What Luxol since 1884 does

Luxol since 1884 is a Serbian personal-care manufacturer headquartered in Zrenjanin, Serbia, operating a multi-decade heritage brand that has been in continuous use since 1884. The company produces and sells a broad range of personal-care products including liquid soaps, bar soaps, shower gels, shampoos, conditioners, hand creams, hand sanitizers, and gift sets, marketed under both the parent Luxol name and a portfolio of sub-brands (TopBalsam, Top Shampoo, Antiperutin, Maršal sapun, Honey touch, Baby joy) that target distinct consumer use cases such as anti-dandruff treatment, baby care, honey-based formulations, and traditional bar soap. All disclosed operations are domestic, with the company serving Serbian end consumers only.

The business is a direct-to-consumer and physical-retail personal-care brand. Products are sold through the company's own e-commerce storefront and through physical retail channels, with last-mile fulfillment handled by Post Express as the named courier partner. Pricing is denominated in Serbian dinars (RSD) and spans a budget-to-mid-tier range of approximately 192 to 1,308 RSD per item. The company also maintains branded Instagram and Facebook accounts for consumer engagement, and operates gift sets as a distinct product category, suggesting seasonal and gifting-oriented demand. The legal form is a Serbian doo (private limited liability company), and there is no disclosed parent entity, investor, or external capital structure.

Luxol is a privately held single-country CPG operator with no disclosed revenue, headcount, or capital-raising history. No AI, automation, or proprietary technology stack is referenced; the offering is a conventional formulated-personal-care portfolio rather than a tech-enabled product. Distribution is supported by an owned digital channel plus a national courier relationship, giving the company modest omnichannel reach within Serbia but no documented international or cross-border expansion.

Name

Luxol since 1884

Legal name

Luxol since 1884 doo Zrenjanin

Website

https://luxol.rs

Company type

Private

Founded year

1884

Operating status

Operating

Short description

Luxol since 1884 is a Serbian personal-care manufacturer in Zrenjanin selling soaps, shampoos, shower gels, hand creams, sanitizers, and gift sets under the Luxol brand and sub-brands (TopBalsam, Top Shampoo, Antiperutin, Maršal sapun, Honey touch, Baby joy) to Serbian consumers via its own e-commerce site, physical retail, and Post Express delivery.

Ownership category

akta.pro rank

Product category

Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand Soap & Hand Wash (CRABAEAC)

akta.pro secondary industries

Hand Sanitizers & Cleansing Sprays (CRABAEAJ), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH)

Keywords

• Personal care products
• Liquid hand soaps
• Shower gels
• Hair shampoos
• Hand creams

Headquarters

HQ city

Zrenjanin

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Consumer Product Sales: Revenue generated from direct-to-consumer sales of personal care products through their e-commerce store and physical retail partners in Serbia

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Luxol since 1884 manufactures and sells own-brand personal care and hygiene products, including liquid hand soaps (e.g., Pink Passion, White Cream, Morning Dew, Macadamia & Coconut, Yuzu & Fig, For Men Cool, Green Power antibacterial), shower gels (Morning Energy, Arnica & Cinnamon, Midnight, etc.), shampoos, hair balms, hand creams, and food-grade liquid soaps, available in multiple sizes (250 ml – 1000 ml) and distributed direct-to-consumer via its online store and through retail channels in Serbia.

Product overview

Luxol since 1884 is a Serbian personal care and cosmetics company with a diversified product portfolio organized into several categories: liquid soaps (Tečni sapuni) including variants like PINK PASSION, WHITE CREAM, THERMAL SPA, BABY JOY, HONEY TOUCH, and HERBAL ALOE in 500ml and 1000ml sizes; bar soaps (Čvrsti sapuni) such as WHITE CREAM, THERMAL SPA, BABY JOY, Badem, Kamilica, and PINK PASSION in 75g-170g sizes; shower gels (Gelovi za tuširanje) including MEN COOLNESS, SWEET FEELING, SUNNY TANGERINE, and RELAXING RITUAL; shampoos (Šamponi) including Top Shampoo Original, Top Shampoo Color Care, ANTIPERUTIN anti-dandruff, and universal shampoos with botanical extracts (LAVANDA, KAMILICA, KOPRIVA, BELI LUK, ALOE VERA I ARGAN); hair balms/conditioners (Balzami) under the TopBalsam line including Original and Color Care variants; hand and body creams (Kreme) including ALOE VERA and KAMILICA universal creams; hand sanitizer gels (Gelovi za suvo pranje ruku); and gift sets (Luxol setovi/Duo Packs) combining multiple products. The company operates as a traditional consumer goods manufacturer with no technology platform or API-based services.

Differentiator

Problem solved

Functional benefit

Brands

• TopBalsam: Hair balm product line including TopBalsam Original and TopBalsam Color Care variants.
• Top Shampoo
• Antiperutin
• Maršal sapun
• Honey touch
• Baby joy

Products and services

• Tečni sapun PINK PASSION 500 ml Fragranced liquid hand soap in the Pink Passion scent, sold in a 500 ml bottle for daily hand-washing by household consumers in Serbia.
• Tečni sapun PINK PASSION 1000 ml Same Pink Passion fragranced liquid hand soap as the 500 ml SKU, offered in a larger 1000 ml family-size bottle for higher-volume household use.
• Tečni sapun WHITE CREAM 500 ml Cream-scented liquid hand soap in a 500 ml bottle for everyday household hand washing.
• Tečni sapun WHITE CREAM 1000 ml Cream-scented liquid hand soap, 1000 ml family-size format.
• Tečni sapun MORNING DEW 500 ml Fresh 'Morning Dew' fragranced liquid hand soap, 500 ml, for daily consumer use.
• Tečni sapun MORNING DEW 1000 ml Family-size 1000 ml format of Morning Dew fragranced liquid hand soap.
• Tečni sapun MACADAMIA & COCONUT 500 ml Nut-scented (macadamia and coconut) liquid hand soap, 500 ml.
• Tečni sapun YUZU & FIG 500 ml Premium-segment liquid hand soap with yuzu-citrus and fig fragrance profile, 500 ml.
• Tečni sapun COOL 500 ml Men's-segment liquid hand soap with a 'Cool' fragrance, 500 ml.
• Tečni sapun GREEN POWER antibakterijski 500 ml Antibacterial liquid hand soap in the Green Power line, 500 ml, designed for consumers seeking germ-kill handwash beyond standard fragranced soap.
• Tečni sapun PINK PASSION 250 ml Pink Passion fragranced liquid hand soap in a 250 ml travel/personal-use size.
• Tečni sapun za sudove PINK 1000 ml Fragranced dishwashing liquid soap (hand dish wash) for household dish cleaning, 1000 ml.
• Tuš gel MORNING ENERGY 500 ml Energizing-fragrance shower gel for body cleansing, 500 ml.
• Tuš gel ARNICA & CINNAMON 500 ml Shower gel infused with arnica and cinnamon extract, 500 ml, positioned as a warming/tonic body wash.
• Tuš gel MIDNIGHT 500 ml Evening/unisex shower gel in the 'Midnight' fragrance, 500 ml.
• Gel za tuširanje COOL za muškarce 500 ml Men's-segment shower gel with a 'Cool' fragrance, 500 ml.
• Šampon za kosu PINK PASSION 500 ml Fragranced hair shampoo marketed under the 'Pink Passion' line, 500 ml, for general hair cleansing.
• Šampon za kosu COOL 500 ml Men's hair shampoo with 'Cool' fragrance, 500 ml.
• Balzam za kosu PINK PASSION 500 ml Conditioner/balm for hair in the 'Pink Passion' fragrance line, 500 ml, used after shampooing.
• Krema za ruke PINK PASSION 300 ml Moisturizing hand cream in the 'Pink Passion' fragrance line, 300 ml packaging for consumer hand-care use.
• Krema za ruke COOL 300 ml Hand cream for men in the 'Cool' fragrance line, 300 ml.
• Belibor (tečni sapun za pranje veša) Liquid laundry soap marketed as 'Belibor', a heritage detergent product for washing laundry by hand.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Post ExpresscoreChannel Partner/ Reseller/ DistributorPost Express is the courier delivery partner for Luxol's online orders, handling shipment and delivery of products to customers across Serbia. Orders over 3,000 RSD receive free shipping. Delivery typically takes 5 working days.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Unilever: Global CPG giant whose brands (Dove, Lifebuoy, Rexona, TRESemmé, Clear) directly compete with Luxol's liquid soaps, bar soaps, shower gels, and shampoos across Serbian retail. Represents the primary multinational competitive threat.
• Henkel: Multinational consumer goods company with personal care (Fa, Schauma, Syoss) and laundry/home care (Persil, Somat) brands. Directly comparable in soap, shampoo, and shower gel categories and a key competitor in Serbian retail channels.
• Procter & Gamble: Global CPG incumbent whose personal care portfolio (Head & Shoulders, Pantene, Herbal Essences, Camay) competes directly with Luxol's shampoo, conditioner, and soap lines in Serbian retail. Defines the competitive benchmark for category scale and innovation cadence.
• Beiersdorf: Global owner of NIVEA, Eucerin, and Hansaplast, with broad personal care portfolio including soaps, shower gels, and hand care. Competes with Luxol in Serbian retail across multiple personal care categories but with vastly larger scale and global brand presence.
• Oriflame: Swedish-origin direct-selling beauty and personal care company with significant historical presence in Serbia and the Balkans. Comparable in personal care category overlap and direct-to-consumer sales model, though with a fundamentally different go-to-market via network marketing.

Regional players

• Hemofarm: Serbian pharmaceutical and consumer health company (STADA Group subsidiary) with domestic manufacturing and pharmacy channel presence. Comparable as a domestic Serbian manufacturer leveraging local production and pharmacy retail, though weighted more toward pharma than personal care.
• Sarantis: Greek-listed CPG group with personal care, household, and cosmetics brands distributed across the Balkans and Eastern Europe. Comparable as a regional CPG platform player with overlapping distribution channels and product categories.
• Atlantic Grupa: Croatian CPG conglomerate with personal care (Fitofarmacija, Argeta, Multipower) and household cleaning brands across the Western Balkans. Comparable as a diversified regional CPG player operating in similar geographies with broader portfolio scale.

Direct peers

• Saponia: Croatian manufacturer of soaps, detergents, and personal care products founded in 1894, operating across the Western Balkans. Highly comparable to Luxol as a regional, heritage soap and cleaning-products manufacturer with a multi-decade operating history and a similar portfolio of bar soaps, liquid soaps, and household cleaning products.
• Violeta: Bosnian personal care and hygiene products manufacturer producing soaps, shampoos, wet wipes, and paper hygiene products. Directly comparable regional manufacturer with overlapping personal care categories, similar regional footprint, and competing in adjacent Balkan markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/luxol.rs
• Instagraminstagram.com/luxol_rs
• LinkedInlinkedin.com/company/luxol-rs

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 Luxol since 1884