Notino (house brand "Beauty")

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.

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.

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.

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].

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.

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.

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].

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.