Our Divisions
Three specialised divisions, united by deep market knowledge, strong partnerships, and a long-term commitment to brand growth across Scandinavia.
Skincare
An Organisation Built for Growth
Our Skincare Division represents a carefully curated portfolio of premium brands, each with a distinct market position and a tailored strategy for the Scandinavian market.
To maximise the potential of every brand, our organisation is structured around specialised teams serving different channels. One team focuses on retail, pharmacies, and e-commerce, while another works closely with professional skincare clinics, spas, and beauty salons. This specialised approach enables us to develop strategies that reflect the unique dynamics of each channel.
Education is a cornerstone of our business model and one of the key drivers of long-term success. Through continuous training and professional development, we equip our partners with the knowledge, inspiration, and commercial tools needed to strengthen both brand performance and business growth.
Haircare
Specialists in Professional Haircare
Our Haircare Division represents a carefully curated portfolio of professional premium brands, each with a distinct identity and a long-term strategy for the Scandinavian market.
Our core strength lies within the professional salon channel. By working closely with hair salons across Scandinavia, we help our brand partners build lasting relationships, strengthen customer loyalty, and achieve long-term growth. Our experienced sales and education teams work alongside salon professionals to develop both their businesses and the brands they represent.
We also collaborate with a carefully selected group of e-commerce partners who share our commitment to professional haircare and respect each brand’s positioning, pricing strategy, and long-term value. This selective approach ensures balanced distribution while protecting and strengthening brand equity across every sales channel.
LenHud
Consumer Insight at the Heart of Everything We Do
Understanding consumers requires more than data, it requires direct interaction. That is why we opened our first skincare clinic, LenHud, in 1999, with the ambition of staying close to the people who use our brands every day.
For more than three decades, our own clinics have provided invaluable consumer insight, enabling us to identify emerging trends, evaluate treatments, products, and concepts in real-world environments, and better understand the evolving expectations of the Scandinavian consumer. This direct connection to the market gives us a perspective that few distributors can offer.
Today, we operate four clinics across Sweden. Together with approximately 25 CIDESCO-qualified skincare therapists, we gain valuable insights every day into consumer behaviour, preferences, and future needs. These insights help our brand partners make better decisions, strengthen their market position, and build long-term growth across Scandinavia.
