Meet Notino: A Leading Online Beauty Shopping Destination Across Europe

Inside the rise of a popular online beauty platform

(Notino)

The Independent was not involved in the creation of this sponsored content.

In Europe, shoppers dedicated to accessible beauty care turn to Notino when looking for a new fragrance, skincare regimen, or thoughtful holiday gift. The small online shop opened in 2004 in Central Europe, and as traditional brick-and-mortar stores gave way to the rise of online shopping, it saw steady, increasing success and reached customers across multiple markets. The company’s core belief is that beauty should be within everyone’s reach. This principle has shaped its branding and inventory for the past 20 years and helped it grow from a regional start-up into one of Europe’s notable online retailers of luxury fragrances, cosmetics, and personal care.

From Local Start to European Reach

The company’s early days were modest, with a limited product selection, but in subsequent years, Notino has expanded its categorical offerings and types of products considerably. Flash forward, the retailer now lists tens of thousands of items. Beauty customers can explore tried and tested skin care products, discover new fragrances, and indulge in niche perfumes and luxury cosmetics, all part of the company’s traditional, original product lines. The offering extends well beyond beauty, encompassing categories that include hair care, dermocosmetics, oral hygiene, fitness accessories, electrical appliances, and a dedicated section for mothers and babies.

Digital Tools That Support the Shopping Experience

One of Notino’s recognisable features is its success in connecting beauty product shopping with modern digital tools. The company has developed interactive tools that help customers explore and experiment from the comfort of their homes. The virtual Try-on option for selected makeup items enables customers to preview shades before making a purchase. Fragrance fans can use a scent-matching tool that uses advanced algorithms and scent profiling to recommend perfumes tailored to individual preferences. Whether a customer is searching for a timeless classic or a fun, fresh unknown, these tools can lead to a happy, well-researched purchase.

(Notino)

Expanding Beyond the Online Platform

Although Notino is primarily an online business, it has also opened several physical stores in cities including Prague, Vienna, Budapest, and Bucharest. These locations give customers the chance to see products in person, receive advice from trained consultants, and explore new launches before making a decision. The combination of online convenience and in-store guidance reflects the company’s effort to connect digital and traditional shopping habits.

Services Designed to Personalise a Purchase

Personalisation plays a clear role in Notino’s unique niche shopping offerings. The company offers a range of thoughtful gift services designed to elevate the experience, from perfume bottle engraving for a personalised touch and beautifully wrapped gift packaging, to elegant digital gift vouchers for those who prefer giving the gift of choice.

For unsure shoppers or when buying for the difficult to please, curated gift guides on the website help users find original ideas for birthdays, anniversaries, and seasonal celebrations. These are categorised for partners, friends, parents, or children, making the process even easier.

Exploring New Products Before Committing

For those who like to explore new beauty favourites before committing to a full-size purchase, Notino UK offers a Try It First option for selected items. Customers receive a small tester and can decide whether to open the full-size product based on their experience. This is a simple way to find an excellent match.

The retailer also creates themed beauty boxes containing miniatures, trial sizes, and curated selections across categories such as skincare or fragrance. With some sets, customers choose the samples themselves, providing an accessible way to explore products with the purchase of smaller-size versions.

Those who love surprises can discover Notino Boxes, limited-edition sets available in samples, miniatures, or even full-size products. Themed Discovery Boxes help customers experiment with scents or routines, while the Exclusive Discovery Box presents three iconic fragrances in luxurious miniature bottles. For anyone who prefers to choose personally, the My Discovery Box allows customers to pick five samples from iconic perfumes, skincare, or makeup. And for the truly devoted, monthly Beauty Boxes deliver a curated selection of 10 to 13 beauty must-haves, each designed to inspire new rituals and discoveries.

Tips, Inspiration, and Seasonal Highlights

Beyond its shopping tools, Notino uses its online space to publish a beauty blog featuring routine tips, product reviews, and seasonal insights to inspire readers looking to refresh their look or skin care regimen. Throughout the year, Notino also celebrates major annual shopping moments, including Black Friday and Cyber Monday, when many customers look for value on beauty and personal care items.

Those interested in updates on new releases or promotions can subscribe to the company’s newsletter, which keeps customers informed on popular trends, special deals, and beauty inspiration based on their preferences.

After 20 years, Notino remains dedicated to the same thought that started it all: that beauty, confidence, and self-care should be within everyone’s reach.