Ecooking

What Ecooking does

Ecooking is a Danish privately held skincare and personal-care manufacturer founded by Tina and headquartered in Bjert, Denmark, operating as Ecooking A/S. The company formulates and sells certified natural and organic skincare, body care, makeup, sun care, and hair products under a minimum 95% natural / 20%+ organic ingredient standard, with many SKUs carrying AllergyCertified, vegan, and dermatologically tested credentials. Its product technology centers on high-concentration actives layered into certified-natural bases, including dual-molecular-weight hyaluronic acid, 10% Acetyl Hexapeptide-8 (Argireline) in the Super Serum, a pigmentation trio of 10% niacinamide, Vitamin C, and rainbow algae extract, and Antarctic Pseudomonas Alteromonas ferment extract for oil control. A distinguishing formulation choice is the dual fragrance/fragrance-free SKU strategy across most products, addressing both sensory consumers and allergy-prone users.

Ecooking operates an exclusively direct-to-consumer go-to-market, with localized e-commerce storefronts for Denmark, Sweden, the UK, Norway, and a broader EU/international store, plus shipping to the US. Pricing is unit-based (€6-€55 range), pay-as-you-go, with free-delivery thresholds and payment via Visa, Mastercard, Apple Pay, Google Pay, and Klarna. The company reaches consumers through owned channels including the Beauty Cookbook editorial platform (mask, serum, and fragrance guides), the Ecooking Community newsletter with welcome discount, and SEO-optimized country-specific domains; it has no visible third-party retail or marketplace distribution. In March 2021, Ecooking announced a strategic partnership with House of Cosmetics, followed by the appointment of an externally experienced CEO and CFO in January 2022 and a full makeup series launch in 2021.

The customer base spans general skincare consumers, sensitive and allergy-prone users (the primary segment), men seeking grooming products, and the 50+ / ProAge demographic. The company has accumulated multiple regional industry and consumer awards from 2019 through 2024, including the Danish Beauty Awards (DBA) and Pure Beauty, and continues to release new SKUs and travel-size formats. Ecooking remains founder-led under Tina's ownership with no disclosed external funding rounds or institutional investors in the source data.

Name

Ecooking

Legal name

Ecooking A/S

Website

https://ecooking.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Ecooking is a Danish privately held manufacturer of certified natural skincare, body care, makeup, sun, and hair products (95%+ natural, 20%+ organic, AllergyCertified), selling direct-to-consumer across Denmark, Sweden, the UK, Norway, the EU, and the US via localized e-commerce storefronts, with a dual fragrance/fragrance-free product strategy targeting sensitive, general, men's, and mature-skin consumers.

Ownership category

akta.pro rank

Product category

Certified Natural Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Intimate & Personal Hygiene Washes (CRABAEAF), Deodorants & Antiperspirants (CRADANAA), Body Sprays & Mists (CRABADAC)

Keywords

• Certified natural skincare
• Fragrance-free cosmetics
• Organic personal care
• Allergy-certified skincare
• Direct-to-consumer beauty

Headquarters

HQ city

Bjert

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Ecooking generates revenue through direct-to-consumer sales via its owned e-commerce storefronts across multiple European country domains (ecooking.com, ecooking.dk, ecooking.com/se, ecooking.com/uk, ecooking.com/no). Products are sold at fixed retail prices with free delivery thresholds. Revenue is one-time transactional at the product level.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Ecooking manufactures and sells certified natural personal care products — face care (serums, creams, masks, cleansers, eye care), body care (lotions, oils, scrubs, self-tanning), hand and foot care, makeup, sun care, and hair care — primarily through its own direct-to-consumer e-commerce storefronts in Denmark, Sweden, the UK, Norway, and other European markets. Most products are available in both scented and fragrance-free versions, with formulas requiring at least 95% natural ingredients and over 20% organic content.

Product overview

Ecooking is a certified skincare company offering a comprehensive range of skincare, body care, makeup, sun protection, and hair care products. The product portfolio includes face care (creams, serums, masks, cleansers), body care (lotions, oils, scrubs, self-tanning), makeup (blush, mascaras, primers), and specialized treatments. Many products are available in both scented and fragrance-free variants, with allergy-certified options. The brand emphasizes natural and organic ingredients with formulations containing at least 95% natural ingredients and over 20% organic content. Core products include vitamin A serums (0.15% and 0.30%), Super Serum with Argireline, Moisturizing Mask, Clay Mask, Peeling Mask, various face oils, and the complete Skin Balance line for young/sensitive skin. The brand also offers extensive travel-size products and gift sets.

Differentiator

Problem solved

Functional benefit

Products and services

• Vitamin A Serum 0.15% Retinol serum (0.15% concentration) for beginners that reduces dark spots, fine lines, pores, and blemishes by boosting cell renewal and collagen production. Targeted at consumers new to retinol.
• Vitamin A Serum 0.30% Higher-concentration retinol serum (0.30%) for experienced users that reduces dark spots, fine lines, pores, and blemishes.
• Super Serum Anti-aging serum with 10% Acetyl Hexapeptide-8 (Argireline) that relaxes facial muscles to reduce fine lines, combined with hyaluronic acid and collagen-boosting extracts.
• Moisturizing Mask Moisture-boost mask with low and high molecular weight hyaluronic acid, organic Aloe vera, and pumpkin seed extract. Can be used as a 10-minute treatment or overnight.
• Clay Mask Cleansing mask that targets blemishes, enlarged pores, and excess oil with iris extract, zinc salt, vitamin A, and Antarctic soil-derived active ingredients.
• Peeling Mask Exfoliating mask with lactic acid (AHA), salicylic acid (BHA), and glycolic acid that reduces lines, wrinkles, and pigmentation for fresher-looking skin.
• Blush Creamy blush in five shades (01–05) with organic apricot kernel oil, coconut oil, and vitamin E for a natural glow. Part of the fragrance-free makeup series.
• Men Beard & Body Oil Multifunctional oil for men with organic jojoba, sesame, apricot kernel, and argan oils for beard grooming, shaving, and body moisturizing.
• Firming Serum Capsules Anti-aging serum capsules with Acetyl Hexapeptide-8 (Argireline) for a natural botox-like effect that visibly smooths wrinkles and reduces fine lines.
• Vitamin C Serum Fragrance Free Brightening serum with clinically documented Vitamin C, hyaluronic acid, and actibiome that provides radiance, evens skin tone, and boosts collagen production.
• Acne Serum Salicylic acid (BHA) serum that deep-exfoliates pores, removes excess oil, and reduces blemishes and enlarged pores with algae extracts and hyaluronic acid.
• Pigmentation Serum Spot treatment serum with 10% niacinamide, vitamin C, and rainbow algae extract that prevents, controls, and breaks down melanin for reduced hyperpigmentation.
• Energizing Serum Anti-aging serum with plant stem cells that repair and develop new skin cells, improving elasticity and smoothing mature skin with dual hyaluronic acid.
• Eyelash Serum Stimulating serum for lash growth with Panthenol, Widelash, and Capixyl that promotes longer, thicker lashes; can also be used on eyebrows.
• 50+ Face Oil Face oil for mature skin with rosehip, almond, jojoba, and olive oils plus vitamin E that provides nourishment, moisture, and a fresh glow.
• Hand Lotion Fragrance Free Vegan hand lotion with hyaluronic acid, niacinamide, vitamin E, sunflower oil, and almond oil that moisturizes and reduces fine lines on hands.
• Hand Cream SPF 20 Hand cream with sun protection factor 20 that moisturizes while protecting hands from UV damage.
• Self Tanning Mousse Fragrance Free Self-tanning mousse suitable for face and body with soft, light texture for even application. Fragrance-free.
• Men Hair & Body Wash Combined shampoo and body wash for men with high content of organic glycerin.
• Derma Roller Skin needling device that stimulates cell renewal for smoother skin and enhanced serum penetration.
• Face Cream | Skin Balance Day cream with natural hyaluronic acid, licorice root extract, and organic aloe vera for young or sensitive skin.
• Hands & Feet Gift Set Pre-packaged gift set containing hand and foot care products for gifting.

Quantifiable outcome

• Hyaluronic acid can bind water up to 1000 times its own weight for deep hydration
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Ecooking