Divain Perfume
Divain Perfume (divain®) is a Spanish direct-to-consumer fragrance brand selling perfume dupes inspired by luxury originals at up to 60% lower prices across 27 European countries via e-commerce, mobile app, and two Spanish retail stores, with expanded lines in wellness, home, and pet fragrance.
- Company typePrivate
- Founded2016
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Divain Perfume does
Divain Perfume (operating as divain®) is a Spanish-headquartered direct-to-consumer fragrance brand that formulates and sells perfume alternatives inspired by designer and luxury fragrances at price points up to 60% below the originals. The company sells through an owned e-commerce platform (divainparfums.com), a dedicated mobile application on iOS and Android, and two physical retail stores in Spain (Barcelona at C.C. Arenas and Madrid at C.C. Plenilunio). Its core product line is a catalog exceeding 1,000 100ml fragrance variations spanning women's, men's, unisex, children's, alcohol-free, and travel-size formats, complemented by fragrance primers, body mists, and curated sets. Distribution covers 27 European countries via regional storefronts supporting multiple currencies, with the United States explicitly excluded from shipping. The company also operates a divain. CLUB loyalty program, a Mystery Box discovery SKU, and free-sample promotions tied to order thresholds.
Beyond its core fragrance business, Divain has expanded into adjacent product verticals: the divain. Care & Wellness line (facial care, sun care, beard care, hair care, body care, hand care, nutricosmetics, and accessories including Pimple Patches, an SOS Stick, and a Facial Cleansing Massager), the divain. Ritual aromatherapy and massage line, a Home Fragrances category (Room Sprays, Mikado Reed Diffusers, Textile Fragrances, and Essential Oils), and a Pet segment (Pet Perfumes and Paw Balm). The revenue model is direct product sales on a one-time-purchase basis at unit prices ranging from €10.78 to €26.95 (regular price up to €26.95), with promotional discounting reaching up to 60% off. The company is privately held, with no disclosed revenue, funding, headcount, leadership, or ownership data in the source material; it does carry Judge.me Diamond Verified Reviews Shop status based on 131,348 verified reviews averaging 4.65 stars, and has received regional press coverage in Cosmopolitan France, VIP Portugal, Lecturas Spain, and Women's Health Spain.
Underlying technology is described as fragrance formulation and duplication, with proprietary domain specialization in creating perfume alternatives to luxury originals. No AI/ML capabilities, APIs, SDKs, integrations, patents, or technology partnerships are disclosed. The company markets through social media (Facebook, Instagram, YouTube, TikTok, X), email/newsletter, a content blog, PR in beauty publications, and limited-time promotional sales, with the mobile app positioned as an exclusive-offer channel. The home market is Spain, where physical retail and brand familiarity are anchored; international expansion is concentrated in Western and Central Europe with thinner presence in Eastern and Northern markets.
Divain Perfume firmographics
Firmographics- Name
- Divain Perfume
- Website
- https://divainparfums.es
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Divain Perfume (divain®) is a Spanish direct-to-consumer fragrance brand selling perfume dupes inspired by luxury originals at up to 60% lower prices across 27 European countries via e-commerce, mobile app, and two Spanish retail stores, with expanded lines in wellness, home, and pet fragrance.
- Ownership category
- akta.pro rank
Divain Perfume industry classification
Industry- Product category
- Fragrances and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
- akta.pro secondary industries
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Divain Perfume is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Divain Perfume business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Divain generates revenue through direct-to-consumer sales of perfumes and related products via their e-commerce platform, physical retail stores, and mobile app. Revenue is primarily one-time purchase based with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Perfumes (100ml) |
| Unit Pricing | Pay-as-you-go | Care & Wellness Products |
| Unit Pricing | Pay-as-you-go | Miniature Sets |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Divain Perfume product offering
Product offeringCore offering
Divain designs, brands and sells its own line of 100ml eau de parfum "dupes" — fragrances formulated to evoke designer and niche perfumes — at prices positioned roughly 60% below the originals. The portfolio has expanded beyond core perfumes into divain. Care (skin, body, hair, sun, beard and nutricosmetics), divain. Ritual (massage/relaxation), home fragrances (room sprays, mikado diffusers, textile fragrances, essential oils) and pet care products. Sales are made directly to consumers through the company's own e-commerce site, mobile app and physical stores in Spain.
Product overview
Divain Perfume is an online perfume retailer operating primarily in Europe, offering high-quality perfume dupes inspired by designer fragrances in 100ml bottles at competitive prices. The core product is the divain. Perfume line (women's, men's, and unisex variants) with supporting modules including Perfume Primers to extend fragrance longevity, Body Mists, Travel Sizes, and Alcohol-Free options. Beyond perfumes, the company has expanded into the divain. Care wellness category (facial care, sun care, beard care, hair care, body care, hand care, nutricosmetics, pimple patches, and grooming accessories like the SOS Stick and Facial Cleansing Massager), the divain. Ritual aromatherapy line (massage products and essential oils), Home Fragrances (room sprays, reed diffusers, textile fragrances), Pet Care (pet perfumes and paw balms), and Accessories (atomizers and cosmetics accessories). The company operates physical retail stores in Barcelona and Madrid alongside its e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- divain. Perfumes (100ml eau de parfum dupes)
Companies that use Divain Perfume
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
Divain Perfume technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Divain Perfume partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Divain Perfume competitors and assessment
Company assessmentEmerging players
- Floral Street: Floral Street is a UK-based indie fragrance brand offering premium eau de parfums with strong design and sustainability positioning. It competes with Divain in the European D2C fragrance space, though Floral Street focuses on original signature scents rather than dupes.
- Scentbird: Scentbird is a fragrance subscription service delivering monthly designer and niche scents to US consumers. It overlaps with Divain on fragrance target audience and 'try before you buy luxury' positioning, but differentiates through a subscription model rather than one-time purchase.
- Juliette Has a Gun: Juliette Has a Gun is an indie niche fragrance house selling original luxury-positioned scents through D2C and select retail. It overlaps with Divain on the European D2C fragrance consumer, though it competes on brand storytelling and originality rather than dupe economics.
Direct peers
- Dossier: Dossier is a US-based D2C fragrance brand that creates affordable 'inspired by' versions of designer perfumes. It is the closest direct peer to Divain, sharing the dupe-economics, e-commerce-led model, 50ml/100ml format, and gift-set approach, though primarily serving North America.
- Noteworthy Scents: Noteworthy Scents is a D2C perfume dupe retailer offering affordable alternatives to designer fragrances. It directly competes with Divain in the affordable-luxury-fragrance dupe category with a similar assortment-led, e-commerce model.
- Alt Fragrances: Alt Fragrances is a D2C indie brand selling affordable alternatives and inspired-by perfumes to consumers in the US and internationally. It competes directly with Divain on catalogue breadth, price-value positioning, and target customer (fragrance buyers seeking designer alternatives without the designer price).
Broad incumbents
- Sephora Collection (Fragrance): Sephora Collection includes an accessible private-label fragrance line sold globally through Sephora's retail and online channels. It overlaps with Divain on affordable fragrance, though Sephora's broader retail footprint and own-brand scale make it a broad incumbent rather than a direct dupe specialist.
- Zara (Beauty & Fragrance): Zara operates an in-house affordable fragrance line that closely imitates designer scents at very low price points. While a broader apparel retailer, its beauty/fragrance division directly competes with Divain on affordable luxury dupe positioning, especially across European markets where both brands overlap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Divain Perfume social profiles
Digital presenceDivain Perfume financial estimates
Financial estimateRevenue estimate
Valuation estimate
Divain Perfume leadership team
Management profileNumber of profiles
Divain Perfume funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Divain Perfume M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Divain Perfume
What does Divain Perfume do?
Divain designs, brands and sells its own line of 100ml eau de parfum "dupes" — fragrances formulated to evoke designer and niche perfumes — at prices positioned roughly 60% below the originals. The portfolio has expanded beyond core perfumes into divain. Care (skin, body, hair, sun, beard and nutricosmetics), divain. Ritual (massage/relaxation), home fragrances (room sprays, mikado diffusers, textile fragrances, essential oils) and pet care products. Sales are made directly to consumers through the company's own e-commerce site, mobile app and physical stores in Spain.
Is Divain Perfume a public or private company?
Divain Perfume is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Divain Perfume founded?
Divain Perfume was founded in 2016. It employs 11 to 50 people.
Where is Divain Perfume based?
Divain Perfume is headquartered in Madrid, Spain, in the Europe region.
How does Divain Perfume make money?
One revenue line is on record: direct Product Sales.
Who are Divain Perfume's main competitors?
Emerging players on record are Floral Street, Scentbird and Juliette Has a Gun. Direct peers are Dossier, Noteworthy Scents and Alt Fragrances. Broad incumbents are Sephora Collection (Fragrance) and Zara (Beauty & Fragrance).
Does Divain Perfume have an API?
No public API is recorded for Divain Perfume.
What industry is Divain Perfume in?
Divain Perfume's product category is Fragrances and Personal Care. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays). Its NAICS code is 456120 and its SIC code is 2844.