Overview
Flaconi is one of Europe's leading online beauty retailers, selling fragrances, skincare, make-up and haircare from a wide range of premium and mass brands. Based in Berlin, it is the market leader in Germany's premium online fragrance segment and is expanding fast across Europe. For a beauty or fragrance brand, Flaconi is one of the most important online retail partners in German-speaking Europe and beyond.
Who is behind Flaconi
Flaconi is majority-owned by the German media group ProSiebenSat.1, which has been looking for a buyer for the business. In 2025 Flaconi reported record revenue of EUR 651 million, after EUR 514 million in 2024, and it has said it now operates profitably. In the fourth quarter of 2025 it held a 38% share of Germany's premium online fragrance market. Flaconi sells in Germany, Austria, Switzerland, France, Poland and further European countries, and plans to enter seven more in 2026: Norway, the UK, Ireland, Spain, Portugal, Romania and Hungary. Orders ship from its logistics centre in Halle (Saale).
What the shopper sees
Flaconi follows a mobile-first strategy, "Beauty in your pocket", built around its app, customer loyalty, internationalisation and retail media. It runs brand campaigns on TV, digital and outdoor, often in partnership with beauty brands.
How brands can work with Flaconi
- As a supplier. Flaconi buys products from brands and distributors and sells them online.
- Through retail media. Brands can advertise to Flaconi's customers in its shop and app, and partner on campaigns.
A brand approaching Flaconi should be ready with:
- A premium or popular beauty brand with demand in Flaconi's markets.
- EU cosmetics compliance, including CPNP notification and correct labelling, plus Swiss requirements.
- Product content in several languages for Flaconi's growing number of country shops.
- Marketing support for launches and campaigns.
Why Flaconi matters for brands
Flaconi reaches a large and growing European beauty audience online, and its expansion into new markets gives partner brands a way to grow with it.
How eBrands looks at Flaconi
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see how Flaconi could sit alongside the channels you already use, we are happy to talk it through.
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