Equivalenza

What Equivalenza does

Equivalenza is a Spain-domiciled private fragrance and cosmetics company headquartered in Barcelona that designs, manufactures, and distributes perfumes, home fragrances, and personal-care products under its own brand and the premium niche sub-brand Les Secrets. Its core product offering is a customizable, refillable perfume line for women, men, and unisex consumers, structured by olfactory family (floral, citrus, oriental, woody, chypre) and curated collections (Floral Bloom, Citrus Splash, Warm Oriental, Wood Reserve, Exotic Temptation, Extreme Freshness, Beach Club). The portfolio extends into cosmetics (skincare, makeup, body and hair care, including a Botanical organic/bio line), home fragrance (Mikados, diffusers, incense, scented cards), body mists from €9.95, shimmering body gels, and accessories such as vaporizers and Extrait de Parfum formats, with main-line perfumes priced from €19.95.

The company's commercial platform is built on a Shopify-powered direct-to-consumer e-commerce site (equivalenza.com) integrated with a multi-method checkout (Apple Pay, Google Pay, Visa, Mastercard, PayPal, Shop Pay, Maestro), a store-locator driven by Google Maps, and the Equilovers loyalty program that returns 5% credit on purchases and a 10% first-purchase discount. Distribution is dual-channel: owned e-commerce with free shipping above €29.95 and an asset-light international franchise store network that spans 25+ countries across Europe, Africa, the Middle East, the Caribbean, and Central America. Franchisees deliver the customization (fragrance/bottle/cap) and refill services that anchor repeat-visit behavior, while the corporate site (corporate.equivalenza.com) actively recruits new franchisees. Marketing is multi-channel across Facebook, Instagram, LinkedIn, Pinterest, TikTok, YouTube, and email, with seasonal campaigns (Summer Sales, Beach Club, Trending Now) supporting demand generation.

Equivalenza monetizes through one-time product sales via both DTC and franchise wholesale, supplemented by recurring engagement through Equilovers credits and the in-store refill mechanic. Customer segments are horizontal, targeting women, men, and unisex consumers seeking affordable-luxury fragrances with personalization and refillable, vegan-formulated products. The company has received a €50,000 digital-transformation incentive from Red.es via EU NextGenerationEU, has no disclosed institutional investors, and operates with a 101–250 employee base.

Name

Equivalenza

Legal name

Equivalenza

Website

https://equivalenza.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Equivalenza is a Barcelona-based private fragrance and cosmetics company that sells customizable, refillable perfumes, home fragrances, and personal-care products directly online via Shopify and through a franchise store network spanning 25+ countries under the core brand and its Les Secrets premium sub-brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices21 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through owned e-commerce platform equivalenza.com, with free shipping threshold of €29.95.
2. Franchise Store Network: Physical retail stores operated as franchises, with store locator showing presence across 25+ countries.
3. Equilovers Loyalty Program: Customers accumulate 5% credit on purchases, redeemable for discounts. Generates repeat purchase behavior and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

No factual source material was provided in the input; the core offering cannot be substantiated.

Product overview

Equivalenza is a fragrance and cosmetics company operating on a 'live perfumery your way' concept, offering customizable, refillable perfumes and cosmetic products at accessible price points (starting from 19.95€). The core offering centers on the Perfumes line (Mujer, Hombre, Unisex) which customers can personalize by selecting fragrance, bottle, and cap. The product portfolio is organized around several key pillars: (1) Core Perfumes - customizable and refillable fragrances across gender categories; (2) Les Secrets - a premium niche sub-brand with exclusive, sophisticated fragrances plus home and cosmetic extensions; (3) Home Fragrances (Hogar) - including Mikados, incense, air fresheners, and diffusers; (4) Cosmetics - spanning hygiene, makeup, facial care, body care, and hair products; (5) Body Mist and Shimmering products; and (6) accessories like Vaporizadores and Extrait de Parfum. The company supports its product line with a loyalty program (Equilovers), personalization services, and an eco-friendly refill service, operating both online and through physical retail stores across multiple countries.

Differentiator

Problem solved

Functional benefit

Brands

• Les Secrets: Premium niche perfume collection with exclusive ingredients and sophisticated fragrances, positioned as a luxury sub-brand.

Quantifiable outcome

• Free shipping on orders over €29.95, providing value threshold for customer conversion

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the equivalenza.com online store. Shopify provides the technical infrastructure for product listings, shopping cart, checkout, customer accounts, and order management.

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Direct peers

• Druni: Spanish multi-brand beauty and fragrance retailer with a large domestic store footprint; competes head-to-head with Equivalenza in the affordable fragrance and cosmetics segment in Spain.
• Primor: Spain-based perfume, cosmetics, and home-fragrance retailer with both online and physical stores; directly comparable assortment and price-band positioning to Equivalenza.
• Notino: Europe's largest online perfume and cosmetics retailer; competes with Equivalenza's e-commerce channel on selection, price, and pan-European reach, though it does not operate a franchise store network.
• The Body Shop: Global cruelty-free, sustainability-led beauty and home-fragrance retailer; comparable to Equivalenza in refillable packaging ethos, ethical positioning, and franchise/franchised distribution across many countries.
• Rituals: European affordable-luxury home-fragrance and cosmetics brand with owned retail and refillable bath/home products; highly comparable on brand positioning, refill narrative, and multi-country European expansion strategy.
• Aromas Perfumes: Spanish perfume retailer operating a chain of own-brand and third-party fragrance stores; overlaps with Equivalenza in core affordable perfume, customization-adjacent assortment, and franchise-style retail.

Broad incumbents

• Puig: Spanish-headquartered global fragrance and fashion house (Carolina Herrera, Jean Paul Gaultier, Paco Rabanne); sets the competitive benchmark in Spain and is a natural incumbent reference point in the same home market.
• Sephora: Global multi-brand beauty retailer with broad assortment across fragrance, skincare, and cosmetics; a large incumbent that frames the competitive set Equivalenza operates within across multiple regions.
• Bath & Body Works: Specialty retailer of home fragrance, body care, and soaps with a strong refill/seasonal-merchandise playbook; comparable to Equivalenza's home-fragrance (Mikados, diffusers) and Body Mist pillars and seasonal campaign cadence.

Emerging players

• MUJI: Minimalist Japanese retailer with refillable cosmetics and personal care; comparable to Equivalenza in the refill, eco-design, and customizability story, though with a different geographic focus and broader non-beauty assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@EQUIVALENZAnews/featured
• Facebookfacebook.com/equivalenza
• LinkedInlinkedin.com/company/equivalenza
• Instagraminstagram.com/equivalenzaes/?hl=es
• Pinterestpinterest.es/equivalenza
• TikToktiktok.com/@equivalenzaglobal
• Xx.com/EquivalenzaES

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 Equivalenza