German beauty retailer Douglas has acquired a 51% majority stake in Niche Beauty, an e-commerce company specializing in premium cosmetics brands, which will continue to be managed by the founding family.

“We are always looking for promising investments that will enhance our portfolio and fit our advanced beauty strategy,” said Tina Müller, Douglas Group CEO.

This is the second beauty year investment after Welmoa’s on-demand beauty service in April.

Niche Beauty website stocks over 6,000 products from over 200 brands.


Douglas, which has a retail network of 2,400 stores in 24 countries around the world, closed its fiscal year 2018 with revenue of 3.3 billion euros ($ 3.7 billion).

Joining Douglas means we now have the support of one of the strongest and most renowned European beauty partners – this opens up completely new opportunities for us. Douglas is the ideal platform for Niche Beauty to ensure that the next phase of our growth is even more successful, ”said Laetitia von Hessen, founder of Niche Beauty.