What Eveline Cosmetics does

Eveline Cosmetics sp. z o.o. is a privately held Polish cosmetics company headquartered in Warsaw, operating the eveline.pl direct-to-consumer e-commerce platform and distributing products in 27 European countries. The company manufactures and sells a broad mass-market portfolio across four product categories — makeup, skincare, body care, and nail care — organized into sub-brands such as Wonder Match (color-adaptive foundations with SPF 50), Cerabiome (ceramide-based microbiome skincare), Age Back Code (anti-aging routines), Better Than Perfect (long-wear foundation), Lumi All Day Glow (foundation-serum hybrid), VinyLove (liquid lipstick), Celebrity (professional makeup), Pink Snail (snail mucin body care), Cica Pharm (sensitive-skin derma-cosmetics), and Brazilian Body (self-tanning). Underlying product technologies include proprietary ingredient platforms (ceramides, snail mucin filtrate, madecassoside, peptides, PDRN) and diverse delivery formats (cushion, serum, balm-serum, tubing mascara, BB cream with SPF 50). Pricing is mass-market, with individual SKUs typically 15–50 PLN (entry items from 9.99 PLN, gift sets up to ~169 PLN), supported by 1+1 promotions, mystery box mechanics, and outlet discounts.

Eveline's go-to-market combines product-led growth (BOGO and mystery-box mechanics, referral codes), community-led acquisition (the #EvelineTeam affiliate program and co-created collections with creators such as Croatian TikTok influencer Mirta Miler), and event-driven seasonal campaigns (Wakacyjny Konkurs summer contest). The company markets across Facebook, Instagram, YouTube, and TikTok, and ships via DPD, InPost, and Orlen Paczka. A registered corporate address in Paris (66 Avenue des Champs-Élysées) appears on certain product packaging alongside the Polish operating entity. The brand holds PETA cruelty-free certification and is positioned as #1 in the Polish makeup category by NielsenIQ value and unit sales (Week 40 2023 – Week 39 2024).

Revenue is not publicly disclosed. The company operates with approximately 275 employees and has no detected funding rounds, parent ownership, or institutional investors — it appears independently run. Customer base is exclusively mass-market individual consumers, distributed across 27 country markets, with no enterprise or B2B concentration. The strategic posture combines defensive retention of the Polish #1 position with offensive international expansion through localized e-commerce storefronts, new sub-brand launches, and influencer co-creation.

Name

Eveline Cosmetics

Legal name

Eveline Cosmetics sp. z o.o.

Website

https://eveline.pl

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Eveline Cosmetics is a privately held Polish mass-market cosmetics brand selling makeup, skincare, body care, and nail products via its owned e-commerce platform eveline.pl and international storefronts across 27 European countries, holding the #1 position in Polish makeup by NielsenIQ.

Ownership category

akta.pro rank

Headquarters

HQ city

Lesznowola, Masovian Voivodeship

HQ country

Poland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: The primary revenue channel is the company's own e-commerce platform at eveline.pl, selling the full product range directly to consumers in Poland and internationally. The website supports promotions, bundle upsells, subscription-style repeat purchase incentives, and loyalty-building features.
2. Physical Retail / Wholesale Distribution: Eveline Cosmetics products are distributed through physical retail stores in Poland and internationally, though specific retail partners are not enumerated in the source material.
3. International E-commerce (27 countries): The company ships to 27 countries through regional storefronts (evelinecosmetics.com with country/language variants for AT, BE, BG, HR, CY, CZ, DK, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, LU, NL, PT, RO, SK, SI, ES, SE, UA). Products are priced in local currencies (EUR, CZK, UAH) indicating active international commercial operations.
4. Bundled Sets and Gift Packages: Curated gift sets (prezenty, zestawy prezentowe) targeting gifting occasions are sold as standalone products and bundles, including the Mirta's Choice collaboration sets and DAAG limited editions, commanding premium price points.
5. Affiliate / Influencer Revenue Share: The #EvelineTeam partner program enables influencers to earn commission by sharing referral links, creating a distributed affiliate revenue stream driven by community-led acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels13 records

Core offering

Eveline Cosmetics designs, manufactures, and sells color cosmetics, skincare, body care, and nail care products for consumers. The company operates its own production plant and sells branded products through its eveline.pl e-commerce store and distribution into 27 European countries.

Product overview

Eveline Cosmetics is a Polish cosmetics brand offering a diverse portfolio of makeup and skincare products through its e-commerce platform at eveline.pl. The offering spans multiple product lines organized as sub-brands and product categories: makeup products (Wonder Match foundation/BB cream, Better Than Perfect long-lasting foundation, Lumi All Day Glow illuminating foundation, VinyLove liquid lipstick, Celebrity professional makeup line), eye makeup (Infinity Look mascaras, Extreme Brightener concealer, various eyeliners and eyeshadows), facial skincare (Cerabiome SPF protection line, Age Back Code anti-aging collection, Cica Pharm derma-cosmetics, Pink Snail snail mucin line), body care (Brazilian Body self-tanning collection, various body lotions and treatments), and nail products. The company also offers digital products like the Skinbook e-book and collaborates with influencers including Mirta Miler on curated makeup sets. Products are sold through direct-to-consumer e-commerce with international shipping to 27 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Wonder Match line A line of color cosmetics including foundation and setting powder products designed for everyday wear by consumers.
• Better Than Perfect foundation A foundation product positioned as a color cosmetics offering for everyday consumer use.
• Cerabiome skincare line A skincare product line targeting consumers seeking biome-focused skincare routines.
• Age Back Code anti-aging line An anti-aging skincare range developed for consumers treating visible signs of skin aging.
• Lumi All Day Glow line A glow-finish color cosmetics line designed for consumers seeking luminous, all-day makeup looks.
• Infinity Look mascara A mascara product within the color cosmetics assortment for everyday eye makeup.
• VinyLove lipsticks A lipstick line within the color cosmetics range for consumers seeking lip color products.
• Celebrity line A color cosmetics line positioned within the broader Eveline assortment for consumer makeup use.
• Pink Snail skincare line A skincare line within the Eveline skincare assortment for consumer skincare routines.
• Cica Pharm skincare line A skincare line within the Eveline skincare assortment for consumer skincare routines.
• Brazilian Body line A body care product line within the Eveline body care assortment for consumer use.
• Skinbook e-book A digital e-book product offered alongside the broader cosmetics assortment for consumer purchase.
• Mystery Box A bundled e-commerce promotional pack of Eveline cosmetics sold direct to consumers via eveline.pl.
• DAAG x Eveline limited-edition set A limited-edition collaboration set within the broader Eveline cosmetics assortment.
• Mirta's Choice sets A curated set of Eveline products sold direct to consumers via the eveline.pl store.

Quantifiable outcome

• #1 Makeup Brand in Poland — NielsenIQ Panel, value and unit sales, Week 40 2023 – Week 39 2024

Named customers1 record

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Mirta Miler (@mimiermakeup)coreGTM or Marketing PartnerMirta Miler, a Croatian TikTok creator and makeup artist who gained international popularity through short tutorials and beauty content since 2018, collaborated with Eveline Cosmetics to create the 'Mirta's Choice' (Polish Baddie Makeup Sets) product line. The collaboration produced three curated makeup sets — Everyday, Travel, and Going Out — featuring Eveline Cosmetics bestsellers selected by Mirta for specific occasions. The partnership leverages Mirta's influencer credibility to drive customer acquisition among her international follower base.
• Angelika Szymańska (Content Creator)coreGTM or Marketing PartnerAngelika Szymańska, a content creator with medical education background, co-created the Skinbook limited edition e-book with Eveline Cosmetics. She contributes expertise in health, wellness, and conscious skincare routines. The e-book was offered as a newsletter signup incentive during the 01.07–31.07 campaign period.
• Klaudia Fekner (Content Creator)coreGTM or Marketing PartnerKlaudia Fekner, a content creator and master's degree holder in cosmetology specializing in makeup and skincare, co-created the Skinbook limited edition e-book with Eveline Cosmetics. She provides expert product recommendations and practical skincare routine guidance featured in the e-book.
• DAAGminorStrategic or Co-development PartnerDAAG collaborated with Eveline Cosmetics on a limited edition cosmetic set packaged in a branded cosmetic case (DAAG x Eveline Cosmetics). The collaboration targets consumers seeking exclusive, design-forward beauty gift sets and represents a brand partnership for co-created limited edition products.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Catrice: European mass-market cosmetics brand owned by Cosnova with deep drugstore distribution. Comparable on price-point positioning, breadth across makeup categories, and drug-channel shelf presence across the same European markets Eveline serves.
• Revolution Beauty: UK-based affordable beauty brand with strong social media and influencer-led community growth model. Directly comparable on accessible pricing, TikTok/Instagram-driven GTM, and a portfolio approach spanning makeup, skincare, and beauty tools.
• Huda Beauty: Influencer-founded DTC beauty brand with strong social commerce and trend-led product launches across global markets. Comparable on community-led growth model, creator-driven marketing, and ambitious international expansion from a non-Western brand foundation.
• Inglot: Polish cosmetics brand founded in 1983 with strong international presence across makeup, nail, and body care. Directly comparable as a privately-held Polish competitor operating at similar mass-to-mid-tier positioning with overlapping product categories and global retail ambitions.
• Essence: European mass-market cosmetics brand owned by Cosnova positioned below Catrice on price. Very similar budget-tier positioning with strong drugstore channel presence, trend-driven SKUs, and a younger-skewing consumer base.
• KIKO Milano: Italian affordable cosmetics brand with extensive European and global footprint. Comparable on multi-category mass-market positioning, broad shade ranges, influencer-driven acquisition, and a similar budget-to-mid-tier price architecture spanning makeup and skincare.
• The Ordinary / DECIEM: Affordable, science-forward skincare brand (Estée Lauder-owned) with ingredient-led marketing. Comparable on accessible price points and ingredient-credibility positioning that resonates with mass-market consumers, complementary to Eveline's Cerabiome, Cica Pharm, and Pink Snail skincare sub-brands.
• Bell Cosmetics: Polish cosmetics manufacturer (Bell Hypoallergenic, Bell) with broad portfolio across skincare, makeup, and body care. Direct domestic peer with similar mass-market drugstore distribution, comparable scale, and overlapping product categories in the Polish market.
• e.l.f. Beauty: US-based affordable beauty brand with viral product positioning and broad multi-category portfolio. Comparable on accessible pricing, trend-led product drops, multi-functional innovation (hybrid skincare-makeup), and aggressive digital marketing.

Broad incumbents

• NYX Professional Makeup: L'Oréal-owned mass-market makeup brand with pro-artist positioning and global drugstore presence. Larger scale and broader portfolio than Eveline, but overlapping target customer, price tier, and makeup-led category focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/EvelineCosmeticsPoland
• YouTubeyoutube.com/c/evelinecosmetics
• Facebookfacebook.com/EvelineCosmeticsPoland
• Instagraminstagram.com/evelinecosmetics
• TikToktiktok.com/@evelinecosmetics
• LinkedInlinkedin.com/company/eveline-cosmetics

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 Eveline Cosmetics