Estel Professional Romania

What Estel Professional Romania does

Estel Professional Romania, legally ESTEL SVX Group SRL, is a privately held Romanian distributor and online retailer of professional hair care, hair coloring, hair styling, skin care, and men's grooming products, founded in 2013 and headquartered at Strada Canta 7, Iași. The company operates the estel.ro e-commerce platform and serves as the exclusive Romanian distributor for more than 15 international professional brands, including its principal line Estel Professional (used in salons across 70+ countries), Abril et Nature (Spain), Trinity Haircare (Switzerland), Elea Artisto (Bulgaria), Glynt (Germany, 30+ years heritage), Graham Hill (UK men's grooming), and Lothmann (France). Its product catalog spans shampoos, conditioners, masks, treatments, styling products, permanent and demi-permanent hair color, bleaches, salon technical products, men's cosmetics, and salon equipment, with sub-brands such as Alpha Homme, Estel Otium Volume, and Nutrivital Lothmann targeting specific niches.

Name

Estel Professional Romania

Legal name

ESTEL SVX Group SRL

Website

https://estel.ro

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Estel Professional Romania is a privately held Romanian distributor and online retailer of professional hair care, coloring, styling, skin care, and men's grooming products, serving salons, independent hairstylists, and individual consumers across Romania through estel.ro and regional field sales.

Ownership category

akta.pro rank

Product category

Professional Hair Care Distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABABAK

Professional/Salon Haircare (Backbar & Retail)

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABALAA

Professional Hair Color

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABALAB

Professional Hair Care (Shampoo, Conditioner, Treatments)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

Keywords

• Professional hair care
• Hair coloring products
• Salon supply distribution
• Men's grooming products
• Professional cosmetics retail

Headquarters

HQ city

Iasi

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. B2C E-commerce Sales: Direct retail sales to individual consumers through estel.ro online store. Products shipped nationwide with free delivery for orders over 250 RON
2. B2B Salon Partnership Sales: Wholesale/distribution sales to hair salons, barbershops, and independent hairstylists. Special B2B pricing, bulk orders, and exclusive promotions for registered professional partners
3. Promotional Sales: Time-limited promotional offers and discounts on professional hair care products driving sales volume. Regular promotions including 25-70% discounts on various brands

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Estel Professional Romania distributes and retails professional hair care, hair coloring, hair styling, men's grooming, and skin care products from 15+ international brands through the estel.ro online store and a B2B salon partnership program. It serves individual consumers seeking salon-quality products at home and professional hair salons, barbershops, and independent hairstylists requiring bulk professional-grade supplies with dedicated B2B pricing, training, and regional sales support.

Product overview

Estel Professional Romania operates an e-commerce platform offering professional hair care and beauty products from multiple international brands. The portfolio includes core brands like Estel Professional (Europe, hair coloring/care/styling), Abril et Nature (Spain, premium treatments with stem cells), Trinity Haircare (Switzerland, professional styling), Elea Artisto (Bulgaria, salon products), Glynt (Germany, premium styling with 30+ years heritage), Graham Hill (UK, men's luxury grooming), and Lothmann (professional color and care for salons). Sub-brands include Alpha Homme (men's care), Estel Otium Volume (volume for fine hair), and Nutrivital Lothmann (hydration/nutrition). Product categories span hair care (shampoos, conditioners, masks, treatments, serums), hair styling (creams, waxes, gels, foams), hair coloring (permanent/demi-permanent dyes, toners, bleaches), skin care, men's cosmetics, and salon equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Estel Professional Complete ranges of professional hair coloring, hair care, and hair styling products developed and manufactured in Europe; the flagship brand portfolio for both B2C consumers and B2B salon partners in Romania.
• Abril et Nature Premium Spanish hair treatment brand featuring stem cells and natural ingredients; positioned as a leader in intensive hair care; distributed exclusively through estel.ro in Romania.
• Trinity Haircare Swiss professional hair care brand with innovative formulas for nutrition, strengthening, and professional styling; distributed exclusively through estel.ro in Romania.
• Elea Artisto Bulgarian professional salon products offering an exceptional quality-to-price ratio with complete lines for professional use; distributed exclusively through estel.ro in Romania.
• Glynt Premium German professional hair care brand with over 30 years of tradition in styling and care products, favored by top European stylists; distributed exclusively through estel.ro in Romania.
• Graham Hill British luxury men's grooming line inspired by authentic timeless British style; targeted at barbershops and modern male grooming establishments; distributed exclusively through estel.ro in Romania.
• Lothmann French professional hair care brand for hairstylists and salons, including United Color (hair color with argan oil and ammonia), Nutrivital (active-ingredient hydration care), High Nutrition, and Oleo Vital product ranges; distributed exclusively through estel.ro in Romania.
• Alpha Homme Professional men's hair, beard, and scalp care line developed in ESTEL laboratories using modern technologies and carefully selected ingredients; targeted at barbershops and male grooming clients.
• Estel Otium Volume Professional Estel sub-line specifically created for fine, thin, and limp hair, using OTIUM Volume Technology to cleanse gently without weighing down while maintaining hydro-lipid balance and providing long-lasting freshness.
• Nutrivital Lothmann Lothmann hair care sub-line formulated with the NUTRIVITAL Lothmann Complex — hyaluronic acid, keratin, wheat proteins, and cotton extracts — providing hydration, nutrition, and protection for salon and consumer use.
• ESTEL HYDROBALANCE Duo Newly launched ESTEL HYDROBALANCE Duo product providing hydration energy for smooth and silky hair, available to both B2C consumers and B2B salon partners via estel.ro.

Quantifiable outcome

• 100% original products sourced directly from brands or authorized distributors
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• Estel ProfessionalcoreOthersMain own-brand product line developed and manufactured in Europe. Products used in hair salons across more than 70 countries. Complete range of hair coloring, care, and styling products.
• Abril et Nature (Spain)coreChannel Partner/ Reseller/ DistributorSpanish premium hair treatment brand featuring stem cells and natural ingredients. Leader in intensive hair care. Distributed exclusively through estel.ro in Romania.
• Trinity Haircare (Switzerland)coreChannel Partner/ Reseller/ DistributorSwiss brand with innovative formulas for nutrition, strengthening, and professional styling. Distributed exclusively through estel.ro in Romania.
• Glynt (Germany)coreChannel Partner/ Reseller/ DistributorPremium German brand with over 30 years of tradition in professional styling and care products. Chosen by top stylists across Europe. Distributed exclusively through estel.ro in Romania.
• Elea Professional Artisto (Bulgaria)coreChannel Partner/ Reseller/ DistributorBulgarian salon products with exceptional quality-price ratio. Complete product lines for professional use. Distributed exclusively through estel.ro in Romania.
• Graham Hill (UK)coreChannel Partner/ Reseller/ DistributorBritish luxury men's grooming line inspired by authentic timeless British style. Ideal for barbershops and modern male grooming establishments. Distributed exclusively through estel.ro in Romania.
• Lothmann Paris (France)coreChannel Partner/ Reseller/ DistributorFrench professional hair care brand including NUTRIVITAL, United Color, High Nutrition, and Oleo Vital product ranges. Professional products for hairstylists and salons. Distributed exclusively through estel.ro in Romania.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Insight Professional: Italy-based professional haircare brand distributed in Eastern Europe through local partners. Overlaps with Estel Romania's value-tier positioning (color, care, styling) for mid-market salons.
• Alfaparf Milano: Italian professional salon haircare brand with strong color, care and styling lines, distributed in Romania through independent local partners. Competes head-to-head for Romanian salon accounts against Estel's brand portfolio.
• Kemon: Italian professional haircare manufacturer (Kemon, Uniq One, Yarok) with multi-brand distribution to salons across Europe. Competes for the same Romanian professional salon customer as Estel Romania's brand portfolio.
• Selective Professional: Italian professional haircare brand with full color, care and styling ranges sold through exclusive national distributors in Eastern Europe. Directly comparable to the brands Estel Romania distributes (e.g., Abril et Nature, Lothmann) and competes for the same Romanian salon shelf and shelf-of-mind.
• Davines: Italy-based professional salon brand with sustainability-led positioning and direct distribution across Eastern Europe. Targets the same premium salon segment Estel Romania serves, including via training events and B2B partner programs.

Broad incumbents

• Wella Professionals: Coty-owned global professional haircare brand (color, care, styling) with established distribution and training infrastructure in Romania. A broad incumbent against which Estel Romania's multi-brand portfolio is positioned.
• L'Oréal Professionnel: Global professional salon division of L'Oréal with direct sales force and academies in Romania. Sets the standard for B2B field sales, training events, and product breadth that Estel Romania must compete against for Romanian salon accounts.
• Schwarzkopf Professional: Henkel's professional salon brand with strong color and care portfolio, sold in Romania through its own field-sales organization. A direct broad-incumbent competitor for Romanian salon partnerships and B2B pricing.
• Goldwell: Kao-owned professional salon brand with deep color and care portfolio, distributed in Eastern Europe through dedicated country teams. Competes for the same premium Romanian salon accounts as Estel Romania's premium brands (Glynt, Lothmann).

Regional players

• Intercosmetica: Regional distributor of professional and mass-market cosmetics/haircare brands across Central and Eastern Europe. Comparable business model to Estel Romania: multi-brand distribution to salons and retailers, but operating in overlapping rather than identical geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCAzbritN-PQygp4EhvQoX0w
• Facebookfacebook.com/estel.magazinonline
• Instagraminstagram.com/estel.romania
• Pinterestro.pinterest.com/estelromania
• LinkedInlinkedin.com/company/estel-professional-romania

Compliance2 records

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 Estel Professional Romania