Fragrance house

Beautinow

Beautinow is a Netherlands-based online retailer launched in 2021 by Hengfu Dai, specializing in niche perfumes and premium beauty products for customers across Europe. Its focus is the curation of niche fragrances, with an emphasis on authenticity, accessibility, and helping customers build perfume collections. Beautinow operates as Beautinow B.V., a company registered in the Netherlands. In October 2024, it expanded beyond fragrance retail into cosmetics and skincare, broadening its role into a wider beauty platform.