Niche-Beauty

Niche-Beauty is an online shop which was founded in 2011 in Germany. This online beauty store targets customers in Germany, Austria and Switzerland.

Niche-Beauty focuses only on luxury beauty brands with the aim of redefining the beauty industry in the country. The company also owns its magazine and a blog and is very active on social media.

The company had 32 employees by 2017 and its turnover is € 11.7 million

Niche-Beauty offers international luxury brands of makeup, skincare and fragrances which are usually only known by experts and professionals in the industry.

The company doesn't rely solely on its online store and now has a beauty corner at KaDeWe, a departmental store and the products are also sold at UZWEI concept store. Niche-Beauty also intends to launch its own brand and bring innovations and changes to their website in the near future.

Niche-Beauty’s turnover for 2017 was €5 million.

The company works with 220 premium beauty brands and one third of these brands are available exclusively on their website.

Some of the brands include Forever Young, Vintner’s Daughter, James Read, Sarah Chapman and Bioeffect.

Niche-Beauty is looking to partner with international luxury brands and is highly selective. 

The founders affirm that they test the full format of products rather than samples in order to evaluate the quality of each product as well as the packaging. The company only wishes to work with brands that use high quality ingredients and invest on research and brand image. Moreover, each brand must have a USP and the packaging must be sustainable. 

Niche-Beauty is accessible on www.niche-beauty.com

UPDATES ON NICHE-BEAUTY ON 06/10/2020

Douglas Holding acquired Niche-Beauty in 2019 and continues to run independently. The company focuses on indie brands that cannot be found in local perfumeries and drugstores. The brands are ethical and do not use a lot of plastic. 

For 2020, Niche-Beauty is looking for branded products in the personal care category such as hair care, skincare, makeup, etc.