# Notino (house brand "Beauty") ## Facts | | | |---|---| | Founded | 2004 | | Origin | Czechia | | Headquarters | Brno | | Owner | Notino Limited | | Status | Active | | Website | https://www.notino.com/ | Notino is a Czech online retailer of beauty and health products, headquartered in Brno. The company's own about-us page dates its founding to 2004 [1], a year also given by the regional business profile Park.cz [3]; Wikidata records an inception of 2006 [4], a figure that may reflect the registration of the legal entity rather than the launch of the shop. In retail listings, the name "Beauty" refers not to a separate manufacturer but to Notino's own-label line — Notino-branded make-up brushes, brush sets and cosmetic bags sold alongside the third-party brands that fill most of its catalogue. The company describes itself as Europe's largest e-commerce retailer of beauty and health products [1], and operates across 27 countries. As an actively trading retailer with logistics centres in several European countries and an expanding network of physical stores, it remains in full operation. ## Origin & founders The business was started in 2004 by Michal Zámec, who according to Park.cz saw a gap in the perfume market and set up one of the first Czech e-shops focused on fragrance [3]. It launched under the name Parfums.cz. Zámec is recorded as still sitting on the company's supervisory board. ## History & milestones From its perfume-only beginnings, the shop grew quickly across Central and Eastern Europe, starting with Slovakia and neighbouring markets. Around 2010 it began building a chain of brick-and-mortar stores to sit alongside the website [1]. In 2017 the company rebranded from Parfums.cz to Notino, a change Park.cz attributes to its "broader scope of goods" [3]. The catalogue had by then expanded well beyond perfume to include cosmetics, hair and skin care, over-the-counter medicines and nutritional supplements. ## Ownership According to Wikidata, the Czech entity Notino, s.r.o. is wholly owned by Notino Limited, which is recorded as holding a 100% stake since 2012 [4]. ## Philosophy & positioning Notino's stated core belief is that "beauty should be accessible to everyone" [1], a positioning it pairs with an emphasis on high-quality products and fast delivery. Its tagline is "The fastest way to beauty and health" [2]. The retailer reports its product range differently across its own pages: the about-us page cites more than 115,000 products from 1,800 brands [1], while the homepage gives 83,000 products from 1,500 brands [2] — a discrepancy that appears to reflect differences between pages and market locales rather than a single catalogue size. ## Products & innovation The own-label "Notino" line consists chiefly of beauty accessories and tools rather than cosmetics. Its Grace Collection groups a make-up brush set with a cosmetic bag, described as five commonly used brushes with soft bristles and golden handles, paired with a mint-coloured pouch [5]. On the digital side, the retailer offers a mobile application together with a Virtual Try-On feature and a Fragrance Finder tool. ## Recognition In a 2021 profile, the Brno business publication Park.cz described Notino as the largest Czech e-shop in Europe for beauty, citing revenue of over one billion US dollars and more than 24 million customers across 27 countries [3]. ## Current status Notino is actively trading. It reports a workforce in the low thousands and, per Wikidata, revenue of roughly 23.3 billion Czech koruna for the 2023 financial year [4]. The company continues to expand its physical store network across Central and Eastern Europe. ## Sources 1. (T1) https://www.notino.com/about-us/ 2. (T2) https://www.notino.com/ 3. (T3) https://park.cz/notino/ 4. (T3) https://www.wikidata.org/wiki/Q12043823 5. (T3) https://www.notino.co.uk/notino/grace-collection-make-up-brush-set-with-cosmetic-bag-travel-brush-set/ --- Glowpedia · · Published 2026-07-20 · Updated 2026-07-28 Please cite with a link to the article URL.