Miraculum

What Miraculum does

Miraculum S.A. is a Poland-based, publicly traded (Warsaw Stock Exchange: MIR) cosmetics manufacturer and direct-to-consumer retailer founded in 1924 in Kraków by Dr. Leon Lustr. The company operates its own laboratories developing proprietary formulations, having introduced several firsts in the Polish market including ceramides, algae, fruit acids, liquid crystal structures in cosmetics, Bioxilift® (a Botox alternative), Liftline®, and the first liquid shampoo in Poland (Finezja). It markets an 11-brand portfolio spanning the flagship Miraculum brand plus Pani Walewska, JOKO, Paloma, Tanita, Gracja, Być Może, Chopin, Wars, Lider, and Prastara, covering face care, body care, makeup, perfumes, men's grooming, and gift sets.

The company generates revenue primarily through its own e-commerce platform at miraculum.pl, selling directly to consumers with unit pricing in Polish zloty (products ranging from ~4 PLN to ~270 PLN), supported by a 150 PLN free-delivery threshold, a consumer loyalty program (Klub Ambasadorek Miraculum), and a Partner Loyalty Program. Distribution is anchored in the official online store, supplemented by social media marketing (Facebook, Instagram, TikTok, YouTube), an email newsletter with a -15% first-purchase incentive, and a skincare-focused content blog. Target segments are women (primary), men, and teenage consumers, with products positioned at affordable price points while emphasizing near-100-year heritage and icon status in Europe, including a 1931 Grand Prix at the Paris World Exhibition for face powder.

The business model combines in-house R&D and manufacturing with owned-brand direct distribution, avoiding reliance on third-party retailers for primary revenue capture. Recent strategic activity has centered on new product launches under the flagship Miraculum brand, including an Anti-Pigmentation collection (December 2025), an ExoSome Regenesis line featuring exosome technology, and a Matcha line of body balms, indicating an offensive product-expansion posture. Public capital-markets status and EU funding participation provide additional financial and operational scaffolding.

Name

Miraculum

Legal name

Miraculum S.A.

Website

https://miraculum.pl

Company type

Public

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Short description

Miraculum is a Poland-based, publicly traded (WSE: MIR) cosmetics manufacturer founded in 1924, selling skincare, body care, makeup, perfumes, and men's grooming across 11 owned brands through its own e-commerce platform miraculum.pl, targeting women, men, and teenage consumers with affordable, heritage-positioned products.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Mass-market cosmetics
• Skincare products
• Color cosmetics
• Perfume manufacturing
• Body care products

Headquarters

HQ city

Wlochy

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Miraculum operates its own online store (miraculum.pl) selling cosmetics directly to consumers. Products include skincare, body care, makeup, perfumes, and men's grooming products under multiple brand names.
2. Loyalty Program Revenue: The company operates a loyalty program (Klub Ambasadorek Miraculum) and a Partner Loyalty Program, generating repeat purchases and customer engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Miraculum manufactures and sells cosmetics directly to consumers through its e-commerce platform miraculum.pl and retail distribution. The product range covers skincare, body care, makeup, perfumes, and men's grooming products across 11 owned brands including flagship Miraculum, premium Pani Walewska, color cosmetics JOKO, body care Paloma, skincare Gracja, and fragrance Chopin. The company operates its own laboratories developing proprietary anti-aging formulations and active ingredients.

Product overview

Miraculum is a Polish cosmetics company founded in 1924 that operates as a multi-brand online drugstore. The company manufactures and sells cosmetics under multiple brands including its flagship Miraculum brand, premium brand Pani Walewska, color cosmetics brand JOKO, body care brand Paloma, women's care brand Tanita, skincare brand Gracja, perfume brand Chopin, and others including Być Może, Wars, Lider, and Prastara. Product portfolio spans face care (creams, serums, masks), body care (shower gels, balms, deodorants), makeup (lip, nail, face, eye products), perfumes (women's and men's), and men's grooming. The company also offers gift sets and operates its own e-commerce platform at miraculum.pl.

Differentiator

Problem solved

Functional benefit

Brands

• Pani Walewska: Premium cosmetics brand named after Maria Walewska, featuring face creams, perfumes, body care and makeup products
• JOKO
• Paloma
• Tanita
• Gracja
• Być Może
• Chopin
• Wars
• Lider
• Prastara

Products and services

• Miraculum (House Brand) The company's flagship brand offering comprehensive skincare solutions including anti-aging lines, anti-pigmentation, exosome technology, bakuchiol, collagen, matcha, retinol, facial serums, thermal water, and perfumes. Targeted at women seeking effective daily skincare and anti-aging solutions.
• Pani Walewska Premium skincare and cosmetics brand named after Maria Walewska, featuring Classic, Gold, Noir, Ruby, Sweet Romance, and White product lines. Includes face creams, perfumes, body care, nail polishes, and hand care products. Targets women seeking premium positioning.
• JOKO Color cosmetics brand specializing in makeup products including lip glosses and other decorative cosmetics.
• Paloma Body and hand care brand offering regenerating hand cream masks, moisturizing hand sprays, foot care products, sugar scrubs, and cooling leg gels.
• Tanita Body care line including products for body, bikini area, and face specifically designed for women's needs.
• Gracja Skincare brand including Gracja BIO line with natural ingredients, hand creams, face creams, face masks, bar soaps, and lip balms.
• Chopin Premium perfume line for men and women inspired by Frédéric Chopin, featuring collections like Marie, Constance, George Sand (women) and OP.9, OP.25, OP.28 (men).
• Być Może Cosmetics brand offering various skincare, perfume, and body care products.
• Wars Cosmetics brand focused on men's care products.
• Lider Cosmetics brand for body care products.
• Prastara Cosmetics brand under the Miraculum portfolio.
• Gift Sets (ZESTAWY PREZENTOWE) Curated gift sets available for him (DLA NIEGO) and her (DLA NIEJ), combining products from the brand portfolio as gifting options for consumers.
• Anti-Pigmentation Collection Anti-pigmentation skincare line addressing uneven pigmentation and discoloration, including day cream SPF 50, night cream, under-eye cream, and hand cream.
• Matcha Line Matcha-based body care collection including body balms in various flavors.
• ExoSome Regenesis Advanced skincare line featuring exosome technology for skin regeneration.

Quantifiable outcome

• GRAND PRIX award at World Exhibition in Paris 1931 for face powder
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• L'Oréal: Global multi-brand beauty conglomerate (L'Oréal Paris, Garnier, Lancôme, Vichy, La Roche-Posay). Broad incumbent occupying the same perfume/skincare/makeup shelves but with vastly greater scale and international distribution.
• Beiersdorf AG: Global beauty and personal-care company (NIVEA, Eucerin, La Prairie, Hansaplast, Labello). Broad incumbent with comparable hand/body/skin-care categories, though skewed toward larger international footprint and pharmacy distribution.
• Coty Inc. Global mass beauty conglomerate with strong perfume portfolio (CoverGirl, Max Factor, Hugo Boss, Gucci, Calvin Klein fragrances). Directly competes in Miraculum's fragrance category while operating at vastly greater international scale.
• Avon Products: Global mass-market beauty brand with perfume, color cosmetics, and skincare sold through direct-selling and online channels. Comparable multi-category mid-price beauty positioning with social-selling DNA overlapping Miraculum's ambassador program model.

Direct peers

• Ziaja: Polish family-owned cosmetics manufacturer producing skincare, body care, and hair care for mass and pharmacy channels; comparable scale, similar own-laboratory formulation approach, and parallel Eastern/Central European reach.
• Dax Cosmetics: Polish cosmetics manufacturer producing body care, hair care, and skincare for mass and private-label customers. Comparable mid-sized Polish CPG cosmetics manufacturer with multi-brand architecture.
• Bielenda: Polish cosmetics manufacturer specializing in skincare, body care, and natural ingredient formulations under the Bielenda brand and sub-lines. Comparable manufacturing-plus-brand structure serving Polish and CEE retail channels.
• Eveline Cosmetics: Polish multi-brand cosmetics manufacturer selling skincare, body care, color cosmetics, and fragrances across mass and premium tiers with similar DTC and export footprint. Direct competitor in Polish mass beauty with overlapping product architecture and pricing.
• Inglot Cosmetics: Polish color cosmetics brand best known for the O2M and Freedom System palettes — a directly comparable product category overlap with Miraculum's JOKO makeup line. Comparable Polish heritage and DTC-plus-retail distribution.

Regional players

• Pollena Ewa (Pollena Kosmetyki): Polish manufacturer of bar soaps, liquid soaps, and personal care products. Overlap on soap/body-care manufacturing and Polish mass retail presence comparable to Miraculum's Gracja and body-care lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCz17zGlz3uvxFWolAeZY5Fg
• Facebookfacebook.com/MiraculumPolska
• Instagraminstagram.com/miraculum_cosmetics
• TikToktiktok.com/@miraculum_cosmetics
• LinkedInlinkedin.com/company/miraculum

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

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 Miraculum