Femme Fatale Stores

What Femme Fatale Stores does

Femme Fatale Stores is a Greek multi-channel cosmetics and beauty retailer founded in 1979 and co-founded by Nikos Orfanos and Eleni Orfanou. It operates six physical retail locations across Greece alongside a nationwide e-commerce platform, retailing more than 20,000 products drawn from over 200 brands, with a stated assortment that spans consumer cosmetics and a separate professional beauty track (FFPROFESSIONAL) supported by an educational school launched in 2015. The company reports a 60,000-member loyalty program and approximately 50,239 Google reviews averaging 5.0/5, signaling a strong review-side reputation among Greek beauty consumers.

The technology stack is conventional SMB retail rather than proprietary: the e-commerce site is built on WordPress/WooCommerce, and the only disclosed AI capability is an FF AI Assistant chatbot for customer inquiries. The company has stated partnerships with third-party providers such as Rooster Systems, and operates an editorial/content layer alongside the storefront. There is no evidence of in-house machine learning research, proprietary models, or AI-specific senior hires.

The business model is product-margin retail across two segments — consumer (loyalty-driven, store + online) and professional/educational (school tuition plus FFPROFESSIONAL product sales) — with an emerging franchise channel for concept replication. Pricing is unit-level retail with no disclosed enterprise contracts. No funding rounds, revenue figures, or valuation signals are available in the source material, and headcount is stated at 8 employees, which is unusually lean for a six-store plus e-commerce operation and likely understates store-level staffing.

Name

Femme Fatale Stores

Legal name

Femme Fatale

Website

https://femme-fatale.gr

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Femme Fatale Stores is a Greek multi-channel cosmetics retailer founded in 1979, operating six physical stores and a nationwide e-commerce platform with 20,000+ products from 200+ brands, serving both consumer shoppers and professional beauty clients through a 60,000-member loyalty program.

Ownership category

akta.pro rank

Product category

Beauty and Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Variety Stores with Pharmacy / Health & Beauty Focus (CRAGAJAL)

Keywords

• Beauty retail stores
• Cosmetics ecommerce
• Professional beauty supply
• Skincare fragrances retail
• Nail and haircare products

Headquarters

HQ city

Kallithea

HQ country

Greece

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling cosmetics, fragrances, skincare, makeup, hair care, and nail products through 6 physical stores and e-commerce platform. The company carries 200+ brands with approximately 20,000 products.
2. Professional/B2B Sales: Specialized pricing and exclusive products for beauty professionals including makeup artists, hairdressers, nail technicians, estheticians, and beauty school students. Features wholesale pricing and bulk ordering capabilities.
3. Loyalty Program: Bonus card loyalty program with 60,000 members, generating repeat customer engagement and data collection for targeted marketing.
4. Educational Services: Professional and educational seminars for beauty professionals with certificates of participation, featuring brand ambassador and affiliate programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Femme Fatale Stores is a Greek multi-brand beauty retailer operating 6 physical retail stores across Greece alongside a nationwide e-commerce platform. The company sells approximately 20,000 products from 200+ brands spanning cosmetics, fragrances, skincare, makeup, hair care, and nail products to both general consumers and verified beauty professionals through a dedicated professional pricing portal.

Product overview

Femme Fatale Stores operates as a Greek beauty retail chain combining physical retail (6 stores) with e-commerce, offering over 20,000 products from 200+ brands. The product portfolio spans cosmetics/makeup (lipsticks, foundations, eyeshadows), skincare (Korean brands like COSRX, facial creams), haircare (ALAMA, ING Professional, color treatments), fragrances (designer perfumes, body mists), nail products (Andreia gel polishes), and body care. The company serves both consumers and beauty professionals through specialized programs, offering exclusive professional pricing and training seminars. Core offerings include the consumer e-commerce platform and retail stores, supplemented by the FF Professionals membership program with special pricing and product access, loyalty rewards program, and professional education seminars.

Differentiator

Problem solved

Functional benefit

Brands

• FF Selections: Private label product line offering various beauty and cosmetic products
• FFPROFESSIONAL
• Femme Fatale

Products and services

• E-commerce Platform Online shopping platform at femme-fatale.gr enabling customers across Greece to browse and purchase cosmetics, skincare, haircare, fragrances, and beauty products with nationwide delivery and free shipping over €35.
• Physical Retail Stores Six physical store locations in Greece (Kallithea, Keratsini, Korydallos, Piraeus, Nafplio, and Chalkida) offering in-store shopping, product consultations, and beauty services across the full multi-brand assortment.
• FF Professionals Program Exclusive membership program for verified beauty professionals (makeup artists, hairdressers, estheticians, nail technicians) offering special wholesale pricing, exclusive product ranges, fast-finder tools, invoicing, and event invitations.
• Bonus Card Loyalty Program
• Professional Training Seminars Educational seminars and workshops for beauty professionals and students, offering certificates of participation, featuring brand ambassador and affiliate programs.
• Femme Fatale Franchise Program
• FF Selections Private Label
• FFPROFESSIONAL Line

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Partnerships

One partnership is on record.

• Rooster SystemsminorOthersWebsite development and hosting partner responsible for the Femme Fatale e-commerce platform. The site is built on WordPress with custom theming (roosterx-ff) and includes AI chatbot capabilities.

Scale indicators6 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Sephora: Sephora is a global multi-brand beauty retailer operating physical stores and e-commerce in dozens of countries. Comparable on multi-brand beauty assortment and the combined B2C store + e-commerce model, though Sephora operates at much larger scale and assortment depth.
• Sally Beauty: Sally Beauty is a global specialty beauty retailer focused on professional and consumer hair, skincare, and nail products with strong professional-program offerings. Comparable to Femme Fatale on combined consumer-plus-professional beauty retail model, though at substantially larger scale.
• The Body Shop: The Body Shop is a global multi-brand-adjacent beauty retailer operating owned-stores and e-commerce across Europe with an ethical/values-led positioning. Comparable on specialty beauty retail assortment and omnichannel European presence, though at much larger scale.
• Marionnaud: Marionnaud is a European perfumery chain owned by A.S. Watson, operating hundreds of stores across France, Italy, Iberia, and other markets. Comparable to Femme Fatale on multi-brand beauty retail with both physical and digital channels, though at substantially larger scale.
• Douglas: Douglas is Europe's largest perfumery and beauty chain with thousands of stores and a strong e-commerce platform, carrying a broad assortment of prestige fragrances, cosmetics, and skincare. Comparable to Femme Fatale on European multi-brand beauty retail with omnichannel presence.

Direct peers

• Notino: Notino is one of Europe's largest online beauty retailers, offering a multi-brand assortment of fragrances, skincare, makeup, and haircare with delivery across most EU markets. Comparable to Femme Fatale on assortment breadth, multi-brand reseller model, and beauty vertical focus, with e-commerce as the dominant channel.
• CosmoProf: CosmoProf is a European professional beauty distribution platform serving hairdressers, salons, and beauty professionals with wholesale pricing and educational services. Directly comparable to Femme Fatale's FF Professionals B2B channel and professional/educational school offering.
• Yves Rocher: Yves Rocher is a French botanical beauty retailer with owned-store networks across Europe and a multi-category assortment. Comparable to Femme Fatale on specialty beauty retail with a strong private-label/own-brand angle and a similar blend of in-store consultation plus e-commerce.
• Kiko Milano: Kiko Milano is an Italian-affordable beauty retailer operating owned-store networks across Europe with a deep catalog of color cosmetics, skincare, and accessories. Comparable on specialty multi-brand beauty retail positioning and European store footprint, with stronger own-brand depth.

Emerging players

• Douglas (Beauty Professional / Salon Brands): Douglas's professional and salon-focused business lines serve the same hairdresser and beauty professional segments that Femme Fatale targets through its FF Professionals portal and seminars. Comparable on the B2B professional beauty channel and education/training model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/femmefatale
• Instagraminstagram.com/femme.fatale.stores
• TikToktiktok.com/@femmefatalestores
• LinkedInlinkedin.com/company/femme-fatale-stores

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Femme Fatale Stores