Abiby

Abiby is an Italian online beauty retailer founded in 2018 by Mario Parteli and Luca Della Croce. The company is headquartered in Milan, Italy, and specializes in offering premium and exclusive luxury beauty products primarily through a subscription-based model. 

Abiby is best known for its monthly beauty boxes, which allow customers to discover and try new cosmetics and personal care products. These beauty boxes typically include 4-5 products such as makeup, face care, skincare, hair care, and perfumes. The boxes contain carefully selected items valued around €90, offered to customers for approximately €24.90, promoting an element of surprise and discovery for subscribers. The company collaborates with emerging beauty brands from around the world and aims to introduce exclusive, high-end products that follow the latest cosmetic trends in the Italian market. 

The firm has a loyal customer base of over 3,500 subscribers and engages around 300 influencers to promote its products. Approximately 65% of its employees are women, reflecting the company's focus on beauty and personal care sectors. 

Financially, Abiby reported a turnover of around €2 million in 2020, reflecting a significant growth of 170% compared to 2019. The company operates mainly through its online platform and does not have an extensive network of physical selling points, with very limited physical presence, if any, in retail locations. 

Overall, Abiby represents a specialized, digitally-driven player in the Italian FMCG beauty segment focusing on high-quality, innovative, and exclusive cosmetic products for discerning consumers, leveraging subscription and influencer marketing models.