers seeking professional-quality lip and eye makeup.
• Semi-Permanent 3-in-1 Polishes Streamlined 3-in-1 semi-permanent polish formulations that combine base, color, and top coat in a single product, including the Mani Pedi Collection and ONE STEP line, designed for easier at-home and professional application.
• Salon Equipment Line Professional salon equipment including UV/LED lamps and equipment under the pinx. sub-brand, supporting professional nail services and salon operations. Targeted at beauty salons and professional nail technicians.
• In The City Nail Polish Collection Flagship nail lacquer collection featuring 120+ shades inspired by global cities with glossy, matte, and glitter finishes and chip-resistant formulas. Marketed as a signature Cupio line with wide shade variety.
• Tennis Club Lifestyle Collection Lifestyle collection combining makeup and body care products including eyeliners, beach towels, and fragrant body and hair sprays under the Tennis Club sub-brand.
• Cupio Expert Line (Wax Products) Professional epilation wax products in the Expert Line series, including granulated wax formulations such as Gentle Touch 800g, designed for salon and professional use.
• Summer Society Seasonal Collection Seasonal lifestyle collection offering beauty and lifestyle products such as towels and scented sprays for summer use.
• Cupio SPA Body Care Line Spa and body care product line under the Cupio SPA sub-brand, extending the company's range into body and wellness categories.
• Cupio Home & Lifestyle Home and lifestyle products designed for salon environments, extending the brand beyond personal cosmetics into salon accessories and lifestyle items.
• Cupio DD Cream DD Cream product positioned as a skincare/makeup hybrid, combining daily skincare benefits with light coverage makeup.
• Cinematic Collection Makeup Makeup collection including matte lipsticks and other color cosmetics under the Cinematic Collection sub-brand.

Quantifiable outcome

• Over 10,000 professional cosmetic products available
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

One partnership is on record.

• Atelierele ILBAHcoreStrategic or Co-development PartnerCupio became the exclusive partner of ILBAH Workshops for nail art courses. This partnership provides students with access to professional Cupio products for training purposes while establishing Cupio as the preferred brand for professional nail education in Romania.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Inglot: Polish-origin cosmetics brand with a global retail and pro-channel footprint across nail polish, makeup, and color cosmetics. Closest analogue to Cupio's vertically integrated, multi-channel, professional-plus-consumer model, particularly relevant given the shared CEE regional heritage.
• Flormar: Turkish cosmetics brand offering affordable makeup, nail, and skincare through its own retail and wholesale channels. Comparable in mass-market positioning and breadth across color cosmetics and nail care, making it a close regional peer for Cupio.
• Kiko Milano: Italian mass-market cosmetics brand with an extensive own-retail-store network, broad nail and makeup assortment, and DTC e-commerce. Highly comparable to Cupio in the combination of branded monobrand stores, professional positioning, and accessible price points.
• essence Cosmetics: German mass beauty brand famous for affordable nail polishes and color cosmetics sold through drugstores and own DTC channels. Directly competitive in the budget nail category and benchmarking Cupio's price-quality strategy.
• Pupa Milano: Italian color cosmetics and nail care brand with professional salochn channel roots that expanded into retail. Highly comparable to Cupio on the B2B/professional origin and subsequent move into direct consumer sales and branded product lines.

Broad incumbents

• L'Oréal Paris: Largest global mass beauty conglomerate with deep Romanian market presence across all of Cupio's categories. Sets the competitive benchmark on marketing scale, distribution, and R&D that any Romanian beauty retailer must contend with.
• Coty: Global multi-brand beauty conglomerate (including CoverGirl, Sally Hansen, OPI) holding the multinational brands Cupio effectively competes with in the nail polish and color cosmetics mass market in Romania.

Regional players

• Yves Rocher: French botanical beauty brand operating its own branded retail network across Romania and Eastern Europe. Closely comparable own-brand retail format, with similar price-quality positioning versus international premium competitors.
• Oriflame: Swedish direct-sales beauty brand with a longstanding, dense sales network in Romania. Comparable as a regional beauty operator sharing customer overlap with Cupio, though operating via a different (network-marketing) distribution model.

Others

• Sephora: Global multi-brand beauty retailer, including a Romania presence that carries competing brands alongside some Cupio products. Relevant as a competitive retail and discovery channel rather than a direct formulation peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTKdQ7n8whrQWnewhktsC4w
• Facebookfacebook.com/cupio.ro
• LinkedInlinkedin.com/company/cupiocosmetics
• Instagraminstagram.com/cupio.ro
• TikToktiktok.com/discover/cupio
• Pinterestro.pinterest.com/cupioro
• Xx.com/cupioro

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 Cupio