Apothecary

What Apothecary does

Apothecary (legally Aesthetics drogerie d.o.o.) is a Serbian luxury internet drogerie operating from Belgrade since 2020. Through apothecary.rs, the company sells premium cosmetics, skincare, haircare, makeup, fragrances, health supplements, baby and maternity care, organic and home products to B2C consumers across Serbia. Its catalog aggregates more than 50 international brands including Dior, Lancôme, YSL, La Roche-Posay, Estée Lauder, La Mer, Tom Ford, Clarins, Kérastase, and Vichy, complemented by a proprietary sun-care line (Apothecary Solar), an in-house product brand (Apothecary LAB), and Physio & Spa wellness protocols.

The technical foundation is a proprietary direct-to-consumer e-commerce storefront with standard retail features: product catalog, customer accounts, wishlist, product comparison, multiple payment options (cash on delivery, payment cards, DinaCard with up to 5% discount), free standard delivery above 5,000 RSD, and Belgrade-headquarters pickup. The site holds e-Trustmark national certification for the fourth consecutive year (2026) along with Google Safe Browsing, Norton SafeWeb, Meta Verified, and Green Hosting certifications, and has received five consecutive Creativepool Annual nominations (2021-2026) for website design.

The business model is single-channel DTC retail monetized through one-off product sales priced in Serbian Dinars including VAT. Customer retention and pricing differentiation are driven by the Apothecary Privé loyalty program, which runs tiered benefits from a free Premium entry level up to the Professionnel tier requiring 3,000,000 RSD in annual spending, with corresponding concierge service, concierge delivery, private shopping, partner discounts (including a Relax & Revive Center partnership), and corporate purchasing options. Marketing is conducted through the Le Mag editorial blog, opt-in email newsletter, organic social sharing, and the loyalty program itself. The company is privately held by its founders, with no disclosed institutional funding, no parent company, no subsidiaries, and a headcount of approximately 20 employees.

Name

Apothecary

Legal name

Aesthetics drogerie d.o.o.

Website

https://apothecary.rs

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Apothecary is a Belgrade-based luxury online drogerie selling premium cosmetics, skincare, fragrances, and wellness products from 50+ international brands to Serbian B2C consumers via apothecary.rs, supported by the Apothecary Privé loyalty program and proprietary sub-brands including Apothecary Solar and Apothecary LAB.

Ownership category

akta.pro rank

Product category

Online Beauty & Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABALAJ

Salon Retail & Backbar Consumables (Disposables, Capes, Towels, Sanitizers)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

Keywords

• Online cosmetics retail
• Premium beauty ecommerce
• Luxury drogerie Serbia
• Skincare and makeup shop
• Beauty loyalty program

Headquarters

HQ city

Beograd

HQ country

Serbia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail product sales: Apothecary generates revenue through direct-to-consumer online sales of premium cosmetics, skincare, haircare, makeup, perfumes, health supplements, baby care products, and home & bio products. Customers purchase through the e-commerce website with various payment options including cash on delivery, payment cards, and DinaCard. The company offers tiered pricing through its loyalty program and free standard delivery for orders over 5,000 RSD.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Apothecary is a luxury internet drogerie (online cosmetics and health retailer) operating the e-commerce website apothecary.rs, selling original premium cosmetics, skincare, makeup, fragrances, health supplements, baby care, men's grooming, and home/bio products from international brands such as Dior, Lancôme, YSL, La Roche-Posay, La Mer, Tom Ford, and Estée Lauder. It also offers its proprietary Apothecary LAB private label, the Apothecary Solar sun protection line, and Physio & Spa wellness services, with the tiered Apothecary Privé loyalty program offering concierge service, concierge delivery, and private shopping experiences to qualified members.

Product overview

Apothecary is a luxury Serbian internet drogerie (e-commerce beauty and health retailer) offering a comprehensive multi-category product portfolio. The core offering spans skincare (Nega), makeup (Šminka), fragrances (Parfemi), health products (Zdravlje), and specialized Physio & Spa services. Additional categories include Bébé (baby and mother products), Men's products ([M] Muškarci), Bio/organic products, and Home (Kuća) items. The company operates Apothecary Privé, a tiered loyalty program with multiple membership levels (Premium through Private), and offers premium services including Concierge Service, Concierge Delivery, and Private Shopping for qualified members. The product portfolio includes over 50+ brands across all categories, featuring luxury names like Dior, Lancôme, YSL, Givenchy, Tom Ford, La Mer, as well as mass-market brands. Apothecary Solar represents the company's proprietary sun protection line, while Physio & Spa offers specialized body care protocols. The nail care category features products from Dior, Dolce&Gabbana, Lancôme, and YSL, including nail polishes, base coats, top coats, and nail treatments.

Differentiator

Problem solved

Functional benefit

Brands

• Apothecary Privé: Premium loyalty program offering various benefits including product samples, discount codes, Silver/Gold/Platinum tier benefits, concierge service, priority delivery, and private shopping experiences for high-value customers.
• Apothecary LAB
• Physio & Spa
• Apothecary Solar

Products and services

• Apothecary Privé (Loyalty Program) Tiered loyalty program for all customers with benefits including product samples with every order, promotional codes, Silver (5%) and Gold (10%) partner discounts, Platinum voucher for Relax & Revive wellness center, and Première through Professionnel annual-spending tiers offering concierge service, concierge delivery, and private shopping for qualified high-value members.
• Concierge Service (Konsijerž servis) Premium concierge service for qualified Apothecary Privé members (Première level and above), providing a dedicated personal contact via email and phone for order consultations, delivery scheduling, product availability inquiries, and bespoke assistance.
• Concierge Delivery (Konsijerž dostava) Specialized delivery coordination arranged by Apothecary concierge service representatives for qualified members, allowing custom delivery times, addresses, and product reservations beyond standard delivery.
• Private Shopping (Privatna kupovina) Private shopping experience with Apothecary representatives for qualified Privé members, offering complete privacy, discretion, and personalized attention outside regular business hours.
• Apothecary Solar (Sun Protection Line) Proprietary sun protection product line under the Apothecary Solar brand offering UVA/UVB protection products for daily use, skiing, after-sun care, and self-tanning, including SPF daily protection, toning creams, and after-sun products.
• Physio & Spa Specialized wellness service offering Physio & Spa protocols for body care including massages, pressotherapy, physiotherapy treatments, and spa services through the Apothecary Privé platform.
• Apothecary LAB (Private Label)

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

One partnership is on record.

• Relax & Revive Center (Belgrade)coreStrategic or Co-development Partner · 19 December 2024Relax & Revive Center in Belgrade offers various physical therapy services, pressotherapy, kinesitherapy, and massage. Under the Apothecary Privé Platinum tier, customers who make a single purchase over 25,000 RSD receive a printed unique code worth up to 4,000 RSD that can be used for services at this partner center. The partnership provides added value to high-spending customers through complementary wellness services.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Notino: Notino is Europe's largest online beauty retailer, originally Czech and with deep penetration in Central and Eastern Europe including the Western Balkans. It sells the same category of premium perfumes, cosmetics, and skincare brands direct-to-consumer online, making it the most directly comparable peer to Apothecary.
• Cult Beauty: Cult Beauty is a UK-based premium online beauty retailer specializing in curated selection of high-end and niche beauty brands. Its curated-assortment DTC model, focus on prestige skincare and makeup, and content-led marketing mirror Apothecary's approach.
• Net-a-Porter: Net-a-Porter is a global luxury online retailer with a curated beauty offering alongside fashion. Its premium positioning, concierge-grade customer service, and brand assortment (including Dior, La Mer, Tom Ford) overlap directly with Apothecary's luxury drogerie positioning.
• Feelunique: Feelunique is a UK-based online premium beauty retailer carrying luxury skincare, makeup, fragrance, and haircare brands direct-to-consumer. Its category mix, brand assortment, and DTC e-commerce model closely parallel Apothecary's.
• StrawberryNET: StrawberryNET is a long-established online beauty retailer operating globally with a broad assortment of premium perfumes, skincare, and cosmetics at competitive prices. Its DTC international shipping model overlaps with Apothecary's core offering.
• FragranceNet: FragranceNet is a US-based online retailer specializing in discounted authentic fragrances and beauty products from the same premium houses that anchor Apothecary's assortment. Its DTC fragrance-led model and international shipping overlap with parts of Apothecary's catalog.
• Lookfantastic: Lookfantastic is a UK-based online beauty retailer (part of THG) carrying premium skincare, haircare, makeup, and fragrance brands direct-to-consumer. Its broad premium assortment and loyalty program model make it a direct comparator to Apothecary's e-commerce platform.

Broad incumbents

• Sephora: Sephora is a global multi-channel luxury beauty retailer carrying the same premium brands (Dior, YSL, Lancôme, Tom Ford) that anchor Apothecary's assortment. Its pan-European e-commerce operation and brand-direct shipping into Serbia make it a broad incumbent competitor with overlapping assortment.
• Douglas: Douglas is Europe's largest perfumery chain with a substantial e-commerce operation across the continent. It carries overlapping premium fragrance and beauty brands and competes for the same customer cohort via both physical and online channels.
• Zalando Beauty: Zalando is Europe's largest online fashion platform that has expanded into premium beauty, carrying brands like Lancôme, YSL, and Dior. While Zalando is a broad generalist, its beauty vertical competes for the same online premium beauty shoppers in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/apothecary-rs

Compliance5 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 Apothecary