GARGIULO & MAIELLO s.p.a.

What GARGIULO & MAIELLO s.p.a. does

Gargiulo & Maiello S.p.A. is a privately held, family-owned Italian retail company headquartered in Naples (via Toledo 156) that operates the Idea Bellezza multi-brand beauty retail brand. Founded in 1990 with the Idea Bellezza brand launched in 1994, the company has grown into one of Italy's largest multi-brand beauty chains, with over 90 physical retail locations nationwide and a direct-to-consumer e-commerce platform (ideabellezza.it). It sells perfumes, makeup, facial skincare, hair care, body and bath products, and sunscreens from premium international brand houses including Dior, Lancôme, YSL, Guerlain, Estée Lauder, MAC Cosmetics, Shiseido, and Dolce & Gabbana, with each store carrying more than 20,000 SKUs. The e-commerce platform is built on standard SaaS infrastructure (Vercel, Cloudflare, BigCommerce-style asset delivery) and is supported by an in-house distribution center at the Interporto di Nola.

The company operates a B2C omnichannel model targeting individual consumers across Italy through assisted in-store sales by trained beauty consultants, a Click & Collect service, free shipping above €25, and a loyalty program (Love Card) that converts purchase points into discounts. Revenue is generated from one-time retail transactions across physical stores and online, supplemented by gift cards (€15/€30/€50 denominations, 12-month validity) and seasonal promotions. Digital operations and website management are handled via group subsidiaries Europrogeto S.r.L. and Gcube S.r.L., while third-party integrations (BRT Bartolini for domestic shipping, DHL for international, Nexi and PayPal for payments, Clerk.io, intent.ly, and Hotjar for personalization and analytics) support the omnichannel stack. Operations are restricted to Italy, with international orders handled on a request basis.

Customer engagement is reinforced through active Facebook, Instagram, YouTube, and TikTok channels, an email newsletter, a beauty content magazine/blog, and WhatsApp Business customer support. The company has been consecutively recognized among the best Italian e-commerce sites for beauty/cosmetics by La Repubblica (2023/2024 and 2025/2026) and holds a UNI PdR 125:2022 gender equality certification, Modello 231 compliance documentation, and GDPR/SSL compliance for payments. No revenue, funding, or M&A data is publicly disclosed.

Name

GARGIULO & MAIELLO s.p.a.

Legal name

Gargiulo & Maiello S.p.a.

Website

https://ideabellezza.it

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Gargiulo & Maiello S.p.A. operates the Idea Bellezza multi-brand beauty retail brand in Italy, running over 90 physical stores and a nationwide e-commerce platform selling perfumes, cosmetics, skincare, and personal care to individual consumers.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail (Perfumery & Cosmetics)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Beauty retail chain
• Perfumery retail
• Cosmetics ecommerce
• Multi-brand beauty store
• Skincare and makeup

Headquarters

HQ city

Naples

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from over 90 physical retail locations across Italy selling perfumes, cosmetics, make-up, skincare, hair care, and body products. Sales are assisted by trained beauty consultants offering personalized recommendations.
2. E-commerce Online Sales: Revenue from direct online sales through ideabellezza.it, offering home delivery across Italy. Includes Click & Collect option at physical stores. Free shipping for orders over €25.
3. Gift Cards: Physical gift cards available in store denominations of €15, €30, and €50, valid for 12 months from purchase. Non-rechargeable and not redeemable for cash.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Gargiulo & Maiello S.p.A. operates the Idea Bellezza brand, a multi-brand beauty retail chain selling perfumes, makeup, facial skincare, hair care, body and bath products, and sunscreens through over 90 physical stores across Italy and the ideabellezza.it e-commerce platform. The company offers assisted sales with trained beauty consultants in stores, Click & Collect, free shipping over €25, a Love Card loyalty program, gift cards, and a beauty magazine. It carries 20,000+ SKUs including international premium brands such as Dior, Lancôme, YSL, Guerlain, MAC, Carolina Herrera, and Dolce & Gabbana.

Product overview

GARGIULO & MAIELLO s.p.a. operates the Idea Bellezza retail brand, a multi-channel beauty retailer combining an e-commerce platform (ideabellezza.it) with over 90 physical stores across Italy. The product portfolio centers on the Idea Bellezza branded retail experience encompassing perfumes, makeup, facial treatments, hair care, body & bath products, and sunscreens. The offering is supported by loyalty programs (Love Card), gift cards, a beauty blog/magazine, and Click & Collect services bridging online and offline shopping. The e-commerce platform integrates various payment processors (PayPal, Nexi for cards) and delivery services (BRT Bartolini), while physical stores provide assisted sales consultations in fragrance, makeup, and beauty advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Idea Bellezza E-commerce Platform (ideabellezza.it) Direct-to-consumer online store offering perfumes, cosmetics, and beauty products with home delivery across Italy, Click & Collect, loyalty program integration, and multiple payment options (credit cards via Nexi, PayPal, Scalapay).
• Idea Bellezza Grandi Profumerie Physical Retail Stores Over 90 physical retail locations across Italy ranging from 100 to 250 square meters, offering more than 20,000 beauty articles each with assisted sales by trained beauty consultants.
• Profumi (Perfumes) Multi-brand assortment of women's and men's perfumes from international luxury and premium brands including Dior, Givenchy, Lancôme, YSL, Gucci, Dolce & Gabbana, Carolina Herrera, and Aquolina.
• Make-Up Complete range of makeup products including eyeshadows, eyeliners, mascaras, foundations, lipsticks, and nail art products from brands such as MAC, Diego Dalla Palma, Pupa, and Mulac Cosmetics.
• Trattamenti Viso (Face Treatments) Facial skincare products including creams, serums, cleansers, and treatments for various skin types.
• Capelli (Hair Care) Hair care and styling products including shampoos, conditioners, treatments, and styling tools.
• Corpo & Bagno (Body & Bath) Body care, bath products, and personal hygiene items for daily wellness routines.
• Solari (Sunscreens) Sun protection products including sunscreen lotions and after-sun treatments from brands such as Shiseido.
• Gift Card (Idea Bellezza) Prepaid gift cards usable in store for purchases of perfumes, makeup, treatments, and accessories; non-rechargeable and not redeemable for cash.
• Love Card (Fidelity Program) Membership-based loyalty program offering points on purchases, birthday discounts, exclusive promotions, and other rewards to enrolled customers.
• Click & Collect Service that lets customers place online orders and collect them at a chosen Idea Bellezza physical store within 7 days; free for orders over €25, otherwise €4.99.

Quantifiable outcome

• Ranked among best Italian e-commerce sites for beauty/cosmetics by La Repubblica (2025/2026 and 2023/2024)
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BRT BartolinicoreChannel Partner/ Reseller/ DistributorPrimary shipping partner for domestic Italian deliveries. Handles all e-commerce orders within Italy with standard 24-48 hour delivery service.
• DHLminorChannel Partner/ Reseller/ DistributorInternational shipping partner for orders outside Italy when requested.
• NexicoreTechnology or IntegrationPayment service provider for secure credit card processing on ideabellezza.it, implementing PSD2 directive for fraud protection.
• PayPalcoreTechnology or IntegrationPayment integration partner allowing customers to pay via PayPal account or linked credit card.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Marionnaud: European multi-brand perfumery and beauty retailer with hundreds of stores across several European countries. Closely comparable proposition in multi-brand perfumery; relevant as a European-format benchmark.
• Kiko Milano: Italian cosmetics multi-brand and own-brand retailer with hundreds of stores across Italy and Europe. Directly comparable in assortment (perfume, makeup, skincare), store-based format, and Italian footprint, though Kiko is significantly larger and partially proprietary-brand driven.
• Acqua & Sapone: Italian drugstore/beauty chain with hundreds of stores across Italy selling perfumes, cosmetics, and personal care at value positioning. Comparable Italy-focused footprint and broad beauty assortment, though skewed more value than Idea Bellezza.
• Wycon Cosmetics: Italian beauty/perfumery multi-brand chain operating dozens of stores in Italy. Closely comparable mid-market Italian omnichannel beauty retailer competing on similar assortment and consultant-led in-store experience.
• Limoni (Gruppo Percassi): Italian multi-brand perfumery chain (now part of Gruppo Percassi) with dozens of stores. Directly comparable multi-brand perfumery assortment, store-based format, and Italian footprint.

Regional players

• Tigotà: Italian drugstore/perfumery chain focused on Northern Italy with hundreds of stores. Overlapping product categories (perfume, skincare, body care) and similar store format; regional rather than national competitor.
• Profumerie Piazza di Spagna / Gruppo Piazza Italia: Italian regional perfumery chain, an Italian multi-brand beauty retailer of similar scale and assortment focus, providing a domestic mid-market comparable.

Broad incumbents

• Douglas: European perfumery and cosmetics multi-brand retailer with thousands of stores across Europe. Comparable multi-brand perfumery proposition and omnichannel retail; much larger and operates across multiple countries.
• Sephora (LVMH): Global multi-brand beauty retailer owned by LVMH. Same product categories (perfume, makeup, skincare), similar in-store consultant model, but vastly larger scale, brand exclusivity deals, and proprietary tech; the dominant reference competitor for any specialty beauty chain.

Emerging players

• Notino: Online-led European beauty and perfume retailer. Competes with Idea Bellezza on the e-commerce side of the omnichannel proposition, though without the 90+ store physical footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCezQ3KHGAmFug2aUS2XqKAg
• Facebookfacebook.com/ideabellezzaofficial
• Instagraminstagram.com/ideabellezza_official
• TikToktiktok.com/@ideabellezza_official
• LinkedInlinkedin.com/company/gargiulo-&-maiello-s.p.a.

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 GARGIULO & MAIELLO s.p.a.