ProfumeriaWeb, the self made company that is changing beauty in Italy.  And the way to create a skincare line.

ProfumeriaWeb, the self made company that is changing beauty in Italy. And the way to create a skincare line.

Milan, May 6, 2022 – In 1999, when he realized the value of ecommerce, Vincenzo Cioffi was a young graduate in Economy and Business Administration who had already understood that beauty sold online could become a success. 11 years later he founds PerfumeryWebthe e-commerce pure beauty player number 1 in Italy which today has over 6 million visitors a year, a turnover of over 50 million euros since its foundation, 24,000 references sold and a community of 520,000 people.

Born in 1976, a thesis on marketing applied to ecommerce (when Google had just been founded and social networks not yet), the great ability to grasp the signals of the changing market and anticipate its evolution, the intuition to establish itself in a market among the most challenging.

In times when digital had not yet taken hold in our country, Vincenzo Cioffi already imagined a beauty gateway where people discover, choose, buy and experience beauty products and services. “Ecommerce that goes beyond ecommerce, this is the intuition that has guided my path as an entrepreneur and what I am working on with great passion and determination” – says Vincenzo Cioffi, founder and CEO of the most famous beauty gateway in Italy – “With ProfumeriaWeb I want to give life to a real ecosystem that surrounds the customer and makes him feel truly protagonist, overcoming the concept of online sales and retaining a community that today has about 520,000 profiled and loyal people”.

Thanks to his twenty years of experience in web marketing and ecommerce gained first in Microsoft as Head of Performance Advertising, and then in Amazon Italy as Head of Marketing, Vincenzo Cioffi leaves the past behind, follows his intuition and invests all his talent in a new entrepreneurial activity and in 2010 he founded ProfumeriaWeb. “In the first years I personally followed every aspect of the business, from conception to business planning, from process design to administrative / legal issues, from the search for the first suppliers to the definition of marketing campaigns” – continues Vincenzo Cioffi – “It was a period full of energy and teaching and perhaps the most useful and exciting period of my professional career. Over the years I have managed to transmit this energy and these teachings and I have gathered around me a team that is enthusiastic about the project and very motivated “.

The innovative and winning formula of ProfumeriaWeb is the community of highly loyal people (half of the turnover comes from customers who have already made at least 4 orders previously), a portfolio of 24,000 products including perfumes, face and body cosmetics, bronzers and haircare over 200 brands. But not only! Winning is also the attention and care to the shopping experience which, together with the ability to best satisfy its customers, has led ProfumeriaWeb to receive numerous awards and prizes (in 2018 first place in the Panorama / Statista ranking for the “Best Service to the Customer ”, in 2019 the“ Top Shop ”award from Repubblica Affari & Finanza, in 2020 the“ Le Stelle eCommerce ”award from Corriere della Sera to name the last).

Thanks to the knowledge and interaction with the community, to the analysis of purchase choices, Vincenzo Cioffi in 2018 launches the first digital native beauty brand Cobea, an innovative skincare line co-designed together with its customers which today offers 15 products for face and body with formulations rich in active and highly effective ingredients. “The name of the brand comes from the synthesis of the words COmmunity / COprogettura and BEAuty that are part of the brand DNA of Cobea, the skincare line co-designed with our community whose purchase preferences we know” – continues Vincenzo Cioffi – “In over the years we have in fact treasured the data by analyzing preferences in terms of purchases, active ingredients and desired performance. This is how Cobea was born and each of our new products was born. Our customers welcomed the line and the latest references launched (face serums) with great enthusiasm, appreciating in particular their quality and excellent value for money, allowing Cobea to be today the second best-selling brand on ProfumeriaWeb “.

For the launch of each new Cobea reference, ProfumeriaWeb selects a large sample of customers to involve them in the prototype testing phase. After this first phase of analysis, customers are selected with more structured and complete feedback, who are interviewed for further qualitative analysis. This is followed by the adjustment of the formulas and a new test, again in two phases, on a smaller sample of customers, to arrive at the definition of the formula that has found the greatest success and the final launch of the new product.

ProfumeriaWeb is part of the Elite program of the Italian Stock Exchange. What are the challenges and objectives for the next 5 years? “We have ambitious plans for our future that affect both our e-commerce and Cobea. Projects aimed in unison towards the goal we have undertaken and which is to create an ecosystem that represents the virtuous circle of the customer. ProfumeriaWeb must not be just an e-shop but the place where people can discover, choose, buy and experience beauty, creating a continuous dialogue with us and with each other, through us “.



Headquarters: Vin.Ci srl Piazza Luigi di Savoia, 22 Milan

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