Matas's Affiliate Program: How Denmark's Largest Beauty and Personal-Care Retailer Pays Creators

Short answer

Matas runs an open, self-serve affiliate program through the Nordic network Adtraction that, according to a third-party affiliate directory (affi.io), pays 10% commission per sale with a 7-day cookie window, and is marked active. Matas has also historically been listed with the Danish-owned network Partner-ads, but this research cannot confirm whether that listing is still active — two indirect sources contradict each other, and Partner-ads's own site blocks direct automated access. Beyond the open affiliate program, Matas separately runs curated, agency-brokered influencer campaigns (documented via the agency Represented) and individually negotiated brand partnerships (such as with Sofie Linde) — three different ways of working with Matas that shouldn't be confused.

Who is Matas?

Matas is a Danish beauty, health and personal-care retail chain. According to Den Store Danske (lex.dk), the encyclopedia's own entry, the chain runs 267 physical stores in Denmark and reported revenue of DKK 8.4 billion in the 2024-2025 financial year; its loyalty program, Club Matas, had 2.1 million members with a membership card or the Matas app, per the same source. Several independent secondary sources — including a graduate thesis from Copenhagen Business School and investment-analysis site dhandho.dk — separately report that Matas holds roughly 40% market share in the Danish beauty and personal-care market, making it the category's market leader. Matas's own investor materials weren't directly reachable in this research, so the market-share and "largest" framing is treated as broadly corroborated across independent sources, not confirmed on a primary source.

That makes Matas a different case from the other named retailers covered elsewhere on the Academy: a Danish-rooted chain with a dominant position in its own home market, unlike Zalando and Boozt, both international fashion platforms with no Danish headquarters. See affiliate influencer marketing in Denmark for the three general networks active on the Danish market before this article's single-retailer detail.

The open affiliate program: Adtraction

Matas runs an open, self-serve affiliate program through Adtraction, the Nordic affiliate network. According to affi.io, a third-party affiliate-program directory that aggregates data across networks, Matas's Adtraction program is marked "Opened" (active), with a 10% commission rate per sale and a 7-day cookie window. This research could not locate Adtraction's own program page for Matas directly — only affi.io's aggregated view of that data — so the rate and cookie window should be confirmed directly inside Adtraction's own dashboard before being used as the basis for a budget or a promise to a partner.

A 7-day cookie window is short compared with several other named programs the Academy has covered — Zalando Lounge runs a 30-day window. A reader who clicks a Matas link today has to complete the purchase within a week for the commission to trigger, which favors content that drives a concrete, near-term purchase over broad inspirational content where the decision may take longer.

The Partner-ads question: an unresolved discrepancy

Matas has also historically been listed with Partner-ads, the Danish-owned affiliate network. Partner-ads's own program page for Matas.dk blocks direct, automated access (HTTP 403) — the same limitation several earlier Academy articles on Danish affiliate programs have already run into. Two indirect sources give a contradictory picture: a search engine's own summary of Partner-ads's page pointed to an active listing with 10% commission, while affi.io's aggregated overview shows the Partner-ads Matas.dk listing with a "Closed" status.

This research cannot determine which picture is correct today — it could reflect a recently closed listing, stale data on affi.io's side, or a stale search-engine summary. The honest conclusion is: confirm directly with Partner-ads whether a Matas.dk program is still active before building content or a deal around it — and in the meantime, use the Adtraction program, which this research could confirm as active via an independent third-party source.

Three different ways to work with Matas

The open affiliate program is only one of at least three different ways Matas actually works with creators and public figures — and they shouldn't be confused, because they carry very different access requirements, payment models and scale.

The point isn't that one model is better than another. It's that a creator searching for "Matas affiliate program" can genuinely land on three different answers depending on which door is relevant: self-serve sign-up through Adtraction for ongoing, performance-based content; reaching out to an agency like Represented for a briefed campaign with a fixed fee; or a direct, individually negotiated deal, if the profile and format fit a long-term brand partnership.

Decision framework

IF you already produce ongoing beauty or personal-care content and want to test performance-based earnings → sign up for Adtraction's Matas program directly and confirm the current rate and cookie window in your own dashboard before building content around it.

IF an agency has already approached you about a Matas campaign → that's most likely the agency-brokered model, not the open affiliate program, and the fee is probably agreed per campaign rather than per sale.

IF you're an established profile with a clear, long-term angle that fits Matas's brand → a direct brand-partnership conversation, along the lines of the Sofie Linde collaboration, is worth pursuing — but it has to be negotiated individually, not signed up for.

IF the Partner-ads Matas.dk listing turns out to still be active when you check it yourself → compare its rate directly against the Adtraction program before choosing a network, since the two may carry different terms.

Worked example (hypothetical)

The numbers below are invented for illustration of how the cookie window affects earnings — they are not confirmed Matas figures and not a Make Influence customer case.

Assume a beauty creator generates 300 clicks on their Matas affiliate link in a given month, using a hypothetical average order value of DKK 350. If 8% of clicks lead to a purchase within the confirmed 7-day window, that's 300 × 8% = 24 sales × DKK 350 × 10% commission = DKK 840. Had the program instead run a 30-day window, like Zalando Lounge, and 4 additional sales (same assumptions) been captured because the buyer waited longer than a week to purchase, the same traffic would instead yield 28 sales × DKK 350 × 10% = DKK 980 — a DKK 140 difference driven entirely by the cookie window's length, not by the commission rate itself. The point isn't the specific krone figures, but that a short cookie window can genuinely cost a creator money even when the commission rate itself is competitive.

Common mistakes

• Assuming "Matas affiliate program" means only one thing. The open Adtraction program, agency-brokered campaigns and direct brand partnerships are three different doors with different access requirements.
• Using a secondary source's commission rate without confirming it directly inside the network's own dashboard — especially relevant here, where two indirect sources on the Partner-ads listing contradict each other.
• Building content that assumes a long cookie window when the confirmed Adtraction program only offers 7 days.
• Assuming an agency campaign like the Represented case is available through self-sign-up. It's a briefed, selected campaign, not an open program.

Make Influence's operational perspective

Make Influence doesn't have a documented customer case with Matas and doesn't run any of the three models described above. Our general experience with named retailer programs is that a short cookie window like Matas's confirmed 7 days raises the bar for content to actually drive a near-term purchase, rather than broader brand-building — and that when a network like Partner-ads blocks direct verification, guessing at a rate is rarely worth it. Confirm directly inside the network's own dashboard before promising a partner a specific figure.

FAQ

Does Matas have an affiliate program?

Yes — an open, self-serve program via Adtraction that, per a third-party directory, pays 10% commission per sale with a 7-day cookie window. A historical, possibly still-active listing with Partner-ads couldn't be confirmed either way in this research.

Why can't the Partner-ads listing be confirmed?

Partner-ads's own page blocks direct, automated access, and the two indirect sources checked contradict each other on whether the listing is active or closed. Confirm directly with Partner-ads yourself.

Is the Represented campaign the same as the affiliate program?

No. The Represented campaign was a briefed, agency-brokered influencer campaign with an agreed fee, not a performance-based, self-serve affiliate sign-up.

Can I sign up for the same type of arrangement Sofie Linde had?

Not through self-sign-up. That was an individually negotiated brand partnership around a specific content format (Tæt Talks), not a program others can apply to join.

What does the short cookie window mean for my content strategy?

A 7-day window rewards content that drives a near-term purchase better than it rewards broad, early-funnel inspiration — see the worked example above for how much difference the cookie window's length can actually make.

How does Matas's program compare with other named Danish programs the Academy has covered?

Use the checklist for whether a retailer's affiliate program is worth a creator's time for a systematic comparison — Matas scores confirmed on network and commission rate via a secondary aggregator, but unconfirmed on a primary source, the same pattern several other programs in that checklist show.

Is Matas a Danish company?

Yes. Matas A/S is a Danish chain and, per Den Store Danske, Denmark's largest chain in beauty, health and wellness by store count and membership numbers.