The Feelgood Company

What The Feelgood Company does

The Feelgood Company is a Nordic house of brands and e-commerce operator in the wellness, beauty, and fitness categories, headquartered in Oslo, Norway and operating as a subsidiary of the diversified conglomerate Jordanes. Founded in 2015, it runs 11 wholly-owned brands including Bodylab (sports nutrition and functional food supplements, described as a market leader in Denmark), Camilla Pihl (skin, body, hair, and makeup), Glöd by Sophie Elise (vegan self-tan and beauty), Care by Therese Johaug (wellness), Zuccarello Sport (men's grooming), MM Sports, Frontrunner (sports nutrition), Natural Basics (body care and home fragrance), L'usine (luxury body and home), K-Beauty Secrets (Korean-inspired skincare), and Basic (skin and hair accessories). Several brands are co-developed with Nordic celebrity and influencer partners, including Olympic skier Therese Johaug, NHL player Mats Zuccarello, influencer Sophie Elise, and beauty entrepreneur Camilla Pihl.

The company's core technology is a digital e-commerce platform with localized storefronts (bodylab.no, bodylab.se, bodylab.dk, bodylab.fi, iconbeauty.no) paired with digital and influencer marketing capabilities. Revenue is generated through direct-to-consumer online sales and multi-channel retail/wholesale distribution across retail, pharmacies, gyms, fashion, and beauty stores in all Nordic countries, with additional export operations beyond the region. Distribution is supported by Sedex membership and group-level ESG, Code of Conduct, and Norwegian Transparency Act (Åpenhetsloven) compliance under parent Jordanes. The company's most recent strategic action was the acquisition of MM Sports on 2025-07-16, reinforcing its sports nutrition and fitness vertical.

Name

The Feelgood Company

Legal name

The Feelgood Company

Website

https://thefeelgoodcompany.no

Company type

Private

Founded year

2015

Operating status

Operating

Short description

The Feelgood Company is a Nordic Oslo-based house of brands and e-commerce operator selling 11 wholly-owned wellness, beauty, and fitness brands—including Bodylab, Camilla Pihl, Glöd by Sophie Elise, and Care by Therese Johaug—across the Nordics via DTC sites and multi-channel retail, as a subsidiary of Jordanes.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Consumer Products

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Food And Kindred Products (2000), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADABAG

Snack Bars (Granola, Protein, Cereal Bars)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

Keywords

• Wellness and beauty brands
• Sports nutrition products
• Cosmetics and skincare
• Influencer brand marketing
• House of brands e-commerce

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce sales: Direct-to-consumer online sales through owned e-commerce sites including bodylab.no, bodylab.se, bodylab.dk, bodylab.fi, and iconbeauty.no
2. Retail and wholesale distribution: Sales through retail, pharmacies, gyms, fashion and beauty stores across Nordic countries

Distribution channels3 records

Marketing channels3 records

Core offering

The Feelgood Company is a Nordic house of brands and e-commerce company operating a digital business model that delivers wellness, beauty, and sports nutrition products through multiple owned brands. The portfolio includes Bodylab (sports nutrition, market leader in Denmark), Camilla Pihl (cosmetics and skincare), Glöd by Sophie Elise (vegan self-tan and makeup), Care by Therese Johaug (vegan wellness), MM Sports, Frontrunner, Zuccarello Sport, Natural Basics, L'usine, K-Beauty Secrets, and Basic accessories. Products are sold directly to consumers via owned e-commerce sites and through retail, pharmacy, and gym distribution across the Nordic countries.

Product overview

The Feelgood Company is a Nordic house of brands and e-commerce company with a unique digital business model delivering products within wellness and beauty. The company manages a broad portfolio of brands spanning three core areas: health/fitness, beauty, and fitness. The largest brand is Bodylab (sports nutrition and food supplements), alongside Camilla Pihl (complete beauty brand for skin, body, hair, makeup), Glöd by Sophie Elise (vegan self-tan and makeup), Care by Therese Johaug (wellness products), Zuccarello Sport (men's everyday essentials), MM Sports and Frontrunner (sports nutrition), Natural Basics (body care and home fragrance), L'usine (luxury body products), K Beauty Secrets (Korean-inspired face masks), and Basic (accessories for skin and hair). The company operates with strong digital marketing and influencer marketing capabilities across all Nordic countries.

Differentiator

Problem solved

Functional benefit

Brands

• Bodylab: Market leader in development and production of functional sports products and food supplements in Denmark, expanding in the Nordics. Products include protein powders, sports supplements, functional food supplements, protein bars, protein beverages, clothing, and home gym equipment, as well as products for e-sport athletes.
• Camilla Pihl
• Glöd Sophie Elise
• Care by Therese Johaug
• Natural Basics
• L'usine
• Zuccarello Sport
• MM Sports
• Frontrunner
• K-Beauty Secrets
• Basic

Products and services

• Bodylab Market leader in functional sports products and food supplements in Denmark, expanding in the Nordics. Products include protein powders, sports supplements, functional food supplements, protein bars, protein beverages, clothing, home gym equipment, and products for e-sport athletes. Targeted at athletes, gym-goers, and health-conscious consumers.
• Camilla Pihl Complete beauty brand with innovative formulations for face, body, and hair including day creams, night creams, facial masks, body lotion, shower foam, bronzing body oil, hair care, and make-up. All products are 100% vegan and cruelty-free.
• Glöd by Sophie Elise 100% vegan and cruelty-free beauty brand offering self-tan products (Self Tan Mousse, Gradual Tan, Self-Tan Drops, Self Tan Remover), skincare (Walnut Face Scrub, Glow Sheet Mask), and make-up (Face Palette with 4 shades). Award-winning self-tan range.
• Care by Therese Johaug Series of wellness products inspired by nature, derived from Olympic skier Therese Johaug's motivation and energy. All products are 100% vegan with high proportion of natural ingredients; five products that nourish and hydrate the skin, designed for the Nordic climate.
• Zuccarello Sport Line of everyday essentials for men who want fresh, effective products with a sporty edge. Created with Mats Zuccarello. Includes Shower Gel, Deodorant, and Hair Clay. High-quality, affordable products with a clean, masculine scent for daily use and workouts.
• MM Sports Leading brand in high-quality sports nutrition, gym clothing, and gym accessories. Products include protein powders, creatine, BCAA/EAA, omega-3, vitamins, minerals, pre-workouts, bars, and daily wellness supplements.
• Frontrunner Danish sports nutrition and lifestyle brand offering premium quality products with natural flavoring and premium proteins. Most products produced in Denmark. Trusted by elite athletes, everyday athletes, and beginners.
• Natural Basics Body care and home fragrance brand. Body Care Collection features elegant floral design and delicate floral fragrances. Home Fragrance Collection offers elegant home fragrance products with natural ingredients and gentle formulations.
• L'usine Complete range of effective products bringing luxury to everyday life. Includes hand wash, hand cream, body wash, scented candles, and room diffusers with green, natural, fresh, and clean fragrances.
• K-Beauty Secrets Innovative series of face masks inspired by Korean skin care with cute and fun prints. Products contain natural, cleansing, moisturizing, and unique ingredients that make the skin feel fresh and hydrated.
• Basic Concept of accessories containing tools and products for skin and hair. Product range includes hair ornaments (scrunchies, hair ties, hair clips, brushes), facial masks, nail scissors, nail files, and tweezers. Designs for both children and adults.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SedexminorOthersJordanes Fitness & Beauty (parent company of The Feelgood Company) is a member of Sedex, a global membership organization that provides tools and audits for responsible supply chain management.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Myprotein: Global D2C sports nutrition and functional foods brand with multi-market e-commerce. Closely comparable to Bodylab, MM Sports, and Frontrunner in product range (protein, supplements, functional formats) and digital-first GTM.
• Lyko: Nordic beauty and wellness e-commerce retailer operating across the Nordics with multi-brand assortment. Directly comparable as a multi-brand beauty/wellness D2C platform serving the same geography and customer segments.
• Gymgrossisten: Nordic sports nutrition and fitness e-commerce retailer owned by parent group. Direct competitor in D2C sports nutrition, gym accessories, and supplements across the Nordics.
• THG Holdings (The Hut Group): UK-listed house of brands and D2C e-commerce platform with multiple owned wellness and beauty brands. Closely comparable operating model: multi-brand roll-up, influencer-driven marketing, and multi-country e-commerce infrastructure.
• NordicFeel: Nordic beauty e-commerce retailer offering multi-brand skincare, hair, and fragrance assortments. Comparable as a digital-first beauty and wellness retailer in the same Nordic geographies.
• Gymshark: Global fitness and sports lifestyle brand built on athlete/influencer marketing. Comparable for influencer-led brand building in the fitness vertical, though operating at much larger scale.

Broad incumbents

• KICKS Group: Leading Nordic beauty retailer with stores and e-commerce across Norway, Sweden, and Denmark. Comparable as a multi-channel beauty and wellness distribution platform in the same geography, though KICKS is broader and more retail-led.
• GNC Holdings: Global sports nutrition, vitamins, and supplements retailer with multi-channel distribution. Comparable category overlap with Bodylab, MM Sports, and Frontrunner, though GNC is far larger and more retail-anchored.
• Holland & Barrett: European health food and supplement retailer with extensive pharmacy and health store distribution. Comparable as a multi-channel health, wellness, and supplement retailer serving health-conscious consumers.

Emerging players

• Eleven Skincare: Nordic D2C beauty and skincare brand with digital-first and influencer-led marketing. Comparable in customer segment and digital GTM motion to Camilla Pihl and Glöd sub-brands within The Feelgood Company.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-feelgood-company

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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 The Feelgood Company