Notino, the largest online beauty and health retailer in Europe, reached a turnover of 1.76 billion euros in fiscal year 2025, 11.5% more than the previous year. It was a year of many changes, and the company enters the new fiscal year with a new leadership team and clear growth plans for European markets.
Today, Notino reaches over 40 million customers across 27 European markets. In fiscal year 2025 (May 2025 -April 2026), sales reached 1.76 billion euros, up 11.5%. Romania contributed 7% of the turnover. The largest market remains Poland, with over 15% of the total, followed by the Czech Republic with 12% and Italy with 9%. The fastest growth, of over a quarter compared to last year, came from Croatia and Lithuania.
A year of changes that paid off
Fiscal year 2025 was a year of fundamental changes. Notino simplified its structure and decision-making processes to become a more agile organisation, ready for the next step.
“We need to have the courage to openly say what we can improve, while we are still at the right moment to do so,” explained Zbyněk Kocián, CEO of Notino at that time.
The end of 2025 brought a more tempered pace during the Black Friday and holiday period, and acceleration returned quickly: in the first months of 2026, the growth rate climbed to 27%.
“We closed the fiscal year with double-digit growth, above the pace of the European e-commerce market, and remained in a solid financial position that allows us to continue investing. The first months of 2026 confirmed that the changes were the right step: we now have a more efficient organisation and a solid foundation for the next phase of growth,” says Jakub Šedý, co-CEO of Notino.
Customer experience at the centre of attention. Four in ten orders come from the app
Notino continued to invest in customer experience: a simpler ordering process, better digital services, a personalised experience and a new loyalty programme. The mobile app has become one of the most important touchpoints with customers and one of the reasons they return. Today, four in ten orders are placed through the app.
“Long-term loyalty is built from hundreds of small improvements that, together, make the experience better. That is why we constantly invest in digital services and in the loyalty programme. The growing popularity of the app, which now accounts for four in ten orders, shows us we are on the right track,” says Lukáš Havlásek, co-CEO of Notino.
The loyalty programme was successfully launched in the Czech Republic, Slovakia and Hungary, and Notino is developing it further based on customer feedback, with gradual expansion to other European markets.
An ecosystem that unites products, stores and beauty services
Notino continued to develop the omnichannel model, which brings together online shopping, physical stores and beauty services. The company expanded its store network across Europe, including the first physical store in Croatia, and now has 27 stores in eight European countries, with sales up by almost 30% compared to last year. This autumn, the first store in Ljubljana, Slovenia, will open.
Through the Notino Partner platform, customers can book beauty services directly at the salon. The platform connects over 8,000 salons with customers across five European countries, and in the last fiscal year 1.5 million bookings were made. In 2026, the service will also reach Croatia and Austria.
“Customers simply want to take care of everything related to beauty and personal care in one place, whether they choose online, a store or a salon appointment. That is the direction in which we want to take Notino in the coming years,” says Bartosz Kliś, co-CEO of Notino.
New leadership for the next phase
Notino enters fiscal year 2026 with a change at the top. After more than six years, Zbyněk Kocián handed over the running of the company to a trio of co-CEOs. Bartosz Kliś, Lukáš Havlásek and Jakub Šedý will jointly oversee the development of Notino, through a model that divides responsibilities across three key business areas and helps the company make faster decisions and better manage European expansion.
