Comparison

The beauty marketplaces that matter in Europe

Not every marketplace is right for a cosmetics brand. Here is a map of the platforms that matter in Europe — their positioning, country and the type of products that work — so you can choose the ones that fit your brand rather than being everywhere by halves.

How to choose your marketplaces

Before looking at the names, set the right criteria:

• Positioning — is your brand premium, natural, pharmacy, lifestyle? Each marketplace has its audience.
• Target countries — some platforms open a single market, others several at once.
• Product type — skincare, makeup, hygiene, wellness: they don't all perform everywhere.
• Requirements — standards, certifications and content quality vary from one platform to another.

Beauty & pharmacy specialists

Yves Rocher · France

The quintessential French beauty marketplace: a highly targeted cosmetics audience, ideal for a skincare or beauty brand that wants to reach shoppers already in buying intent in the category.

Shop Apotheke · Germany, Austria, Belgium, Italy

The leading online pharmacy in Europe, present across several markets at once. A channel of choice to approach Germany, Austria, Belgium and Italy without multiplying integrations — especially relevant for hygiene, skincare and health/wellness products.

Organic & natural

Greenweez · France

The reference for organic and natural products. If your brand is clean, natural or eco-friendly, this is where your promise resonates best with an already convinced audience.

Wellness & lifestyle

Nature & Découvertes · France

A wellness, self-care and lifestyle world, with a premium, engaged audience. Suited to brands that tell a story and care about their image as much as their product.

Department stores & generalists

Galeria · Germany

The German online department store: access to the German market with a large-retail logic, complementary to the specialists.

SLOOD (LDLC) · France

The French marketplace of the LDLC group, rather generalist: a complementary channel depending on your distribution strategy.

Amazon & JoyBuy · generalists

Generalists bring volume but work differently and do not suit every brand strategy. Consider them as options, depending on your positioning and the distribution control you want.

Do you need to be everywhere?

No. Spreading thin is the most expensive mistake: two well-run marketplaces bring more than ten half-baked ones. The right mix is not a universal list, but the intersection of your positioning, your target markets and your execution capacity. Better to start with the most aligned platforms, run them well, then expand.

Frequently asked questions

What is the best marketplace for a beauty brand in Europe?

There is no universal best marketplace: Yves Rocher suits skincare and beauty in France, Shop Apotheke suits pharmacy across several markets (Germany, Austria, Belgium, Italy), Greenweez suits organic and natural, Nature & Découvertes suits premium wellness. The right choice depends on your positioning and target markets.

In which countries is Shop Apotheke present?

Shop Apotheke operates notably in Germany, Austria, Belgium and Italy, which lets you approach several European markets at once.

Is SLOOD a French marketplace?

Yes, SLOOD is the marketplace of the French group LDLC.

Should a cosmetics brand sell on Amazon?

Amazon brings volume but works differently and does not suit every brand strategy. It is an option to consider depending on your positioning and the distribution control you want.