Good For Me

What Good For Me does

Good For Me AS is a privately held Norwegian consumer-brand holding company headquartered in Oslo that was founded in 2013 and operates with 11-50 employees. The company manages a diversified portfolio of brands across the beauty, health, and wellness categories, with products spanning dietary supplements and nutrients (targeting sleep, skincare, tanning, hair, and general body health), alongside physical accessories including hairbrushes, bands, and masks. Rather than operating a single flagship brand, Good For Me is structured as a brand aggregator under the "Good For Me Group" umbrella.

Distribution is concentrated in the Norwegian domestic market and operates through two distinct channels: mass-market pharmacy retail — covering all four major Norwegian pharmacy chains (Apotek 1, Vitusapotek, Apoteket, Farmasiet) — and prestige professional hair and beauty salons in Oslo (Hendrix Hair, Studio Meraki). This dual-channel positioning allows the company to capture both high-velocity pharmacy shelf sales and higher-margin professional salon distribution. The company also runs a grassroots sports sponsorship program supporting a women's 7th division football team and boxing/MMA fighters as part of its community and wellness branding.

Revenue mechanics, pricing models, and product-level financial data are not publicly disclosed, and there is no evidence of institutional investors, funding rounds, M&A activity, or proprietary technology in the available data. The presence of an Investor Relations section on the corporate website, combined with a Business Development Director on the leadership team (Founder & Chairman Fredric F. Gjertsen, CEO Frode Hundseth, Business Development Director Marita Reiersen), indicates optionality around future capital events or portfolio transactions, though no such transactions have been confirmed.

Name

Good For Me

Legal name

Good For Me AS

Website

https://group.goodforme.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Good For Me AS is a privately held Norwegian brand-holding company that manages a diversified portfolio of beauty, health, and wellness consumer brands, distributing dietary supplements, vitamins, hairbrushes, and related products through Norwegian pharmacy chains and professional salons.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Distribution channels2 records

Core offering

Good For Me Group is a Norwegian portfolio company that manages a diverse portfolio of brands across beauty, health, and wellness. The company offers dietary supplements and nutrients spanning sleep, skincare, tan, hair, and body vitamins, alongside physical personal-care accessories such as hairbrushes, hair bands, and skincare masks. Its brands are positioned to enhance personal care and well-being for everyday consumer use.

Product overview

Good For Me Group is a portfolio company that manages a diverse portfolio of brands across beauty, health, and wellness. The company is committed to quality and innovation, with brands crafted to enhance personal care and well-being for consumers. Specific product and brand names are not enumerated in the available source material; the company maintains a 'BRANDS' section (accessible at /brands) that was not captured in the provided source data.

Differentiator

Problem solved

Functional benefit

Products and services

• Dietary Supplements and Nutrients Nutritional supplements spanning sleep, skincare, tan, hair, and body-vitamin categories, sold to general consumers under the company's wellness brand portfolio in Norway.
• Personal Care Accessories

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Apotek 1coreChannel Partner/ Reseller/ DistributorMajor Norwegian pharmacy chain distributing Good For Me Group's brands. Listed as a selected partner on the company's retail page.
• VitusapotekcoreChannel Partner/ Reseller/ DistributorNorwegian pharmacy chain selected as a distribution partner for Good For Me Group's brands.
• ApoteketcoreChannel Partner/ Reseller/ DistributorSwedish pharmacy chain operating in Norway, selected as a distribution partner for Good For Me Group's brands.
• FarmasietcoreChannel Partner/ Reseller/ DistributorNorwegian pharmacy chain distributing Good For Me Group's brands as a selected retail partner.
• Hendrix HairminorChannel Partner/ Reseller/ DistributorProfessional hair salon in Oslo represented by Managing Director Isabelle Calderon. Selected retailer for Good For Me Group's hair and beauty products.
• Studio MerakiminorChannel Partner/ Reseller/ DistributorProfessional beauty salon in Oslo represented by Managing Director Malene Stølen. Selected retailer for Good For Me Group's brands.
• Women's 7th Division Football TeamminorOthersGood For Me Group sponsors a women's 7th division football team as part of their community engagement and health/wellness promotion initiatives.
• Boxing and MMA FightersminorOthersGood For Me Group sponsors talented boxing and MMA fighters as part of their sponsorship program promoting teamwork, inclusivity, and perseverance in grassroots sports.

Recent moves5 records

Expansion highlights4 records

Direct peers

• New Nordic: Scandinavian-based brand house owning a portfolio of dietary supplement and natural health brands sold primarily through pharmacy and health retail across the Nordics and Europe. Directly comparable in business model, channel mix, and product categories to Good For Me Group.
• Midsona: Swedish listed company that owns and develops a portfolio of brands in health foods, supplements, personal care, and natural hygiene, distributed primarily through pharmacy and grocery in the Nordics. Closely aligned as a multi-brand wellness/beauty owner in the same regional market.
• BioGaia: Swedish probiotics and gut-health brand company selling consumer health products through pharmacy and healthcare channels globally. Comparable as a Nordic-originated, science-branded health supplement business targeting the same end consumer.
• Pharma Nord: Danish manufacturer and brand owner of dietary supplements and preventive medicine distributed through pharmacy chains across Europe, including Norway. Closely matches Good For Me's supplements/pharmacy-led model.
• Nordic Naturals: Norwegian-origin omega-3 and supplement brand now operating globally, distributed through health practitioners, pharmacy, and natural retail. Comparable as a Norwegian-rooted supplement brand expanding internationally via health-focused channels.
• Sana Pharma Medical: Norwegian health and wellness company marketing self-care, intimate care, and supplement brands through Norwegian pharmacy channels. Direct competitor in the same pharmacy distribution and similar Norwegian consumer base.

Broad incumbents

• Orkla Health / Orkla Care: Division of Norwegian conglomerate Orkla housing health, personal care, and wellness brands (e.g., Möller's, Jordan) sold across pharmacy and grocery in the Nordics. Larger incumbent operating in the same product categories and channels as Good For Me Group.
• Swisse Wellness (H&H Group): Global premium wellness and supplement brand owned by H&H Group, distributed through pharmacy, retail, and online channels worldwide. Comparable as a portfolio-led wellness brand competing for the same self-care, beauty-from-within, and supplement consumer segments.
• Centrum (Haleon): Global mass-market vitamin and supplement brand owned by Haleon, sold across pharmacy and grocery worldwide including the Nordics. Comparable as a dominant pharmacy-channel multivitamin competitor for the same Norwegian consumer spend.

Emerging players

• Medox Nutrition: Norwegian specialty supplement brand focused on anthocyanin/bilberry extract products sold through Norwegian pharmacy and health retail. Comparable as a domestic niche supplement brand competing for the same Norwegian shelf space and consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/GoodForMeAS

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good For Me