About us

BEAUTY IS OUR BUSINESS

BEAUTY FREE is part of the GBG Group, which has been successfully active since 1975 in the wholesale and retail distribution of cosmetics, fragrances, makeup, professional hairdressing and nail care products, hair and fashion accessories, personal care and grooming products, as well as home goods.

The first BEAUTY FREE cosmetics store opened in Larissa in 2010, introducing a groundbreaking business model not only for the local market but also for Greece as a whole. In October 2017, we launched the first BEAUTY FREE Franchise Concept Store in the heart of Volos, a modern and carefully designed space that brought to life the true meaning of a 'beauty paradise' and 'affordable luxury'. In March 2018, our first Franchise Store outside of Thessaly opened in Katerini — a youthful beauty space hosting over 50,000 branded products including makeup, fragrances, skincare, haircare, and nail products from top Greek and international beauty brands, all at unbeatable prices. In December 2020, just before Christmas, the BEAUTY FREE franchise journey reached Crete, with a new store in Chania. The space welcomes beauty lovers into a sleek and modern environment featuring the biggest names in cosmetics. The BEAUTY FREE journey across Greece continues... In April 2021, a true 'beauty paradise' opened its doors on the pedestrian street of Agias Sofias in Thessaloniki. Contemporary and youthful, it redefines the concept of affordable luxury every day.

In the summer of 2022, a new concept joined the Beauty Free family — the BEAUTY FREE SPOT. The first SPOT store features our best-selling products, always following the philosophy of Big Brands, Low Prices!

In May 2025, we opened our first BEAUTY FREE store in Attica, specifically in Nea Smyrni. It is a new era in the beauty industry for the residents of Athens, as it brought a true "beauty paradise", with branded products at unbeatable prices.

BEAUTY FREE is not just another standard cosmetics store. Unique, original, and youthful, it offers a wide variety of cosmetics, fragrances, makeup products, and hairdressing supplies—representing exactly what today’s trends and modern retail philosophy demand 

BIG BRANDS. LOW PRICES.

Both the word ‘FREE’ in its name—symbolizing freedom and accessibility—and the butterfly in its logo reflect its true meaning. This beauty concept revolutionized the offering of both luxury and mass-market cosmetics and care products. From day one, it has been embraced by a young audience, becoming a beloved beauty destination that now serves over 2,000 customers daily

What sets us apart:

• Products on our shelves are not arranged by brand, but are organized and categorized vertically by product type
• Our staff is thoroughly trained by us and consists entirely of graduates from schools of aesthetics, hairdressing, and nail care, as well as marketing, advertising, business administration, and accounting.
• The prices of our products are quite competitive compared to other beauty stores, as our offers and gifts last throughout the year. We have carefully selected affordable branded beauty products for our customers, always ensuring excellent quality, and we do not prioritize luxury products.

PATH TO SUCCESS:

• Innovative concept with a strong & recognized name
• Exclusive suppliers of all products.
• Expertise & over 40 years of experience
• Competitive prices with guaranteed demand
• Complete package of training & computerization
• Site location assessment & consulting services.
• Daily support at all operational levels
• Recognized network of partners with renowned beauty brands

BEAUTY FREE currently operates 6 stores in Larissa, Volos, Chania, Thessaloniki, Katerini, and Athens, proving that it is truly what was missing from the beauty market. Our vision is to create a 'value for money' network of beauty stores throughout Greece, which will stand out in the local beauty market, following European standards and building a strong Beauty Brand Name through collaborations with people who share our common dreams and philosophy.