Jasmin

What Jasmin does

Jasmin (legal entity: Trgovinsko preduzeće "Jasmin" d.o.o. Beograd) is a privately held Serbian specialty beauty retailer founded in 1954 (per company history), headquartered at Dunavska 31, Palilula, Belgrade. The company sells branded cosmetics, perfumes, skincare, haircare, body care, and beauty accessories through a multi-channel retail model that combines a Magento-based e-commerce storefront (jasmin.rs) with a network of at least eight physical stores across Serbia's largest cities — five in Belgrade (Knez Mihailova, Delta City, Bulevar Mihajla Pupina, Ada Mall, Mercator centar), one in Novi Sad (Promenada), one in Niš (Delta Planet), and additional locations in cities including Kragujevac, Kraljevo, Čačak, Valjevo, Užice, Novi Pazar, and Požarevac. A phone-ordering call center and an E-poklon kartica gift-card program complete the sales channels.

Jasmin positions itself as an authorized distributor of international luxury and prestige beauty brands including Chanel, Dior, Gucci, Versace, Burberry, Calvin Klein, Dolce&Gabbana, Trussardi, Hugo Boss, Chloe, Pupa, Artdeco, Sensai, Shiseido, and Estée Lauder. The product mix spans women's and men's fragrances and toilet waters; decorative makeup organized by facial zone (face, lips, eyes, nails) and accessories; facial skincare (cleansers, tonics, serums, creams, masks, sun protection); body care (hand care, body treatments, sun care, deodorants); and haircare (treatments, shampoos, masks, dyes, styling products, electrical styling tools). Pricing is in Serbian Dinars inclusive of VAT, with unit prices ranging from ~400 RSD for accessories to over 10,000 RSD for premium fragrances; gift cards span 1,000-50,000 RSD denominations; delivery is free above 3,000 RSD and 314 RSD below that threshold.

The company operates with a headcount of 11-50 employees and serves primarily Serbian consumers across four horizontal customer segments — women seeking cosmetics and fragrances, men seeking grooming products, skincare-focused consumers, and haircare consumers. The revenue model is one-time retail markup on branded beauty products sold through physical stores and e-commerce, supplemented by gift card sales. Jasmin does not own proprietary beauty brands, does not have its own mobile app, discloses no revenue, has no institutional investors or parent company, and operates exclusively within Serbia (with explicit restriction noted for Kosovo and Metohija). The company holds Superbrands Serbia 2024-2025 recognition and E-Trustmark certification from the E-commerce Association of Serbia.

Name

Jasmin

Legal name

Trgovinsko preduzeće "Jasmin" d.o.o. Beograd

Website

https://jasmin.rs

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Jasmin is a privately held Serbian specialty beauty retailer, founded in 1954 and headquartered in Belgrade, operating physical stores in 10+ Serbian cities and an e-commerce storefront (jasmin.rs) selling branded cosmetics, fragrances, skincare, haircare, and beauty accessories from international brands such as Chanel, Dior, Gucci, and Versace.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Luxury Beauty & Fragrance Department Stores (CRAGADAD)

Keywords

• Specialty beauty retail
• Cosmetics and perfumes
• Skincare products
• Makeup retail
• Branded fragrances

Headquarters

HQ city

Belgrade

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail cosmetics and beauty products: Sale of branded cosmetics, perfumes, skincare, and makeup products from international beauty brands including Chanel, Dior, Gucci, Versace, and others. Revenue generated through retail markups on brand-name beauty products.
2. Gift cards (E-poklon kartica): Sale of gift cards in denominations from 1,000 RSD to 50,000 RSD. Gift cards have a 12-month validity period from activation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Jasmin operates a multi-channel beauty retail business selling branded cosmetics, perfumes, skincare, makeup, hair care, and beauty accessories sourced from authorized distributors of international luxury and premium brands (Chanel, Dior, Gucci, Versace, Burberry, Dolce&Gabbana, Estee Lauder, etc.). The company serves Serbian consumers through approximately a dozen physical retail showrooms in Belgrade, Novi Sad, and Nis, an e-commerce storefront at jasmin.rs, and a call center. It also offers its own Jasmin E-poklon kartica (gift card) product in both physical and electronic form.

Product overview

Jasmin is a Serbian cosmetics and perfume retail chain offering a comprehensive beauty portfolio through physical stores and its e-commerce platform (jasmin.rs). The product offering comprises multiple interconnected categories: Women's and Men's Perfumes (parfemi) featuring luxury branded fragrances; Decorative Makeup (šminka) organized by facial zone (face, lips, eyes, nails) plus accessories; Facial Care (nega lica) covering cleansers through treatments; Body Care (nega tela) including hand, body treatments and sun protection; Hair Care (nega kose) from treatments to styling and electrical devices; and Accessories (aksesoari) spanning makeup tools, manicure/pedicure supplies, toiletry bags, and hair accessories. The company also offers its own E-gift Card (E-poklon kartica) system. Brands stocked include international names such as Versace, Burberry, Gucci, Dolce&Gabbana, Calvin Klein, Chloe, Pupa, Diego Dalla Palma, Collistar, Artdeco, Sensai, Shiseido, Estee Lauder, and Simihaze Beauty, among others. The retailer's online shop integrates with Raiffeisen Bank payment gateway, BEX courier delivery service, and GiftOnCard terminal system for gift card balance inquiries. Jasmin holds Superbrands Serbia 2024-2025 recognition and E-Trustmark certification from the Serbian E-commerce Association.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Perfumes (Ženski parfemi) Women's fragrances and toilet waters (parfemi i toaletne vode) including branded perfumes from international luxury brands in EDP and EDT concentrations, plus perfumed body care, sets, and travel sprays. Targeted at women consumers in Serbia.
• Men's Perfumes (Muški parfemi) Men's fragrances and toilet waters (parfemi i toaletne vode) including branded perfumes from international luxury brands in EDP and EDT formats, plus perfumed body care, sets, and travel sprays. Targeted at men consumers in Serbia.
• Face Makeup (Šminka - Lice) Decorative cosmetics for the face including foundations/puderi, blushes/rumenila, concealers/korektori, highlighters/hajlajteri, bases and fixatives, bronzers, sun protection, and face eyeshadows/senke. Targeted at women consumers.
• Lip Makeup (Šminka - Usne) Lip makeup products including lipsticks/ruževi, lip liners/olovke, lip glosses/sjajevi, bases and fixatives, and balms/balzami. Targeted at women consumers.
• Eye Makeup (Šminka - Oči) Eye makeup products including eyeshadows/senke, mascaras/maskare, eyeliners/olovke i ajlajneri, eyebrows/obrve products, palettes/palate, and bases and fixatives. Targeted at women consumers.
• Nail Products (Šminka - Nokti) Nail polish and nail care products including lakovi za nokte and related accessories. Targeted at women consumers.
• Facial Care (Nega lica) Facial skincare products including cleansers/čistači, tonics and lotions, exfoliators/pilinzi, eye and lip care, serums and facial oils, face creams, masks and treatments, sun protection, face sprays, and men's facial care. Targeted at women and men skincare consumers in Serbia.
• Body Care (Nega tela) Body care products including hand care, body treatments (deodorants, anticellulite, toning, body shaping, breast care, stretch marks), sun protection, creams and bath products, and body sprays. Targeted at women and men consumers in Serbia.
• Hair Care (Nega kose) Hair care products including treatments, oils, shampoos, masks, sun protection, sprays, creams, leave-in care, hair dyes/farbe, foam, gel, heat protection, paste, hair spray, styling products, and electrical devices such as hair irons/pegla za kosu. Targeted at women and men hair care consumers.
• Beauty Accessories (Makeup, Manicure, Pedicure, Hair, Toiletry Bags) Beauty accessories including makeup brushes/četkice, artificial eyelashes, manicure and pedicure tools (files, scissors, cuticle tools, tweezers, pliers), toiletry bags/neseseri, mirrors, hair brushes/četke, combs/češljevi, and additional brush cleansers, sharpeners, beauty boxes, eyelash curlers, and specialty cases from brands like Diego Dalla Palma, Collistar, Shiseido, and Estee Lauder.
• Jasmin E-poklon kartica (Gift Card) Jasmin-branded gift card available in denominations from 1,000 RSD to 50,000 RSD, with a 12-month validity period from activation. Physical cards sold in-store and e-gift cards delivered via email; redeemable in both physical retail stores and the jasmin.rs web shop. Targeted at individual gift-givers and corporate gifting coordinators in Serbia.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• BEX Courier ServiceminorChannel Partner/ Reseller/ DistributorDelivery partner for online orders. Handles package delivery to customer addresses across Serbia. Cash on delivery service available through BEX couriers.
• International beauty brand distributorscoreChannel Partner/ Reseller/ DistributorAuthorized distributors of international perfume and cosmetics brands including Chanel, Dior, Gucci, Versace, Burberry, Calvin Klein, Dolce&Gabbana, Trussardi, and others. Products are imported from officially authorized distributors supplying world manufacturers directly.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Notino: Czech-founded pan-European online beauty and fragrance retailer shipping to Serbia. Competes head-on with Jasmin's e-commerce channel on assortment breadth, pricing, and convenience for branded perfume and skincare.
• Douglas: Europe's leading perfume and cosmetics specialty retailer with physical stores and online operations in Serbia. Closely mirrors Jasmin's premium multi-brand fragrance + beauty retail model and competes for the same luxury brand authorizations.
• dm drogerie markt: German-headquartered drugstore chain operating in Serbia with broad multi-category beauty and personal-care assortment. Directly competes with Jasmin on cosmetics, skincare, and fragrance at typically sharper price points.
• Lilly Drogerie: Serbian drugstore and beauty retail chain that directly competes with Jasmin across cosmetics, fragrance, skincare, and personal care, with overlapping physical-store presence and a similar domestic-only go-to-market. The most direct geographic peer.

Regional players

• Flormar: Turkish cosmetics brand with retail distribution across the Balkans and Eastern Europe. Comparable as a regional beauty brand-retailer hybrid serving similar consumer segments in nearby geographies.

Broad incumbents

• Sephora: Global multi-brand prestige beauty retailer operating in 30+ markets. While not (yet) dominant in Serbia, it is the global benchmark for the multi-brand luxury beauty retail model Jasmin operates and represents a credible entry threat via cross-border digital.
• Yves Rocher: French botanical beauty brand with owned retail stores in Serbia. Comparable as a multi-channel branded-beauty retailer operating in the Serbian market and competing for the same skincare and fragrance customer.

Emerging players

• Kiko Milano: Italian color-cosmetics brand with owned retail stores across Europe. A partial peer on the beauty-retail-with-owned-brand model Jasmin could pursue and a regional competitor in adjacent price tiers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/jasmin.parfimerija
• LinkedInlinkedin.com/company/jasmin-parfimerije

Compliance2 records

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 Jasmin