We open all eyes to the beauty of uniqueness, bring it to life and make life itself more beautiful.

For a world where everyone feels seen, heard and valued.

Douglas is the No.1 omni-channel beauty destination in Europe. Offering a wide range of beauty and lifestyle products in online shops, the beauty marketplace and around 1,800 stores, DOUGLAS inspires customers to live their own kind of beauty by a previously unparalleled assortment – in the areas of perfumery, decorative cosmetics and skin and hair care as well as nutritional supplements, health and accessories. Through the launch of the first European marketplace for beauty products with an exclusive partner programme in 2019, DOUGLAS expands its online offering with the products of exclusively selected partners, thus offering the largest product portfolio in Europe. Whether premium industry brands, high-quality exclusive brands, independent trend and niche brands, the DOUGLAS Collection or new own brands that are sold exclusively by DOUGLAS: Our product variety makes the DOUGLAS assortment an important success factor.

Every day, around 18,000 dedicated DOUGLAS beauty experts strive to make our customers more beautiful and thus happier with excellent consultation and unique services: We believe that people are most beautiful when they have the self-confidence to be how they want to be. As leading premium beauty platform in Europe, DOUGLAS wants to take a clear stance on beauty. We want to encourage and inspire all of our customers to express their own kind of beauty – something that is more individual than ever today. We encourage our customers to make themselves beautiful for their own pleasure. It is not about other people’s expectations.

#letsdobeautiful

Douglas ’ products – such as “Coconut Oil Soda Soap” developed in 1830 or “Chinese Heavenly Soap” from 1840 – quickly turned into success stories. Chinese Heavenly Soap was awarded a medal at the first World Fair in London in 1851. “J.S. Douglas Sons” stood for high-quality fine soaps and modern product ideas. After Douglas’ death, the Hamburg merchants Gustav Adolph Hinrich Runge and Johann Adolph Kolbe took over the company but kept the name “J.S. Douglas Sons”. In 1909, their heir and successor handed over the responsibilities for the soap factory to his wife.

Due to the growing success of its perfumery branch, Hussel Holding AG restructures its organisation and creates Douglas Holding AG, which replaces the former Hussel Holding AG in 1989. From the mid-90s, DOUGLAS expands to Switzerland, Spain and Portugal. From the 2000s, DOUGLAS is also present in Poland, Hungary, Monaco, Slovakia, the Czech Republic, Latvia, Lithuania, Romania, Bulgaria, Turkey, Denmark and Croatia. In addition to its rapidly growing store network, DOUGLAS opens its first own online shop in 2000. In the following years, further shops go online in DOUGLAS’ international markets. In 2011, DOUGLAS expands its online offerings via its own app.

After the successful takeover by Advent International in 2013, the delisting of Douglas Holding AG follows. The withdrawal from the stock market marks the beginning of the conglomerate’s reorientation, a step in which it began to focus completely on beauty retail as its core business once again in 2014. As such, DOUGLAS remains on its course of international expansion, acquiring the French perfumery chain Nocibé. While a renewed stock market launch for the Parfümerie Douglas Deutschland is planned for 2015, 85 per cent of the company is sold on 1 June 2016 to financial investor CVC Capital Partners, with the Kreke family still holding a minority share of 15 per cent. Thereupon, the company’s headquarters moves in October from Hagen to Düsseldorf, Germany. Also, the DOUGLAS online shop offices move to Düsseldorf, in order to concentrate both store-oriented departments and online activities in one place. DOUGLAS also remains on its expansion course, expanding its European position by acquiring Bodybell and Perfumerías IF in Spain as well as Limoni and La Gardenia in Italy in 2017.

Furthermore, DOUGLAS boosts its E-Commerce business by acquiring Parfümerie Akzente and its successful online shop parfumdreams in August 2018. 2019 follows the acquisition of a majority stake in NICHE BEAUTY. At the same time,  DOUGLAS launches an exclusive partner programme making it the first marketplace for beauty products in Europe. Following a strong start in its German home market, the marketplace will be rolled out successively on an international scale. In 2020, DOUGLAS specifically continues to push the development of its successful #FORWARDBEAUTY strategy programme ahead. Based on the philosophy of DIGITAL FIRST, DOUGLAS integrates online shops, marketplace and stores into a data-based beauty platform, thus focussing its growth strategy on digital beauty retail. DIGITAL FIRST is the decisive step from a retailer with an online shop to a digital company with a brick-and-mortar business. In doing so, DOUGLAS  continues to expand its position as the No. 1 beauty destination to become the leading beauty retailer in Europe.

The program puts customers at the centre of the business model. To enhance its customer journey, DOUGLAS invests into its unparalleled product assortment and overall efficiency – with a special focus on the supply chain and the technological backbone. DOUGLAS sharpens its omni-channel positioning and commits to targeted investments into its store network – including modernization, expansion within existing markets and into new markets – as well as into the online shop and partner program. At the same time, the company invests in its brand perception. The strategy program is based on the shared culture and values of DOUGLAS which is actively fostered by the company.