True organic of Sweden

What True organic of Sweden does

True Organic of Sweden AB is a Stockholm-based, privately held personal care company founded in 2014 by Tina that formulates and sells certified organic skincare and personal care products under the True Organic of Sweden brand. Its core product line is intentionally narrow and centered on four hero SKUs: All You Need Is Me multi-use balm (95% certified organic, sold in 15ml and 50ml sizes), Face It Organic Serum (99% certified organic, water-free formula), Sea Me Mask (chlorella-based), and Undercover Agent Natural Deodorant in four scent variants (99% natural, potassium alum-based, refillable). The underlying technology is rooted in formulation chemistry — cold-pressed plant oils, certified botanical ingredients, natural mineral salts — combined with sustainable packaging choices (sugarcane tubes, glass roll-ons with refill pouches) rather than software or platform technology.

The company operates a product-led growth model, monetizing through direct-to-consumer e-commerce on its Shopify storefront (trueorganicofsweden.com) shipped globally with free-shipping thresholds, supplemented by a wholesale channel into beauty salons and retailers across the UK, EU, US, Australia, and New Zealand. Pricing is unit-based at a premium level ($15-$94 per SKU), with bundle discounts, multi-pack options, and acceptance of diverse payment methods (PayPal, Klarna, Apple Pay, Google Pay, USDC) and currencies (SEK, EUR, USD, GBP, AUD, NZD). The customer base is fragmented across thousands of individual consumers, segmented primarily as conscious clean-beauty buyers and sensitive/dry-skin users, with marketing driven by organic social media, an educational blog, founder-led storytelling, earned media (including a Vogue US feature), and verified customer reviews averaging 4.88 stars.

Name

True organic of Sweden

Legal name

True Organic of Sweden AB

Website

https://trueorganicofsweden.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Organic Skincare & Natural Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Deodorants & Antiperspirants (CRADANAA), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Organic skincare products
• Natural personal care
• Certified organic cosmetics
• Multi-use face balm
• Natural deodorant

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

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. Direct E-Commerce Product Sales: The company sells its skincare and personal care products directly to consumers through its Shopify-powered online store (trueorganicofsweden.com). Customers purchase individual products, multi-packs, or bundles. This is the primary revenue stream. Products are shipped globally with free shipping thresholds for Sweden/EU (1000 SEK) and USA (1000 SEK).
2. Wholesale and Retail Distribution: The company sells its products wholesale to retailers, beauty salons, and distributors. This is evidenced by customer reviews referencing purchases made in beauty salons in the UK, and the presence of a dedicated wholesale page on the website. Orders are fulfilled directly to consumers on behalf of wholesale partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

True Organic of Sweden formulates and sells a focused portfolio of certified organic skincare and personal care products, including a multi-use balm (All You Need Is Me, 95% organic), a face serum (Face It, 99% certified organic), a chlorella-based face and scalp mask (Sea Me), and natural potassium alum-based deodorants (Undercover Agent) in four scents. Products are free from synthetic additives, parabens, and artificial fragrances, and are packaged in sustainable sugarcane tubes and refillable glass bottles. The company sells direct to consumers globally through its Shopify storefront and via wholesale to beauty salons and retailers.

Product overview

True Organic of Sweden is a Swedish organic skincare brand offering a focused portfolio of certified organic skincare and personal care products. The core product lineup includes: All You Need Is Me multi-use balm (available in 50ml and 15ml sizes) for all-purpose skin hydration; Face It organic face serum with 99% certified organic ingredients for nourishment and glow; Sea Me Mask with chlorella for deep cleansing; and Undercover Agent natural deodorant in four distinct scents (Original Cypress, Lemongrass, Ylang Ylang, Lavender) using potassium alum instead of aluminum chloride. Products are formulated in Sweden with high organic content, packaged in sustainable glass and sugarcane tubes, and sold individually or as curated bundles. The brand emphasizes minimal, multi-purpose formulations rather than extensive product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• All You Need Is Me Organic Multi-Use Balm (50ml) Award-winning organic multi-use balm with 95% certified organic ingredients, formulated to soothe, protect, and deeply nourish dry or sensitive skin. Used on lips, face, cuticles, hands, body, hair ends, and as a barrier cream.
• All You Need Is Me Organic Multi-Use Balm (15ml mini)

Quantifiable outcome

• 340+ verified customer reviews with 4.88-star average rating across products
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tata Harper: Luxury natural and organic skincare brand offering high-concentration, plant-based formulations across serums, moisturizers, and treatments. Directly comparable to True Organic of Sweden on organic-content positioning, premium pricing, and DTC-plus-spa distribution model.
• Herbivore Botanicals: Natural skincare brand with a curated product range of serums, oils, masks, and deodorants positioned around clean ingredients and minimal formulations. Overlaps with True Organic of Sweden on natural positioning, DTC-led growth, and concentrate-format hero products.
• RMS Beauty: Clean beauty brand offering organic, food-grade skincare and color cosmetics formulated with cold-pressed oils and minimal ingredients. Comparable on ingredient philosophy (cold-pressed oils, high organic content) and curated, multi-purpose product design.
• Vintner's Daughter: Premium natural skincare brand built around a single hero multi-use serum/toner with high concentrations of organic plant ingredients. Directly analogous to True Organic of Sweden's multi-use, water-free, high-organic-content hero-product strategy and premium pricing.
• OSEA Malibu: Family-founded natural skincare brand with a curated lineup of body and facial products using organic seaweed and botanical oils. Comparable on small-batch, founder-led positioning, organic ingredient focus, and DTC + spa/salon wholesale distribution.
• Schmidt's Naturals: Natural deodorant brand offering aluminum-free formulations in multiple scents, now owned by a larger consumer goods company. Directly comparable to the Undercover Agent deodorant line on natural, aluminum-free deodorant positioning and multi-scent portfolio.

Broad incumbents

• Drunk Elephant: Larger clean-beauty brand (acquired by LVMH) offering a broad portfolio of biocompatible skincare across serums, moisturizers, and treatments. Compares on 'clean' positioning and high-concentration active ingredient philosophy, but at vastly greater scale and retail presence.

Emerging players

• Codex Beauty: Science-led natural skincare brand using plant-derived preservatives and bioactive complexes. Comparable as an emerging natural-skincare player focused on ingredient integrity and high-concentration formulations in a curated catalog.
• S.W. Basics: Minimal-ingredient skincare brand built around five-or-fewer-ingredient formulations and organic sourcing. Directly comparable on the 'fewer ingredients' philosophy and curated, multi-purpose product approach of True Organic of Sweden.
• Salt of the Earth: Natural crystal deodorant brand using potassium alum and mineral salts as the active deodorizing ingredient. Comparable on natural mineral-salt deodorant chemistry (same as Undercover Agent) and global DTC distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/Torganicsweden
• Facebookfacebook.com/trueorganicofsweden
• Instagraminstagram.com/trueorganicofsweden
• TikToktiktok.com/@trueorganicofsweden

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 True organic of Sweden