ANDRA MAKE UP SRL

What ANDRA MAKE UP SRL does

ANDRA MAKE UP SRL, operating commercially as Andra Cosmetics, is a privately held Romanian company founded in 2010 by Andra Manatoru and headquartered in Brașov. It operates a direct-to-consumer e-commerce storefront (andracosmetics.ro, Magento-based) that distributes a curated portfolio of more than 15 international professional makeup brands while also manufacturing and selling its own proprietary false eyelash lines, Andra's Wink (band/strip lashes) and One By One (individual lashes), plus the Facechart Pro paper tool. The company holds exclusive Romanian distribution rights for Beautyblender and Glamcor, and runs a parallel mobile app for makeup artists that integrates appointment scheduling, inventory and CRM with its online shop.

The business monetizes through a mix of one-time product sales across both owned and distributed brands, a tiered loyalty program (Friend / Best Friend / VIP Friend) with gamified rewards, professional discount pricing of 15-30% for credentialed makeup artists, ANC-accredited training courses delivered through the Sinziana Iaru Make-up School joint venture in Brașov and Bucharest, and a recurring lash subscription (Abonament) priced at 2,100 RON (3 months) or 3,900 RON (6 months). Its primary customer segments are certified professional makeup artists serving weddings, events and editorial work, aspiring artists enrolled in training, and beauty enthusiasts purchasing for personal use.

Strategically, the company has evolved from a pure distributor into an integrated pro-beauty platform combining retail, own-brand manufacturing, accredited education and a workflow app, all centered on the Romanian makeup artist community. It is bootstrapped with no recorded external funding, no parent company and no disclosed revenue, limiting visibility into financial scale.

Name

ANDRA MAKE UP SRL

Legal name

ANDRA MAKE UP S.R.L.

Website

https://andracosmetics.ro

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Andra Cosmetics is a Romanian DTC e-commerce platform and exclusive distributor of premium pro-beauty brands (Beautyblender, Glamcor) that also manufactures its own false eyelash lines, runs an accredited makeup school, and serves professional makeup artists and beauty enthusiasts across Romania.

Ownership category

akta.pro rank

Product category

Professional Beauty and Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Makeup Artistry (EDAOALAF)

Keywords

• Professional makeup distribution
• False eyelashes retail
• Beauty e-commerce
• Makeup artist education
• Cosmetics retailer

Headquarters

HQ city

Brasov

HQ country

Romania

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Own Brand): Sale of proprietary false eyelash products including Andra's Wink (band lashes) and One By One (individual lashes) through e-commerce store
2. Product Distribution (Third-Party Brands): Distribution of professional beauty brands including Beautyblender, Inglot, Make Up For Ever, Skindinavia, LA Girl, Sigma, Atelier Paris, and others
3. Makeup Courses and Masterclasses: Revenue from makeup training courses (basic, advanced, masterclass, self-makeup) and seminars offered through Sinziana Iaru Make-up School powered by Andra Cosmetics
4. Lash Subscription (Abonament): Monthly subscription plans for false eyelashes - 3 months at 2,100 RON or 6 months at 3,900 RON

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ANDRA MAKE UP SRL runs the andracosmetics.ro e-commerce store distributing 15+ professional makeup brands (Beautyblender, Glamcor, Inglot, Make Up For Ever, Skindinavia, LA Girl, Sigma, and others) while manufacturing its own false eyelash lines (Andra's Wink, One By One, Facechart Pro). It also operates the Sinziana Iaru Make-up School, providing professional makeup artist courses, and supports its customers with the Andra Cosmetics mobile app. The business combines multi-brand distribution, private-label eyelash manufacturing, and professional makeup education in a single integrated offering.

Product overview

Andra Cosmetics operates an e-commerce cosmetics marketplace serving makeup artists in Romania, combining its own manufactured products with distributed international brands. The core proprietary offerings are false eyelashes under the ANDRA'S WINK (band/strip format) and ONE BY ONE (individual lashes) brands, which represent the company's biggest achievement and primary differentiator. Supporting the product business is a makeup education division (Sinziana Iaru Make-up School), a mobile appointment scheduling app (Andra Cosmetics App), and Facechart Pro paper tools. The online shop distributes over 15 international professional makeup brands including Beautyblender, L.A Girl, BPERFECT, SKINDINAVIA, Sigma brushes, MAKEUP ADDICTION, BeautySoClean, and Embryolisse, covering categories across face (foundation, primer, concealer, powder, blush, illuminator), eyes (eyeshadow palettes, eyeliners, mascaras, brow products), lips (lipsticks, lip glosses, lip liners), and accessories (brushes, sponges, disinfectant products). The company targets professional makeup artists with loyalty programs offering 15-30% discounts, professional courses, and appointment management tools.

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• BeautyblendercoreChannel Partner/ Reseller/ DistributorExclusive Romanian distributor for Beautyblender branded makeup sponges and cleaning solutions. Andra Cosmetics was first in Romania to bring authentic Beautyblender products to retail.
• GlamcorcoreChannel Partner/ Reseller/ DistributorExclusive Romanian distributor for Glamcor hand palettes and lighting products for makeup artists.
• Sinziana Iaru Make-up ArtistcoreStrategic or Co-development PartnerJoint venture for makeup education through Sinziana Iaru Make-up School powered by Andra Cosmetics, with locations in Bucharest and Brasov. Offers accredited courses (basic, advanced, masterclass) and uses Andra Cosmetics products in training.
• Inglot CosmeticsminorChannel Partner/ Reseller/ DistributorDistributor of Inglot cosmetics including duraline and decorative makeup products in Romania.
• Make Up For EverminorChannel Partner/ Reseller/ DistributorDistributor of Make Up For Ever professional makeup products in Romania.
• SkindinaviaminorChannel Partner/ Reseller/ DistributorDistributor of Skindinavia setting sprays and finishing sprays in Romania.
• LA GirlminorChannel Partner/ Reseller/ DistributorDistributor of LA Girl professional makeup products including concealers, eyeliners, lip products, and eyeshadow palettes.
• Sigma BeautyminorChannel Partner/ Reseller/ DistributorDistributor of Sigma Beauty professional makeup brushes and brush kits in Romania.
• Raiffeisen BankminorOthersPayment processing partner for online card payments through Plationline.ro. Also offers installment payment option (2-12 rate) through Raiffeisen Multishop program.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sephora: Global multi-brand beauty retailer with both physical stores and strong e-commerce presence. Operates as a broad incumbent selling many of the same distributed brands Andra carries (Inglot-adjacent, Make Up For Ever, Sigma-adjacent) at scale across markets including online in Romania.
• Nykaa: India-based beauty and fashion e-commerce platform combining marketplace, owned brands, and offline retail. Conceptually closest to Andra's hybrid retail + own-brand model, though at vastly greater scale and in a different geography.
• Douglas: Europe's largest perfumery and beauty retail chain with a strong Romanian footprint (douglas.ro) and physical stores. Competes with Andra for the same Romanian consumers across makeup, fragrance, and skincare with a much larger assortment and marketing budget.

Regional players

• Farmec: Romania-based cosmetics and personal-care manufacturer with its own brand portfolio and country retail presence. Relevant as a domestic Romanian beauty competitor for shelf space, consumer awareness, and MUA procurement budgets within the same geography.

Direct peers

• Beautylish: US-based online retailer specializing in professional-grade makeup, brushes, lashes and skincare from curated premium and indie brands. Closely mirrors Andra's model of serving MUAs and beauty enthusiasts via an e-commerce hub with vetted brand assortments and pro-focused content.
• Cult Beauty: UK-based online beauty retailer focused on curated, often professional and indie-leaning brands. Comparable as a specialist beauty e-tailer with curated premium assortment similar in spirit to Andra's premium-brand-only positioning for MUAs.
• Notino: Largest online beauty retailer in Europe, operating in Romania and across 25+ countries with a broad assortment of perfumes, makeup, and skincare. Comparable as a pan-European beauty e-commerce competitor targeting the same end customers as Andra with overlapping brand portfolio.

Emerging players

• Stylight: European fashion and beauty search and shopping platform aggregating brands and retailers. Adjacent comparison point as a digital discovery layer where Andra could either compete for attention or partner to expand reach into other European markets.
• Morphe: Professional and pro-leaning cosmetics brand with strong direct-to-consumer e-commerce and artist-focused marketing. Comparable as an example of how a single premium pro brand can bypass local distributors and reach MUAs directly, representing a structural threat to Andra's distribution model.
• Kryolan: Professional makeup brand that combines owned manufacturing with direct country-level distribution and training academies. Conceptually parallels Andra's hybrid of own-brand products + in-country pro education, though at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

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 ANDRA MAKE UP SRL