Parfumado's only way is up

They come in all shapes and sizes, but there is one thing they have in common: M likes to put them in the spotlight. We are of course talking about startups with a bold idea that deserve a place in it The Ony Way Is Up. This week MASTERS speaks with the daredevil Parfumado, which offers perfume in subscription form.Text: Patrick Stoffer
Image: ParfumadoOne week you use one perfume and the next week another. Many of us are not as steadfast as we think when it comes to using perfume. Isn't it a shame to have to buy a full-size perfume every time? Parfumado makes it all a little easier and offers perfume in a subscription form, where you receive a new perfume of 8 ml through your letterbox every month for a fixed amount. That's fishing for compliments about your constantly changing perfume. MASTERS spoke to the founder of Parfumado, Martijn van Rooy.

Started from the bottom and now we're…

''Parfumado has now been around for over 3,5 years and is in the middle of a turbulent growth phase. In addition to Belgium, we have recently also been active in the UK. We are trying to strengthen our business in these markets this year, where our strategy is to grow in other countries. With our first-mover advantage, we believe this is possible.”

Best tip you've had?

''It is not a quote that has stuck with us, but when we started to grow strongly, the importance of building a strong team became clear very quickly. That starts with finding and retaining the right people. What is equally important is creating a culture where people feel confident, entrepreneurial and willing to go the extra mile."

Why do you think Parfumado is so successful?

''The perfume industry is very traditional. Digital innovation is scarce, mainly because you cannot smell perfumes online. Yet online is also a huge growth market in the perfume industry. Our underlying strength is collecting data (we create an odor profile for every visitor), something that is of great value to many stakeholders in a traditional industry like this. In short, our success is due to value creation for both brand and customer. Photo: Parfumado

Which company/service would you have liked to come up with yourself?

''The beauty industry is fun because of its branding and storytelling nature. When technology is added, many great opportunities arise. I see a company like IPSY in the USA as an inspiring example."

What would you do with 1 million?

"We invest this in the further development of our data-driven platform to take personalization to an even higher level."

Where do you see yourself in 5 years?

"We are active throughout Europe and change the way people discover perfumes and beauty for a million people a month."


THE ONLY WAY IS UP is a section of MASTERS, in which the founders of successful startups* are questioned about success, mission and the future. Every week a new startup is put in the spotlight, so be inspired! Also curious about how startups Felyx, Somnox, BridgeFund, Neurolytics and FIGO Mobility en Finnik what to do to achieve their success? Then read this too.

Your startup also in the spotlight? Email Please contact Patrick Stoffer ( for the options.

*Startup: a company up to five years old that aims for rapid growth with an innovative idea: young, ambitious and innovative.

Photo: Parfumado