“Can a science-led natural cosmetics DTC brand scale pan-European revenue by optimizing checkout conversion and reducing payment friction?”
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.
Freshly Cosmetics processes payments through Checkout.com.
The Embedded Finance Index 2026 maps 2 layers in Freshly Cosmetics's stack: Payments / PSP (Checkout.com); Lending (Klarna Pay Later and Klarna flexible payments).
Freshly Cosmetics was founded by Miquel Antolín Civil, Mireia Trepat and Joan Miralles and is founded in 2016, headquartered in Reus, Tarragona, Spain.
Freshly Cosmetics has raised $21.44M in total (latest round: Series A).
Get a read on where your own stack stands against Freshly Cosmetics and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.