Notino

Notino is a Czech-based beauty and health retailer that operates one of Europe’s largest online stores for fragrances, cosmetics and personal care, complemented by a growing network of physical beauty shops in major cities. Founded in 2004, the company focuses on sourcing and reselling fast-moving consumer goods in the beauty, cosmetics and health categories across multiple European markets.

From its headquarters in Brno, Notino runs country-specific e-commerce sites in more than twenty European markets, including the Czech Republic, Slovakia, Poland, Hungary, Austria, Romania, Bulgaria, Ukraine, Germany, France, Italy, Spain, the Nordics and the Baltics. Through these platforms it offers an extensive assortment of beauty and health products, reported at over 80,000 individual items from roughly 1,500–1,800 brands. The range covers prestige and mass-market fragrances, make-up, skincare, haircare, body care, dermocosmetics, sun care, men’s grooming, beauty gift sets and related accessories, as well as selected health and wellness products sold via its Notino Pharmacy concept in certain countries.

In addition to its online operations, Notino has developed an offline retail presence, operating around 27 beauty stores across eight countries. These points of sale are typically specialty beauty shops located in high-traffic urban shopping areas and shopping centres in markets such as the Czech Republic, Slovakia, Poland, Hungary, Austria, Romania, Bulgaria and Ukraine. The stores are positioned as experiential extensions of the online shop, offering curated ranges of fragrances, colour cosmetics, skincare and haircare along with in-store testing and advice, while maintaining pricing aligned with the e-commerce offer.

To support its pan-European network, Notino invests heavily in logistics and distribution infrastructure. The company operates a large central distribution centre in the Czech Republic, with modern automated warehousing and fulfilment capabilities sized to handle peak-season volumes of well over 180,000 orders per day, and an additional distribution facility in Romania to better serve Southeast European markets. These hubs supply both the online business and the physical stores, functioning as centralised warehouses and cross-border distribution centres for its multi-country network.

Notino’s business model is that of a multi-brand beauty specialist and online retailer. It purchases branded FMCG products directly from international fragrance and cosmetics houses and authorised distributors, building a broad portfolio that includes major global brands alongside niche and indie labels. The company then sells these products to end consumers through its websites and stores. Its assortment strategy emphasises breadth of choice, stocking thousands of SKUs across price tiers from accessible mass-market to luxury, and offering frequent promotions and exclusive sets tailored to local consumer preferences in each country.

In recent years Notino has reported rapid growth in sales and customer base, achieving a turnover in the high hundreds of millions of euros in 2021 and subsequently surpassing the one-billion-euro mark in later fiscal years, with continuing double-digit year-on-year growth. Around 1,700 employees work across its headquarters, logistics centres, technology teams and retail outlets, supporting operations in more than two dozen markets and serving tens of millions of customers annually. This scale makes Notino one of the leading specialised beauty FMCG buyers and distributors in Europe, with significant purchasing volumes in perfumes, cosmetics and related health and personal care categories.

Overall, Notino today functions as a cross-border, omnichannel beauty retailer: a centralised buyer of branded beauty and health FMCG products, operating high-volume e-commerce platforms and a selective network of physical beauty stores, underpinned by modern warehouse and distribution centres that ensure fast delivery and consistent availability across its European footprint.