SAGA Cosmetics
French multi-brand beauty retailer operating ~35 franchised boutiques across France and DOM-TOM plus e-commerce shipping to seven European countries, offering 100+ brands at mass-market price points starting at €1.
- Company typePrivate
- Founded1999
- HeadquartersHaute-goulaine, France
- Headcount1–10
- GTM typeB2C
- OfferingServices
What SAGA Cosmetics does
SAGA Cosmetics is a French multi-brand beauty retailer founded in 1999 that operates a network of franchised physical boutiques across metropolitan France, Corsica, and the French overseas departments of Réunion and Martinique. The chain carries more than 100 beauty brands — including L'Oréal, Maybelline, Essie, and Wella — alongside over 1,000 product references and private-label lines (SAGA, O Rare). Its assortment spans makeup, skincare, haircare, nail care, and body care at mass-market price points starting from €1, targeting price-sensitive consumers who want breadth of brand choice under one roof.
The retailer pursues an omnichannel model that combines storefronts, an e-commerce site shipping to seven European countries, and click-and-collect. A core element of its positioning is exclusive French distribution rights for several international brands (W7, KISS USA, Absolute New York, Golden Rose, Naobay, SHE SMART, Jylor, Revox B77), which differentiates SAGA from generic parapharmacies and pharmacy-channel competitors. Private-label lines (SAGA, O Rare) and a Green Beauty / eco-friendly category supplement third-party brands with higher-margin, controlled-assortment offerings.
SAGA grows primarily through franchising: most boutiques are operated by independent franchise partners, while the corporate team — disclosed at 1–10 employees — focuses on brand sourcing, exclusive contracts, and network development. Management has publicly targeted 50 boutiques by 2026, up from the current ~30–35 store base, indicating continued network-driven growth executed primarily via franchisee-funded openings rather than corporate capex.
SAGA Cosmetics firmographics
Firmographics- Name
- SAGA Cosmetics
- Legal name
- SAGA Cosmetics
- Website
- https://sagacosmetics.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- French multi-brand beauty retailer operating ~35 franchised boutiques across France and DOM-TOM plus e-commerce shipping to seven European countries, offering 100+ brands at mass-market price points starting at €1.
- Ownership category
- akta.pro rank
SAGA Cosmetics industry classification
Industry- Product category
- Multi-brand beauty retail (cosmetics, skincare, haircare, fragrance)
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)
- akta.pro secondary industries
- Dollar Store Franchises & Independent Operators (CRAEAAAO), General Merchandise Variety-Value Mass Merchandisers (CRAGABAH)
Keywords
Where SAGA Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Haute-goulaine
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
SAGA Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: SAGA Cosmetics generates revenue through the sale of cosmetics, makeup, skincare, haircare, and beauty accessories both in physical stores and via e-commerce. Products range from budget-friendly items (starting at 1€) to branded luxury fragrances. The company operates a franchise model, expanding through partner-owned stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget products starting at 1€ |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
SAGA Cosmetics product offering
Product offeringCore offering
SAGA Cosmetics is a multi-brand beauty retailer selling affordable cosmetics, makeup, skincare, body care, hair care, nail care, and fragrance products through 30+ owned and franchised boutiques in France and DOM-TOM and an e-commerce site shipping to seven European countries. The assortment combines major mass-market brands (L'Oréal, Maybelline, Essie, Wella, Revlon, Batiste, Aussie) with exclusive partnerships for brands such as Absolute New York, Naobay, W7, Golden Rose, KISS USA, and Revox B77, including the company's own SAGA and O Rare private labels. Revenue is driven primarily by unit-priced retail product sales with prices starting at €1 across more than 1,000 product references.
Product overview
SAGA Cosmetics is a French beauty retailer operating 35+ stores since 1999, offering a wide range of cosmetics and makeup products at affordable prices. The company combines its own exclusive brands (SAGA, O Rare, Absolute New York, Naobay, W7, Golden Rose, Revox B77, KISS USA) with major third-party brands (L'Oréal, Maybelline, Essie, Wella, Revlon) across six core product categories: Makeup (with subcategories for face, eyes, lips, and accessories), Facial Care, Body Care, Hair Care, Nails, and Fragrance. Services include e-commerce with international shipping, e-reservation (click & collect), and the Carte S loyalty program. Products range from entry-level items starting at €1 to professional-grade cosmetics, with over 1,000 product references available.
Differentiator
Problem solved
Functional benefit
Brands
- O RARE: An authentic brand offered by SAGA COSMETICS, dedicated to those seeking quality and accessible beauty products. With a varied range of care and cosmetics, O Rare embodies simplicity, effectiveness, and authenticity.
- SAGA
Products and services
- Maquillage (Makeup) Full makeup assortment for everyday and special-occasion use, covering complexion (foundation, concealer, powder, blush, contouring, highlighter), eyes (mascara, eyeliner, eyebrow, false lashes, eyeshadow palettes), lips (gloss, lipstick, lip liner, lip primer), and makeup accessories (brushes, sponges, kits). Targeted at women shopping for affordable everyday looks as well as makeup artists sourcing professional-grade products.
- Soin Visage (Facial Care) Facial skincare range including serums, day creams, night creams, eye contour treatments, exfoliants, face masks (cream, tissue, peel-off), cleansers, makeup removers, and specialized treatments for anti-aging, hydration, and blemish care. Targeted at consumers building daily skincare routines and at buyers seeking natural/bio options from brands such as Naobay.
- Soin Corps (Body Care) Body care assortment including moisturizing creams, scrubs, hand and foot care, epilation, deodorants, bath and shower products, dental hygiene, sun protection, and wellness items (sex toys, wellness gift sets). Targeted at general consumers purchasing daily-use personal care.
- Cheveux (Hair Care) Hair care range including hair masks, shampoos, dry shampoos, conditioners, hair oils, colorations, styling products (gel, wax, mousse, hairspray), hair accessories, and hair appliances. Distributed with brands such as Wella, Wella Nutricurls, Aussie, and Batiste (#1 dry shampoo in France). Targeted at consumers and hairstylists.
- Ongles (Nails) Nail care and color assortment including nail polishes, semi-permanent polishes, base and top coats, false nails, nail glue, removers, nail treatments, nail art supplies, and brushes. Distributed with Essie and exclusive brand KISS USA (magnetic lashes) among others. Targeted at general consumers and nail-care enthusiasts.
- Parfum (Fragrance) Fragrance assortment including women's perfumes (eau de toilette, eau de parfum, scented mist), men's perfumes, gift sets, scented candles, and essential oils, including the exclusive Jylor 24K-gold luxury fragrance line. Targeted at consumers buying personal scent or gifts.
- SAGA (Private Label Brand) SAGA's exclusive private-label line of beauty accessories and cosmetics, positioned as 'the best of beauty at affordable prices', available only at SAGA Cosmetics boutiques and online.
- O Rare (Private Label Brand) O Rare is SAGA Cosmetics' exclusive private-label brand offering accessible yet quality beauty products including curly hair creams and various care and cosmetics ranges. Emphasizes simplicity, effectiveness, and authenticity.
- Exclusive Brand Distribution Lines Assortment of brands distributed exclusively in France through SAGA Cosmetics: Absolute New York (PETA cruelty-free makeup), Naobay (Ecocert-certified bio cosmetics), W7 (colorful palettes from €5.50), Golden Rose (liquid matte lipstick at €5.50), Revox B77 (skincare line), KISS USA (magnetic false eyelashes), Jylor (24K-gold luxury fragrance), and SHE SMART (beauty tools and accessories). Targeted at consumers seeking trendy or specialized beauty that generalist drugstores do not stock.
- E-commerce Website Owned online storefront (sagacosmetics.com) offering the full product assortment with delivery to France metropolitan, overseas departments, and seven European countries (Belgium, Germany, Luxembourg, Netherlands, Spain, Portugal, Italy). Free delivery to pickup points from €39-49 depending on promotion, secure payment via VISA, Master Card, PayPal, 30-day return policy. Targeted at online beauty shoppers across Europe.
- E-réservation (Click & Collect) Service allowing customers to reserve products online and collect them in a physical SAGA Cosmetics boutique within 24 hours. Targeted at shoppers who want to confirm availability and pickup locally without waiting for home delivery.
- Carte S Loyalty Program Free loyalty membership card providing access to special 'Prix S' (S prices) discounts on branded products, valid in all SAGA Cosmetics stores in mainland France. Complementary to weekly newsletter promotions and Soldes events. Targeted at repeat individual consumers.
- SAGA Cosmetics Franchise Program Franchise partnership offering entrepreneurs the right to open and operate a SAGA Cosmetics boutique. Package includes store setup, training, commercial accompaniment, marketing tools, IT systems, and activity tracking, with total investment required and personal contribution specified. Network expanded into shopping centers from 2019. Targeted at aspirant franchisees in France.
Quantifiable outcome
- 30+ stores and growing to 40-50 boutiques
- +2 more outcomes
Companies that use SAGA Cosmetics
Customer profileSegments2 records
Ideal customer profiles3 records
SAGA Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SAGA Cosmetics partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and strategic.
- L'OréalcoreSAGA Cosmetics distributes L'Oréal and L'Oréal Professionnel products including makeup, skincare, and professional haircare lines. L'Oréal is a major mass-market beauty brand in SAGA's portfolio.
- MaybellinecoreDistribution partner for Maybelline cosmetics, a leading mass-market makeup brand offering foundations, mascaras, and color cosmetics at accessible price points.
- EssiecoreSAGA distributes Essie nail polish, a premium American nail care brand known for long-lasting, high-quality nail lacquers.
- WellacoreDistributes Wella and Wella Nutricurls haircare products including shampoos, conditioners, and styling products for various hair types.
- W7strategicExclusive distribution partnership for W7 cosmetics, known for colorful makeup palettes starting at 5.50€, distributed exclusively in France through SAGA.
- KISS USAstrategicExclusive partnership for KISS USA false eyelashes, distributed exclusively in France through SAGA Cosmetics.
- Absolute New YorkstrategicExclusive brand partnership for Absolute New York, an American cruelty-free makeup brand offering foundations, eyeshadows, and glosses certified by PETA.
- NaobaystrategicExclusive distribution of Naobay bio cosmetics, certified by Ecocert, featuring anti-aging and anti-imperfection skincare products made with natural, vegan ingredients.
- Golden RosestrategicExclusive partnership for Golden Rose, known for their famous liquid matte lipstick at 5.50€.
- JylorstrategicExclusive partnership for Jylor luxury fragrances enriched with 24K gold, positioned as premium beauty products.
- Revox B77strategicExclusive partnership for REVOX B77 skincare line, a new beauty range for skincare routines.
- AussiecoreDistribution of Australian haircare brand Aussie, known for products containing Australian ingredients.
- BatistecoreDistribution of Batiste dry shampoos, the #1 dry shampoo brand in France.
- SHE SMARTstrategicExclusive partnership for SHE SMART beauty tools and accessories, including facial saunas and styling devices.
- La Poste / ColissimocoreLogistics partnership for order delivery. Orders are shipped via La Poste or Colissimo depending on package volume.
Scale indicators5 records
Recent moves2 records
Expansion highlights5 records
SAGA Cosmetics competitors and assessment
Company assessmentDirect peers
- Marionnaud: Pan-European multi-brand beauty retail chain with a meaningful French store footprint, offering perfumes, makeup, and skincare across mid-market price points; competes for the same budget-to-mid beauty shopper and city-center locations.
- Yves Rocher: French beauty retailer combining own botanical brand with curated third-party brands across physical stores, e-commerce, and franchise networks; directly comparable as a French beauty retailer with strong own-brand and DTC execution.
- Flaconi: Germany-based online beauty and fragrance retailer operating across multiple European markets including France; the direct online analogue to SAGA's DTC channel and a comp for cross-border assortment and pricing strategy.
- KIKO Milano: Italian affordable, color-forward beauty retailer with ~1,000 stores globally and a strong own-brand makeup assortment priced €1-€20; closely comparable to SAGA on value positioning, breadth, and category mix.
- Notino: European online multi-brand beauty retailer offering ~1,000+ brands across perfume, makeup, skincare, and haircare with multi-country delivery; mirrors SAGA's e-commerce breadth and cross-country assortment strategy.
- Nocibé: French multi-brand beauty retailer (L'Oréal-owned) operating ~500 stores across France with a focused assortment of perfumes, cosmetics, and skincare at mainstream prices — the closest French mass-prestige analogue to SAGA's positioning.
- Beauty Success: French multi-brand beauty retail chain with a network of ~250 stores including franchise locations, offering perfumes, makeup, skincare, and haircare at mainstream prices — a direct French comp for SAGA's mass-market store model.
Broad incumbents
- Sephora: Global multi-brand beauty retail leader with a strong French presence, selling premium, masstige, and emerging brands; the dominant reference point for SAGA's category and the principal competitor for both footfall and brand-carriage decisions.
Regional players
- Primor: Iberian multi-brand beauty retailer (Spain/Portugal) with both physical stores and e-commerce, comparable to SAGA on franchise-style expansion and discount-to-mid pricing, though operating in a different geography.
Emerging players
- NYX Professional Makeup: L'Oréal-owned affordable professional makeup brand sold through specialty beauty retail and DTC; comparable as an own-brand-style affordable beauty brand with French distribution overlap and a competitive threat at the value end of SAGA's assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
SAGA Cosmetics social profiles
Digital presenceSAGA Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
SAGA Cosmetics leadership team
Management profileNumber of profiles
SAGA Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SAGA Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SAGA Cosmetics
What does SAGA Cosmetics do?
SAGA Cosmetics is a multi-brand beauty retailer selling affordable cosmetics, makeup, skincare, body care, hair care, nail care, and fragrance products through 30+ owned and franchised boutiques in France and DOM-TOM and an e-commerce site shipping to seven European countries. The assortment combines major mass-market brands (L'Oréal, Maybelline, Essie, Wella, Revlon, Batiste, Aussie) with exclusive partnerships for brands such as Absolute New York, Naobay, W7, Golden Rose, KISS USA, and Revox B77, including the company's own SAGA and O Rare private labels. Revenue is driven primarily by unit-priced retail product sales with prices starting at €1 across more than 1,000 product references.
Is SAGA Cosmetics a public or private company?
SAGA Cosmetics is a private company. It is classified as unknown and is currently operating.
When was SAGA Cosmetics founded?
SAGA Cosmetics was founded in 1999. It employs 1 to 10 people.
Where is SAGA Cosmetics based?
SAGA Cosmetics is headquartered in Haute-goulaine, France, in the Europe region.
How does SAGA Cosmetics make money?
One revenue line is on record: retail Product Sales.
Who are SAGA Cosmetics's main competitors?
Direct peers on record are Marionnaud, Yves Rocher, Flaconi, KIKO Milano, Notino, Nocibé and Beauty Success. Sephora is listed as a broad incumbent. Primor is listed as a regional player. NYX Professional Makeup is listed as an emerging player.
Does SAGA Cosmetics have an API?
No public API is recorded for SAGA Cosmetics.
What industry is SAGA Cosmetics in?
SAGA Cosmetics's product category is Multi-brand beauty retail (cosmetics, skincare, haircare, fragrance). Its primary akta.pro industry code is CRAGAIAC, Beauty & Personal Care-Focused Catalog Department Store Retailers, with a secondary code of CRAEAAAO, Dollar Store Franchises & Independent Operators. Its NAICS code is 456120 and its SIC code is 5331.