Balancity

What Balancity does

Balancity, doing business as Fragrance.com Europe, is a Netherlands-headquartered direct-to-consumer e-commerce retailer founded in 1997 that sells more than 10,000 third-party branded beauty products — including perfumes, makeup, skincare, haircare, and home fragrance — to general European consumers through its owned digital storefront at eu.fragrance.com. The platform supports eight European languages (Dutch, English, German, Italian, Spanish, Finnish, Danish, Swedish) and eight currencies (EUR, GBP, CZK, DKK, HUF, PLN, RON, SEK), and operates a next-day delivery promise for orders placed before 20:00 with free shipping above €40 and a 30-day return policy.

The business model is straightforward retail product margin on individual transactions: customers browse and check out directly on the website with no subscription, loyalty-program, or B2B/enterprise channel disclosed in the source data. Go-to-market is digital self-serve e-commerce paired with email newsletter marketing for exclusive discounts, supplemented by organic social media presence on Instagram, TikTok, YouTube, and Facebook, and Trustpilot reviews (rated 4.3/5 across more than 1,000 reviews) as bottom-of-funnel social proof. The company carries recognized third-party brands including Jimmy Choo, Jean Paul Gaultier, Paco Rabanne, Narciso Rodriguez, Lancôme, Clinique, Shiseido, Clarins, Sisley, Biotherm, Aveda, and Kevin Murphy, but owns no proprietary product brands.

Underlying technology is described as a standard e-commerce platform with no disclosed proprietary AI, recommendation, personalization, or data-asset components; no API, SDK, or developer ecosystem is offered. The competitive position rests on operational convenience (delivery speed, returns, multi-country localization) and brand longevity rather than on technical differentiation. No revenue, headcount, funding history, ownership structure, management team, M&A activity, or partnership details are disclosed in the input data, which materially limits any growth, valuation, or trajectory assessment.

Name

Balancity

Legal name

Fragrance.com

Website

https://parfum.nl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Balancity operates Fragrance.com Europe, a Netherlands-based direct-to-consumer e-commerce retailer founded in 1997 selling 10,000+ perfumes, makeup, skincare, haircare, and home fragrance products from third-party brands to European consumers across eight languages and eight currencies.

Ownership category

akta.pro rank

Product category

Beauty and Fragrance E-commerce Retail

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

International DTC & Brand.com (Global Shipping) (CRAFAJAB)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Beauty e-commerce
• Fragrance retail
• Cosmetics online
• Skincare products
• Haircare products

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Retail E-commerce): Fragrance.com Europe generates revenue through direct retail sales of perfumes, makeup, skincare, haircare, and home fragrance products. The company acts as an online retailer, selling third-party branded products directly to consumers across Europe. Revenue is derived from product margin on individual transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Fragrance.com Europe is a direct-to-consumer online retailer selling perfumes, make-up, skincare, haircare, and home fragrance products across multiple EU countries. The platform offers more than 10,000 branded products, next-day delivery for orders placed before 20:00, free shipping above €40, and a 30-day return policy. The site supports eight European languages and multiple currencies including EUR, GBP, CZK, DKK, HUF, PLN, RON, and SEK.

Product overview

The source data contains information about Fragrance.com Europe, an e-commerce platform for beauty products including perfume, make-up, skincare, hair care, and home & lifestyle products. However, no information about a company named 'Balancity' was found in the provided source data.

Differentiator

Problem solved

Functional benefit

Products and services

• Parfum (Fragrance) Online retail of perfumes and fragrance products for women, men, and unisex, including after shave, gift sets, mini perfumes, and bath & body products. Prices range from approximately €22 to over €93. Targeted at European consumers.
• Make-up Online retail of make-up products including eyes (eyeshadow, eyebrows, mascara), face (foundation, blush, powder), lips (lipstick, lip gloss, lip liner), and nails (nail polish, remover, care), plus make-up sets and accessories. Prices range from approximately €10 to €37. Targeted at European consumers.
• Verzorging (Skincare and Personal Care) Online retail of skincare and personal care products including face creams (day, night, general), serums, face masks, eye care, toners, cleansers, make-up removers, micellar water, hand cream, deodorant, body care, sun care, and baby care products. Prices range from approximately €12.60 to €95.65. Targeted at European consumers.
• Haarverzorging (Haircare) Online retail of haircare products including shampoo, conditioner, hair treatments, styling products, styling tools, brushes, hair color, and gift sets. Targeted at European consumers.
• Geschenksets (Gift Sets) Curated gift sets across fragrance, make-up, skincare, and haircare categories, sold as bundled product assortments. Prices range from approximately €33.95 to €79.30. Targeted at European consumers seeking ready-made gifts.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• SkinStore: SkinStore is an online skincare and beauty retailer shipping internationally. It is a partial-overlap peer focused on skincare with secondary fragrance exposure, comparable in operating as a digital-only multi-market beauty storefront.

Direct peers

• Parfumdreams: Parfumdreams is a Germany-headquartered online perfume and beauty retailer serving multiple EU countries. It is a direct peer given its similar focus on branded fragrance SKUs, multi-country European DTC model, and price-led positioning.
• Lookfantastic: Lookfantastic is a UK-based online beauty retailer (part of THG) selling premium fragrance, skincare, and cosmetics across multiple European countries. It is comparable in multi-country reach, premium assortment, and digital-first customer experience.
• Douglas: Douglas is a leading European beauty retailer with both a strong brick-and-mortar footprint and a growing online channel spanning perfumes, skincare, and makeup across multiple EU countries. It competes head-to-head with Fragrance.com for the same branded assortment and European consumer base, and represents the incumbent benchmark.
• Flaconi: Flaconi is a Berlin-based online beauty retailer selling perfumes, makeup, skincare, and haircare across several European markets. It mirrors Fragrance.com's multi-category beauty DTC model and competes for the same German- and EU-speaking consumer segments.
• Notino: Notino is the largest online perfume and beauty retailer in Europe, operating in 25+ countries with a broad catalog of perfumes, makeup, and skincare. It is the most direct competitor to Fragrance.com Europe in terms of assortment breadth, multi-country DTC model, and brand-authorized third-party distribution.
• Beauty Bay: Beauty Bay is an online beauty retailer specializing in makeup, skincare, and fragrance with international shipping. It is comparable to Fragrance.com in operating a digital-only storefront with multi-market fulfillment of branded and indie beauty products.

Broad incumbents

• Sephora: Sephora operates a global multi-category beauty retail platform with a major European online presence and an enormous assortment of perfumes, makeup, and skincare. It competes with Fragrance.com on the same European consumer and brand portfolio but at much greater scale and with a stronger owned-brand private-label strategy.
• Amazon EU (Beauty category): Amazon's European storefronts (amazon.de, amazon.fr, amazon.it, etc.) carry a massive catalog of perfumes and beauty products with Prime delivery. It is a broad competitor to Fragrance.com on assortment and convenience, and sets the floor on delivery expectations across the same EU geographies.

Regional players

• Kicks: Kicks is a leading Nordic beauty retailer with both physical stores and a growing online channel, serving Sweden, Norway, Finland, and Denmark. It overlaps with Fragrance.com's product categories and customer base in Northern Europe but is regionally concentrated.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=WO2hHzC5ap4
• Facebookfacebook.com/fragrancecomeurope
• Instagraminstagram.com/fragrance.com_europe
• TikToktiktok.com/@fragrance.com_europe
• Xx.com/parfumnl

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 Balancity