Estel
- Company typePrivate
- Founded-
- HeadquartersMarkranstädt, Germany
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Estel does
Estel, legally Unicosmetic, Ltd. (Russia) and UNICOSMETIC Co. Ltd. (Germany), is a private professional hair cosmetics manufacturer and brand owner headquartered in Markranstädt, Germany, with primary operating activity across Russia, Germany, and the United Arab Emirates. The company develops and sells a multi-brand portfolio of professional-grade hair colorants, bleaching agents, hair care and styling products, salon equipment, and adjacent fragrance and skincare lines (sub-brands include ESTEL Haute Couture, DE LUXE, PRINCESS ESSEX, COUTURE, GENEVIE, WHITETOUCH, NEWTONE, BROWIE, EST ELLE MARINE, and the ALPHA fragrance family). Proprietary formulation platforms include the EPLEX Hair Protection Complex and the WHITETOUCH jojoba-based lightening technology.
The business operates on a B2B distribution model, selling to beauty salons and professional hairdressers through authorized distributor networks rather than directly to end consumers. Product revenue is supplemented by professional training services delivered through Estel School Dubai (KHDA-certified, offering English, Arabic, and Russian courses) and a community layer of branded competitions (ESTEL Video Awards, ESTEL STAR, ESTEL COLOR LIFE, TOP SALON ESTEL). The company has expanded into salon furniture and accessories (e.g., the Artecno co-developed Color Trolley, stylist chairs, bottle dispensers, foil dispensers) and into adjacent consumer categories including men's grooming, children's boosters, brow care, fragrances, and facial care. No public revenue, funding history, or financial filings are disclosed in the available data, and the company appears founder- or privately-controlled.
Estel firmographics
Firmographics- Name
- Estel
- Legal name
- Unicosmetic, Ltd
- Website
- https://estel.pro
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Estel industry classification
Industry- Product category
- Professional Hair Care Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Estel is headquartered
LocationHeadquarters
- HQ city
- Markranstädt
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Estel business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Professional Hair Care Products: Sale of professional hair coloring, care, styling, and beauty products to salons and hairdressers through distributor networks. Products include hair colorants, bleaching powders, shampoos, conditioners, masks, styling products, and salon furniture/accessories.
- Professional Training Services: Hairdressing training courses offered through Estel School Dubai and partner academies. Courses include basic total courses, specialized cutting, coloring, and styling training with certification.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Basic Total Course - Full hairdresser training |
| Unit Pricing | Multi-year contract | Basic Hair Cutting Course |
| Unit Pricing | Multi-year contract | Basic Hair Coloring Course |
| Unit Pricing | Multi-year contract | Basic Hair Styling Course |
| Unit Pricing | Multi-year contract | Advanced Hair Cutting Course |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Estel product offering
Product offeringCore offering
Estel manufactures and sells a professional hair care cosmetics portfolio covering hair colorants, bleaching and lightening products, care and conditioning lines, styling products, permanent wave solutions, brow products, and fragrances under multiple sub-brands (ESTEL Haute Couture, DE LUXE, PRINCESS ESSEX, COUTURE, GENEVIE, BROWIE, WHITETOUCH, NEWTONE). Products are sold primarily to salons and professional hairdressers through an authorized distributor network, supplemented by salon furniture/equipment and professional training through Estel School Dubai.
Product overview
Estel Professional is a comprehensive professional hair cosmetics company offering a multi-brand portfolio of hair care, coloring, and styling products primarily for salon professionals. The core offering centers on ESTEL Professional, with premium sub-brands including ESTEL Haute Couture (luxury color and care) and GENEVIE (luxury fragrance). Key product lines include DE LUXE (coloring), PRINCESS ESSEX (coloring), COUTURE (blonde care), and various fragrance lines (ALPHA, ESTEL ROSSA, ESTELLER). The company also provides salon equipment and furniture through its accessories division, and operates ESTEL School Dubai for professional hairdressing education. Products are distributed through a global network of distributors and salons.
Differentiator
Problem solved
Functional benefit
Brands
- ESTEL Haute Couture: Premium product line featuring color and quality hair care with haute couture positioning.
- DE LUXE
- COUTURE
- PRINCESS ESSEX
- GENEVIE
- EPLEX
- WHITETOUCH
- NEWTONE
- BROWIE
- EST ELLE MARINE
- ALPHA RUSSO
- ALPHA MARINE
- ESTEL ROSSA
- ESTELLER
- ESTEL LOVE
- ESTEL VERY
- ESTEL EVER
- BEAUTEX
- LISSAGE
- FRISAGE
- VINTAGE
- LUXURY REPAIR
- LUXURY VOLUME
- LUXURY SHINE
- LUXURY COLOR
- LUXURY BLOND
- LUXURY LONG HAIR
- LUXURY VOLUTE
- LUXURY COOL BLOND
- LUXURY PURPLE BLOND
- GENEVIE SO PERFECT
- GENEVIE YOUTH EXPERT
- GENEVIE LIFTING EXPERT
- XTRO FUSION
- ESTEL INSPIRATION
- ESTEL MOLOKO
- ALPHA HOMME
- 3COLOR
Products and services
- ESTEL Professional — Hair Coloring Lines (DE LUXE, PRINCESS ESSEX, COUTURE, ESTEL Haute Couture)
- WHITETOUCH Bleaching and Lightening Line
- EPLEX Hair Protection Complex and COLOR TOPPING Essence
- PRIMA BLOND Express Toning
Companies that use Estel
Customer profileSegments3 records
Ideal customer profiles2 records
Estel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Estel partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights6 records
Estel competitors and assessment
Company assessmentDirect peers
- Matrix (L'Oréal): L'Oréal-owned professional hair care brand (ColorSync, SoColor) sold through salons with broad mid-market positioning. Closely comparable to Estel in target stylist, price tier, and product mix.
- Goldwell: Kao-owned salon professional hair color and care brand competing in the same salon-channel, color-cream and education-led model as Estel. Both emphasize stylist certification and trend-driven color launches.
- Indola: Henkel-affiliated mid-market professional hair color and care brand with a similar salon-channel and value-tier positioning to Estel. Directly comparable in target segment (mid-market salons) and product categories.
- Keune Haircosmetics: Dutch independent professional hair color and care manufacturer competing with Estel in salons with education-driven GTM and multi-tier brand portfolio. Closely comparable size and channel approach.
- Alfaparf Milano: Italian professional hair care manufacturer with a multi-brand portfolio (Alfaparf, Yellow, Davines-alternative range) sold through salons globally. Highly comparable in business model, product breadth, and mid-premium positioning.
- Paul Mitchell: US-based professional hair care brand with strong education programs (Paul Mitchell Schools) and salon distribution. Comparable to Estel in stylist-loyalty-driven model and multi-category product portfolio.
Broad incumbents
- L'Oréal Professionnel: L'Oréal's professional salon division competing directly with Estel in hair color, care, and styling products sold through salons and stylists worldwide. Both target professional hairdressers with multi-tier brand portfolios and education programs.
- Wella Professionals: Wella is one of Estel's largest direct competitors in professional hair color (Koleston, Illumina) and care, with a similar distributor-to-salon GTM and significant education ecosystem. Comparable in product breadth and salon-channel focus.
- Schwarzkopf Professional: Henkel-owned professional hair brand (Igora, BlondMe) with global salon distribution and education programs. Directly comparable in hair color, bleaching, and care products aimed at professional stylists.
Regional players
- Concept (Constanta): Russian professional hair color brand with overlapping product categories and distribution in CIS markets where Estel has strong positions. Highly comparable in product mix and regional salon-channel focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Estel social profiles
Digital presenceEstel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Estel leadership team
Management profileNumber of profiles
Estel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Estel 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 Estel
What does Estel do?
Estel manufactures and sells a professional hair care cosmetics portfolio covering hair colorants, bleaching and lightening products, care and conditioning lines, styling products, permanent wave solutions, brow products, and fragrances under multiple sub-brands (ESTEL Haute Couture, DE LUXE, PRINCESS ESSEX, COUTURE, GENEVIE, BROWIE, WHITETOUCH, NEWTONE). Products are sold primarily to salons and professional hairdressers through an authorized distributor network, supplemented by salon furniture/equipment and professional training through Estel School Dubai.
Is Estel a public or private company?
Estel is a private company. It is classified as unknown and is currently operating.
When was Estel founded?
Estel was founded in -1. It employs 101 to 250 people.
Where is Estel based?
Estel is headquartered in Markranstädt, Germany, in the Europe region.
How does Estel make money?
Two revenue lines are on record. Professional Hair Care Products are the primary driver. The others are professional Training Services.
Who are Estel's main competitors?
Direct peers on record are Matrix (L'Oréal), Goldwell, Indola, Keune Haircosmetics, Alfaparf Milano and Paul Mitchell. Broad incumbents are L'Oréal Professionnel, Wella Professionals and Schwarzkopf Professional. Concept (Constanta) is listed as a regional player.
Does Estel have an API?
No public API is recorded for Estel.
What industry is Estel in?
Estel's product category is Professional Hair Care Cosmetics. Its primary akta.pro industry code is CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120 and its SIC code is 2844.