Makeup Shop

What Makeup Shop does

Makeup Shop S.R.L. is a privately held Romanian e-commerce beauty retailer that has operated since 2011 through its MakeupShop.ro online storefront and a physical store presence in Romania. The company retails cosmetics, skincare, hair care, body care, and nail care products sourced from a portfolio of 60+ international and Korean beauty brands, including COSRX, Beauty of Joseon, Missha, NYX Professional Makeup, Revolution, and TIRTIR. Pricing is denominated in Romanian Lei, with individual products ranging from under 50 lei to over 200 lei and free shipping triggered at 199 lei; card payment is the prioritized checkout method. The customer base is individual Romanian consumers (B2C), with a small adjacent professional community served through the PRO MKS program for makeup artists and beauty professionals.

The underlying technology is a custom e-commerce platform augmented by an in-house affiliate tracking system with cookie-based 30-day attribution, a tiered commission structure (5%-10% across L1-L4 and VIP tiers), AUTO and CUSTOM coupon generation, and a daily-updated product feed API for higher-tier affiliates. In November 2025 the company launched Version 1.0 of its in-house affiliate terms and is scheduled to end third-party network partnerships with Commission Junction and 2Performant on January 1, 2026. The marketing stack is otherwise standard: an educational blog for SEO and content marketing, plus organic social presence on Facebook, Instagram, YouTube, and TikTok. There is no mobile app and no disclosed AI features.

The business model is direct-to-consumer online retail, with revenue generated from product transactions across makeup, skincare, hair care, body care, nail care, and gift sets. The company is founder-operated with no disclosed external investors, parent company, subsidiaries, or external funding rounds. Operational longevity is implied by a 2011-2026 copyright notice and ongoing brand assortment expansion, but no financial figures (revenue, headcount trend, transaction volume) are publicly disclosed.

Name

Makeup Shop

Legal name

S.C. MAKEUP SHOP S.R.L.

Website

https://makeupshop.ro

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Makeup Shop S.R.L. is a Romanian e-commerce beauty retailer operating since 2011, selling cosmetics, skincare, hair care, and body care from 60+ international and Korean brands to Romanian consumers via MakeupShop.ro and physical stores.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Retail

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

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

Keywords

• Cosmetics retail
• Beauty products online
• Skincare retail
• K-beauty distribution
• Makeup e-commerce

Headquarters

HQ city

Iasi

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Direct-to-consumer online retail sales of cosmetics, skincare, hair care, and body care products through makeupshop.ro. Revenue generated from product transactions at various price points ranging from under 50 lei to over 200 lei.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Makeup Shop operates as a Romanian multi-channel beauty retailer selling branded cosmetics, skincare, hair care, body care, and nail care products to individual consumers through its own e-commerce site MakeupShop.ro and physical stores. The assortment spans 60+ international, Korean, and European beauty brands, priced in Romanian Lei across budget (under 50 lei) to premium (over 200 lei) tiers, with free shipping above 199 lei.

Product overview

MakeupShop.ro is a Romanian e-commerce cosmetics and beauty retailer offering a comprehensive online marketplace for makeup, skincare, hair care, body care, and nail products. The platform features over 60 international and Korean beauty brands including COSRX, Beauty of Joseon, Missha, NYX Professional Makeup, Revolution, Soap & Glory, and TIRTIR. Product categories span Face (foundation, BB cream, concealer, powder, primer, blush, highlighter), Eye (mascara, eyeshadow, palettes, brow products), Lips (lipsticks, lip liners, glosses), Brushes & Sponges, Skincare (cleansers, moisturizers, serums, masks, treatments), Hair Care (shampoos, conditioners, masks, oils, styling), and Body Care (lotions, shower gels, scrubs, hand/foot care). Additional offerings include an affiliate program, PRO MKS professional program, and educational blog content.

Differentiator

Problem solved

Functional benefit

Products and services

• Makeup Face, eye, and lip makeup products including foundation, BB cream, concealer, powder, primer, mascara, eyeshadow, palettes, lipsticks, lip liners, makeup brushes, sponges, and accessories for personal beauty use.
• Skincare (Ingrijire Ten) Face skincare products including makeup removers, cleansers, exfoliators, micellar water, moisturizers, day and night creams, serums, eye creams, masks, sun protection, and treatments for concerns such as anti-aging, hydration, calming, anti-sebum, anti-acne, brightening, and anti-pigmentation.
• Hair Care (Ingrijire Par) Hair care products including shampoos, conditioners, hair masks, hair oils, treatments, and styling products such as sprays, creams, and serums, targeting different hair types and effects including hydration, repair, volume, anti-frizz, curl definition, thermal protection, smoothing, and hair growth stimulation.
• Body Care (Ingrijire Corp) Body care products including body lotions, creams, oils, body milk, shower gels, intimate gels, scrubs and exfoliants, hand creams, foot care, soaps, and body supplements.
• Nail Care and Manicure (Manichiura) Nail care and manicure products for personal beauty routines.
• Gift Sets and Collections (Cadouri)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Commission JunctionminorChannel Partner/ Reseller/ Distributor · 1 January 2026Third-party affiliate network previously used for affiliate program. Partnership ceasing January 1, 2026 as company transitions to in-house affiliate platform.
• 2PerformantminorChannel Partner/ Reseller/ Distributor · 1 January 2026Third-party affiliate network previously used for affiliate program. Partnership ceasing January 1, 2026 as company transitions to in-house affiliate platform.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Notino: Notino is the largest online beauty and perfume retailer in Europe and operates notino.ro in Romania with a similar multi-category assortment (makeup, skincare, hair care, fragrance) and DTC e-commerce model. Direct overlap on category mix, customer base, and delivery-driven distribution makes it the closest competitive comparable.
• Feelunique: Feelunique is a UK-based online specialty beauty retailer shipping across Europe with a similar curated assortment of international and indie beauty brands and a DTC e-commerce model. Comparable niche online beauty-retailer positioning, though UK-anchored rather than Romania-focused.
• Cult Beauty: Cult Beauty is an online specialty beauty retailer known for curating trending and K-beauty brands for European consumers, overlapping directly with Makeup Shop's K-beauty-heavy portfolio and discovery-led positioning. Direct competitor in the curated-discovery online beauty niche.
• Glamshop Romania: Glamshop is a Romanian online beauty retailer with overlapping product categories (makeup, skincare, body care) and similar DTC model targeting Romanian consumers. Most directly comparable domestic competitor by geography and scale.

Broad incumbents

• Sephora Romania: Sephora operates a full-scale omnichannel beauty specialty retailer in Romania with physical stores and an e-commerce storefront spanning makeup, skincare, hair care, and fragrance. Comparable assortment and target consumer, but a much larger global parent and broader curated-brand portfolio place it above Makeup Shop in scale.
• Douglas Romania: Douglas is a major European beauty retailer with an established online and physical-store presence in Romania selling cosmetics, skincare, fragrance, and hair care from international brands. Overlaps heavily on assortment and target demographic but operates at significantly broader scale and footprint.
• YesStyle: YesStyle is a global online retailer specializing in Asian beauty and cosmetics brands, shipping across Europe including Romania. Overlap is strongest in the K-beauty assortment that anchors Makeup Shop's portfolio, though YesStyle's category scope is much wider (fashion, lifestyle).

Emerging players

• Jolse: Jolse is an online K-beauty specialist retailer shipping internationally with a SKU-heavy cosmetics and skincare assortment. Comparable in K-beauty curation but operates cross-border rather than with a localized Romanian storefront.

Others

• eMAG: eMAG is the largest online marketplace in Romania, with a substantial beauty and personal-care category that competes for the same end-consumer basket. Not a pure beauty retailer, but its scale, marketplace dynamics, and logistics footprint make it a powerful indirect competitor for beauty SKUs.

Regional players

• Altex Romania: Altex is one of the largest Romanian retail chains with an extended online assortment including cosmetics, personal care, and small appliances. Comparable Romanian consumer base and omnichannel retail model, though beauty is a secondary category relative to electronics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/makeupshopro
• Facebookfacebook.com/MakeupShopRomania
• Instagraminstagram.com/makeupshopromania
• TikToktiktok.com/@makeupshopromania
• LinkedInlinkedin.com/company/makeupshop

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 Makeup Shop