What BeautyX does

BeautyX is a Dutch specialty perfumery retailer operating more than 30 physical locations across the Netherlands under a hybrid owned-store and franchise model. The legal entity is BeautyX B.V. (KvK 69965455), with a related operating entity New Beauty Hub B.V. overseeing e-commerce and platform functions; both are directed by Dorian Hofs and Peter van der Meer. Through a core franchise partnership with DA, a Dutch pharmacy chain, BeautyX extends its footprint via 26 DA & BeautyX co-branded locations. The company runs a Shopware-powered e-commerce site (beauty-x.nl) integrated with Adyen for payments, and ships nationwide with free delivery on orders above €450.

The assortment spans fragrances (women's, men's, unisex, refillable, vegan, and interior/home), skin and body care (face, body, sun, hair, men's grooming, skin-type-targeted and refillable skincare), and a full makeup range (face, eye, lip, nail), supported by sets, accessories and a Klantenpas customer loyalty program. Brand partners include Clarins, Clinique, La Prairie, Gucci, Kenzo, Prada, Chloé, DKNY, Estée Lauder, L'Occitane, Lee Stafford, Biotherm, Giorgio Armani, Jean Paul Gaultier, Lancôme, Rabanne and Yves Saint Laurent. Pricing is unit-based, ranging from approximately €14.50 to €920.

Revenue is generated through three streams: in-store retail product sales, direct e-commerce sales via beauty-x.nl, and corporate gifting (Relatiegeschenken) including private shopping events and curated business gift sets. The primary customer segment is individual consumers seeking luxury and niche fragrance and beauty brands with in-person consultation; a secondary segment is corporate clients purchasing relationship gifts. Marketing channels include Facebook, Instagram and TikTok, an email newsletter, SEO and the Klantenpas loyalty program. In-store salon services (including Shiseido treatments) are offered at select locations.

Name

BeautyX

Legal name

BeautyX B.V.

Website

https://beauty-x.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

BeautyX is a Dutch specialty perfumery chain operating 30+ stores across the Netherlands through a hybrid owned-store and DA-pharmacy franchise model, selling luxury and niche fragrance, skincare and makeup brands via beauty-x.nl e-commerce and corporate gifting services.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Beauty Salons (812112), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Luxury Beauty & Fragrance Department Stores (CRAGADAD)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Classic/European Facials (HSALADAA)

Keywords

• Luxury perfumery retail
• Beauty and skincare stores
• Niche fragrance retailer
• Corporate gifting services
• Beauty salon services

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling beauty and perfume products through physical retail stores and e-commerce channel. Products include perfumes, skincare, makeup, and related beauty products from luxury and niche brands.
2. E-commerce Sales: Online sales through beauty-x.nl website, with delivery services across the Netherlands. Products shipped to customers with free shipping threshold at €450.
3. Corporate Gifting: Private shopping events and relationship gift programs for corporate clients (relatiegeschenken), offering curated beauty products for business gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

BeautyX is a Dutch perfumery and beauty retailer that sells luxury and niche perfumes, skincare, makeup, hair care, and men's grooming products through more than 30 physical stores across the Netherlands and the beauty-x.nl e-commerce platform. The assortment spans women, men, unisex, refillable, and home fragrances alongside skincare, makeup, sun care, and accessories, complemented by corporate gifting services, private shopping events, in-store salon treatments, and a customer loyalty program.

Product overview

BeautyX is a Dutch perfumery chain operating over 30 stores across the Netherlands, functioning as a franchise model with independent entrepreneurs. The company offers a curated assortment of luxury and niche beauty brands across three core categories: Fragrances (women's, men's, unisex, refillable, and home fragrances), Skin & Body Care (face care, body care, sun care, hair care, and products for specific skin types), and Make-up (face, eye, lip, and nail products). The portfolio includes both exclusive in-house brand lines like Clarins My Clarins, Clarins SOS, Clinique Even Better, La Prairie White Caviar Collection, and branded fragrances from luxury houses such as Gucci, Kenzo, Prada, and Chloé. BeautyX also offers corporate gift services with custom gift sets, private shopping events, and in-store salon services at select locations. The company operates both physical retail locations and an e-commerce platform (beauty-x.nl) with integrated payment processing through Adyen.

Differentiator

Problem solved

Functional benefit

Products and services

• Fragrances (Perfume) Curated perfume assortment for women, men, unisex, and home use, including Eau de Parfum, Eau de Toilette, refillable perfume bottles with refill cartridges, vegan fragrances, and fragrance gift sets from luxury and niche brands such as Gucci, Kenzo, Prada, Chloé, DKNY, and L'Occitane. Aimed at Dutch consumers seeking personal-use luxury and niche scents.
• Skin Care (Huidverzorging) Face and body care portfolio including day creams, night creams, BB & CC creams, masks, serums, cleansers, eye care, lip care, body cream, body scrub, body lotion, hand and foot care, sun protection, aftersun, self-tanners, and men's grooming essentials. Product lines are tailored for skin types (mature, dry, oily, normal, combination) and include vegan-certified and refillable options.
• Hair Care (Haarverzorging) Hair care assortment including shampoo, conditioner, hair masks, hair serums, hairspray, styling mousse, leave-in oil, gel/wax, and accessories, including branded collections such as Lee Stafford Coco Loco.
• Make-up Full makeup assortment including face makeup (foundation, concealer, powder, bronzer, highlighter, blusher), eye makeup (mascara, eyeshadow, eyeliner, eyebrow makeup), lip makeup (lipstick, lip gloss, lip balm, lip liner), and nail products (nail polish and nail care), with vegan-certified and refillable make-up options.
• Sets and Gift Collections (Sets) Pre-packaged gift sets and multi-product bundles across fragrance, skincare, and makeup categories, intended for personal gifting and discovery.
• Corporate Gifts (Relatiegeschenken) Corporate gift service providing custom gift sets from luxury brands such as L'Occitane and CHANEL, combined with private shopping events for businesses seeking relationship gifts for clients, partners, and employees.
• Salon Services In-store beauty salon services at select BeautyX locations, including Shiseido salon treatments, offering hands-on beauty services to walk-in customers.
• Private Shopping Events Exclusive in-store shopping events offering complimentary food and drinks and personalized beauty consultant guidance, available to individuals and corporate groups.
• Klantenpas Customer Loyalty Program Customer loyalty program rewarding repeat purchases with personalized communication, targeted offers, digital receipts, and access to purchase history.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• DA (Dutch Pharmacy Chain)coreChannel Partner/ Reseller/ DistributorDA & BeautyX franchise partnership with DA, a major Dutch pharmacy chain. BeautyX products are sold through 26 franchise locations under the DA & BeautyX brand, expanding BeautyX's retail footprint through DA's established pharmacy network across the Netherlands.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Notino: European online beauty retailer with a deep Dutch assortment of fragrances and skincare. The most direct price and assortment competitor to BeautyX's e-commerce channel.
• Douglas: Europe-wide perfumery chain with a substantial Dutch store network and overlapping luxury fragrance and beauty assortment. Closest pan-European comparable for store-format and brand mix.
• Rituals: Dutch-founded body and home care brand retailer with its own store network and a strong focus on experiential retail and gifting — directly comparable to BeautyX's experiential positioning and corporate gifting vertical.
• KIKO Milano: Italian-affordable-prestige beauty retailer with stores across Europe. Comparable on the multi-category color cosmetics, skincare, and fragrance play in physical retail.
• ICI PARIS XL: Largest Dutch perfumery chain with a comparable physical-store footprint and a similar multi-brand luxury and niche fragrance assortment. Head-to-head competitor for BeautyX's Dutch consumer and franchise operator base.
• Yves Rocher: French botanical beauty retailer with owned-brand skincare, fragrance, and makeup sold through Dutch stores and e-commerce. Comparable on beauty assortment breadth and Dutch footprint.

Broad incumbents

• De Bijenkorf: Dutch luxury department store carrying the same prestige beauty and fragrance brands (Clarins, La Prairie, Dior) under one roof. Overlaps with BeautyX on product mix and Dutch luxury gift occasions.
• Sephora: Global multi-brand beauty retailer with a Dutch e-commerce presence and physical stores. Competes with BeautyX across prestige fragrance, skincare, and makeup, with greater scale and global brand relationships.
• The Body Shop: Global multi-brand beauty retailer with a Dutch store footprint and a focus on ethical, vegan, and refillable beauty — overlapping with BeautyX's sustainable product positioning.

Regional players

• Holland & Barrett: Dutch health and wellness retailer expanding into natural beauty. Partial overlap with BeautyX's vegan and natural skincare lines but a different overall assortment focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BeautyX-100052003104957
• Instagraminstagram.com/parfumerie.beautyx
• TikToktiktok.com/@parfumerie.beautyx
• LinkedInlinkedin.com/company/beauty-x-benelux

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 BeautyX