Eleven AB

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.

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

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

• Online beauty retail
• Cosmetics e-commerce
• Skincare distribution
• Makeup products
• Fragrance retail

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core 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

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

One partnership is on record.

• NordicFeel GroupcoreChannel Partner/ Reseller/ DistributorEleven 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

Direct 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

• LinkedInlinkedin.com/company/nordicfeel-group
• Xx.com/elevense
• Facebookfacebook.com/eleven.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

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

M&A1 record

Investments

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

Frequently asked questions about Eleven AB