Freshly Cosmetics
“Can a science-led natural cosmetics DTC brand scale pan-European revenue by optimizing checkout conversion and reducing payment friction?”
Founded2016
HQReus, Tarragona, Spain
FoundersMiquel Antolín Civil, Mireia Trepat, Joan Miralles
Total raised$21.44M
Latest roundSeries A
IndustryE-commerce / DTC brand
The story
Freshly Cosmetics was founded as a direct-to-consumer natural dermocosmetics brand selling via its own website to European consumers. The company built a science-backed, ingredient-transparent positioning in the crowded beauty market. Its embedded finance evolution has been driven by payment optimization (switching from Adyen to Checkout.com) and adding BNPL at checkout via Klarna to reduce friction and increase conversion.
Product timeline
2016
Founded by three chemical engineers in Reus, Spain, inspired by co-founder's mother's search for natural cosmetics after family cancer diagnoses.· pivot
2021
Migrated entire payment processing from Adyen to Checkout.com days before Black Friday, achieving 98.54% acceptance rate.· banking
The stack
Accounting gap: significant