What Pupa Milano does

Pupa Milano is an Italian mass-prestige beauty brand owned by Micys Company S.p.A., a privately-held Italian limited company headquartered in Casatenovo (Lombardy), Italy. Founded in 1975, the brand sells a comprehensive portfolio spanning make-up (eyes, lips, face, nails, palettes), skincare (face, body, wellness, sun), haircare (categorized by concern such as dull, oily, and color-treated), fragrances, men's grooming, and beauty kits / gift sets. Iconic lines include the VAMP! mascara and lip family, the Shock Plump volumizing glosses (with proprietary Thermo-Crio technology combining chili pepper and menthol for lip microcirculation stimulation), the Wonder Me skin tint line, and the Smog No More anti-pollution range featuring Red Algae Extract. Product formulations emphasize clean beauty standards with 89–99% natural-origin ingredients, prebiotic actives, hyaluronic acid, botanical extracts, and recycled / sustainable packaging; select products carry cruelty-free and clean-formula labels.

The company operates a direct-to-consumer-first go-to-market, anchored by pupa.it (Italy) and 14+ country-specific storefronts covering Western Europe (Italy, Germany, Spain, France, Austria, Portugal), Central Europe (Czech Republic, Hungary, Slovakia), Eastern Europe (Russia, Romania), and a global International Website. Distribution is supplemented by physical retail in Italy and international markets (locatable via the website's store locator). Marketing is built around owned content ecosystems (Makeup School, Skincare School, blog), influencer partnerships, social media, and the MyPupa loyalty / newsletter program offering 15% off first online purchase. Pricing is unit-based, broadly €9–37 for skincare and €13–22 for make-up, with promotional sales discounting up to 50%. Customer mix is consumer-end (B2C), with women as the primary segment, a dedicated men's UOMO line, mature-skin and sensitive-skin sub-segments, and clinically-validated efficacy claims (e.g., 97% observed firmer skin with Timeless Plus, 93% hydration with Hyalu Shots, 93% lip volume with Shock Plump).

The business is privately held by Micys Company S.p.A.; no funding rounds, M&A activity, headcount, or revenue are publicly disclosed. Capital structure is opaque, and the company has limited institutional / venture backing. Geographic mix leans European with selective international reach, no disclosed operations in the Americas or Asia-Pacific beyond the International Website.

Name

Pupa Milano

Legal name

Micys Company S.p.A.

Website

https://pupa.it

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Pupa Milano is an Italian mass-prestige beauty brand (owned by Micys Company S.p.A., founded 1975) selling make-up, skincare, haircare, fragrances, men's grooming, and gift sets via DTC e-commerce across 14+ country sites and physical retail. Primary customers are individual women consumers, with secondary men's and mature/sensitive-skin segments.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Italian cosmetics brand
• Makeup and skincare
• Clean beauty formulations
• Natural-origin skincare
• Beauty gift sets

Headquarters

HQ city

Casatenovo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Pupa Milano sells directly to consumers through their Italian e-commerce platform pupa.it and international websites, offering the full product range including makeup, skincare, haircare, and body care products.
2. Physical Retail Sales: The company sells through physical retail stores, with a store locator feature on their website indicating presence across Italy and international markets.
3. International Markets: Revenue generated from 14+ country-specific websites serving Czech Republic, Germany, Spain, France, Hungary, Austria, Portugal, Russia, Romania, Slovakia, and other international markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pupa Milano manufactures and sells Italian-made cosmetics and personal care products spanning makeup (mascaras, lip products, face makeup, nail polish), skincare (anti-aging, hydration, anti-pollution, illuminating, night treatments), haircare, men's grooming, fragrances, and beauty gift sets. The portfolio features clean formulations with 89-99% natural-origin ingredients and proprietary technologies such as Thermo-Crio lip plumping, Sun Complex SPF50, and Smog No More anti-pollution systems. Products are sold through proprietary e-commerce sites across 14+ countries and physical retail stores.

Product overview

Pupa Milano is an Italian cosmetics brand (Micys Company S.p.A.) offering a comprehensive beauty portfolio organized into five main categories: Make Up (including eyes, lips, face, and hands), Skincare (face, body, and wellness), Hair products, Men's grooming, and Trousse and Gift Ideas. The core product lines include the iconic VAMP! family (mascaras, lip products, eye pencils), the Shock Plump volumizing lip collection, and the Wonder Me skin tint line. The skincare range features targeted solutions including anti-aging (Timeless, No Age, Night Recharge), hydration (Hyalu Shots, Skin Rehab, Deep Recovery), anti-pollution (Smog No More), and illuminating (Glow Essence) products. Limited Edition collections such as Shine Bright, Candy Club, and Pupa <3 Pennyblack are released periodically alongside educational services including Makeup School and Skincare School tutorials.

Differentiator

Problem solved

Functional benefit

Brands

• VAMP!: Lipstick and lip product line featuring mascara, lip pencil, and lip color products
• Timeless
• Wonder Me
• Skin Rehab
• Deep Recovery
• Hyalu Shots
• Elastin Shots
• Glow Essence
• Smog No More
• Daily Defender
• Night Recharge
• Shock Plump
• My Crush
• Candy Club

Products and services

• VAMP! Mascara Lash Extender Mascara for amplified and infinitely lifted lashes featuring a sinuous hourglass-shaped wand designed to maximize product release. Part of the iconic VAMP! line targeted at women consumers seeking high-impact eye makeup.
• VAMP! Marker Duo Dual-ended lip marker combining a contouring pencil with a brilliant lipstick for visibly fuller lips. Targeted at women consumers seeking lip definition and volume.
• Shock Plump Lip Gloss Instantly volumizing lip gloss using Thermo-Crio technology combining chili pepper and menthol to stimulate microcirculation for a warm-cold effect. Targeted at women consumers seeking lip plumping.
• Smog No More Anti-Pollution Serum Anti-pollution serum with 97% natural-origin ingredients featuring Red Algae Extract that creates a protective network against smog and fine dust, with prebiotic active for skin microbiota balance. Targeted at consumers in urban environments concerned with environmental skin damage.
• Daily Defender SPF50 Protective Fluid SPF50 protective fluid for face with ultra-sensory texture that helps restore skin barrier and provides 360-degree protection against UVA/UVB rays and environmental aging factors. Targeted at urban consumers needing daily sun and environmental protection.
• Timeless Plus Anti-Wrinkle Prebiotic Cream Anti-wrinkle cream with 98% natural-origin ingredients featuring Ginseng Extract as antioxidant and Tree of Life Extract to slow the skin aging process. Targeted at mature skin (40+) consumers with clinically validated efficacy (97% observed more compact skin).
• Hyalu Shots Deep Hydration Serum Deep hydration serum with 95% natural-origin ingredients featuring high molecular weight hyaluronic acid for extraordinary moisturizing action in the epidermis. Targeted at consumers with dehydrated or sensitive skin.
• Wonder Me Nude Skin Tint Lightweight skin tint that enhances natural skin beauty with second-skin effect, minimizing pores and imperfections while delivering instant hydration with 90% skincare base. Targeted at women consumers seeking natural-looking face makeup.
• Vamp! Eau De Parfum Signature fragrance collection in Eau de Parfum concentration, extending the iconic VAMP! brand identity into the fragrance category. Targeted at women consumers seeking branded Italian-made perfume.
• Artist Duo Brush Dual-function brush with bite-tip silicone simulating finger application and mini kabuki for even blending, usable with concealers, blush, eyeshadows, and liquid/cream lipsticks and eyeshadows. A standalone makeup accessory for women consumers.
• Shine Bright Limited Edition Collection Limited Edition collection featuring illuminating makeup products including lip balm-oil, eyeshadow, and roll-on perfume with sparkling finish for a glamorous look. Targeted at women consumers seeking seasonal/special-occasion makeup.
• Beauty Gift Sets and Trousses Curated beauty kits, makeup kits, treatment and wellness kits, and beauty pouches sold across the Trousse e Idee Regalo category. Targeted at consumers seeking gift-ready beauty assortments.

Quantifiable outcome

• 97% of users observed more compact and redensified facial skin after using Timeless Plus
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Micys Company S.p.A.coreOthersMicys Company S.p.A. is the parent company that owns the Pupa Milano brand. The company operates from Via De Gasperi, 22 in Casatenovo (LC), Italy, and manages the brand's operations and distribution.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wycon Cosmetics: Italian color cosmetics brand with an own-store and DTC model, similar price positioning (€5-25 range), and emphasis on trendy lip/eye products — direct competitor for value-conscious Italian beauty shoppers.
• KIKO Milano: Italian color cosmetics and skincare brand with similar positioning across makeup, skincare, and accessories, distributed via DTC and physical retail across Europe — the closest direct peer to Pupa Milano in heritage, geography, and product mix.
• Collistar: Italian beauty brand with comparable skincare and color cosmetics portfolio, including anti-aging lines — directly overlapping in product categories, formulation philosophy, and Italian heritage positioning.
• L'Erbolario: Italian natural-origin beauty brand with strong clean-formulation positioning and DTC + pharmacy distribution — directly comparable in the natural skincare niche Pupa occupies.
• Deborah Milano: Italian mass-prestige beauty brand offering color cosmetics, skincare, and nail care with strong pharmacy and DTC distribution — directly comparable Italian heritage competitor in overlapping categories.

Emerging players

• The Ordinary (DECIEM): Ingredient-led skincare brand at accessible price points with strong natural-origin positioning; directly comparable to Pupa's skincare portfolio (Hyalu Shots, Timeless, Glow Essence) on positioning and pricing strategy.
• Fenty Beauty: Disruptive color cosmetics brand known for inclusive shade ranges and high-impact lip/complexion products — competes for the same digitally-engaged beauty consumer that Pupa targets via its online channels.

Broad incumbents

• Maybelline: L'Oréal-owned global mass color cosmetics leader; competes with Pupa across mascara (VAMP! line), lip, and face categories at scale, with materially larger marketing and distribution.
• NYX Cosmetics: L'Oréal-owned mass-prestige color cosmetics brand competing directly with Pupa in lip, eye, and face makeup at accessible price points, with broader global distribution and influencer marketing muscle.
• Charlotte Tilbury: Premium color cosmetics and skincare brand with strong lip and complexion franchises and global DTC — represents the aspirational competitive ceiling Pupa benchmarks against in VAMP!/lip categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pupa-milano

Compliance3 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 Pupa Milano