What CAIA Cosmetics does

CAIA Cosmetics is a Stockholm-headquartered, direct-to-consumer beauty brand operating under legal entity Beauty Icons AB. Founded in 2018 by Jesper Matsch, Bianca Ingrosso, Mikael Snabb, and Vanessa Lindblad, with Fredrik Palm as Chairman, the company designs and sells a comprehensive multi-category beauty portfolio covering color cosmetics (foundations, concealers, setting sprays, bronzers, blushes, mascaras, brow products, lip products), skincare (cleansers, toners, serums, eye creams, day creams, SPF, self-tan), haircare, fragrance, brushes and tools, and curated kits. Hero SKUs include the award-winning Dewy Drops Serum Foundation (18 shades, Global Beauty Awards 2025 Silver, Danish Beauty Award 2024) and the Wake Me Up Cream color corrector (Danish Beauty Award 2025, Women & Home 2025).

The brand's underlying technology is rooted in proprietary cosmetic formulation rather than software or AI. Notable formulation systems include the Evermat Complex (Enantia Chlorantha extract plus oleanolic acid for oil control and pore refinement), the Hyaluronic Acid Hydration System, the Cicasence Complex for sensitive skin, and differentiated serum-foundation delivery formats. Products are primarily vegan and dermatologically tested. There is no evidenced AI/ML or software platform; the technology stack is limited to Google and Facebook OAuth for customer login, and digital integrations are absent.

CAIA operates a DTC-first business model selling through eight country-specific e-commerce domains (Sweden, Finland, Norway, Denmark, Germany, Austria, Netherlands, UK) plus worldwide shipping, with a UK warehouse enabling next-day delivery. A 2026 partnership with Douglas extends physical retail into Germany, Austria, and Switzerland. Pricing is unit-based, ranging from €9.50 to €67 per SKU, with curated kits offering 10-25% bundle discounts and free shipping above €100. Revenue scaled from SEK 8.7 million in 2018 to over SEK 800 million (~£63.2M) by 2025 per CEO disclosure, with the company serving a mass-market Scandinavian-aesthetic consumer segment across Europe.

Name

CAIA Cosmetics

Legal name

Beauty Icons AB

Website

https://caiacosmetics.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

CAIA Cosmetics is a Stockholm-based direct-to-consumer beauty brand selling vegan color cosmetics, skincare, haircare, and fragrance across eight European country-specific e-commerce domains and Douglas retail stores, serving mass-market consumers seeking Scandinavian-aesthetic beauty products.

Ownership category

akta.pro rank

Product category

Beauty and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Natural & Clean Fragrance (CRABADAG), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Beauty cosmetics brand
• Makeup skincare products
• Direct-to-consumer beauty
• Vegan cosmetic formulations
• Scandinavian beauty brand

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: CAIA Cosmetics generates revenue through direct-to-consumer sales of makeup, skincare, haircare, fragrance, and beauty tools across their e-commerce platforms and retail partnerships. Products are sold at various price points from entry-level items to premium kits and sets. The company offers bundle discounts through curated kits (The Viral Duo, The Award Winners, The Glow Heroes) and seasonal collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

CAIA Cosmetics is a Stockholm-based beauty brand that develops, manufactures, and sells its own line of makeup, skincare, haircare, fragrance, and beauty tools directly to consumers. The brand offers vegan, dermatologically tested formulations across a comprehensive portfolio including foundations, concealers, setting sprays, bronzers, mascaras, lip products, toners, serums, cleansers, eye creams, SPF, self-tan products, fragrances, brushes, and curated kits. Products are sold primarily through country-specific e-commerce domains across eight European markets plus physical retail through Douglas stores.

Product overview

CAIA Cosmetics is a Swedish beauty brand based in Stockholm offering a comprehensive cosmetics and skincare portfolio. The product range includes makeup (foundations, concealers, setting sprays, bronzers, blushes, mascaras, brow products, lip products), skincare (cleansers, toners, serums, eye creams, day/night creams, SPF, self-tan), haircare, fragrances, brushes and tools, and curated kits and gift sets. Key hero products include the award-winning Dewy Drops Serum Foundation, Wake Me Up Cream (Danish Beauty Award 2025 winner), Glow Bronzer, and various setting sprays. The brand emphasizes accessible quality at affordable prices with a Scandi-inspired aesthetic focused on effortless glow. Products are primarily vegan and dermatologically tested, sold through their e-commerce platform with localized sites across Sweden, Finland, Norway, Denmark, Germany, Austria, Netherlands, and UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Dewy Drops Serum Foundation

Quantifiable outcome

• Revenue growth from SEK 8.7 million (2018) to SEK 800 million (2025)
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

One partnership is on record.

• DouglascoreChannel Partner/ Reseller/ Distributor · 1 January 2026CAIA Cosmetics has partnered with Douglas, a major European beauty retailer, to establish physical retail presence. Douglas stores in Germany, Austria, and Switzerland now carry CAIA products, marking the brand's expansion beyond pure e-commerce into multi-channel distribution.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tower 28 Beauty: Sensitive-skin-friendly clean beauty brand targeting the 'effortless glow' consumer. Comparable on vegan/hypoallergenic positioning, affordable premium pricing, and inclusive shade ranges.
• Rare Beauty: Selena Gomez-founded mass-premium beauty brand with strong social media-led DTC channel and Sephora/ULTA retail expansion. Directly comparable on founder-influencer narrative, accessible pricing, and inclusive positioning.
• Charlotte Tilbury: Founder-led prestige beauty brand spanning makeup, skincare, and fragrance with global department store and DTC distribution. Closely comparable on multi-category beauty offering, premium pricing tier, and award-winning hero SKUs.
• Fenty Beauty: Rihanna-founded inclusive beauty brand built on broad shade ranges and Sephora-led global retail. Comparable on inclusive shade-range strategy, celebrity founder model, and mass-premium positioning.
• Glossier: DTC-native millennial beauty brand with strong community and social-first marketing. Comparable on direct-to-consumer model, millennial/Gen-Z target consumer, and 'effortless' aesthetic positioning.
• Kosas: Clean-beauty color cosmetics brand with skincare-makeup hybrids at accessible premium price points. Closely comparable on clean/vegan formulation stance, serum-format foundations, and Sephora retail presence.
• ILIA Beauty: Clean-beauty skincare-makeup hybrid brand with vegan formulations and inclusive shade ranges. Comparable on clean-beauty positioning, serum-based complexion products, and Sephora distribution.
• Huda Beauty: Influencer-founded global beauty brand with viral product-led social media marketing. Comparable on influencer-founder-led model, multi-category cosmetics offering, and DTC plus Sephora distribution.

Broad incumbents

• Pat McGrath Labs: Established prestige color cosmetics brand with award-winning complexion and lip ranges. Comparable on multiple consecutive industry awards and serum-format foundation innovation, though at a higher price tier.
• Deciem / The Ordinary: Affordable science-led skincare and beauty brand with broad ingredient-led portfolio. Comparable on accessible premium pricing and ingredient-forward formulations such as Salicylic Acid, Niacinamide, and Hyaluronic Acid featured in CAIA skincare.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbYZmOZTmWfak8z3zXlVBGA
• Facebookfacebook.com/CAIACOSMETICS
• Instagraminstagram.com/caiacosmetics
• TikToktiktok.com/@caiacosmetics
• Pinterestpinterest.se/caiacosmetics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 CAIA Cosmetics