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§ Private Profile · Amsterdam, Netherlands
Parfumado is a technology company.
Parfumado operates a subscription-based platform designed for fragrance discovery, delivering chosen premium perfumes in travel-sized formats directly to consumers monthly. This model provides users with a flexible way to explore a wide array of scents from various brands, enabling them to experience different fragrances before committing to full-sized bottles. The service leverages an online selection process, simplifying access to diverse high-end perfumery.
The company was established at the end of 2017 by siblings Martijn and Floor van Rooy. Their foundational insight stemmed from recognizing the emotional impact of perfumes and the opportunity to enhance online fragrance discovery. They aimed to create a convenient method for consumers to regularly vary their scent profiles, thereby making the world of fine fragrances more approachable and personal for a broader audience.
Parfumado caters to individuals seeking personal fragrance exploration and the enjoyment of diverse scents. Its mission is to reshape how people engage with and acquire perfumes, aspiring to become the preeminent discovery platform across Europe. The company envisions cultivating a community centered on fragrance, fostering deeper connections through scent experiences.
Parfumado has raised $3.0M across 1 funding round.
Parfumado has raised $3.0M in total across 1 funding round.
Parfumado has raised $3.0M in total across 1 funding round.
Parfumado's investors include Borski Fund, Michel Perridon, Wulf van Alkemade.
Parfumado has raised $3.0M across 1 funding round. Most recently, it raised $3.0M Seed in September 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2022 | $3M Seed | Borski Fund | Michel Perridon, Wulf VAN Alkemade | Announced |
Parfumado is a tech-driven perfume discovery platform founded in 2017, offering a B2C subscription service that delivers monthly travel-size samples of designer and niche fragrances, personalized via algorithms and user profiles.[1][2][3] It serves fragrance enthusiasts seeking to explore scents without full-size commitments, solving the core problem of online perfume discovery—where physical testing is impossible—through sampling, data-driven recommendations, and supplementary products like gift sets.[1][2][5] The company has expanded into B2B via Rocket Campaigns for targeted beauty sampling, partnering with brands like L’Oréal, Rituals, LVMH, and COTY, while achieving rapid growth: 40 employees, tens of thousands of customers across Europe, millions in annual sales, and 50-75% year-over-year increases.[3][4][5] In 2023, it raised €3.2 million in pre-Series A funding to fuel international expansion and tech innovation.[4]
Parfumado was launched in late 2017 in Amsterdam by siblings Martijn van Rooy (with a background in psychology, business administration, and early experience at luxury perfume brand YVRA 1958) and Floor van Rooy (experienced in business operations).[1][3][4] Martijn identified a gap in the traditional perfume industry, where consumers stuck to familiar large-bottle purchases from chains like Douglas, with little digital innovation for discovery; he envisioned a Netflix/Spotify-style subscription for €14.95/month, sending 8ml vials from over 450 brands for daily use over 30 days.[3] Early days were bootstrapped—Martijn and interns hand-filled vials for family and friends—before Floor joined full-time, scaling to rapid traction with users in the Netherlands and beyond.[3] Pivotal moments include B2B diversification into Rocket Campaigns, funding from Borski Fund and angels like Wulf van Alkemade (citizenM Hotels), and tech upgrades for personalization.[4][5]
Parfumado rides the wave of personalized e-commerce and subscription economies in beauty, disrupting a traditionally offline, conservative €multi-billion perfume market by digitizing discovery amid rising demand for niche, experiential scents.[3][4][5] Timing aligns with post-pandemic e-commerce acceleration, AI-driven personalization trends (e.g., in fashion/beauty), and brands' shift to data-fueled sampling over wasteful mass marketing—Parfumado acts as a matchmaker, leveraging consumer data for precise targeting.[1][4] Market forces like European expansion (NL, BE, UK, targeting DE, DK, others) and partnerships with giants like LVMH favor it, while influencing the ecosystem by commercializing profiles to optimize brand strategies and lower consumer barriers.[1][4]
Parfumado is poised to dominate European perfume sampling through aggressive expansion into Germany, Denmark, Scandinavia, and beyond, closing more brand deals, and advancing AI/data tools for hyper-personalization.[1][4] Trends like AI in sensory retail and B2B data monetization will propel it, potentially evolving into a full beauty platform influencing how brands approach direct-to-consumer testing. With strong funding momentum and a scalable model, expect sustained high growth—cementing its role as the Netflix of fragrances, transforming rigid industry habits into dynamic, tech-enabled discovery.[1][3][4]