Emma S. skincare

Name

Emma S. skincare

Legal name

Emma S AB

Website

https://emmas.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro industry

PRIMARYCRABAAAA

Facial Skincare (Cleansers, Toners, Moisturizers)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAF

Dermocosmetics & Medical-Grade Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAL

Skincare Sets, Kits & Travel Sizes

Consumer Products & Retail/Beauty & Personal Care/Skincare

Keywords

• Vegan skincare products
• Facial moisturisers creams
• Anti-aging serums treatments
• Mineral sun protection
• Gentle cleansers toners

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

Revenue model

1. Direct Product Sales - E-commerce: Revenue generated from direct-to-consumer online sales through emmas.com, selling skincare products including cleansers, toners, serums, moisturizers, eye creams, masks, and sun protection products directly to consumers.
2. Retail Distribution Sales: Revenue from wholesale distribution through retail partners including Swedish pharmacies (Kronans Apotek, Apoteket, Apotek Hjärtat), Åhléns department stores, and beauty retailers (Kicks, Lyko) who stock Emma S products in their physical and online stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Emma S. skincare develops, manufactures in Sweden, and sells vegan facial skincare products — including cleansers, toners, serums, eye creams, day and night moisturisers, masks, and sun protection — directly to consumers via its emmas.com e-commerce platform and through physical retail partners in Sweden and internationally. The product line is organised into targeted series (Hydrating, Ageless, Revitalising, Ultimate, Sensitive) addressing different skin types and concerns, supported by curated sets and educational content.

Product overview

Emma S. skincare is a Swedish direct-to-consumer skincare brand operating a unified e-commerce platform with products organized into targeted series: Hydrating (for all skin types with Hyaluronic Acid), Ageless (anti-aging with Vitamin A derivatives), Revitalising (for early fine lines), Ultimate (advanced anti-aging for mature skin), and Sensitive (fragrance-free for sensitive skin). The product portfolio spans cleansers (Cleansing Facial Wash, Melting Cleansing Balm, Cleansing Oil, Gentle Cleansing Gel, Micellar Waters, Toners), treatments (Smoothing Niacinamide Formula, Treatment 2% BHA Toner, Exfoliating Enzyme Peel), serums (Hydrating Serum, Ageless Serum, Ultimate Serum), eye creams (Hydrating Eye Gel, Revitalising Eye Cream, Ultimate Eye Cream), moisturisers (Hydrating Day/Night Creams, Ageless Night Cream, Cell Renewal Creams, Ultimate Day/Night Creams, Hydrating Gel Cream, Sensitive Day/Night Creams), masks (Repairing Overnight Mask, Purifying Mud Mask), and sun protection (Hydra Sun Protection SPF 30/50, Hydrating Day Cream SPF 15, Revitalising Day Cream SPF 20, Cell Renewal Day Cream SPF 15). All formulations are vegan and manufactured in Sweden. The brand also offers curated sets (Hero Set, Hydrating Set, Revitalising Duo, Double Cleanse Set) and travel sizes for key products.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoothing Niacinamide Formula A 60ml multifunctional lightweight gel-cream treatment with Niacinamide (Vitamin B3), Salicylic Acid, and Hyaluronic Acid, developed to minimise visible pores, even out skin tone, strengthen the skin barrier, and improve skin elasticity. Priced at 349 SEK.
• Cell Renewal Night Cream (formerly Ultimate Night Cream) A 50ml anti-aging repairing night cream with Vitamin A-derivative (Retinyl Palmitate), peptide Tego Pep 4 Even, Getania extract, and Hyaluronic Acid, stimulating collagen production and improving elasticity overnight. Priced at 799 SEK.
• Hydrating Gel Cream (formerly Moisturising Cream Gel) A 50ml lightweight, energising 24-hour cream gel with Hyaluronic Acid, Niacinamide, Kombucha, and Squalane for normal to oily skin. Priced at 329 SEK.
• Repairing Overnight Mask A 60ml strengthening, moisturising, and soothing overnight mask with Red Algae Extract that reduces visible signs of daily stress and improves cell renewal, leaving skin rested, hydrated, and luminous. Priced at 379 SEK.
• Hydrating Hyaluronic Essence A deeply moisturising facial essence rich in natural moisturising factors including Hyaluronic Acid in two molecular sizes, Sodium PCA, Betaine, Glycerin, and Plum Extract for antioxidant protection.
• Treatment 2% BHA Toner A 150ml effective leave-on exfoliant with 2% BHA Acid and 1% Willow Bark Extract that dissolves blackheads, removes dead skin cells, and prevents pimples. Priced at 329 SEK.
• Gentle Cleansing Gel A 125ml fragrance-free gentle cleansing gel with Cucumber Extract and Panthenol (Vitamin B5) that effectively removes dirt, makeup, and impurities without disrupting skin's natural balance. Priced at 199 SEK.
• Daily Glow Toner A mild exfoliating toner with 5% PHA Acid, Pomegranate enzymes, and Centella Asiatica Extract that gently removes dead skin cells and reveals smoother texture, suitable for sensitive skin.
• Hydrating Eye Gel A 15ml non-sticky hydrating eye gel with low molecular Hyaluronic Acid and Caffeine, providing cooling, soothing relief for dry skin and puffy eyes. Priced at 199 SEK.
• Purifying Mud Mask A deep cleansing face mask with Kaolin Clay and activated Bamboo Charcoal that absorbs impurities while Niacinamide and Glycerin add moisture, with Oat Lipids and Allantoin to calm and soften skin.
• Ultimate Eye Cream A firming eye cream with Hyaluronic Acid, Eyeliss for strengthening capillaries and reducing dark circles, and light-reflecting pigments, designed for mature skin.
• Ultimate Serum A hydrating serum with Ayurvedic herb, Hyaluronic Acid, Pore Away, and Vitamin A derivatives for collagen stimulation and sun damage repair, targeted at mature skin.
• Revitalising Day Cream SPF 20 A 50ml day cream providing SPF 20 protection with Hyaluronic Acid for instant moisture and Niacinamide to refine texture. Priced at 499 SEK.
• Sensitive Day Cream A softening, hydrating, and calming day cream developed for dry and sensitive skin with natural oils from Meadow Foam Seed and Cotton Seed, completely fragrance-free.
• Sensitive Night Cream A calming, nourishing, and protecting night cream for sensitive skin with soothing natural oils, formulated fragrance-free.
• Creamy Eye Makeup Remover A mild milky eye makeup remover that can also be used on the entire face, with cleansing, softening, and hydrating properties and no perfume.
• Revitalising Eye Cream An upgraded version of the Ageless Eye Cream with Hyaluronic Acid, StimuHyal for long-lasting hydration, and Sea Light Algae Extract to reduce dark circles, fragrance-free.
• Ageless Serum An anti-aging serum with Vitamin A-derivative (Retinyl Palmitate), Hyaluronic Acid, and Gatuline In-Tense that nourishes skin, prevents fine lines, and improves cell regeneration.
• Ageless Night Cream A 50ml night cream that boosts elasticity, improves cell renewal, and strengthens skin as part of the Ageless anti-aging series. Priced at 429 SEK.
• Exfoliating Enzyme Peel A 1-minute enzyme peel with AHA and BHA acids that removes dead skin cells, dissolves blackheads, and improves moisture balance. Priced at 262 SEK (regularly 349 SEK).
• Hydra Sun Protection SPF 50 Face A hydrating and very water-resistant sunscreen with high broad-spectrum UVA and UVB protection (SPF 50), containing Hyaluronic Acid, Squalane, and Vitamin E.
• Hydra Sun Protection SPF 30 Face A hydrating and water-resistant sunscreen with broad-spectrum UVA and UVB protection (SPF 30), light and smooth formula with Hyaluronic Acid, Squalane, and Vitamin E.
• Hydra Sun Protection SPF 50 Face Fragrance Free A fragrance-free version of the Hydra Sun Protection SPF 50 Face for sensitive skin with the same high protection and hydrating benefits.
• Hydrating Day Cream SPF 15 (formerly Moisturising Day Cream SPF 15) A 50ml moisturising day cream strengthening the skin's moisture barrier with low molecular Hyaluronic Acid and antioxidants, with UVA and UVB filters and a light texture suitable under makeup.
• Hydrating Serum An oil-free hydrating serum with medium and low molecular Hyaluronic Acids, antioxidants from Grape Seed extract, and water algae extract.
• Hydrating Intense Cream A 50ml intensely hydrating 24-hour face cream with a three-step moisturising system using Glycerin, Hyaluronic Acid, Squalane, and algae extract. Priced at 349 SEK.
• Hydrating Facial Mist (formerly Moisturising Facial Mist) A refreshing, hydrating, and revitalising facial mist with Apple Extract and botanical ingredients for quick moisture boost over makeup. Priced at 199 SEK.
• Melting Cleansing Balm A gentle oil cleanser that dissolves both dirt and makeup without drying the skin, designed as the first step in a double cleansing routine.
• Cleansing Facial Oil A cleansing and moisturising facial oil suitable for all skin types including oily skin, gently dissolving dirt and makeup without drying.
• Cleansing Facial Wash A 125ml clarifying, cleansing, and refreshing foaming facial wash for morning and evening use. Priced at 179 SEK.
• Waterproof Eye Makeup Remover A cleansing, hydrating, and nourishing makeup remover specifically formulated for waterproof eye makeup.
• Balancing Facial Toner A cleansing and pH-balancing facial toner with Jasmine Extract and Cucumber Extract that removes impurities and last traces of makeup while hydrating skin.
• Cleansing Micellar Water A 250ml cleansing, moisturising, and refreshing micellar water for gentle skin cleansing without rinsing.
• Foaming Glow Cleanser A cleansing and mildly exfoliating foaming cleanser with healthy glow benefits.
• 2 in 1 Makeup Remover A dual-purpose cleansing and hydrating makeup remover for convenient use.
• Hero Set A best-seller curated set featuring Revitalising Day Cream SPF 20, Exfoliating Enzyme Peel, and Cleansing Facial Wash for clear, fresh, and hydrated skin. Priced at 699 SEK (regularly 1,007 SEK).
• Revitalising Duo A duo combining Revitalising Day Cream SPF 20 and Revitalising Eye Cream for deep hydration, radiance boost, and early anti-aging care.
• Hydrating Set A complete hydrating skincare set including Hydrating Day Cream SPF 15, Hydrating Intense Cream, Hydrating Serum, and Hydrating Eye Gel for all-day moisture.
• Double Cleanse Set A curated set for a double cleansing routine combining oil-based and water-based cleansers for thorough makeup removal and skin cleansing.
• Cell Renewal Day Cream SPF 15 A day cream with SPF 15 preventing pigmentation, smoothing lines and wrinkles, and strengthening skin, containing Vitamin A derivatives for cell renewal.

Quantifiable outcome

• Visible improvement in skin elasticity and cell renewal with regular use of Vitamin A derivative products
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• PostnordcoreOthersPrimary shipping partner for Swedish and Nordic market deliveries. Orders placed before 10:00 on weekdays ship same day with 1-2 day delivery within Sweden via MyPack Collect.
• FedExcoreOthersInternational shipping partner for Norway and USA market deliveries with 2-5 business day delivery times. FedEx Economy and FedEx Priority options available.
• AdyencoreTechnology or IntegrationPayment processing partner handling secure credit card transactions (VISA, Mastercard, American Express) and regional payment solutions. Swish and PayPal handled separately outside Adyen agreement.
• KlarnacoreOthersInvoice payment solution for Swedish and Norwegian markets. Invoice must be paid within 30 days from invoice date with reminder fees and default interest for late payments.
• PayPalcoreTechnology or IntegrationPayment solution for EU markets and direct handling outside Adyen agreement for Swedish and Norwegian markets.
• SwishcoreTechnology or IntegrationMobile payment solution for Swedish market, handled directly outside Adyen agreement.
• VippscoreTechnology or IntegrationMobile payment solution for Norwegian market.
• StripecoreTechnology or IntegrationPayment processing partner for EU market credit card transactions.
• Swedish Cancer Society and Breast Cancer SocietyminorOthersLong-term charitable partnership supporting breast cancer research. Emma Wiklund has served as ambassador for the Breast Cancer Society for several years. Brand engages in causes important to their values.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Ordinary (DECIEM): Active-ingredient-focused skincare brand built on transparent formulation and accessible price points. Closely mirrors Emma S.'s positioning around disclosed concentrations of retinol, niacinamide, BHA, and hyaluronic acid, and targets a similar ingredient-savvy consumer.
• Ole Henriksen: Celebrity-founded (by an esthetician) skincare brand sold through Sephora and other prestige channels. Closely comparable to Emma S. as a founder-led skincare brand combining personal-brand credibility with a results-oriented, glow-focused product range.
• Paula's Choice: Brand built on clinically-backed, transparent formulations (BHA, retinol, niacinamide) with a strong DTC and content-marketing engine. Highly comparable to Emma S. in ingredient-philosophy, education-led content, and efficacy-claim positioning.
• Drunk Elephant: Premium clean-ingredient skincare brand built on biocompatible formulations and routine-based regimens. Compares with Emma S.'s vegan positioning, multi-step routine architecture, and efficacy-led marketing.
• Verso: Premium Swedish skincare brand focused on retinol-based anti-aging. Direct geographic and product overlap with Emma S.'s Ageless and Ultimate series, and competes for the same mature-skin Swedish/Nordic consumer.

Broad incumbents

• CeraVe: Mass-market dermatological skincare brand owned by L'Oréal, sold widely through pharmacies and drugstores. Overlaps with Emma S.'s moisturizers, cleansers, and barrier-strengthening claims, and competes for the same sensitive/dry-skin consumer in Sweden and the EU.
• Bioderma: NAOS-owned French dermo-skincare brand with strong European pharmacy distribution. Overlaps with Emma S.'s sensitive-skin, cleanser, and moisturizer lines and competes for similar pharmacy-shelf placement.
• Vichy: L'Oréal-owned dermo-skincare brand with mineralizing water heritage and broad European pharmacy distribution. Comparable to Emma S. in sensitive-skin, anti-aging, and SPF categories distributed via pharmacy channels.
• La Roche-Posay: L'Oréal-owned dermatological skincare brand distributed in European pharmacies. Direct overlap with Emma S.'s sensitive-skin, SPF, and anti-aging ranges, and the benchmark European pharmacy-distributed dermo-skincare competitor.

Regional players

• Lumene: Finnish mass-market skincare brand with Nordic heritage positioning. Regional peer to Emma S. in the Nordics, with similar clean/vegan-leaning claims and overlapping consumer base across Sweden, Norway, and the EU.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/emma-s--ab
• Instagraminstagram.com/emmasskincare
• TikToktiktok.com/@emmasskincare
• Xx.com/emmas_skincare

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Emma S. skincare