Greek cosmetics company La Vie en Rose ended 2025 with a revenue fell by 5.7% to €33.68 million, from €35.72 million in 2024 and €36.91 million in 2023. Net profit dropped much faster, to €6.81 million, from €13.55 million a year earlier and €15.45 million in 2023.
Despite the decline, the company remained highly profitable, with a net margin of around 20.2% in 2025. That compares with approximately 37.9% in 2024 and 41.9% in 2023.
Cost of sales rises 20.7%
The main pressure came from costs. Cost of sales increased 20.7% to €12.37 million, from €10.25 million in 2024, even as revenue declined. As a result, gross profit fell to €21.31 million, from €25.47 million, while the gross margin narrowed to 63.3% from 71.3%.
Administrative expenses increased 29.6% to €3.18 million, while selling expenses rose 34.4% to €7.76 million. Other expenses and losses also climbed sharply, to €1.34 million from just over €100,000 a year earlier. Pre-tax profit consequently fell to around €9.2 million, from €17.5 million in 2024.
Workforce reaches 306 employees
Personnel expenses rose 21% to €6.94 million, while the average number of employees increased to 306, from 275 in 2024 and 216 in 2023. That means headcount grew by around 42% in two years.
Third-party fees and expenses increased to €3.64 million, from €2.38 million, advertising and promotion costs rose to €3.49 million from €3.07 million, while rent expenses reached €1.41 million, up from around €877,000.
Lease commitments more than triple in two years
The expansion is also visible in the company’s long-term lease commitments. Minimum future payments under non-cancellable property leases increased from €2.60 million at the end of 2023 to €5.48 million in 2024 and €9.23 million at the end of 2025.
The company had reached 66 branches by the end of 2025, while its current store network extends across Greece and into Cyprus. The official La Vie en Rose website lists 74 store locations throughout Athens and major regional cities, including Thessaloniki, Patras, Larisa, Chania, Mykonos and others.
From a 30 sqm home to a nationwide cosmetics network
Founder Dimitra Katsafadou, a chemistry graduate of the National and Kapodistrian University of Athens with postgraduate studies in inorganic chemistry, created La Vie en Rose in 2016 after several years working in the pharmaceutical industry.
The company established its own production and packaging laboratory in 2017 and subsequently expanded through physical retail, e-commerce and Cyprus. Its growth has also been accompanied by significant charitable activity.
