LOOkX

What LOOkX does

LOOkX is a Dutch skincare and cosmetics brand founded in 1999 and headquartered in Heiloo, Netherlands, operating under LOOkX Group B.V. and LOOkX Online B.V. The company develops and sells a portfolio of skincare (serums, creams, masks, cleansers, facial oils, eye care, sun protection, exfoliants) and makeup (mascaras, foundations, concealers, lipsticks, brow and eye products) organized around the concept of 'everchanging skin,' with named lines including Calm+, Youth Defense, Retinol2ndG, Moisture, Balance, Solution, Man, and the recently introduced Hydra+. Its formulations are built on a proprietary skin-science platform that combines 100% natural plant stem cell technology with ingredients such as a second-generation retinol (Retinol2ndG), positioned within a clean beauty and cruelty-free philosophy.

The company generates revenue through two principal channels: a direct-to-consumer e-commerce storefront at lookx.com (Dutch and English) offering free shipping over €35, same-day dispatch, samples, and a money-back guarantee; and a wholesale/professional channel supplying more than 1,500 independent beauty salons, skin clinics, and certified LOOkX skin experts across the Netherlands, supported by a flagship store at the Heiloo headquarters. Pricing is positioned in the mid-premium segment, with individual SKUs ranging from approximately €22 (e.g., eyebrow pencil) to €93 (Retinol2ndG Serum), and gift cards in €10–€100 denominations. Distribution is complemented by a #ProofLooksBetter Facial professional treatment and a refill program.

LOOkX serves several customer segments led by anti-aging/mature-skin and sensitive/reactive-skin consumers, with secondary segments covering menopause-related skin changes, pregnancy-safe skincare, puberty/young skin, men's skincare, and stressed-skin routines, alongside beauty professionals as a business customer group. The brand is led by founder and CEO Cindy van der Peet (with co-founder Bas van Duivenbooden noted in company materials), is privately held with no disclosed external investment, has accumulated multiple Pure Beauty, Dutch Beauty (DBA), and Pure London industry awards (2018–2022) plus 2024 Pure Beauty Global Awards finalist status, and maintains a 4.7/5 TrustPilot customer rating.

Name

LOOkX

Legal name

LOOkX Group B.V.

Website

https://lookx.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

LOOkX is a Dutch skincare and cosmetics brand founded in 1999 that sells plant stem cell-based skincare and makeup via DTC e-commerce and a network of 1,500+ certified skin experts across the Netherlands, targeting anti-aging, sensitive-skin, and life-stage consumer segments.

Ownership category

akta.pro rank

Product category

Skincare and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Professional Skincare & Facial Treatments (CRABALAF), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

Keywords

• Skincare products
• Clean beauty cosmetics
• Plant stem cell skincare
• Anti-aging skincare
• Professional skin treatments

Headquarters

HQ city

Heiloo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer online sales through the LOOkX webshop (lookx.com), offering skincare and makeup products with free shipping from €35, same-day dispatch for orders before 4 PM weekdays, samples included with every order, and a money-back guarantee
2. Professional Salon/Retail Channel Sales: Wholesale and distributor sales to 1500+ independent beauty salons, skin clinics, and authorized resellers across the Netherlands who purchase LOOkX products for retail and professional treatment use

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

LOOkX is a Dutch cosmetics brand that develops, manufactures, and sells skincare and makeup products formulated with 100% natural plant stem cells and proprietary skin science technologies. Products include cleansers, serums, masks, creams, eye care, exfoliants, sun protection, mascara, foundation, lipstick, and primer, organized into lines such as Calm+, Youth Defense, Retinol2ndG, Moisture, Balance, Solution, and Man. The brand sells direct-to-consumer through the lookx.com webshop and wholesale through 1500+ certified skin experts, beauty salons, and skin clinics across the Netherlands.

Product overview

LOOkX is a Dutch cosmetics brand offering a comprehensive portfolio of skincare and makeup products. The core offering consists of two main categories: Skincare (serums, creams, masks, cleansers, facial oils, eye care, sun protection, exfoliators) and Makeup (mascaras, foundations, concealers, lipsticks, eyeshadows, eyeliners, brow products). The brand organizes products into distinct lines including Calm+ (calming), Youth Defense (pre anti-aging with plant stem cells), Retinol2ndG (anti-aging with second-generation retinol), Moisture (hydration), Balance (sebum regulation), Solution (pore minimizing), and Man (male skincare). Key hero products include the award-winning Calm+ Redness Reset Drops, Retinol2ndG Serum, and Smart 4-in-1 Protection Primer. The brand also offers professional treatments (#ProofLooksBetter Facial), a sustainability-focused Refill program, and gift cards. With over 25 years of experience in skin science, LOOkX emphasizes clean beauty ingredients and 100% natural plant stem cells in its formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Mascara Ultra wear Water-resistant mascara providing extreme dimension with an ultra-effective formula, for consumers seeking dramatic lashes.
• Mascara Big volume Long-lasting volume mascara with optimal lash separation and anti-clumping formula.
• Eyebrow pencil Brown Brown eyebrow pencil suitable for nearly every hair color, lasting 14 hours, water resistant.
• Retinol2ndG eye rescue 10 ml Powerful anti-aging eye cream with second-generation retinol delivering a tighter eye contour and refreshed look.
• Sun protector powder Duo Multi-purpose sun protection powder providing a healthy, sunny golden glow and UV protection.
• Calm+ Redness reset drops - 30 ml Award-winning soothing drops that reduce redness, calm and protect sensitive skin, and provide hydration and barrier repair.
• Smart 4-in-1 protection primer 30 ml Makeup base primer offering fourfold protection in a bio-based tube, designed to create a flawless makeup canvas.
• Amazing cleansing balm 75 ml Versatile cleansing balm usable in four ways, providing optimal hydration and an extra care boost during cleansing.
• Derma skin polish pads 60 pcs Exfoliating pads that remove dead skin cells, visibly reduce fine wrinkles, and improve hydration.
• Natural velvet mineral foundation (Honey and Cashew shades) Natural mineral foundation with buildable coverage and a workout-proof formula; offered in Honey and Cashew shades.
• Vitamin C intense mask 50 ml Intensive vitamin C mask providing smoothing benefits, resistance boost, and skin brightening.
• Youth defense serum 40 ml Pre anti-aging serum that restores and soothes the skin, containing three types of plant stem cells.
• Retinol2ndG serum 40 ml Anti-aging boost serum with second-generation retinol providing a direct lifting effect, priced at the upper end of the catalog (~€93).
• Hydra Skin Restore Serum Skin restore serum under the new Hydra+ line, designed for skin restoration and constant hydration in changing rhythms.
• Lipstick No. 205 Nude Matt Nude matte lipstick from the new nude lipstick collection.
• #ProofLooksBetter Facial A 75-minute professional facial treatment with visible results after one session, including skin analysis, cleansing, professional peeling, vitamin concentrates, Derma effect warm massage, and customized skincare products. Delivered at certified LOOkX skin experts.
• Gift Cards Gift cards available in denominations of €10, €25, €50, and €100 for purchase on lookx.com.

Quantifiable outcome

• 4.7 out of 5 customer satisfaction rating on TrustPilot
• +1 more outcomes

Named customers1 record

Segments8 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

One partnership is on record.

• 100weeksminorOthersLOOkX partners with 100weeks, a charitable organization. The brand considers it important to give back to society and became a proud partner of 100weeks as part of its corporate social responsibility initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• REN Clean Skincare: Clean beauty skincare brand focused on bioactives and free-from formulations, now owned by Unilever. Comparable to LOOkX in clean beauty positioning, mid-premium pricing, and target consumer profile.
• Image Skincare: US professional skincare brand with a salon/spa channel and a focus on results-driven formulations including retinol and Vitamin C. Comparable to LOOkX in professional distribution, retinol-based anti-aging, and clean beauty positioning.
• Pai Skincare: UK-based clean beauty brand specializing in sensitive and reactive skin, with certified organic formulations and a direct-to-consumer plus select retailer model. Comparable to LOOkX's Calm+ line and sensitivity segment.
• Dr. Barbara Sturm: German science-led clean skincare brand with proprietary anti-inflammatory formulations and a strong celebrity-driven DTC brand. Comparable to LOOkX in science-driven European positioning and premium pricing.
• Tata Harper: US-based luxury clean beauty brand built on natural, non-toxic, plant-based formulations with an integrated farm-to-bottle narrative. Comparable to LOOkX in clean beauty positioning, plant-stem-cell messaging, and premium DTC pricing.
• Susanne Kaufmann: Austrian clean beauty skincare brand with a strong spa/hotel professional channel and a focus on science-backed natural ingredients. Comparable to LOOkX in mid-premium positioning, European heritage, and salon/spa-driven distribution.
• Dr. Hauschka: German natural/organic skincare brand with a professional esthetician/salon channel, holistic clean beauty philosophy, and a long-standing heritage similar to LOOkX. Both brands compete in plant-based, clean skincare distributed through certified skin experts.

Broad incumbents

• Elemis: British professional skincare brand with a strong spa and salon channel and a hero anti-aging portfolio. Comparable to LOOkX in professional distribution and anti-aging focus, but with global scale and L'Occitane ownership.
• Dermalogica: Professional-grade skincare brand with a global network of skin therapists and education-led distribution. Directly comparable to LOOkX's professional salon channel model, but at a much larger international scale.
• Augustinus Bader: Premium science-led skincare brand with proprietary cellular renewal technology and global prestige distribution. Comparable to LOOkX in science-driven positioning but at a significantly higher price point and brand scale.

Market position

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/LOOkXCosmetics
• YouTubeyoutube.com/c/LOOkXCosmetics
• Facebookfacebook.com/LOOkXCosmetics
• LinkedInlinkedin.com/company/lookx-cosmetics-for-the-everchanging-skin
• Instagraminstagram.com/lookxcosmetics
• TikToktiktok.com/@lookxcosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 LOOkX