NUOO

What NUOO does

NUOO is a French direct-to-consumer beauty company that curates and retails certified natural and organic cosmetics through an integrated online and offline channel mix. The company sells approximately 4,500 stock-keeping units sourced from over 100 vetted third-party brands, operates a bimonthly subscription beauty box priced at €26.90 per month on annual commitment, and runs three physical boutiques located in Lyon, Orléans, and Angers. Its technology stack is a standard Shopify storefront supplemented by Doofinder (on-site search), Judge.me (verified reviews), and Axeptio (consent management), with a conversational AI beauty recommendation assistant branded "Alma." After roughly seven years operating as a multi-brand curator, NUOO has extended into owned brand manufacturing with the launch of "Les soins NUOO," its private label skincare range.

Revenue is generated through four principal streams: the recurring subscription box, direct e-commerce product sales across 4,500+ SKUs, an annual "member adhesion" tier priced at €14.90 that confers a 10% discount, and a three-tier loyalty program (Green Lover, Green Addict, Green Expert). Additional monetization includes gift cards and physical boutique retail. The customer base is a long-tail consumer segment concentrated in France, with social proof provided by approximately 75,438 verified reviews averaging 4.7 out of 5. There is no disclosed enterprise or B2B channel, and the company is privately held with no public funding rounds reported.

Name

NUOO

Legal name

NUOO

Website

https://nuoobox.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

NUOO is a French D2C natural and organic cosmetics curator and retailer offering 4,500+ SKUs across 100+ vetted brands via Shopify e-commerce, three physical boutiques, and a bimonthly subscription box, serving French consumers seeking certified clean beauty products.

Ownership category

akta.pro rank

Product category

Natural and Organic Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Variety Stores with Pharmacy / Health & Beauty Focus (CRAGAJAL)

akta.pro secondary industry

Fragrance Gift Sets & Discovery Kits (CRABADAI)

Keywords

• Natural cosmetics retail
• Organic skincare products
• Beauty subscription box
• Clean beauty marketplace
• Bio cosmetics e-commerce

Headquarters

HQ city

Fleury-les-aubrais

HQ country

France

HQ region

Europe

Offices3 records

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. Beauty Box Subscription: Bimonthly (every two months) subscription beauty box delivered to subscribers' homes. Each box contains 6 natural/bio beauty discoveries with an exclusive magazine and -10% discount on the e-shop and boutiques. Annual subscription at €26.90/month with free shipping; single box purchases available.
2. E-commerce Retail (E-shop): Online retail of 4,500+ natural and bio cosmetic products across categories: face, hair, makeup, body, and well-being. Individual product purchases at varying price points, with free shipping thresholds and periodic promotions.
3. Loyalty Program (Points Redemption): Points earned on every purchase (10 points per €1 spent) can be redeemed for free products, discounts, or exclusive gifts. Members can also exchange 2,500 points for a 10% coupon (Green Addict/Expert tier).
4. Member Adhesion (10% Discount): Annual membership at €14.90/year provides 10% discount on the entire NUOO online catalog, priority access to product launches, and is stackable with loyalty points and promotions.
5. Gift Cards (E-shop): Digital gift cards sold in denominations of €20, €30, €40, €50, €60, €70, €80, €90, €100, redeemable online or in physical boutiques, in one or multiple transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

NUOO sells a bimonthly subscription beauty box ("La Box Beauté") delivering six natural/bio product discoveries, alongside an e-commerce marketplace (nuoobox.com) stocking 4,500+ curated natural and organic cosmetic references from 100+ third-party brands. The offering is extended through its own private-label skincare line "Les soins NUOO", three owned physical boutiques in France, an AI-powered beauty diagnostic ("Alma"), and a multi-tier loyalty program.

Product overview

NUOO operates as a dual-offering platform combining an e-commerce marketplace (nuoobox.com) with over 4,500 references of bio and natural cosmetics, and a bimonthly subscription beauty box (La Box Beauté) delivering 6 curated product discoveries. The ecosystem is supported by NUOO's own private label brand 'Les soins NUOO' co-designed with customers, a tiered loyalty program (Green Lover/Addict/Expert), annual membership offering 10% online discount, physical boutiques in Lyon, Orléans, and Angers, personalized AI-powered beauty diagnostics via 'Alma', and digital gift cards. The platform organizes products across five main categories: Visage (face care), Cheveux (hair care), Maquillage (makeup), Corps (body care), and Bien-être (wellness), serving customers seeking natural, ethical, and vegan cosmetics.

Differentiator

Problem solved

Functional benefit

Products and services

• La Box Beauté (Bimonthly Subscription Beauty Box) Bimonthly subscription delivering six natural and organic beauty product discoveries (€75+ value per box) plus an exclusive editorial magazine to subscribers' homes, available as an annual subscription at €26.90/month with free shipping or as a single box purchase. Profile-matched to each subscriber's beauty profile.
• Les soins NUOO (Private Label Skincare Brand) NUOO's own co-designed line of targeted skincare products addressing specific beauty concerns, marketed as effective and ethically produced at fair prices, complementing the third-party brand assortment.
• Carte Cadeau (Digital Gift Cards) Digital gift cards available in denominations of €20, €30, €40, €50, €60, €70, €80, €90, and €100, redeemable on the e-shop and in physical boutiques in one or multiple transactions, and earning loyalty points on purchase.
• Adhésion Membre (Annual Membership) Annual membership at €14.90/year granting 10% discount on the entire NUOO online catalog (not applicable in physical boutiques), priority access to product launches and limited editions, and stackable with loyalty points and promotions.
• Archives Box (Past Box Editions) Archive collection of past subscription box editions still available for individual purchase, allowing customers to obtain previously released curated collections.
• Physical Boutiques (Retail Stores) Three owned physical retail boutiques in Lyon (55 rue de la République), Orléans (1 rue de la Cerche), and Angers (20 rue Saint-Aubin), each stocking 1,000+ natural/bio cosmetic references, offering the loyalty program and Write and Collect service, and staffed by trained beauty consultants providing personalized in-store advice.

Quantifiable outcome

• 75,438 verified reviews with a 4.7/5 average rating collected via Judge.me, with 89% of reviewers rating 4 stars or above
• +3 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Judge.mecoreGTM or Marketing PartnerJudge.me provides NUOO's verified review platform, collecting and displaying 75,438+ verified customer reviews with a 4.7/5 average rating. Judge.me awards NUOO Diamond Verified Reviews, Top 100 Shops, Top 1% Trending Shops, and Platinum Transparent shop badges. The platform also enables NUOO to collect product and boutique reviews, driving social proof and conversion.
• 100+ Natural and Bio Cosmetic Brands (e.g., Manucurist, Cut by Fred, Les Secrets de Loly, Lily Lolo, Madara, Novexpert, KADALYS, La Canopée, Clémence & Vivien)coreChannel Partner/ Reseller/ DistributorNUOO acts as a reseller and curator for 100+ independent natural and bio cosmetic brands, selecting and featuring their products on its e-commerce platform and in its subscription boxes. Brands are vetted against NUOO's strict ingredient blacklist (500+ banned substances) and must meet naturality, transparency, and efficacy criteria. The platform provides brands with distribution, customer acquisition, and editorial exposure.
• Alma (AI Beauty Diagnostic)coreTechnology or IntegrationAlma is NUOO's AI-powered beauty diagnostic assistant, available via chat bubble on the website. Alma guides customers through personalized beauty consultations to recommend tailored skincare and haircare routines. It functions as an interactive customer acquisition and conversion tool, mimicking in-boutique expert consultation digitally.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Natura &Co: Latin American parent of Natura, Avon, and The Body Shop with strong natural ingredients positioning. A broad incumbent in certified natural beauty that competes for the same sustainability-conscious consumer segment as NUOO.
• The Body Shop: Global natural and ethically-sourced beauty retailer with extensive physical and online presence. Comparable natural/ethical positioning and product breadth, though at much larger scale and with proprietary formulations rather than multi-brand curation.
• Sephora: Global multi-brand beauty retailer with strong French presence and increasingly large natural/clean beauty assortment. Represents the broad incumbent benchmark for category scale, omnichannel execution, and brand assortment.
• Nocibé: Major French beauty and fragrance retailer with a large physical store network across France. Represents the broad incumbent that NUOO's specialized natural/bio boutiques compete against, with broader brand assortment but less curation focus.

Direct peers

• Birchbox: Pioneer of the monthly beauty subscription box model, offering curated samples and full-size products across cosmetics and skincare. Directly comparable to NUOO's bimonthly box concept and multi-brand curation approach, though Birchbox operates at larger scale and across multiple geographies.
• Mademoiselle Bio: French online retailer specializing in certified organic and natural beauty products. Closest direct competitor to NUOO within France, with a similar multi-brand natural/bio curation model and category breadth across face, body, hair, and makeup.
• Oh My Cream!: French multi-brand clean beauty retailer combining e-commerce with physical boutiques. Comparable to NUOO's omnichannel natural beauty proposition, though positioned slightly more premium and with broader international brand selection.
• MyOrigines: French online beauty retailer offering a large catalog of cosmetics, fragrance, and wellness items with frequent promotional mechanics. Comparable online multi-category beauty model though less focused on the strict natural/bio positioning.
• Ipsy: Subscription-based beauty discovery service delivering curated product samples monthly, complemented by a large online beauty shop. Operates the same dual subscription-plus-marketplace model as NUOO but with a much larger North American subscriber base.

Regional players

• Adopt Parfums: French perfume and beauty retail chain with a distinctive €1 discovery format and physical stores across France. Comparable regional retail concept that pairs discovery with multi-brand assortment, although heavier on fragrance than NUOO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/nuoobox
• LinkedInlinkedin.com/company/nuoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 NUOO