What Pudra does

Pudra is an Estonian e-commerce beauty retailer operating under the legal entity Pudra OÜ (Estonian private limited company, registration number 16125643), headquartered at Väike-Paala 2, Tallinn, with a registered office in Narva. The company runs the online store pudra.ee, which sells a curated multi-brand catalog of Korean beauty (K-beauty) products spanning face care (creams, toners, serums, masks, cleansers), hair care (shampoos, conditioners, scalp treatments), body care, decorative cosmetics (BB/CC creams, cushions, foundations), accessories, and sample sizes. Carried brands include Medi-Peel, Apothe, Esthetic House CP-1, Iunik, Missha, Masil, VT Cosmetics, Daeng Gi Meo Ri, Enough, and Beausta.

The underlying technology stack is standard D2C e-commerce rather than proprietary: the storefront is a multilingual web shop (Russian, Estonian, English) running on a conventional content-management-based checkout, with payment processing outsourced to Maksekeskus AS and EveryPay AS (covering Estonian, Latvian, and Lithuanian bank links), and last-mile delivery handled by parcel terminal and courier partners — Omniva, Itella SmartPOST, Unisend, and Eesti Post. There is no proprietary technology, mobile app, or AI/ML capability; the company's differentiator is category curation and Korean-brand assortment rather than platform technology. Pudra is GDPR-compliant (Regulation (EU) 2016/679) and operates as a registered VAT payer.

Pudra's business model is direct-to-consumer retail of third-party Korean beauty brands at unit prices roughly between €1 (samples) and €30–€99 (premium sets), with all prices VAT-inclusive. Revenue is generated from one-time product sales via the pudra.ee storefront, supported by promotional discounts (commonly 7–37% off on selected SKUs), a dedicated samples/miniatures funnel, and organic marketing through Facebook, Instagram, and a beauty blog. The customer base consists of individual beauty and skincare consumers in Estonia, Latvia, Lithuania, and Finland, with particularly deliberate outreach to Russian-speaking Baltic consumers via the Russian-language storefront. There are no disclosed funding rounds, institutional investors, parent company, management team, or revenue figures in the public source material.

Name

Pudra

Legal name

Pudra OÜ

Website

https://pudra.ee

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Pudra is an Estonian e-commerce retailer specializing in Korean beauty products including skincare, haircare, cosmetics, and accessories. Operating as Pudra OÜ, it sells via pudra.ee to consumers across Estonia, Latvia, Lithuania, and Finland via parcel terminals and couriers.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Revenue is generated through one-time product sales of Korean beauty and skincare products. Customers purchase individual items at listed prices with VAT included. The store offers products across categories including skincare, haircare, cosmetics, and accessories. Discounts are offered on selected items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Pudra is an Estonian online beauty retailer that sells Korean and international skincare, haircare, bodycare, cosmetics, and beauty accessories direct-to-consumers through its e-commerce site pudra.ee. The company offers a multi-brand catalog (e.g., Medi-Peel, Apothe, Missha, Iunik, Esthetic House CP-1, Masil, VT Cosmetics, Daeng Gi Meo Ri, Enough, Beausta), including promotional sets, sample-size products, and brand-line bundles, with delivery to Estonia, Latvia, Lithuania, and Finland via parcel terminals (Omniva, SmartPOST, Unisend), couriers, and self-pickup.

Product overview

Pudra is an Estonian online beauty e-commerce store specializing in Korean beauty (K-beauty) products. The platform offers a diverse portfolio organized into face care (creams, toners, serums, masks, cleansers), hair care (shampoos, conditioners, treatments from brands like Esthetic House CP-1, Apothe, Masil), body care, cosmetics (BB/CC creams, foundations from Missha, Enough), accessories, and sample sizes. Key brands include Medi-Peel (peptide skincare), Apothe (skincare and haircare), Esthetic House CP-1 (professional haircare), Iunik (natural skincare), Missha (cosmetics), Masil (probiotic haircare), and VT Cosmetics. The store operates as a multi-brand marketplace with products shipped from Estonia to customers across the EU (Latvia, Lithuania, Finland) via Omniva, SmartPOST, and Unisend parcel terminals.

Differentiator

Problem solved

Functional benefit

Products and services

• Medi-Peel products (Medi-Peel product line assortment on pudra.ee) Branded K-beauty skincare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee with delivery to Estonia, Latvia, Lithuania and Finland via parcel terminal / courier / self-pickup. — product line described at the brand-level offering on the storefront.
• Apothe products (Apothe product line assortment on pudra.ee) Branded K-beauty skincare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee with regional Baltic/Finnish delivery. — product line described at the brand-level offering on the storefront.
• Missha products (Missha product line assortment on pudra.ee) Branded K-beauty skincare and color-cosmetics line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Iunik products (Iunik product line assortment on pudra.ee) Branded K-beauty skincare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Esthetic House CP-1 products (Esthetic House CP-1 product line assortment on pudra.ee) Branded K-beauty haircare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Masil products (Masil product line assortment on pudra.ee) Branded K-beauty haircare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• VT Cosmetics products (VT Cosmetics product line assortment on pudra.ee) Branded K-beauty skincare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Daeng Gi Meo Ri products (Daeng Gi Meo Ri product line assortment on pudra.ee) Branded K-beauty haircare line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Enough products (Enough product line assortment on pudra.ee) Branded nail/beauty care product line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Beausta products (Beausta product line assortment on pudra.ee) Branded beauty-care product line offered as part of Pudra's catalog assortment — sold by the unit at listed prices, available for direct consumer purchase through pudra.ee. — product line described at the brand-level offering on the storefront.
• Promotional / discount sets and bundles (across brand assortment on pudra.ee) Multi-product bundled sets sold at a combined promotional price, spanning multiple K-beauty and international brands; designed for value-seeking and gift purchase occasions. — described at the storefront merchandising level.
• Samples and miniatures (sample-size assortment on pudra.ee) Travel- and trial-size product offerings spanning multiple brands, sold as individual sample units; intended for consumer product discovery and low-cost trial before full-size purchase. — described at the storefront merchandising level.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Maksekeskus AScoreTechnology or IntegrationPayment processing partner. Maksekeskus AS handles secure payment processing for the Pudra online store. Customers can pay via bank links to Estonian banks (Swedbank, SEB, Luminor, LHV, Revolut, Coop Pank). The seller does not have access to customer's bank and credit card details.
• EveryPay AScoreTechnology or IntegrationPayment processing partner for bank link payments across Baltic and Finnish banks. Supports links to Estonian, Latvian, and Lithuanian banks including Swedbank, SEB, Citadele, Luminor, Revolut, Šiaulių Bankas, and Coop Pank.
• OmnivacoreChannel Partner/ Reseller/ DistributorLogistics partner providing parcel terminal delivery and courier services across Estonia, Latvia, and Lithuania. Pudra sends orders to Omniva terminals and couriers for last-mile delivery to customers.
• Itella SmartPOSTcoreChannel Partner/ Reseller/ DistributorLogistics partner providing parcel terminal and courier delivery services across Estonia, Latvia, Lithuania, and Finland.
• UnisendminorChannel Partner/ Reseller/ DistributorParcel terminal delivery partner providing delivery services to Unisend terminals in Estonia, Latvia, and Lithuania.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jolse: Korean beauty e-commerce retailer shipping globally with a multi-brand K-beauty catalog overlapping heavily with Pudra's assortment (e.g., similar Medi-Peel, Apothe, Iunik, Missha SKUs). Competes with Pudra for the same end consumer via discounted global shipping.
• BeautyNetKorea: Korean beauty global e-commerce platform carrying many of the same brands as Pudra (Medi-Peel, Missha, etc.). Direct comparator on assortment and global shipping economics.
• SweetCorea: European-focused K-beauty retailer shipping from Korea with a multi-brand catalog similar to Pudra's. Comparable business model — third-party K-beauty reseller targeting European consumers.
• Skin18: Online K-beauty retailer offering curated Korean skincare and cosmetics sets. Similar mid-priced positioning and multi-brand reseller model targeting European and global consumers.
• YesStyle: Global Hong Kong-based e-commerce platform specializing in Korean and Asian beauty products. Direct competitor to Pudra's K-beauty reseller model, with shipping to Europe including the Baltics — though without Pudra's localized RU/ET storefront and Baltic parcel-terminal integration.
• Kocosmetics: Netherlands-based K-beauty e-retailer focused on European customers. Direct regional peer — same K-beauty reseller model, similar mid-European shipping profile, but operating from a larger Dutch addressable market.
• Althea: Korean beauty platform with both Korea-domestic and international storefronts selling multi-brand K-beauty. Overlaps with Pudra on product mix and target consumer, with stronger brand recognition globally.
• Koreadepart: Korean cosmetics e-commerce site offering multi-brand K-beauty with international shipping. Overlaps directly with Pudra on category and brand assortment.

Broad incumbents

• Notino: Europe's largest online beauty and fragrance retailer. Broader assortment (perfume, makeup, skincare across many non-Korean brands) but competes with Pudra for the same Baltic beauty shopper with stronger logistics scale.
• Strawberrynet: Global online beauty retailer with 800+ brands across skincare, makeup, fragrance, and haircare. Broad incumbent competitor with established European shipping footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pudra.ee
• Instagraminstagram.com/pudra.ee

Compliance2 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 Pudra