Pick N Dazzle BV

Pick N Dazzle BV is a Netherlands-registered e-commerce company (Amsterdam) operating in the beauty and personal care retail sector. Rather than operating physical stores, the company runs a direct-to-consumer subscription and one-time-purchase model, curating and reselling beauty products to end consumers through its online platforms, primarily under the Pick N Dazzle Bulgaria and Pick N Dazzle Romania storefronts, alongside a pan-European site.

The company buys and curates skincare, makeup, haircare and bodycare products from a portfolio of international and niche beauty brands — including AVANT Skincare, Cocosolis, PAESE, Korean skincare brands, and other discovery and premium cosmetics labels — which it then bundles into personalized "Personal Boxes" (Premium, Dazzling, and Sleek tiers) as well as themed "Seasonal Boxes" tied to brand collaborations or seasonal campaigns.

Its buying activity is centred on the beauty/cosmetics and personal care FMCG category: full-size skincare, color cosmetics, hair care, body care, sun care and grooming accessories sourced at wholesale from brand partners and repackaged into curated boxes delivered by subscription (1, 3 or 6-month plans) or as one-off purchases. The company positions itself as offering products at a significant discount versus retail price, delivered via fast (24-hour) shipping, with free samples included per box.

Founded roughly a decade ago, the brand has built a customer base across Western Europe and notably in Central and Eastern European markets (Bulgaria and Romania), claiming over 500,000 delivered products and a mailing list exceeding 175,000 subscribers. Its operation is lean, consistent with a small, digitally-native retail team managing curation, logistics and brand partnerships rather than a large physical retail footprint.

Within the FMCG buying landscape, Pick N Dazzle functions as a specialised online beauty retailer/curator, sourcing multi-brand cosmetics and personal care assortments for direct resale to consumers via its subscription box channel, rather than through traditional supermarket or drugstore shelving.