ProBeauty

The Story Behind Probeauty

Probeauty was founded over 16 years ago. Over time, the company has grown organically, becoming one of Romania’s leading importers and retailers of beauty products.

 

We have built our business around two key pillars: access to international professional brands and genuine customer consultancy. Today, we operate an omnichannel business model, with a network of 20 physical stores and a strong online sales channel, offering a portfolio of over 9,000 products and more than 100 brands.

 

Our growth has been steady, driven by reinvestment and a strong focus on customer relationships rather than aggressive expansion.

 

Who Are Our Customers?

Our business model is primarily B2C, but we also serve:

• • Industry professionals – salons, hairstylists, barbers, and nail technicians.

• • End consumers – customers looking for professional products for personal use.

 

This diversification provides stability: the professional segment generates repeat business, while retail drives sales volume and growth.

Which Brands Are Available Across the Probeauty Network?

 

Our portfolio is structured across several segments:

 

• • Professional haircare brands – including Schwarzkopf Professional, Wella Professionals, Nook, Yellow, Sensus, Alfaparf, Alter Ego, and L’Oréal.

• • Professional equipment – including BaByliss PRO, Wahl, GA.MA, and JRL.

• • Skincare, make-up, and personal care products.

• • Private-label and exclusive brands (e.g. ETB product ranges), which help us improve profitability.

 

Our product selection is designed to cover all price segments, from affordable options to premium products.