Equivalenza and My Trendy Lady occupy two distinct segments of the beauty distribution market. One is a physical store specializing in equivalent perfumes, while the other is a multi-brand online marketplace. This article measures the concrete differences between these two players based on the criteria that matter at the time of purchase.
Equivalenza and My Trendy Lady: Comparative Table of Purchase Criteria
| Criterion | Equivalenza | My Trendy Lady |
|---|---|---|
| Type of distribution | Network of physical stores (franchise) | Multi-brand e-commerce |
| Main catalog | Equivalent perfumes, homemade cosmetics | Brand perfumes, makeup, skincare, eyewear |
| Price positioning | Entry-level (low-priced perfumes) | Variable prices depending on the brands offered |
| Refill system | Refillable bottles in-store | Not offered |
| Trustpilot rating | Not available in context | 3.4 out of 5 (rated “Average”) |
| Composition transparency | Products analyzed by Que Choisir (undesirable ingredients listed) | Depends on the third-party brands sold |
This table lays the groundwork. The most significant gaps lie in product chain control and customer trust, two areas that the following sections will detail.
To complement this grid, several consumer feedbacks compile the reviews on Equivalenza and My Trendy Lady around these same criteria, focusing on the actual shopping experience.
Concentration and Longevity of Equivalenza Perfumes: What the Formulas Reveal
The Equivalenza model is based on so-called “equivalent” perfumes, inspired by fragrances from major houses. Their concentration is at the level of a classic eau de parfum. This implies moderate longevity, often less than a full day on the skin.
In contrast, the brand compensates for this level of concentration with a significantly lower price than the originals. The calculation is simple: for the same budget, an Equivalenza customer can acquire several bottles where a premium brand bottle absorbs the entire budget.
The in-store refill system constitutes an additional argument. Returning to the store with an empty bottle to refill it reduces the unit cost and limits discarded packaging. This system has no equivalent at My Trendy Lady, which operates like a traditional retailer without a reuse circuit.
Undesirable Ingredients: Que Choisir Data
Several Equivalenza references (shower gels, body lotions, face creams) appear in the “toxic substances in cosmetics” comparison by Que Choisir. Some Equivalenza products contain ingredients classified as undesirable by this independent database.
My Trendy Lady distributes third-party brands (Shiseido, among others). The responsibility for the composition then falls to the original manufacturer, not the platform. The consumer must check each brand individually, which requires a greater research effort.
Reliability and Customer Experience at My Trendy Lady: Analysis of the Trustpilot Rating
On Trustpilot, My Trendy Lady scores 3.4 out of 5, a score described as “Average” by the review platform. This result deserves to be put into perspective:
- A rating between 3 and 3.5 on Trustpilot generally indicates polarized reviews, with a notable share of negative experiences pulling the average down
- The site itself displays a warning about delivery delays related to order volume, which may explain some of the dissatisfaction
- The very wide range (perfumes, makeup, skincare, eyewear, gift sets) involves complex logistical management for an e-commerce retailer
For Equivalenza, the franchise model with a physical store limits this type of friction. The customer leaves with their product immediately, without transport uncertainty. In-store purchases eliminate the risk associated with delivery, a structural advantage of the physical network.
European Anti-Greenwashing Regulation: An Issue for Both Brands
The Directive (EU) 2024/825 “Empowering Consumers for the Green Transition” imposes new constraints on beauty brands. Member states were required to transpose it by March 27, 2026, with effective application starting from September 27, 2026.
Terms like “eco,” “green,” or “environmentally friendly” become potentially misleading business practices if the brand does not provide robust and verifiable proof. This provision directly affects both players, but in different ways.
Equivalenza and Its Refill Promises
Equivalenza’s communication emphasizes refillable bottles and an “economic and ecological” dimension. Under the new regulatory regime, each environmental claim must be documented: actual impact of refills, recyclability of glass, carbon footprint of the reuse circuit. Without this evidence, the marketing discourse is exposed to sanctions.
My Trendy Lady and the Responsibility of the Reseller
As a marketplace, My Trendy Lady must ensure that the environmental claims of all the brands it distributes comply with this directive. The verification is more burdensome than for a single-brand retailer, as it covers an extensive multi-brand catalog.
Choosing Between Equivalenza and My Trendy Lady: The Criteria That Distinguish
The choice between these two brands depends less on the intrinsic quality of the products than on the purchasing approach:
- A consumer looking for low-priced perfumes with a reuse circuit will find a coherent model at Equivalenza, provided they verify the composition through independent databases like Que Choisir
- A buyer who prefers to access well-known brands (Shiseido and others) from a single platform will turn to My Trendy Lady, accepting the logistical risk indicated by the Trustpilot rating
- Transparency about ingredients leans towards brands referenced in public databases, regardless of the sales channel
The European anti-greenwashing directive, applicable from September 2026, will force both players to substantiate their claims. Precisely documenting each environmental claim will become a legal obligation, not an optional marketing argument.
