What Simplicity does

Simplicity is the Argentine e-commerce arm of the Farmacity corporate ecosystem, operating the simplicity.com.ar storefront as a multi-category beauty and personal-care retailer. The platform serves Argentine consumers seeking makeup, skincare, fragrances, haircare, hair appliances and a limited set of home products, with delivery coverage spanning most of the country (excluding Tucumán, Tierra del Fuego and Catamarca) and physical-pickup availability across Farmacity-linked branches within 24 business hours. The site carries an authorized mix of international brands — Rimmel, Maybelline, Revlon, Nivea, Pond's, Dove, Elvive, Tresemmé, Pantene, Carolina Herrera, Jean Paul Gaultier, Givenchy and others — alongside the proprietary private-label brand Get The Look.

The platform is built on VTEX commerce infrastructure, with customer-facing frontend, account management, order tracking and promotions served through the same domain. Customer service is anchored by Chatbot Simpli, a 24/7 AI-assisted assistant in the help center that handles order status, delivery FAQs, return queries and pickup logistics — supporting the dual e-commerce/branch-pickup model. The four-property ecosystem (Simplicity, Farmacity, Get The Look, The Food Market) is wired together through cross-navigation links on each domain, enabling shared traffic across beauty, pharmacy, own-label and grocery verticals.

Simplicity's commercial model is direct-to-consumer e-commerce with bank-driven promotions and interest-free installment plans (9–12 cuotas sin interés) on premium SKUs as the primary conversion levers. Pricing is denominated in Argentine pesos with a SKU range from approximately ARS 1,020 for entry-level items to ARS 577,340 for luxury fragrances; free shipping kicks in at ARS 80,000 order value. Revenue is generated through unit-priced product sales (beauty consumables and electrical hair appliances), and the company is privately held with 501–1,000 employees headquartered in Buenos Aires.

Name

Simplicity

Legal name

Simplicity

Website

https://simplicity.com.ar

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Simplicity is an Argentine e-commerce platform selling beauty, makeup, skincare, haircare, hair appliances and home products to consumers via online ordering, home delivery and 24-hour in-branch pickup across Argentina, with its own Get The Look private label.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care E-commerce

NAICS

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

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industry

Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM)

Keywords

• Beauty e-commerce
• Skincare products
• Makeup retail
• Hair care appliances
• Personal care store

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct retail of beauty, makeup, skincare, and home products through e-commerce platform. Customers purchase products at listed prices with various promotional discounts and installment options.
2. Hardware Sales: Sales of electrical hair care products (dryers, straighteners, electric brushes) and personal grooming devices (electric shavers).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Simplicity operates an Argentine e-commerce platform that retails beauty, makeup, skincare, haircare, fragrances, electrical hair appliances, and home products to individual consumers. Customers purchase online through simplicity.com.ar and either pick up orders at physical branches within 24 business hours or receive home delivery nationwide. The assortment spans mass-market to luxury third-party brands (Rimmel, Maybelline, Revlon, Nivea, Dove, Elvive, Carolina Herrera, etc.) alongside the company's own private label brand Get The Look.

Product overview

Simplicity is an Argentine e-commerce platform operated by Farmacity, offering a unified online shopping experience for beauty, makeup, skincare, and home products. The platform functions as a multi-brand marketplace featuring its own private label brand Get The Look alongside third-party brands including Rimmel, Maybelline, Revlon, Nivea, Pond's, Dove, Elvive, and luxury fragrance houses like Carolina Herrera, Jean Paul Gaultier, and Givenchy. The product portfolio spans makeup, fragrances, skincare, hair care, and electric hair appliances. Simplicity provides integrated services including a 24/7 AI chatbot (Simpli) for customer support, banking promotions, multiple payment options, and same-day/next-day delivery to physical pickup locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Get The Look Simplicity's private label brand offering makeup, skincare, fragrances, and beauty accessories including lipsticks, concealers, illuminators, micellar water, and hair care products for value-oriented beauty consumers.
• Fragancias (Fragrances) Wide range of fragrances including feminine, masculine, sets, body mists, semi-selective and luxury perfumes from brands such as Carolina Herrera, Jean Paul Gaultier, Givenchy, Cher, Cacharel, and Lattafa, for individual consumers seeking personal or gift fragrances.
• Maquillaje y Uñas (Makeup and Nails) Comprehensive makeup collection including foundations, concealers, lipsticks, eye liners, blushes, compact powders, and nail polishes from brands such as Rimmel, Maybelline, Revlon, and Get The Look, for makeup enthusiasts.
• Cuidado de la Piel (Skincare) Skincare products including facial creams, body emulsions, cleansers, and treatments from brands such as Nivea, Pond's, Bagóvit, Neutrogena, and Dermaglós, for everyday skincare consumers.
• Cuidado Capilar (Hair Care) Hair care products including shampoos, conditioners, masks, treatments, hair oils, and styling products from brands such as Elvive, Dove, Tresemmé, Pantene, and Get The Look, for consumers seeking haircare routines.
• Electro Capilar (Hair Appliances) Electric hair care appliances including hair dryers, straighteners, curling irons, and electric brushes from brands such as Studio 9 Professional, Philips, Remington, and Revlon, for personal grooming and styling use.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• FarmacityminorOthersRelated company within the same corporate ecosystem. Farmacity is linked as a related brand/site accessible from Simplicity's website navigation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Magazine Luiza (Magalu): Large Brazilian multi-category retailer with a significant beauty and personal care vertical, operating marketplace and physical stores. Comparable as a LatAm omnichannel retailer competing for share of beauty wallet, though it does not directly serve Argentina.

Direct peers

• Ulta Beauty: U.S. omni-channel beauty retailer with a broad assortment of mass and prestige brands plus an extensive private label, combining e-commerce with physical store pickup. Closely aligned with Simplicity's multi-brand + own-brand + omnichannel playbook.
• Farmacity: Argentine pharmacy retail chain explicitly linked to Simplicity via cross-navigation and shared ecosystem. Operates the physical branch network that Simplicity leverages for 24-hour pickup, making it the closest operational peer and distribution partner.
• Nykaa: India-led omni-channel beauty and personal care platform combining a marketplace, own brands, and physical stores. Comparable in vertically integrated model spanning mass and premium brands plus private label.
• Notino: Europe-based pure-play beauty e-commerce retailer carrying thousands of brands in makeup, skincare, haircare, and fragrance. Highly comparable to Simplicity as an online-led, multi-brand beauty specialist targeting the same product categories.
• Sally Beauty: Global specialty beauty retailer offering professional and consumer hair, skin, and nail products across stores and digital. Comparable in assortment focus (beauty specialist, including hair appliances) and omnichannel retail approach.
• Sephora: Global multi-brand beauty specialty retailer offering makeup, skincare, haircare, and fragrances across mass-to-luxury price tiers via digital and physical stores. Directly comparable in assortment architecture, private-label strategy, and clienteling-style experience to Simplicity's beauty marketplace model.

Broad incumbents

• MercadoLibre: Dominant Latin American e-commerce marketplace and logistics platform that carries beauty, personal care, and home categories. A broader incumbent competitor that defines the baseline experience, logistics speed, and pricing Simplicity must match in Argentina.
• Falabella: Latin American department store operator with a meaningful beauty, personal care, and home assortment, including online and physical channels in Argentina. Comparable as a multi-category incumbent that overlaps with Simplicity in beauty and home.

Emerging players

• Maquillalia: Spain-origin online beauty retailer with multi-brand makeup and skincare assortment. Comparable as a smaller, online-led beauty specialist with similar category focus, though primarily serves the Iberian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 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 Simplicity