Overview
Business Summary
Emanar Beauty (https://emanarbeauty.com/) is a relatively young but high-performing beauty e-commerce business headquartered in Spain. Within its first year of operation, the brand has generated over €1.24M in revenue with a net profit of €146K, largely by reselling niche Arabic perfumes from brands such as Lattafa across a blend of online channels—Miravia, AliExpress, Amazon, wholesale partners, and its own DTC website. The business recently introduced a dropshipping supplier model, further diversifying its distribution capabilities.
Core Product Offering
The catalog is focused on Arabic perfumes—a growing niche category within the fragrance sector known for its long-lasting formulations and intense scent profiles. The brand carries a wide range of SKUs with competitive pricing and has carved out a unique position among both budget and mid-tier fragrance buyers.
Ownership Intent
The founders have indicated a desire to exit the business in order to pursue other ventures, creating a timely opportunity for an acquirer with experience in marketing, operations, or scaling eCommerce infrastructure.
Key Insights
Website Performance & Digital Footprint
Website Speed: The site performs reasonably well on both desktop and mobile, although some product image-heavy pages may slightly affect load time. Speed optimizations could enhance conversion rates.
Product Variation / SKUs: Emanar Beauty carries a diverse inventory of perfumes and cosmetics. This breadth enables cross-selling and supports various customer personas, although better categorization is recommended.
AOV & Customer Lifetime Value:
AOV: €29.00 — relatively low, indicating opportunity to implement bundling, upsells, or loyalty incentives.
Customer LTV: Undisclosed; the repeat customer rate will heavily influence this and is currently unknown.
Repeat Customer Rate / Conversion Rate:
Not disclosed. With just over 4,000 customers and ~3,947 orders, there are likely high first-time orders, but little visible data on retention.
Website Design & Brand Positioning: The site’s design is visually appealing but generic. It doesn’t leverage brand storytelling or educational content around Arabic fragrances, which could deepen emotional engagement and differentiation.
Customer Sentiment: No verified TrustPilot reviews and limited visible testimonials suggest underutilized customer feedback loops. Social proof needs improvement.
Marketing & Customer Acquisition
Marketing Efficiency: The brand’s rapid growth is almost entirely organic through e-commerce platforms (AliExpress, Miravia) and Amazon. Direct website traffic appears minimal.
Customer Acquisition Cost (CAC): Likely very low, as most acquisition is platform-driven. However, it remains unclear what portion of traffic is driven via organic vs paid strategies.
Scalability Potential: Extremely high—scaling across paid channels (Meta, TikTok, Google Shopping) and building a robust DTC funnel could unlock exponential growth.
Positioning & Repositioning Opportunity: The niche of Arabic perfumes is underserved in Western markets. A repositioning as the go-to destination for high-quality, affordable Arabic fragrances could increase market share.
Financials
Annual Revenue (TTM): €1,244,942
Annual Profit (TTM): €146,525
Monthly Avg Revenue: €103,810
Monthly Avg Profit: €12,219
Profit Margin: 12%
Multiples:
Revenue Multiple: 0.2x – Highly attractive, indicating undervaluation relative to market potential.
Profit Multiple: 1.3x – Slightly high considering the business is only 1 year old and still in the early traction phase.
Commentary:
While the profit margin is modest, the low overhead and lean operational model are promising. The lack of paid marketing means margins can potentially grow with optimized campaigns and better direct sales conversion.
Marketing Analysis (Paid & Organic)
Paid Ads: Virtually non-existent. This represents a key growth lever.
Organic Presence: Platform-based exposure on AliExpress, Miravia, and Amazon is strong, benefiting from built-in SEO and customer traffic.
Email Marketing: Email list size is minimal at 418 contacts—this is a major untapped asset that could be scaled.
Social Media: Unclear activity levels, and social presence appears underdeveloped.
Opportunity:
Building a funnel-driven acquisition strategy including Meta/Google ads, TikTok influencer seeding, and retargeting would significantly boost DTC performance.
Operational Efficiency
Inventory Management: Centralized warehouse operations plus reliance on third-party platforms for fulfillment.
Supplier Relationships: Strong bulk supplier agreements enable price competitiveness.
Staffing & Workload: Appears owner-managed. No information on team or automation tools—raises concerns for scalability without burnout.
Opportunity:
Hiring virtual assistants or logistics support could free up owner bandwidth. Implementing ERP or inventory management software would streamline fulfillment.
Customer Data & Relationships
Customer Base: 4,194 customers with 3,947 orders—this suggests a relatively low repeat rate.
Email List: Small and underutilized.
Loyalty or Referral Program: None mentioned.
Opportunity:
Introducing referral rewards, bundling, and loyalty programs could increase LTV and customer engagement. Stronger email capture and post-purchase flow needed.
Legal & Compliance Review
Business Location: Spain
Legal Structure: Not disclosed
Brand IP / Trademarks: No mention of trademark ownership.
Product Claims / Regulatory Risk: As perfumes are regulated under cosmetic safety standards in the EU, confirmation of compliance is required.
Recommendation:
Conduct further due diligence to confirm:
Ownership of brand and website IP
Trademark status
VAT compliance and EU cosmetics regulations
Challenges Identified
Short Operating History: Just 1 year old, limiting visibility into long-term performance trends and customer loyalty.
Lack of Owned Marketing: Business is overdependent on platform traffic; weak direct acquisition strategy.
Low Review Volume: No presence on TrustPilot and limited visible social proof undermine credibility.
Thin Operational Structure: No clear documentation on staffing, systems, or SOPs—raising operational risk.
Email List & LTV Growth Untapped: Email marketing and customer retention strategies are notably underdeveloped.
Recommendations
Request Additional Data from Seller:
Monthly revenue/profit breakdowns
Repeat purchase rate and conversion rate
CAC, traffic sources, and growth strategy
Reason for sale in detail
Team structure and operational hours
Invest in Paid Media and Brand Positioning:
Activate Meta and TikTok campaigns to drive brand visibility. Emphasize emotional storytelling around Arabic perfume heritage.Build Out DTC Sales Channel:
Revamp the website to include better product education, customer reviews, and SEO-focused landing pages.Focus on Retention & LTV Growth:
Scale email marketing, upsell/cross-sell campaigns, and develop a loyalty or VIP program.Verify Legal Ownership & Compliance:
Secure documentation on trademarks, EU cosmetic regulatory compliance, and tax obligations in Spain.
Conclusion
Emanar Beauty represents a high-potential acquisition target with healthy top-line revenue, diverse sales channels, and a strong foothold in a growing niche. While the business is still in its early phase with some foundational weaknesses—such as limited owned audience, minimal reviews, and unclear operational systems—it offers strong upside for a buyer who can professionalize its marketing, customer experience, and infrastructure.
With modest investment in advertising, brand repositioning, and retention strategies, the business could exceed its current performance benchmarks. Further clarification from the seller on monthly trends, customer behavior, and operational structure will be critical to making a final decision.
