April

What April does

April is an Israeli specialty beauty retailer that operates an omnichannel business selling perfumes, cosmetics, skincare, haircare, and home fragrances to Israeli consumers. The company runs 40+ owned retail branches across Israel — covering Herzliya (headquarters and distribution warehouse), Haifa, Tel Aviv, Jerusalem, Eilat, and Be'er Sheva — alongside a national e-commerce website (april.co.il) with home delivery fulfilled by Tapuz courier and warehouse pickup options. Its assortment spans 100+ international brands across mass, prestige, and luxury tiers, plus a private-label "April" brand of makeup, skincare, and fragrance products sold exclusively through its own channels. The company also offers niche and boutique fragrance brands (Initio, Xerjoff, Marly, Tom Ford Private Blend) under exclusive distribution arrangements that underscore its role as an authorized importer guaranteeing product authenticity.

April monetizes through one-time retail transactions at unit pricing ranging from ₪35 (own-brand basics) to over ₪1,000 (luxury niche perfumes), with frequent promotions such as Buy ₪100 pay ₪75, BOGO on April private-label items, and free shipping on orders above ₪195. Customer engagement occurs across multiple channels: an e-commerce site, a dedicated mobile app with exclusive coupons, WhatsApp beauty consultation (054-5609401), phone sales (1-700-701-133), and in-store beauty advisors, with category depth spanning women's and men's fragrances, niche perfumes, face and eye makeup, skincare, body care, sun protection, haircare (including styling tools), home scents, and curated sub-lines for K-Beauty, Beauty Tech devices, and Vegan products. The business is privately held, was founded in 2004, and is headquartered in Herzliya, Israel.

The company has no disclosed external investors, parent company, M&A activity, patents, certifications, awards, or partnerships. Its growth posture is reflected in incremental product-category expansion (K-Beauty, Beauty Tech, Vegan) and channel additions (mobile app, WhatsApp consultation) rather than geographic or acquisitive expansion; the Israeli market is its sole operating geography.

Name

April

Legal name

April (אפריל)

Website

https://april.co.il

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

April is a privately held Israeli specialty beauty retailer operating 40+ retail branches nationwide plus an e-commerce site, selling 100+ international and proprietary-brand perfumes, cosmetics, skincare, and haircare products to Israeli consumers across mass, prestige, and luxury price tiers.

Ownership category

akta.pro rank

Product category

Beauty and Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Retail Stores, Nec (5990)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Beauty & Cosmetics Store-in-Store (CRAGAHAB)

Keywords

• Beauty retail
• Cosmetics stores
• Fragrance retail
• Skincare products
• Perfume retail

Headquarters

HQ city

Herzliya

HQ country

Israel

HQ region

Middle East

Offices6 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. Retail Product Sales: April generates revenue through direct retail sales of beauty products including perfumes, makeup, skincare, and haircare products across their physical stores and e-commerce platform. The company also sells private-label products under the April brand.
2. Online Sales: E-commerce sales through their website april.co.il with home delivery options and in-store pickup.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

April is an Israeli omnichannel beauty retailer that sells perfumes, color cosmetics, skincare, haircare, home fragrances, and beauty gift sets through 40+ owned retail branches across Israel and an e-commerce website. The assortment covers 100+ international brands plus an exclusive April private-label line, with in-store beauty advisors, phone/WhatsApp consultation, and online home delivery or warehouse pickup.

Product overview

April is an Israeli beauty retail chain offering a comprehensive portfolio of beauty products through both physical stores (over 40 branches nationwide) and e-commerce. The offering includes: 1) Perfumes across women's, men's, and niche/boutique categories with over 100 international brands; 2) Full face makeup range including foundations, concealers, powders, blushes, bronzers, primers, and highlighters under April's private label as well as premium brands; 3) Eye makeup products including mascaras, eyeliners, eyeshadows, and brow products; 4) Skincare products for face and body; 5) Hair care products including shampoos, conditioners, and styling tools; 6) Home scents including candles and diffusers. The company operates on an omnichannel model with in-store refill services and online shopping with delivery.

Differentiator

Problem solved

Functional benefit

Brands

• April Private Label: April's own brand of beauty products including makeup, skincare, and fragrances sold exclusively at April stores

Products and services

• April Private Label April's exclusive in-house brand offering perfumes, makeup (foundations, concealers, mascaras, lipsticks), skincare, and haircare products sold only through April's stores and website.
• Women's Perfumes Women's fragrances in EDP, EDT, and Parfum concentrations from over 100 international brands including Tom Ford, Giorgio Armani, Lancôme, Estée Lauder, Guerlain, and Chloe, sold across April stores and online.
• Men's Perfumes Men's fragrances in multiple concentrations from brands including Versace, Hugo Boss, Jean Paul Gaultier, and Rabanne, sold in April stores and online.
• Niche / Boutique Perfumes Exclusive niche and boutique fragrances including Initio, Xerjoff, Marly, Pana Dora, Goldfield & Banks, and Tom Ford Private Blend, available only at April in Israel.
• Home Scents and Diffusers Home fragrances including scented candles from Carven and April's own brand, reed and electric diffusers, and room sprays in various scents.
• Perfume Gift Sets Pre-packaged perfume gift sets and bundles, including limited edition and exclusive collections, sold for gifting occasions in stores and online.
• Face Makeup Full face makeup range including foundations, concealers, powders, primers, blushes, bronzers, and highlighters from April private label and international brands like Lancôme, Estée Lauder, Clinique, YSL, and Guerlain.
• Eye Makeup Eye makeup assortment including mascaras, eyeliners and eye pencils, eyeshadows, brow products, and eye primers from April private label and international brands.
• Lip Makeup Lip color products including lipsticks, lip glosses, and lip liners from April private label and international brands.
• Face Skincare Face skincare products including moisturizers, night creams, serums, eye and lip care, and neck and décolleté creams from international brands.
• Face Cleansing Facial cleansing products including facial soaps, eye and face makeup removers, facial peels, and face masks.
• Body Care Body care products including body skincare, bath and shower products, hand care, and nail care.
• Sun Protection and Self-Tan Sun protection products including facial and body SPF creams, and self-tanning products.
• Men's Skincare Men's grooming products including face skincare and body care formulated for men.
• Haircare Products Haircare assortment including shampoos, conditioners (rinse-off and leave-in), hair masks, hair serums and oils, hair sprays, and styling products.
• Hair Styling Tools and Accessories Hair styling tools including hair dryers, straighteners, curlers, and brushes.
• Makeup Brushes and Accessories Makeup brushes, beauty accessories, and makeup sponges used to apply color cosmetics.
• Beauty Tech Devices Electronic beauty technology devices sold through April stores and online.
• K-Beauty Assortment Curated assortment of Korean beauty skincare and cosmetic brands sold through April stores and online.
• Travel Size and Gift Sets Travel-sized beauty products, perfume gift sets, beauty sets, haircare sets, and gift wrapping services for gifting occasions.
• Vegan Beauty Assortment Curated assortment of vegan and cruelty-free beauty products across skincare, makeup, and haircare.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators3 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Sephora: Global multi-brand prestige beauty retailer with stores and e-commerce worldwide, including Israel. Directly comparable to April as a multi-brand beauty specialty retailer carrying 100+ international brands; Sephora is a broader incumbent that competes with April on assortment and prestige positioning.
• Kering Beauté (Gucci, Bottega Veneta beauty): Luxury conglomerate developing prestige fragrance and beauty lines. Relevant to April as a brand owner whose distribution decisions affect April's assortment, particularly for higher-end fragrance where April has built exclusive positioning.
• MAC Cosmetics (Estée Lauder): Global prestige makeup brand and Estée Lauder subsidiary. Comparable to April's beauty assortment as one of the brands April distributes; also a potential competitor as mono-brand retail expands in Israel.

Emerging players

• Notino: Europe's largest online beauty retailer shipping across borders including Israel. Comparable to April as a multi-brand beauty/fragrance e-commerce platform; represents the cross-border competitive threat compressing pricing for Israeli specialists.
• Feelunique: European online multi-brand beauty and fragrance retailer. Comparable to April's e-commerce assortment in international prestige and niche fragrance; competes for the same Israeli cross-border beauty shopper.

Regional players

• Mecca Brands: Australia/New Zealand prestige beauty retailer with strong private-label and exclusive-brand strategy. Comparable to April's combination of international-brand distribution and proprietary private label, plus beauty-consultation-led omnichannel model.
• Marionnaud: European specialty perfume and beauty retailer with 1,000+ stores across France and continental Europe. Comparable to April as a multi-brand fragrance-led specialty chain serving a single regional market with a curated prestige assortment.
• Shoppers Drug Mart (Loblaw): Canadian drugstore chain with one of the largest beauty/fragrance assortments in North America. Comparable to April as a multi-brand beauty retailer combining pharmacy/health adjacency with prestige beauty in a single national footprint.

Direct peers

• Super-Pharm: Israel's largest drugstore chain with extensive beauty/fragrance assortment across 250+ stores. Most direct domestic competitor to April on mass-to-prestige beauty and fragrance, with overlapping product mix and nationwide physical reach.
• Renuar: Israeli multi-brand beauty and cosmetics retailer with physical stores and e-commerce. Directly comparable to April as a domestic beauty specialty chain with similar assortment of international brands and exclusive/private-label lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 April