Eleven AB
Eleven AB (Youty AB) operates eleven.se, a Swedish direct-to-consumer e-commerce beauty retailer offering 17,000+ products from 600+ brands across skincare, makeup, fragrance, and hair care for individual Swedish consumers.
- Company typePrivate
- Founded2004
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Eleven AB does
Eleven AB operates eleven.se, a direct-to-consumer e-commerce platform selling beauty and personal care products to consumers in Sweden, with a catalog of 17,000+ products across 600+ brands covering skincare, makeup, fragrance, and hair care. The legal operating entity is Youty AB (Org.nr 556746-8904), headquartered at Norrlandsgatan 18 in Stockholm, and the company is part of the broader Youty/NordicFeel Group, which runs sister beauty e-commerce sites in Finland and Norway. Eleven positions itself as an authorized reseller of international premium brands (including YSL, Lancôme, Armani, Clinique, Kérastase, and Olaplex), offering free shipping over 499 SEK and recurring 25-30% promotional discounts on selected items.
The platform is built on the Litium e-commerce framework with an ASP.NET Core backend, integrates Dynamic Yield for on-site personalization and product recommendations, and uses Klaviyo for email marketing automation. Payments are localized for the Swedish market via Qliro, Swish, Trustly, Visa, Mastercard, and BankID authentication. Marketing is delivered through a multi-channel digital mix including paid social, paid search, SEO, email, and personalized on-site merchandising; the company operates with no physical retail footprint and serves end consumers exclusively.
Eleven monetizes through one-time unit sales of third-party branded beauty products with no subscription or recurring model, supplemented by bundled value packs and an in-house "eleven" private-label line. The business has raised disclosed funding from Internet Initiatives Development Fund (IIDF) and Verdane in 2013 and acquired NordicFeel in June 2018 to consolidate Nordic beauty e-commerce under the Youty Group. The company is privately held and reports no public financials.
Eleven AB firmographics
Firmographics- Name
- Eleven AB
- Legal name
- Youty AB
- Website
- https://eleven.se
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eleven AB (Youty AB) operates eleven.se, a Swedish direct-to-consumer e-commerce beauty retailer offering 17,000+ products from 600+ brands across skincare, makeup, fragrance, and hair care for individual Swedish consumers.
- Ownership category
- akta.pro rank
Eleven AB industry classification
Industry- Product category
- Online Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
- akta.pro secondary industry
- Beauty & Personal Care Marketplaces (CRAFABAB)
Keywords
Where Eleven AB is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Eleven AB business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: Eleven generates revenue through direct product sales of beauty and cosmetics products. Customers purchase individual items at listed prices with occasional discounts and promotional offers. The company acts as an authorized reseller of multiple beauty brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Eleven AB product offering
Product offeringCore offering
Eleven AB operates the eleven.se e-commerce store, selling skincare, makeup, perfume, and hair care products from over 600 international and Nordic beauty brands through a direct-to-consumer online retail model. The platform offers more than 17,000 SKUs including facial care, body care, sun care, hair styling tools, fragrances, and bundled value packs, supported by Swedish-localized payment options and a 499 SEK free-shipping threshold.
Product overview
Eleven AB operates a comprehensive e-commerce beauty marketplace (eleven.se) offering four core product categories: Hudvård (Skincare), Smink (Makeup), Parfym (Perfume), and Hårvård (Hair Care). The platform serves as an authorized retailer offering over 10,000 products from hundreds of international and Nordic beauty brands including Olaplex, Clinique, Lancôme, Kérastase, Maria Nila, and many others. The product portfolio includes sub-categories for specific needs like K-Beauty, professional skincare, travel sizes, and bundled value offers. The company is part of Youty Group (Youty AB) headquartered in Stockholm, Sweden.
Differentiator
Problem solved
Functional benefit
Brands
- eleven: Own brand product line sold through the Eleven platform
Products and services
- Skincare (Hudvård)
- Makeup (Smink)
- Perfume (Parfym)
- Hair Care (Hårvård)
- Bundle Offers (Paketerbjudanden)
- New Arrivals (Nyheter)
Quantifiable outcome
- Extensive product catalog with over 17,000 beauty products
- +1 more outcomes
Companies that use Eleven AB
Customer profileSegments2 records
Ideal customer profiles1 record
Eleven AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Eleven AB partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NordicFeel GroupcoreEleven is part of the NordicFeel Group (also known as Youty Group) which operates beauty e-commerce platforms across the Nordic region. NordicFeel operates separate sites for Sweden, Finland (nordicfeel.com/fi), and Norway (nordicfeel.com/no) as sister sites to eleven.se.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Eleven AB competitors and assessment
Company assessmentDirect peers
- NordicFeel (Youty Group): Eleven's sister brand under the same Youty Group, operating Nordic beauty e-commerce sites for Sweden, Finland, and Norway. Most directly comparable given shared group ownership, overlapping catalog of beauty brands, and similar store technology (Litium, Klaviyo, Dynamic Yield).
- Lyko Group: Nordic-headquartered beauty e-commerce and salon retailer operating across Sweden, Norway, Finland and beyond. Comparable to Eleven as a multi-brand authorized online beauty retailer with both DTC e-commerce and physical salons.
- Kicks (Midsona/Orkla-owned): Leading Nordic beauty retailer with omni-channel footprint (online + ~130 stores) offering multi-brand beauty assortment. Closest direct comparison in Sweden for assortment breadth and brand portfolio, with the addition of physical retail.
- Notino: European beauty pure-play e-commerce leader operating a localized Swedish site (notino.se). Directly comparable in assortment (multi-brand beauty + fragrance), pricing strategy (heavy promotions), and D2C model.
- Flaconi: Germany-based online beauty retailer (now owned by ProSiebenSat.1) offering 1,000+ brands across skincare, makeup, fragrance and hair care. Comparable multi-brand beauty marketplace model with broad SKU coverage and authorization-based distribution.
Broad incumbents
- Sephora: Global multi-brand beauty retailer with a Swedish e-commerce site, operated by LVMH. Comparable in multi-brand assortment depth and the premium beauty positioning Eleven pursues via authorized brands like YSL and Lancôme.
- Zalando Beauty: Pan-European fashion/beauty marketplace with a sizable beauty category in Sweden, including authorized brands like Kérastase and Clinique. Overlaps with Eleven on assortment and target shopper, with vastly larger scale and traffic.
- Lookfantastic (THG): International beauty D2C pure-play from The Hut Group with localized Swedish storefront. Directly comparable multi-brand authorized beauty offering with subscription-based and promotional mechanics similar to Eleven's.
- Amazon Sweden (Beauty): Global e-commerce marketplace with a rapidly growing Swedish beauty category, including authorized brands stocked by Eleven. Sets the competitive ceiling on assortment depth, pricing pressure, and delivery speed in Sweden.
Regional players
- Parfym.se: Swedish-authorized online fragrance and beauty specialist serving the same Swedish consumer base. Closely comparable in authorization model and pricing approach though smaller scale and narrower fragrance focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Eleven AB social profiles
Digital presenceEleven AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eleven AB leadership team
Management profileNumber of profiles
Profiles3 records
Eleven AB funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eleven AB M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eleven AB
What does Eleven AB do?
Eleven AB operates the eleven.se e-commerce store, selling skincare, makeup, perfume, and hair care products from over 600 international and Nordic beauty brands through a direct-to-consumer online retail model. The platform offers more than 17,000 SKUs including facial care, body care, sun care, hair styling tools, fragrances, and bundled value packs, supported by Swedish-localized payment options and a 499 SEK free-shipping threshold.
Is Eleven AB a public or private company?
Eleven AB is a private company. It is classified as corporate owned and is currently operating.
When was Eleven AB founded?
Eleven AB was founded in 2004. It employs 11 to 50 people.
Where is Eleven AB based?
Eleven AB is headquartered in Stockholm, Sweden, in the Europe region.
How does Eleven AB make money?
One revenue line is on record: product Sales.
Who are Eleven AB's main competitors?
Direct peers on record are NordicFeel (Youty Group), Lyko Group, Kicks (Midsona/Orkla-owned), Notino and Flaconi. Broad incumbents are Sephora, Zalando Beauty, Lookfantastic (THG) and Amazon Sweden (Beauty). Parfym.se is listed as a regional player.
Does Eleven AB have an API?
No public API is recorded for Eleven AB.
What industry is Eleven AB in?
Eleven AB's product category is Online Beauty Retail. Its primary akta.pro industry code is CRAFADAC, Beauty & Personal Care Online Retailers, with a secondary code of CRAFABAB, Beauty & Personal Care Marketplaces. Its NAICS code is 456120 and its SIC code is 5331.