What Parfums.cz does

Parfums.cz, operating commercially as Notino (Notino, s.r.o.), is a Czech direct-to-consumer e-commerce retailer specializing in perfumes, cosmetics, skincare, haircare, dermocosmetics, and adjacent beauty and health categories. Founded in 2006 and headquartered in the Czech Republic (Brno), the company runs notino.cz and a network of more than 25 localized European websites serving markets across Western, Central, Northern, and Eastern Europe. The catalog spans 500+ brands including La Roche-Posay, The Ordinary, Victoria's Secret, MAC, Guerlain, Sol de Janeiro, and Prada, alongside a growing private-label line under the Notino brand.

The underlying platform combines a standard e-commerce stack with several proprietary customer-facing features: a Virtual Mirror (AR/virtual try-on), a Shade Finder for cross-brand makeup shade matching, and a Skin Analyzer for personalized skincare recommendations. Distribution is omnichannel, combining the online storefront, phone ordering, live shopping video content, an affiliate/creator program, and a network of physical salon/store locations offering hairdressing, barber, massage, fitness, and other beauty services. Supporting infrastructure includes a Notino Club loyalty program, a corporate Notino Foundation, and a beauty blog driving content and SEO traffic.

The business model is straightforward retail: direct product sales via e-commerce with unit-based pricing displayed in Czech Koruna (ranging from approximately 80 Kč to 6,100+ Kč per item), augmented by volume discounts, Discovery Box sampling bundles, and a 90-day return policy. Customer segments include women and men as primary personas, with secondary segments in mother-and-child and health-conscious consumers. The company employs between 251 and 500 people and operates as a privately held entity with no disclosed institutional funding rounds, parent company, or public listing.

Name

Parfums.cz

Legal name

Notino, s.r.o.

Website

https://parfums.cz

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Parfums.cz (Notino) is a Czech online retailer of perfumes, cosmetics, skincare, and beauty products, selling 500+ brands across 25+ European countries via localized e-commerce sites, physical salons, and a Notino Club loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail of perfumes, cosmetics, health products, and beauty electronics through e-commerce platform. One-time purchase transactions for individual products across multiple categories including fragrances, skincare, makeup, hair care, body care, health products, dermocosmetics, and beauty electronics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Parfums.cz (operating as Notino) is a Czech online retailer selling perfumes, cosmetics, skincare, haircare, body care, dermocosmetics, health products, men's grooming, mother and baby care, beauty electronics, sports nutrition, and home fragrances from 500+ brands. The platform also offers an online salon reservation service for beauty and wellness appointments and runs the Notino Club loyalty rewards program.

Product overview

Notino (Parfums.cz) is a Czech e-commerce platform operating as a comprehensive online perfume and cosmetics retailer. The platform offers a diverse portfolio across multiple categories including women's and men's fragrances (parfémy), decorative cosmetics (líčení), skincare (pleťová kosmetika), haircare (vlasová kosmetika), body care (tělová kosmetika), dermocosmetics (dermokosmetika), health products (zdraví), men's grooming (pánská kosmetika), mother and baby care (matka a dítě), electronics (elektronika), sports nutrition (sportovní výživa), and erotic wellness (erotika). The platform also operates a salon reservation service (salony) and a loyalty program (notino Club). Notino sells products from over 500 brands including The Ordinary, La Roche-Posay, Beauty of Joseon, Sol de Janeiro, Victoria's Secret, Prada, Lancôme, and Guerlain, as well as its own private label products like the Notino Dual-End Contour Brush.

Differentiator

Problem solved

Functional benefit

Brands

• Notino Club: Loyalty rewards program offering points and rewards for purchases
• Notino Foundation (Nadační fond Notino)

Products and services

• Parfémy (Perfumes) Fragrance products including women's, men's, and unisex perfumes in formats such as Eau de Parfum, Eau de Toilette, and perfume extracts, sold to retail consumers.
• Kosmetika (Cosmetics)
• Líčení (Makeup)
• Pleťová kosmetika (Skincare)
• Vlasová kosmetika (Haircare)
• Tělová kosmetika (Body Care)
• Dermokosmetika (Dermocosmetics)
• Zdraví (Health)
• Pánská kosmetika (Men's Grooming)
• Matka a dítě (Mother and Child)
• Elektronika (Beauty Electronics)
• Erotika (Erotica)
• Sportovní výživa (Sports Nutrition)
• Bytové parfémy (Home Fragrances)
• Salony (Salon Reservation Service)
• Notino Club Loyalty Program

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Notino Creator & Affiliate Program PartnersminorGTM or Marketing PartnerAffiliate and creator partnership program where content creators and partners promote Notino products and earn commissions. Products marked as sponsored include MAC Cosmetics, The Ordinary, Schwarzkopf Professional, BYREDO, TOM FORD, Gucci, Creed, French Avenue, Guerlain, Institut Esthederm, Paris Corner, Afnan, and others.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cult Beauty: UK-based online specialty beauty retailer (now under Sephora/LVMH ownership) focused on cult and emerging brands. Comparable to Notino in its emphasis on niche and indie beauty alongside mainstream brands.
• Feelunique: Online beauty retailer operating across multiple European markets, owned by Sephora/LVMH. Directly competes with Notino for cross-border European online beauty shoppers.
• Flaconi: German online pure-play for premium fragrances, cosmetics, and beauty, owned by ProSiebenSat.1. Competes head-to-head with Notino in DACH and several other EU markets with a similar multi-brand online model.
• Douglas: Europe's largest perfumery chain, headquartered in Germany, with a major e-commerce push in fragrance and cosmetics across the same European geographies Notino serves. Closest direct competitor in the European online perfume category.
• Notino (cross-reference): The subject company's own main commercial platform (Parfums.cz rebranded to Notino). Listed to acknowledge that the underlying operating brand is Notino itself, not a separate peer.

Broad incumbents

• Sephora: Global multi-brand beauty retailer (part of LVMH) operating both physical stores and a strong e-commerce platform across Europe. Direct competitor to Notino in online fragrance and cosmetics, with deeper brand exclusivity arrangements and larger assortment budgets.
• Zalando (Beauty vertical): European fashion and lifestyle e-commerce leader that has expanded a beauty and fragrance category. Competes with Notino for European online beauty demand as part of a much broader assortment.
• Amazon: Global e-commerce giant with a substantial beauty and fragrance assortment sold across all European marketplaces Notino operates in. Sets pricing expectations and competitive baseline for online beauty retail.

Regional players

• The Body Shop: Multi-channel personal care and beauty retailer with European footprint. Adjacent competitor — overlaps with Notino's body-care, skincare, and bath segments rather than fragrance.

Emerging players

• KIKO Milano: Italy-origin affordable cosmetics brand with strong European retail and growing e-commerce. Partial competitor — overlaps with Notino's decorative cosmetics segment and competes for the same mid-market beauty shopper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/parfumscz
• Facebookfacebook.com/parfums.cz
• LinkedInlinkedin.com/company/parfums-cz

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 Parfums.cz