What SOFRAMAR does

SOFRAMAR is a privately held French e-commerce and distribution company founded in 1986 and headquartered in Saint-Herblain, France. The company curates and retails a portfolio of wellness, comfort, and personal-care products under a unifying positioning of "safety and style" (sécurité et tendance). Its catalog spans multiple verticals: plush and microwavable hot water bottles (Warmies, Fashy), menstrual comfort and hygiene (L'UNE, Jho), UV-protective sunglasses for babies, children, and adults (Hop Pop), perimenopause dietary supplements (VIVE), cosmetics (Camaleon), facial mists (Natura'Brum), and lifestyle accessories (Les Déglingos). Core product differentiators include millet-and-lavender filled plush heat packs, leak-proof German-manufactured thermoplastic water bottles, TPEE flexible children's eyewear, and chemical-free organic cotton menstrual products.

The company operates a Shopify-based direct-to-consumer storefront at soframar.fr and ships to 12 European countries (France, Germany, Austria, Belgium, Denmark, Spain, Finland, Greece, Italy, Luxembourg, Netherlands, Portugal, Sweden). Products are priced individually between €5.90 and €34.90, with free shipping in France on orders over €50 and bundle or "imparfaits" (imperfect) discount options. In parallel, SOFRAMAR distributes through more than 10,000 pharmacies across France, where pharmacist endorsement drives offline discovery and credibility. Customers are primarily individual consumers segmented into parents and families seeking child-safe wellness products, women seeking natural menstrual pain relief, and families purchasing UV-protective eyewear for children.

SOFRAMAR runs a lean operation with 11 employees and relies on organic social media marketing across Instagram, Facebook, TikTok, Pinterest, and LinkedIn, supplemented by a company blog and verified reviews via Judge.me. The company is privately held with no disclosed funding rounds, acquisitions, or external investment, and operates under French incorporation (RCS B 355 076 576). Its competitive position rests on the breadth of its curated multi-brand portfolio and its entrenched pharmacy distribution rather than on proprietary technology or AI capabilities.

Name

SOFRAMAR

Legal name

SOFRAMAR

Website

https://soframar.fr

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

SOFRAMAR is a French e-commerce company founded in 1986 that curates and sells wellness products including hot water bottles, menstrual care items, and children's sunglasses via its Shopify storefront and 10,000+ French pharmacies, targeting parents, women, and families.

Ownership category

akta.pro rank

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Ophthalmic Goods (3851)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Wellness products
• Hot water bottles
• Menstrual care
• Children sunglasses
• Personal care

Headquarters

HQ city

ST HERBLAIN

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Retail sales of wellness and comfort products through their Shopify e-commerce platform at soframar.fr. Products include hot water bottles, sunglasses, menstrual care products, cosmetics, and dietary supplements. Revenue is generated through one-time product purchases with pricing ranging from €5.90 to €34.90 per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

SOFRAMAR is a French e-commerce retailer that specializes in wellness and personal care products combining safety and style. The company distributes a multi-brand portfolio including plush microwavable hot water bottles (Warmies), water bottles (Fashy), menstrual comfort products (L'UNE and Jho), children's and adults' sunglasses (Hop Pop), cosmetics (Camaleon), dietary supplements (VIVE), and facial mists (Natura'Brum). Products are sold directly to consumers through a Shopify e-commerce platform and through 10,000+ pharmacies in France.

Product overview

SOFRAMAR is a French e-commerce company specializing in products combining safety and style, particularly focused on wellness and personal care. The portfolio operates as a multi-brand platform featuring Warmies (plush microwavable hot water bottles with lavender), Fashy (German-manufactured water bottles), L'UNE (menstrual comfort products), Jho (clean menstrual hygiene), Hop Pop (TPEE sunglasses for all ages), Camaleon (cosmetics), VIVE (perimenopause supplements), and Natura'Brum (facial mists). The company sells directly to consumers and through 10,000+ pharmacies in France, offering products for heat therapy, menstrual care, sun protection, and feminine wellness.

Differentiator

Problem solved

Functional benefit

Brands

• Warmies: Brand of microwaveable plush hot water bottles
• Fashy
• Hop Pop
• Les Déglingos
• L'UNE
• Natura'Brum
• Jho
• Camaleon

Quantifiable outcome

• Products retain heat for 4 to 8 hours depending on model
• +2 more outcomes

Named customers3 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• French Pharmacy NetworkcoreChannel Partner/ Reseller/ DistributorSOFRAMAR has established distribution partnerships with over 10,000 pharmacies across France. Products are available at local pharmacies, allowing customers to purchase in-person after discovering products online. The pharmacy channel provides credibility through pharmacist endorsement and enables customers to find products locally.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sephora: Global multi-brand beauty and personal care retail leader with strong French heritage and a curated marketplace model. Comparable to SOFRAMAR's multi-brand cosmetics and wellness retail approach, though Sephora operates at vastly larger scale with concentrated cosmetics and fragrance focus.
• Yves Rocher: French natural cosmetics retailer with both physical stores and DTC channels, built around plant-based ingredients. Comparable to SOFRAMAR's natural/wellness positioning and French consumer base, though Yves Rocher is a single-brand owner with proprietary IP rather than a multi-brand curator.
• Holland & Barrett: Europe's dominant health food and supplements retailer with strong UK and France presence across physical stores and online. Comparable to SOFRAMAR's VIVE supplements vertical and broader health/wellness positioning across multiple European markets.
• The Body Shop: Global natural/ethical beauty retailer focused on natural ingredients, ethical sourcing, and wellness-adjacent personal care. Comparable to SOFRAMAR's natural ingredient positioning (French lavender, organic cotton, vegetable-based materials) and multi-category wellness product portfolio.

Direct peers

• Easypara: French online parapharmacy retailing wellness, beauty, and personal care products direct to consumers. Shares SOFRAMAR's curated multi-category health-and-wellness DTC model with pharmacy-adjacent positioning in the French market.
• Cocooncenter: French online retailer spanning wellness, beauty, and personal care categories direct to consumers. Comparable to SOFRAMAR's e-commerce-first multi-vertical wellness approach serving French consumers across price points.
• Greenweez: One of France's largest online organic and wellness retailers, offering curated multi-category wellness products through direct e-commerce. Mirrors SOFRAMAR's DTC model, multi-vertical wellness positioning, and French market focus with similar brand curation across organic, child, and personal care categories.
• Mademoiselle Bio: French DTC retailer specializing in organic cosmetics and natural beauty products for women, with curated multi-brand catalog. Comparable to SOFRAMAR's organic, natural, and feminine care verticals (Camaleon, Jho, VIVE supplements).

Emerging players

• Birchbox: Pioneer of the beauty subscription DTC model with curated multi-brand discovery across beauty and wellness. Shares SOFRAMAR's approach of curating rather than manufacturing products from multiple brands, though Birchbox's subscription mechanic differs from SOFRAMAR's transactional e-commerce.
• Neal's Yard Remedies: UK-based organic beauty and wellness retailer with DTC and physical presence focused on natural, organic, and chemical-free products. Comparable to SOFRAMAR's focus on natural ingredients and chemical-free wellness products across multiple categories, though smaller scale and UK-centric.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/soframar.bouillottes
• LinkedInlinkedin.com/company/soframar
• Instagraminstagram.com/soframar.bouillottes
• TikToktiktok.com/@soframar
• Pinterestpinterest.fr/soframarbouillottes

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 SOFRAMAR