Paese Cosmetics

What Paese Cosmetics does

Paese Cosmetics (legal entity Euphora Paese Sp. z o.o.) is a privately held Polish cosmetics company headquartered in Krakow at Wielicka 28, founded around 2006-2008 and operating with 51-100 employees. The company develops, manufactures, and sells skincare and makeup products under the PAESE brand through its own direct-to-consumer e-commerce storefront at paese.pl, built on a WooCommerce platform with integrated payment, deferred-payment (30-day) terms, and free shipping above 199 PLN. Products span face foundations and concealers, eye makeup, lip products, powders, bronzers, highlighters, blushers, nail care, serums, and skincare, organized into 15+ branded collections including Butter Blend, Eyegasm, Selfglow, Nudelightful, Puffcloud, Nanorevit, My Skin Icon, Beauty by Nature, and Paese Minerals, with proprietary formulation IP (Nanorevit nanotech, Puffcloud blur effect, Selfglow contouring, Butter Blend butter textures) developed in the company's own laboratory.

The brand reaches individual consumers in 60+ countries (per its Instagram bio) and runs an active multi-channel social media presence on Instagram (@paese_poland), Facebook (PaeseOfficial), LinkedIn, YouTube (PaeseMakeup), and TikTok, supplemented by email newsletters (offering 10% off first orders) and paid advertising on social and Google Adsense. Pricing is mid-range, with most products between 20-60 PLN and a maximum of 99.90 PLN, supported by promotional mechanics (2+1 deals, percentage discounts up to 72%, seasonal sales). The company also operates a B2B private label service enabling third-party brands to leverage its in-house laboratory for white-label manufacturing. In ownership and corporate terms, Paese is independent with no disclosed parent company, subsidiaries, or external investors; registered share capital is 620,000 PLN (fully paid), and the company participates in EU co-funded projects indicated by EU branding on its website footer.

Name

Paese Cosmetics

Legal name

Euphora Paese Sp. z o.o.

Website

https://paese.pl

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Paese Cosmetics is a privately held Polish skincare and color cosmetics brand that develops and manufactures products in its own Krakow laboratory, selling directly to consumers in 60+ countries through its WooCommerce storefront and offering private-label manufacturing to B2B partners.

Ownership category

akta.pro rank

Product category

Color Cosmetics and Skincare

NAICS

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

SIC

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

akta.pro industry

PRIMARYCRABACAA

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

Keywords

• Color cosmetics
• Skincare products
• Private label cosmetics
• Makeup collections
• Cosmetics e-commerce

Headquarters

HQ city

Kraków

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Paese generates revenue primarily through direct-to-consumer sales via its own e-commerce storefront at paese.pl. Consumers purchase cosmetics and skincare products at listed retail prices. The company offers promotions such as 2+1 deals and percentage discounts. Free delivery is available for orders over 199 PLN, and deferred payment (30 days) is offered as a purchasing option.
2. Private Label Services: Paese offers a private label program, allowing other brands or businesses to sell products under their own brand using Paese's manufacturing capabilities and formulations developed in its own laboratory.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Paese Cosmetics develops, manufactures in its own laboratory, and sells color cosmetics and skincare products directly to consumers through its own e-commerce storefront (paese.pl). Its portfolio spans foundations, lipsticks, eyeshadows, mascaras, bronzers, blushers, highlighters, powders, skincare serums, mists, and nail care items organized into more than 15 named collections. The company additionally provides private label manufacturing services that allow other brands to sell cosmetics under their own labels using Paese's in-house formulations.

Product overview

Paese Cosmetics is a Polish cosmetics brand offering a comprehensive makeup and skincare product portfolio. The company sells products through its own e-commerce platform (paese.pl) and operates its own laboratory for product development. The product range is organized into two main categories: Pielęgnacja (Skincare) including face, lips, and nail care products; and Makijaż (Makeup) subdivided into eyes (eyeshadows, eyeliners, mascaras, eye pencils), face (foundations, concealers, powders, bronzers, blushers, highlighters), lips (lipsticks, lip glosses, lip liners), and brows. Key sub-brands include Butter Blend (buttery contouring sticks), Eyegasm (eye makeup line), Selfglow (contouring products), Paese Minerals (mineral cosmetics), and Nanorevit (anti-aging skincare). The company also offers collaborative products like PAESE x BlendyGo and various bundled sets. Products are formulated with skincare benefits and the company emphasizes conscious makeup with natural ingredients in collections like Beauty by Nature.

Differentiator

Problem solved

Functional benefit

Brands

• PAESE x BlendyGo: Collaboration collection featuring beauty blender and lip care products.

Products and services

• Long Cover Fluid Foundation Covering foundation in tube format providing full-coverage face makeup for everyday consumers seeking a long-wear base.
• Puffcloud Foundation and Powder Lightweight foundation with a proprietary Puffcloud blur-effect satin finish, also available as a loose powder for the under-eye area; part of the Puffcloud collection.
• Butter Blend Contouring Sticks Contouring stick line including bronzer, highlighter, and blush sticks with a proprietary butter-based formula for face contouring.
• Eyegasm Eye Makeup Line Eye makeup collection including mascaras delivering extreme volume and curl, eyeliners with a care formula, eye pencils, and eyeshadows for consumers seeking bold eye looks.
• Selfglow Contouring Collection Contouring line with eyeshadow palettes, matte-effect cream blushers, and velvet-finish cream bronzers for face contouring and color.
• Nudelightful Lipsticks Collection of ten nude-shade lipsticks with a creamy formula providing easy application, a light feel, and intense hydration.
• Get The Glow Look Foundation Multipurpose illuminating foundation with SPF 20, providing light buildable coverage combined with natural skincare-active ingredients.
• Lifting Foundation Smoothing face foundation with lifting properties for a firmer-skin appearance.
• Podkład Kolagenowy (Collagen Foundation) Moisturizing face foundation with a collagen formula combining makeup coverage with skincare hydration.
• BB Cream with Hyaluronic Acid BB cream enriched with hyaluronic acid that combines color coverage with moisturizing skincare benefits.
• Nanorevit Anti-Aging Skincare Line Anti-aging skincare line including a moisturizing-soothing essence mist, serum, lip care primer, and a caring creamy lipstick, formulated using Paese's proprietary Nanorevit nano technology.
• Paese Minerals Line Mineral-based cosmetics line including moisturizing and nourishing pre-makeup oils, mineral foundation, mineral bronzer, mineral blush, and mineral highlighter.
• Mascaras (The Wave, Liloosh, Cheeky) Mascara lineup including an extended-wear mascara for long-lasting curl plus additional mascara variants for lash volume and definition.
• Eyeshadow Palettes (Cold Crush, Warm Crush, Daily Vibe) Eyeshadow palettes covering cool-toned, warm-toned, and daily-look shade ranges for versatile eye makeup.
• Tasty Lips Lip Combo Lip combo line pairing a creamy lip liner with a beauty lip gloss for a complete lip look.
• Mattologie Soft Lipstick Creamy lipstick with a soft matte finish for everyday lip wear.
• Glowypop Regenerating Lip Serum Regenerating lip serum formulated for lip care and conditioning.
• Peptid Lip Mask Peptide-based lip mask for intensive lip care and treatment.
• Color&Care Nail Polish Nail polish with a built-in care formula combining color with nail-conditioning benefits.
• Nail Treatments (Instant Hard, After Hybrid) Nail treatment products including a strengthening treatment and a treatment for brittle nails following hybrid manicure.
• Hyaluronic Acid Serum and Vitamin C Serum Face serums including a hyaluronic acid serum for moisturizing and a vitamin C oil serum for brightening.
• Hydrobase Under Make-up Primer Moisturizing primer base applied under makeup to prep and hydrate the skin.
• Wonder Highlighter and Loose Powders (Puder Oliwkowy, Puder Ryżowy, Mgła Pudrowa, Puder Brzoskwiniowy, Puder Malinowy, Beauty Powder) Pressed highlighter for face illumination plus a line of loose powders offering satin, light-beige, peachy, raspberry, and barley variants for setting and finishing makeup.
• PAESE x BlendyGo Collaborative Collection Co-branded collaboration with BlendyGo featuring beauty blender tools and complementary cosmetics (including a blender, lip balm, and lipstick holder) targeting consumers seeking on-the-go beauty solutions.
• Skin Care Set Bundle Bundle set containing multiple Paese skincare products packaged together for combined skincare use.
• Private Label Manufacturing Service White-label cosmetics manufacturing service enabling other brands and businesses to sell cosmetics under their own label, leveraging Paese's in-house laboratory formulation and production capabilities.

Quantifiable outcome

• Available in 60+ countries

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• BlendyGocoreGTM or Marketing PartnerPaese has a dedicated PAESE x BlendyGo collaboration featuring a co-branded beauty set that includes a blender, lip balm, and lipstick holder. The partnership is prominently featured on the brand's website with a dedicated landing page. BlendyGo appears to be a beauty blender/accessories brand, and the collaboration targets consumers seeking on-the-go beauty solutions. The collaboration was launched in 2025/2026 and is promoted through social media influencer partnerships (e.g., @nataliaszukala).

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• NYX Professional Makeup: L'Oreal-owned mid-range professional color cosmetics brand with strong global D2C and retail presence. Operates in the same price band with broader scale, marketing muscle, and digital sophistication.
• Charlotte Tilbury: Premium D2C color cosmetics brand with skincare-makeup hybrid positioning. Relevant for the upper-bound of Paese's 'skincare-meets-makeup' positioning strategy and global brand-building approach.
• e.l.f. Beauty: US-based mass color cosmetics brand with highly successful D2C and off-price retail model. Comparable price point, similar product breadth, and a benchmark for digitally-native cosmetics scale.

Direct peers

• Wibo Cosmetics: Polish color cosmetics brand operating primarily through drugstore/mass channels and e-commerce at comparable mid-range price points. Direct domestic peer competing for the same Polish consumer.
• Catrice Cosmetics: German-affiliated mass-market color cosmetics brand with strong Polish and CEE presence. Competes directly on price point, product breadth (foundations, lipsticks, eye makeup), and D2C plus drugstore distribution.
• Bell Cosmetics: Polish color cosmetics brand with broad drugstore and D2C presence. Closest direct domestic competitor, operating in the same mid-range price segment with overlapping face, eye, and lip lines.
• KIKO Milano: Italian mid-mass color cosmetics brand with strong D2C e-commerce and own-store retail. Highly comparable on price point, product breadth (face, eyes, lips), and global online distribution strategy.
• Essence Cosmetics: German-affiliated ultra-affordable mass cosmetics brand with broad European drugstore presence. Competitor on price point and product breadth; relevant for understanding the lower-boundary of Paese's accessible price tier.
• Inglot Cosmetics: Polish-founded color cosmetics brand with own laboratory, sold globally through freestanding stores and e-commerce. Direct competitor serving the same mid-range price segment with similar face, eye, lip, and nail products.

Emerging players

• PUPA Milano: Italian color cosmetics brand with strong European D2C and retail presence. Comparable on price point, product portfolio breadth, and the mid-market European D2C positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/PaeseMakeup
• Facebookfacebook.com/PaeseOfficial
• LinkedInlinkedin.com/company/paese-cosmetics-poland
• Instagraminstagram.com/paese_poland

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 Paese Cosmetics