What is Notino

 

Shoppers and e-Commerce professionals interested in the beauty market have probably already heard of Notino. In the last few years, this Czech marketplace has become a very strong option for beauty purchases. Let’s see what you absolutely need to know about it!

 

 

Introducing Notino

Founded in 2004, the Brno-based marketplace launched its services under the name Parfums.cz. Following a few international expansions, the marketplace rebranded itself as Notino in 2016 and unified all its local services under this brand name.

 

Today, Notino is available in 27 European countries and focuses on EU-wide cross-border commerce.

 

Discover the top 10 cross-border retailers in Europe!

 

Notino operates only as a retailer, meaning that it doesn’t work as a platform for third-party sellers. Brands and sellers that want to offer their products on the marketplace have to approach Notino for an official partnership.

 

 

Timestamped screenshot of the homepage of notino.de taken with our free browser extension screenseal

 

screenseal for the Chrome Store

 

 

Notino in numbers

Notino offers over 115,000 products from 1,800 brands across Europe. From four major logistics centers in Czechia, Poland, Italy, and Romania, the platform delivers around 30 million packages to 40 million customers per year. As a hybrid retailer, Notino operates both an online marketplace and physical shops all over Europe.

 

The company reports an annual revenue of 1.76 billion euros in 2025, up by 11.5% from the previous year. Interestingly, the revenue growth realized in physical stores was 30%, almost three times the value of the overall growth. This shows that beauty is a special segment in e-Commerce, where customers still prefer to actually try a new product before purchase.

 

Learn all about the beauty industry in e-Commerce!

 

Four in ten Notino orders come in via the smartphone app, indicating that mobile commerce is popular with Notino customers. The platform’s strongest market is Poland, where 15% of the overall revenue is generated. Czechia is second with 12%, and Italy comes in third with 9%.

 

 

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How does Notino work

What started as an online perfume shop is now a hybrid beauty e-Commerce marketplace, active and successful all over Europe.

 

Instead of allowing third-party sellers onto the platform, Notino purchases its stock from verified partners. In many cases, it even sources its products directly from brands. This means that it’s less likely to find counterfeit products on Notino than on other platforms.

 

Find out how major marketplaces verify their third-party sellers!

 

Similarly to other marketplaces, Notino creates storefronts for brands and sorts product listings dynamically according to brand and category.

 

 

Timestamped screenshot of a random brand page on notino.de

 

 

Brand protection risks on Notino

While Notino’s business model certainly minimizes the risks of fake products appearing on the platform, unfortunately, another danger can’t be eliminated: that of grey markets.

 

Beauty products and perfumes are particularly susceptible to the possibility of parallel imports. They are easy to ship, brand-sensitive, high-margin, and often have significant price differences across regions.

 

This makes them a prime target for parallel imports. It works like this: sellers located in a region with a higher price level purchase their stock in other areas where the prices are lower. Then they offer these products in their own region for a price that is lower than the regular price level, and still high enough for them to make a nice profit.

 

The ensuing grey market distorts a brand’s pricing strategy and destroys trust in an authorized distribution network.

 

Luckily, there are quite a few things brand owners can do to curb grey markets, starting with educating their customers. They should let them know who is authorized to sell their products, because only these sellers can provide their consumers with all the services and warranties that come with their authentic products.

 

 

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Solutions for brands

Besides regional price differences, grey markets can also arise if there’s a leak in the company’s distribution network. Has a shipment gone mysteriously missing? What did the manufacturer do with the extra raw materials? Has an authorized seller only received a fraction of the products they ordered?

 

The larger and more complicated supply and distribution networks are, the more difficult it becomes to find a satisfactory answer to these questions. That is a problem, because to detect leaks and consequently to eliminate grey markets, you need to have complete control over your distribution networks.

 

Partner compliance services help brands to achieve that with discreet checks of how business partners adhere to contracts, alerting to any irregularities and non-compliant behavior.

 

Grey market solutions, on the other hand, take it a step further and offer a targeted, comprehensive response to grey market and distribution problems. This includes detecting grey market structures, uncovering their sources, and dismantling them by ensuring the removal of all grey market listings from the internet.

 

Finding the source requires learning all about the origins of a grey market product. Proper product identification is crucial for this purpose, which is also why we at globaleyez launched an online-to-offline (O2O) cooperation with another German industry professional, KURZ SCRIBOS.

 

Find out all about the advantages of O2O

 

 

Conclusion

Notino is an acclaimed retailer of beauty products, makeup, and perfumes. While the platform’s strict partner verification minimizes the risk of counterfeit products finding their way to Notino, grey markets can still form on this marketplace.