Biotrend
Biotrend is an Estonian private company (founded 2005) that exclusively distributes premium natural cosmetics brands (Annemarie Börlind, Dado Sens, Orenna) in Estonia via e-commerce, a Tallinn showroom, a partner salon, and an in-house beauty cabinet offering facials and diamond microdermabrasion.
- Company typePrivate
- Founded2005
- HeadquartersTallinn, Estonia
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Biotrend does
Biotrend OÜ is an Estonian private company founded in 2005 and headquartered at Tartu mnt. 35 / J.Kunderi 8A, Tallinn. It operates as the exclusive Estonian importer and distributor of three branded natural-cosmetics lines — Annemarie Börlind (premium German natural skincare), Dado Sens (dermocosmetics for sensitive and problematic skin), and Orenna (professional eyelash and eyebrow dyes with 62 years of category heritage). The portfolio has been expanded through successive sub-line launches: BODY CARE (2022), NATUCOLLAGEN vegan collagen (2022), ROSE NATURE (2023), Natural Makeup (2023), and the SMART AGING NATUNEO line (2025).
The company generates revenue through three primary streams: unit-priced retail of branded natural cosmetics via the proprietary e-commerce storefront pood.biotrend.ee (with free shipping above 69 EUR and same-day shipping before 15:00), in-person sales at the Tallinn showroom, and professional beauty services at the on-site ilukabinet (priced 25-75 EUR per treatment, including facials, diamond microdermabrasion, body treatments, and waxing). A transaction-fee revenue layer is added through integration with ESTO AS installment financing (0% interest, terms up to four years). A partnership with Beauty Plaza (Liivalaia 22, Tallinn) extends physical retail reach to a representative salon.
The go-to-market combines sales-led distribution with direct-to-consumer e-commerce, supported by an educational blog (Tervisenipid), Facebook organic social, an email newsletter, and customer testimonials. The company serves four overlapping segments: individual consumers seeking certified natural/organic cosmetics, beauty-salon service clients, professional salons purchasing for resale or in-salon use, and individuals with sensitive or dermatological skin conditions. Operations remain confined to Estonia; ownership is concentrated with founders Rene Riismaa (CEO) and Kaire Riismaa (brand manager and trainer, 22 years of beauty-industry experience).
Biotrend firmographics
Firmographics- Name
- Biotrend
- Legal name
- Biotrend OÜ
- Website
- https://biotrend.ee
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Short description
- Biotrend is an Estonian private company (founded 2005) that exclusively distributes premium natural cosmetics brands (Annemarie Börlind, Dado Sens, Orenna) in Estonia via e-commerce, a Tallinn showroom, a partner salon, and an in-house beauty cabinet offering facials and diamond microdermabrasion.
- Ownership category
- akta.pro rank
Biotrend industry classification
Industry- Product category
- Natural Cosmetics Distribution
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Professional Skincare & Facial Treatments (CRABALAF)
- akta.pro secondary industry
- Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)
Keywords
Where Biotrend is headquartered
LocationHeadquarters
- HQ city
- Tallinn
- HQ country
- Estonia
- HQ region
- Europe
Offices2 records
Markets served
Biotrend business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales (E-commerce): Online sales of natural cosmetics including Annemarie Börlind, Dado Sens, and Orenna products through their e-commerce platform pood.biotrend.ee. Products include skincare, body care, makeup, hair care, sun care, men's products, and special care items.
- Beauty Services: Professional beauty services offered at their beauty salon (ilukabinet) including facials, diamond microdermabrasion, body treatments, hair removal, and other spa treatments. Services priced from 25 EUR (lymphatic drainage) to 75 EUR (complex treatments).
- Installment Payment Processing: Facilitates installment payments through ESTO AS for customers purchasing products, taking a transaction fee or margin on the financing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Professional beauty salon services priced individually |
| Unit Pricing | Pay-as-you-go | E-commerce product sales with free shipping threshold |
| Transaction based/ take rate | Monthly | Installment payment option through ESTO |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Biotrend product offering
Product offeringCore offering
Biotrend is the exclusive Estonian importer and distributor of premium natural cosmetics brands Annemarie Börlind, Dado Sens, and Orenna. The company sells through an e-commerce store, a physical showroom in Tallinn, and a partner salon (Beauty Plaza), while also operating an in-house beauty salon (Ilukabinet) offering facials, CNC diamond microdermabrasion, and other professional beauty treatments, supported by a brand training center for cosmetologists.
Product overview
Biotrend is an Estonian natural cosmetics distributor offering a portfolio of three main brands through both retail and e-commerce channels, complemented by a beauty salon. The core offering centers on Annemarie Börlind, a premium certified natural cosmetics brand from Germany with multiple product lines (Special Care, BODY CARE, NATUCOLLAGEN, FOR MEN, ROSE NATURE, NATUNEO, Sun, Hair, Makeup). Secondary brands include Dado Sens (dermocosmetics for problem skin) and Orenna (professional eyelash/eyebrow colors). The company also operates a beauty salon (Ilukabinet) providing treatments including diamond microdermabrasion. E-commerce operations are powered through pood.biotrend.ee with ESTO installment payments and Saloninfra booking integration.
Differentiator
Problem solved
Functional benefit
Products and services
- Annemarie Börlind Flagship natural cosmetics brand from Germany (since 1959, 60+ industry awards), distributed in Estonia by Biotrend. Targets consumers seeking certified natural, sustainable skincare free from parabens, silicones, and mineral oils, with formulations validated by scientific research.
- Dado Sens Dermacosmetics brand focused on dermatological care for sensitive and problem skin, distributed in Estonia by Biotrend. Targets consumers and professional salons needing tested skincare for reactive, allergy-prone, or dermatological conditions.
- Orenna Professional eyelash and eyebrow color brand with 62 years of history, distributed in Estonia by Biotrend for use by professional cosmetologists and beauty salons.
- Annemarie Börlind Special Care Special Care line from Annemarie Börlind offering targeted skincare products for specific skin needs, distributed in Estonia by Biotrend.
- Annemarie Börlind BODY CARE BODY CARE product line from Annemarie Börlind, offering natural body care products, launched in January 2022 and distributed in Estonia by Biotrend.
- Annemarie Börlind NATUCOLLAGEN NATUCOLLAGEN anti-aging skincare line from Annemarie Börlind, featuring plant-based vegan collagen hydrolysis and botanical hyaluronic acid (Tremella fuciformis), launched in March 2022 and distributed in Estonia by Biotrend.
- Annemarie Börlind FOR MEN FOR MEN grooming line from Annemarie Börlind, offering natural skincare and grooming products tailored for men, launched in February 2021 and distributed in Estonia by Biotrend.
- Annemarie Börlind ROSE NATURE ROSE NATURE skincare series from Annemarie Börlind designed for mature skin, launched in 2023 and distributed in Estonia by Biotrend.
- Annemarie Börlind NATUNEO NATUNEO smart-aging skincare line from Annemarie Börlind, representing the brand’s innovative smart-aging positioning, launched in 2025 and distributed in Estonia by Biotrend.
- Annemarie Börlind Natural Makeup Natural Makeup decorative cosmetics line from Annemarie Börlind, launched in 2023 and distributed in Estonia by Biotrend.
- Beauty Salon Services (Ilukabinet) In-house beauty salon (Ilukabinet) operated by Biotrend in Tallinn, offering facial treatments, beauty services, and product consultations to individual consumers using Annemarie Börlind, Dado Sens, and Orenna products. Appointments are managed through the Saloninfra online booking system.
- CNC Diamond Microdermabrasion CNC Diamond Microdermabrasion treatment offered at Biotrend’s Ilukabinet beauty salon in Tallinn, providing advanced skin-resurfacing services to individual consumers. Launched in August 2023.
- Biotrend E-Shop Online store (pood.biotrend.ee) operated by Biotrend to sell Annemarie Börlind, Dado Sens, and Orenna products directly to Estonian consumers, with promotions, free shipping above 69 EUR, and ESTO installment payments.
Quantifiable outcome
- 62 years of proven product performance (Orenna brand)
- +3 more outcomes
Companies that use Biotrend
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Biotrend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Biotrend partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Beauty PlazaminorBeauty Plaza is a representative salon partner located at Liivalaia 22, Tallinn. They serve as a physical retail point for Biotrend products and potentially offer beauty services.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Biotrend competitors and assessment
Company assessmentBroad incumbents
- The Body Shop: The Body Shop is a global natural and ethically-sourced beauty retailer with physical stores and e-commerce in 70+ countries. Comparable to Biotrend's natural and sustainability-led positioning, though The Body Shop owns its brand portfolio whereas Biotrend distributes third-party natural brands like Annemarie Börlind and Dado Sens.
- Flaconi: Flaconi is a leading German online perfume and cosmetics retailer with a curated assortment of premium and natural beauty brands. Directly comparable to Biotrend's pood.biotrend.ee in business model — D2C online distribution of prestige cosmetics — but operating at pan-European scale versus Biotrend's Estonia-only focus.
- Lookfantastic: Lookfantastic is a major UK-based online beauty retailer shipping across Europe with a curated assortment of premium and emerging beauty brands. Comparable to Biotrend's online beauty retail motion, including serving Estonian consumers with many of the same brands Biotrend distributes domestically.
- Sephora: Sephora is the world's largest multi-brand beauty retailer with global e-commerce and selective physical retail. Comparable to Biotrend as a multi-brand premium beauty retailer, though Sephora operates at vastly larger scale and carries a much broader (and less natural-focused) assortment than Biotrend's specialist natural-cosmetics portfolio.
- Douglas: Douglas is Europe's largest specialty perfume and beauty retailer with ~2,000 stores and a strong e-commerce platform, including Estonia. Comparable as a multi-channel beauty retailer distributing premium cosmetics, though Douglas carries a much wider assortment and operates at significantly larger scale than Biotrend.
- Notino: Notino is the largest online perfume and beauty retailer in Europe, headquartered in Czech Republic and shipping across the continent including Estonia. Highly comparable to Biotrend's online beauty retail motion, though at vastly larger scale and with a broader, non-natural-focused assortment.
Emerging players
- Weleda: Weleda is a Swiss-German natural cosmetics brand and retailer with a focus on certified natural and anthroposophic skincare. Comparable to the Annemarie Börlind brand Biotrend distributes — both are long-established European natural cosmetics houses with similar sustainability positioning and premium price points.
- Primavera Life: Primavera Life is a German organic and natural cosmetics brand and wholesaler specializing in aromatherapy, skincare, and natural perfumery. Highly comparable to Biotrend in mission (certified natural cosmetics distribution) and overlapping supplier-side networks in the German natural-cosmetics ecosystem that includes Annemarie Börlind.
- i+m Naturkosmetik: i+m Naturkosmetik is a Berlin-based certified natural cosmetics brand and direct retailer with a strong focus on sustainability and vegan formulations. Comparable to the natural/vegan positioning Biotrend brings to Estonia via Annemarie Börlind's BODY CARE and NATUCOLLAGEN lines, though i+m operates as brand-owner rather than distributor.
- Dr. Hauschka: Dr. Hauschka is a German natural cosmetics brand (WALA group) with rhythmic skincare and a global distributor network. Comparable to the brand portfolio Biotrend carries — both are German, certified natural, premium-priced, with a strong professional salon channel alongside retail — though Dr. Hauschka owns its distribution directly.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Biotrend social profiles
Digital presenceBiotrend compliance and trust
Trust signalCompliance4 records
Biotrend financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biotrend leadership team
Management profileNumber of profiles
Profiles4 records
Biotrend funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biotrend M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Biotrend
What does Biotrend do?
Biotrend is the exclusive Estonian importer and distributor of premium natural cosmetics brands Annemarie Börlind, Dado Sens, and Orenna. The company sells through an e-commerce store, a physical showroom in Tallinn, and a partner salon (Beauty Plaza), while also operating an in-house beauty salon (Ilukabinet) offering facials, CNC diamond microdermabrasion, and other professional beauty treatments, supported by a brand training center for cosmetologists.
Is Biotrend a public or private company?
Biotrend is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Biotrend founded?
Biotrend was founded in 2005.
Where is Biotrend based?
Biotrend is headquartered in Tallinn, Estonia, in the Europe region.
How does Biotrend make money?
Three revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are beauty Services and installment Payment Processing.
Who are Biotrend's main competitors?
Broad incumbents on record are The Body Shop, Flaconi, Lookfantastic, Sephora, Douglas and Notino. Emerging players are Weleda, Primavera Life, i+m Naturkosmetik and Dr. Hauschka.
Does Biotrend have an API?
No public API is recorded for Biotrend.
What industry is Biotrend in?
Biotrend's product category is Natural Cosmetics Distribution. Its primary akta.pro industry code is CRABALAF, Professional Skincare & Facial Treatments, with a secondary code of CRAHAEAF, Natural Personal Care & Clean Beauty Retail (within Health Food Stores). Its NAICS code is 456120 and its SIC code is 2844.