Skogen
Skogen is a privately held Swedish luxury skincare brand selling the Jasmine Collection (7 SKUs) through DTC e-commerce, major marketplaces (LYKO, Walmart), and boutique retail. The company serves premium anti-aging skincare consumers via nature-inspired, paraben-free formulations.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Skogen does
Skogen is a privately held luxury skincare brand selling nature-inspired anti-aging products through a single product line, the Jasmine Collection. The company is headquartered in both New York and Stockholm and operates a Shopify-powered direct-to-consumer e-commerce storefront at skogen.shop, complemented by marketplace and physical retail distribution. The Jasmine Collection consists of seven SKUs (Day Moisturizer, Night Cream, Eye Cream, Eye Serum, Face Serum, Facial Peeling Gel, and Non Surgical Face Mask) priced at $66-$80 per unit, plus a Full Set bundle priced at $449. Product formulations combine jasmine oil, algae extract, Dead Sea water, 24K gold microspheres, and peptide complexes; the company states over a decade of manufacturing experience in luxury-grade cosmetics. The brand is positioned around Swedish heritage ("Skogen" means forest), natural and environmentally-friendly ingredients, and paraben-free formulations.
The business model is product-led, asset-light, and largely transactional: no subscription program is offered, and all sales are one-time purchases. Revenue is generated through (1) direct e-commerce on skogen.shop, (2) third-party online marketplaces including LYKO (Scandinavia, ~50 stores across 8 countries), Walmart (via Beauty Bridge), Beauty Bridge, and SheMarketplace, (3) physical retail via Six and Sons boutiques in Amsterdam and a pop-up at FÖMO in Mölndal Galleria, and (4) clinical/medical spa channels, exemplified by a distribution relationship with Dr. Ayman El-Attar's Derma Laser Center of New Jersey. The target customer is a premium beauty consumer seeking anti-aging benefits from natural, environmentally-friendly formulations, with a secondary audience of medical aesthetic clinics recommending Skogen products to patients.
The company has accumulated notable brand recognition through editorial coverage in British Vogue (three consecutive months in 2020), Swedish publications (Aftonbladet, GALA, Sporthalsa), US television (Coffee with America, 952 placements across FOX/ABC/CBS/NBC), and multiple international beauty awards (2020 USA Makeup Beauty Awards, 2020 Global Green Beauty Awards, 2019 Global Makeup Beauty Awards). The company is founder-led by CEO Yamin Cheng, employs 51-100 people, and has no disclosed institutional funding, acquisitions, or material leadership changes.
Skogen firmographics
Firmographics- Name
- Skogen
- Legal name
- Skogen
- Website
- https://skogen.shop
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Skogen is a privately held Swedish luxury skincare brand selling the Jasmine Collection (7 SKUs) through DTC e-commerce, major marketplaces (LYKO, Walmart), and boutique retail. The company serves premium anti-aging skincare consumers via nature-inspired, paraben-free formulations.
- Ownership category
- akta.pro rank
Skogen industry classification
Industry- Product category
- Luxury Anti-Aging Skincare
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Skincare Sets, Kits & Travel Sizes (CRABAAAL), Eye & Lip Skincare (CRABAAAC)
Keywords
Where Skogen is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Skogen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Skogen sells directly to consumers through its Shopify-powered e-commerce storefront at skogen.shop. Customers purchase individual products or bundled sets (Full Set at $449) with prices ranging from $66-80 for individual items.
- Third-Party Online Marketplace Sales: Skogen distributes through online platforms including LYKO (Scandinavia's largest online beauty store with ~50 physical stores), SheMarketplace, Beauty Bridge, and Walmart. These platforms sell Skogen products to their existing customer bases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Eye Serum - $66 USD |
| Unit Pricing | Pay-as-you-go | Eye Cream - $66 USD |
| Unit Pricing | Pay-as-you-go | Day Moisturizer - $70 USD |
| Unit Pricing | Pay-as-you-go | Night Cream - $70 USD |
| Unit Pricing | Pay-as-you-go | Non Surgical Face Mask - $80 USD |
| Unit Pricing | Pay-as-you-go | Face Serum - Price not listed |
| Unit Pricing | Pay-as-you-go | Facial Peeling Gel - Price not listed |
| Unit Pricing | Pay-as-you-go | Full Set Bundle - $449 USD |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels8 records
Skogen product offering
Product offeringCore offering
Skogen manufactures and sells the Jasmine Collection, a luxury Swedish-inspired anti-aging skincare line consisting of Day Moisturizer ($70), Night Cream ($70), Eye Cream ($66), Eye Serum ($66), Face Serum, Facial Peeling Gel, and Non Surgical Face Mask ($80), plus a complete Full Set bundle ($449). Products are formulated with natural ingredients including jasmine oil, citric acid, aloe vera, algae extract, Dead Sea water, 24K gold microspheres, and peptides, and are sold primarily through the brand's own e-commerce storefront and select third-party marketplaces and boutiques.
Product overview
Skogen is a Swedish luxury skincare brand offering a single product line called the Jasmine Collection. The collection consists of seven distinct skincare products (Day Moisturizer, Night Cream, Eye Cream, Eye Serum, Face Serum, Facial Peeling Gel, and Non Surgical Face Mask) plus a Full Set bundle. The products are designed as a complete anti-aging skincare routine using natural ingredients inspired by the forest, featuring jasmine oil, citric acid, and aloe vera. The brand philosophy emphasizes creating elegant luxury products that are healthy and environmentally-friendly simultaneously.
Differentiator
Problem solved
Functional benefit
Brands
- Jasmine Collection: Nature's ultimate ingredients; a delightfully scented blend of jasmine oil, citric acid, and aloe vera that soothes and rejuvenates tired, aging skin. The collection includes Day Moisturizer, Night Cream, Eye Cream, Eye Serum, Face Serum, Facial Peeling Gel, and Non Surgical Face Mask.
Quantifiable outcome
- Noticeable improvements typically observed within a few weeks of use
- +2 more outcomes
Companies that use Skogen
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Skogen technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Skogen partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- LYKOcoreLYKO is one of the biggest beauty retailers in Scandinavia with approximately 50 physical stores and an online platform serving 8 countries. Skogen became part of the LYKO assortment in January 2021, making their products available through LYKO's extensive retail network.
- SheMarketplaceminorSheMarketplace is an online platform featuring self-care and beauty products. Skogen products are available through their platform for online purchase.
- Six and SonscoreSix and Sons operates beautiful boutique stores in Amsterdam plus an online store. Skogen products are sold through their physical retail locations and online platform, targeting premium skincare consumers in the Netherlands.
- Beauty BridgecoreBeauty Bridge is an online beauty marketplace where Skogen products appear under New Arrivals and product assortment. Beauty Bridge also facilitated Skogen's entry into Walmart's online marketplace.
- SWEA (Swedish Women's Educational Association)minorSkogen was a proud sponsor of SWEA's 40th Anniversary Party at Four Seasons Resort in Palm Beach, a prestigious Swedish women's organization event.
- Kållered Sport KlubbminorSkogen Cosmetics is a proud sponsor of Kållered Sport Klubb (sports club) starting November 2018, supporting their Team07 hockey program.
- SACC San Diego (Swedish American Chamber of Commerce)minorSkogen is a proud sponsor of Green Connections 2018, a cleantech initiative organized by SACC San Diego that connects Southern California with Swedish companies. The partnership aligns with Skogen's sustainability values.
- Dr. Ayman El-Attar / Derma Laser Center of New JerseycoreDr. Ayman El-Attar, President of American Aesthetic Association and founder of Derma Laser Center of New Jersey (est. 2002), recommends Skogen for daily anti-aging skincare routines. The clinic carries Skogen products and recommends them to patients. Dr. El-Attar is a recognized leader in aesthetic medicine who has taught physicians internationally.
- ASHM (American Swedish History Museum)minorSkogen participated in ASHM's annual Lucia celebration (Nov 30-Dec 1) in Philadelphia, connecting with Swedish-American community members.
Scale indicators11 records
Recent moves6 records
Expansion highlights4 records
Skogen competitors and assessment
Company assessmentDirect peers
- Eve Lom: British heritage luxury skincare brand known for cleansing balms and treatment products. Comparable on European heritage positioning, prestige retail distribution, and premium price points.
- Dr. Dennis Gross Skincare: Dermatologist-founded clinical luxury skincare brand with proprietary peels and treatment products. Comparable on clinical-channel credibility and premium anti-aging positioning.
- 111SKIN: Luxury skincare brand with clinical/aesthetic-medicine heritage and high-end retail distribution. Comparable on the clinic-to-DTC hybrid model and premium anti-aging positioning.
- Drunk Elephant: Premium DTC skincare brand built around clean/biocompatible formulations and anti-aging positioning. Directly comparable as a digitally-native luxury skincare company selling single-product regimens at premium price points.
- Tatcha: Luxury skincare brand with strong heritage narrative (Japanese-inspired), sold DTC and through prestige retailers globally. Comparable on premium pricing, anti-aging claims, and multi-channel retail distribution.
- Sunday Riley: Clinical/active-ingredient-focused luxury skincare brand sold DTC and via Sephora. Closely comparable to Skogen on treatment-serum and anti-aging positioning and price band.
Others
- LYKO: Scandinavian beauty retailer/distributor that is both a Skogen channel partner and an adjacent retailer of comparable skincare brands. Included as an ecosystem participant shaping Skogen's Scandinavian distribution.
Broad incumbents
- Estée Lauder: Global prestige beauty conglomerate with broad anti-aging skincare portfolio (Advanced Night Repair, Revitalizing Supreme+). Indirect incumbent that defines the competitive set Skogen competes against for premium shelf space and consumer mindshare.
- La Mer: Ultra-luxury skincare brand owned by Estée Lauder Companies. Sets the price ceiling and aspirational benchmark for anti-aging luxury skincare that Skogen is positioned against.
Emerging players
- Aromatherapy Associates: Natural/botanical luxury skincare and bodycare brand with European heritage. Comparable on nature-inspired, paraben-free positioning and premium spa/retail distribution.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Skogen social profiles
Digital presenceSkogen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Skogen leadership team
Management profileNumber of profiles
Profiles1 record
Skogen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Skogen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Skogen
What does Skogen do?
Skogen manufactures and sells the Jasmine Collection, a luxury Swedish-inspired anti-aging skincare line consisting of Day Moisturizer ($70), Night Cream ($70), Eye Cream ($66), Eye Serum ($66), Face Serum, Facial Peeling Gel, and Non Surgical Face Mask ($80), plus a complete Full Set bundle ($449). Products are formulated with natural ingredients including jasmine oil, citric acid, aloe vera, algae extract, Dead Sea water, 24K gold microspheres, and peptides, and are sold primarily through the brand's own e-commerce storefront and select third-party marketplaces and boutiques.
Is Skogen a public or private company?
Skogen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Skogen founded?
Skogen was founded in 2018. It employs 51 to 100 people.
Where is Skogen based?
Skogen is headquartered in New York, United States, in the North America region.
How does Skogen make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are third-Party Online Marketplace Sales.
Who are Skogen's main competitors?
Direct peers on record are Eve Lom, Dr. Dennis Gross Skincare, 111SKIN, Drunk Elephant, Tatcha and Sunday Riley. LYKO is listed as an others. Broad incumbents are Estée Lauder and La Mer. Aromatherapy Associates is listed as an emerging player.
Does Skogen have an API?
No public API is recorded for Skogen.
What industry is Skogen in?
Skogen's product category is Luxury Anti-Aging Skincare. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 456120 and its SIC code is 2844.