matas.dk
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Matas: The Danish Beauty Behemoth
How a 100-year-old pharmacy chain built a $773M digital empire in beauty and wellness
While global giants like Sephora and Ulta battle for market share, a Danish pharmacy chain quietly built a digital fortress with nearly 5 million monthly visitors and $773M in revenue. Matas isn't just selling lipstick—it's orchestrating the future of European lifestyle retail.
"Matas dominates Danish beauty search not through ads, but through 452,000 backlinks and 62% organic traffic—proving that trust beats marketing spend every time."
The Danish Beauty Ecosystem
With 2,433 employees and 5M monthly visitors, Matas operates at a scale that defies Denmark's small population. Their secret? They've become the default search destination for beauty in Denmark. When Danes search 'matas' (81K monthly searches) or even 'rituals' (662K monthly searches), Matas captures the intent. This isn't accidental—it's a masterclass in local SEO dominance where they've made their brand synonymous with beauty retail.
The Trust Engine
Matas leverages 37,871 Trustpilot reviews at 4.4/5 stars—a review volume that would make most e-commerce sites jealous. This social proof creates a powerful flywheel: high trust → high conversion → more reviews → higher rankings. Their 62% organic traffic share isn't just SEO magic; it's the result of becoming Denmark's most trusted beauty destination, where even competitors like Rituals and ELF (633K monthly searches each) get funneled through Matas's ecosystem.
The tech stack reveals a modern, performance-focused architecture. They use Vite for fast builds, Tailwind CSS for rapid UI development, and Lazy Loading for performance. But the real story is in the data: 96.2% of traffic comes from undefined (presumably Denmark), showing hyper-local dominance. Their 32% direct traffic is exceptionally high for e-commerce, indicating strong brand recall and repeat customers who bypass search entirely.
- Captures 62% of traffic organically—rare for e-commerce in a competitive category
- 452K backlinks suggest aggressive content marketing and PR strategy
- 4.4/5 rating with 37K+ reviews indicates exceptional customer satisfaction
- 32% direct traffic proves strong brand equity and loyalty program effectiveness
- Dominates search for both branded and non-branded beauty terms
The Danish Beauty Monopoly
Matas proves that in fragmented markets, becoming the default search destination is more valuable than being the biggest global player. Their 96% local concentration isn't a weakness—it's a fortress.
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5 keywordsHow is Matas's SEO?
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https://www.matas.dk/\images\matas-logo-xl.jpg
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Matas.dk
Danmarks største Matas lige ved hånden med alt i makeup, hudpleje, dufte, hår og helse. Fri fragt til butik ved køb over 129,-.
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Reviews (20)
Dyson Airwrap and Christmas 2025
I had ordered for a dyson airwrap this Christmas, the ordered was not delivered as matas ran out of stock. They offered complete refund but I insisted on the product as it was a Christmas gift to my wife. The customer support took the initiative to ensure I get options(colours available )to choose from and ensured it's delivered before Christmas. Happy wife - Happy life!😁😁
Very convinced when I bought by online
Very convinced when I bought by online. And also good when I walk to Matas shop them can help and good information. Good service and fast when I have some problem and asking by Matas kundeservervice, answer very fast and settle very fast. I give 10/10. Perfect 👍🏾
Thank matas
Thank matas
God service
😊😊😊😊😊😊😊😊😊😊
Always Quick and efficient with good rebates.
Always Quick and efficient with good relater.
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About matas.dk
Danmarks største Matas lige ved hånden med alt i makeup, hudpleje, dufte, hår og helse. Fri fragt til butik ved køb over 129,-.
Company Overview
matas.dk Social Media
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Technology Stack
matas.dk uses 18 technologies across their website including Vimeo, HSTS, cdnjs, and more.
Video
Vimeo
Security
HSTS
CDN
cdnjs
Cloud & Hosting
Cloudflare
Advertising
DoubleClick Floodlight, Microsoft Ads
E-commerce & Payments
Klarna
Traffic & Audience
matas.dk receives approximately 5.0M monthly visitors and ranks #10,097 globally. The website has a bounce rate of 50% with visitors viewing an average of 4.3 pages per visit. Users spend an average of 3:05 on the site.
The majority of matas.dk's traffic comes from undefined, undefined, .
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This page provides publicly available information about matas.dk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit matas.dk directly at https://matas.dk.