Notino Brand Score: 76/100 - Brand-Ready tier

Din online parfym- och skönhetsbutik

Notino (notino.se) scores 76 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Fashion & Apparel brands, in the 44th percentile of 19938 E-commerce brands.

AI Snapshot

Notino is an online retailer specializing in perfume, makeup, and skincare products, operating in Sweden via notino.se. Founded in 2006 and headquartered in Brno, Czech Republic, the company is part of Notino Limited. It offers more than 1,000 brands, competitive prices, and a 90-day return policy, positioning itself as a leading e-commerce destination for beauty and fragrance products targeting beauty-conscious consumers.

Key facts about Notino

Brand Name	Notino
Domain	notino.se
Industry	E-commerce, Fashion & Apparel
Founded	2006
Headquarters	Brno
Parent Company / Owner	Notino Limited
Main Competitors	Sephora (85/100), Parfumdreams (78/100), Kicks (77/100), Lyko (86/100), Douglas (82/100), Nordstrom (83/100), Flaconi (74/100)

Evidence

Moz Domain Authority 34/100 vs category average 42 / leader 99 - limited third-party links, so AI systems rarely encounter mentions of the brand.

Ranked #115,804 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.

Notino has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.

The homepage meta description reads "Bästa erbjudandena på parfym, smink & hudvard ❤️ Mer än 1000 varumärken ✓ Bra pris ✓ I lager ✓ 90 dagars öppet köp ✓ Handla på notino.se" (Meta description: 27 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.

Structured data on the homepage: og:title, og:description. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.

AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.

Detected tech stack: Cloudflare.

Social footprint: verified profiles on X (Twitter), LinkedIn, Facebook, Instagram, GitHub; no detected presence on YouTube - consistent profiles reinforce the brand's identity across the web.

0 Reddit mentions - community discussion signals real-world reputation to AI models.

Does AI know Notino?

Live results from asking a general-purpose AI assistant about the brand, checked October 2026.

When asked "What is Notino?", Claude could identify the brand as of October 2026. Notino is a major European online retailer specializing in perfumes, cosmetics, and beauty products, operating country-specific sites like notino.se for Sweden. It's based in the Czech Republic and has grown into one of the largest e-commerce beauty platforms in Europe, offering Best known for Being one of Europe's largest online retailers for perfumes and cosmetics.

When asked "Best brands similar to Notino?", Claude would recommend Notino as of October 2026. Notino is a well-established and widely recognized beauty e-commerce platform in Europe, making it a natural mention for users looking for top online cosmetics and perfume retailers.

People Also Ask About Notino

Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.

Who are Notino's main competitors?

Notino's main competitors in E-commerce: Sephora (85/100), Parfumdreams (78/100), Kicks (77/100), Lyko (86/100), Douglas (82/100).

Sources: Brand Analyzer scan

What products or services does Notino offer?

Notino offers a wide range of beauty products, including perfume, makeup, and skincare items, sourced from more than 1,000 different brands.

Sources: Notino official site

What is Notino?

Notino is an online retailer of perfume, makeup, and skincare products, founded in 2006 and headquartered in Brno, Czech Republic. It operates as part of Notino Limited and serves customers in Sweden through its website notino.se, offering a wide range of beauty products from over 1,000 brands.

Sources: Notino official site

How visible is Notino in AI search?

Notino has moderate AI-search visibility, scoring 52/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 22, recommendation 55). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.

Sources: Notino official site

When was Notino founded?

Notino was founded in 2006. Notino operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.

Sources: Wikidata

Where is Notino headquartered?

Notino is headquartered in Brno. Notino operates in the E-commerce category.

Sources: Wikidata

What does Notino do?

Notino sells perfume, makeup, and skincare products online. The company provides customers with access to more than 1,000 brands, competitive pricing, fast delivery, and a 90-day return policy, aiming to make online beauty shopping convenient and accessible.

Sources: Notino official site

Does ChatGPT recommend Notino?

Notino scores 55/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.

Sources: Notino official site

What is Notino known for?

Notino is known for offering a broad selection of perfume, makeup, and skincare products from over 1,000 brands at competitive prices, along with a 90-day return policy that supports a trustworthy online shopping experience.

Sources: Notino official site

How can Notino improve its AI discoverability?

Notino can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.

Sources: Notino official site

Who owns Notino?

Notino is owned by or part of Notino Limited. Notino operates in the E-commerce category.

Sources: Wikidata

Who uses Notino?

Notino is used by beauty-conscious consumers in Sweden who are looking for a broad selection of perfume, makeup, and skincare products at competitive prices through an online shopping platform.

Sources: Notino official site

Why is Notino popular?

Notino's popularity stems from its large selection of over 1,000 beauty and fragrance brands, competitive pricing, and customer-friendly policies such as a 90-day return window, which together make online shopping for parfym, smink, and hudvård convenient and appealing.

Sources: Notino official site

Recommendations

• Define your brand colors - No brand colors were detected in your website CSS. Consistent colors increase brand recognition by up to 80%. (impact: high, effort: quick_win)
• Add structured data and Open Graph tags - Add JSON-LD structured data (Organization, FAQ schemas) and complete Open Graph tags (og:title, og:description, og:image, og:type). This helps AI systems and social platforms accurately represent your brand. (impact: high, effort: moderate)
• Add custom brand typography - No custom fonts were detected on your website. Choose a heading font and body font using a service like Google Fonts to establish typographic brand identity. (impact: medium, effort: quick_win)
• Add privacy policy and terms - Publish privacy policy and terms of service pages on your website. Free generators are available online. (impact: medium, effort: quick_win)
• Boost search engine authority - Your Moz Domain Authority indicates limited search ranking potential. Improve it by building high-quality backlinks, optimizing on-page SEO, and publishing authoritative content. (impact: medium, effort: major)

AI visibility

Notino scores 52/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.

Notino has a limited AI-visibility profile at 52/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is trust (22/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #115,804 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 34/100, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Notino from memory (October 2026) - a sign these signals are paying off.

Visibility - 70/100

• Wikipedia presence - 40/40
• Wikidata entity - 25/25
• Web popularity (Tranco) - 5/20
• Reddit visibility - 0/15

Trust - 22/100

• Domain Authority - 8/30
• Backlink trust (spam score) - 10/10
• Schema.org structured data - 0/25
• Knowledge graph anchors (sameAs) - 0/15
• llms.txt convention - 0/10
• Reddit sentiment (heuristic) - 4/10

Recommendation likelihood - 55/100

• robots.txt AI bot permissions - 30/30
• Sitemap.xml presence - 10/10
• Help center / Docs hub - 0/15
• FAQ presence - 3/15
• Category-relative authority - 5/20
• Category leader signals - 7/10

Score breakdown - 7 dimensions

The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.

• Name Quality - 100/100
• Digital Presence - 100/100
• Visual Identity - 45/100
• Messaging Clarity - 95/100
• Trust Foundation - 73/100
• AI Discoverability - 63/100
• Brand Authority - 55/100

Peer brands

Ranked closest to Notino: Notino (76/100), Northern Fitness (76/100), Notpla (76/100), NOVUS (76/100).

A step up - brands to learn from: ZuPreem (81/100), Zulay Kitchen (81/100).

Category leader: DHL (97/100).

Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.

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