Nilens Jord
Nilens Jord is a Danish direct-to-consumer cosmetics and skincare brand (owned by GRÆNN A/S, founded 1982) that sells allergy-certified, vegan and fragrance-free makeup and skincare to EU consumers via its own Shopify storefronts. Its product portfolio spans skincare lines (Hydra Glow, Hydra Repair, Pro-Age) and color cosmetics using micro-encapsulation and pH-reactive pigment technologies.
- Company typePrivate
- Founded1982
- HeadquartersFarum, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nilens Jord does
Nilens Jord, owned by the Danish public limited company GRÆNN A/S (CVR 10305403) and headquartered in Farum with a Copenhagen K office, is a direct-to-consumer cosmetics and skincare brand established in 1982 that sells allergy-friendly, vegan and fragrance-free (parfumefri) makeup and skincare across the EU via its own Danish- and English-language Shopify storefronts (nilensjord.dk and nilensjord.com). The product catalogue is organized into skincare lines — Hydra Glow (anchored by the Hydra Glow Magic Tint Release SPF 15 tinted moisturizer with micro-encapsulated pigment release), Hydra Repair (intensive moisturising micro-capsule serum and day cream) and Pro-Age (multi-correcting micro-capsule serum) — and a makeup pillar featuring the Infinite Length 38° Mascara (body-temperature warm-water removal), three pH-reactive Tinted Lip Balms, Soft Glow Cream Bronzer, and Redness Relief Primer, with seasonal nail polish capsules and a hair care range rounding out the assortment.
Underlying formulations combine conventional skincare actives (hyaluronic acid, peptides, ceramides, niacinamide, squalane-based micro-capsules) with color cosmetics, relying on micro-encapsulation and pH-reactive pigment systems rather than disclosed proprietary AI/ML. Products carry third-party credentials including AllergyCertified from Asthma-Allergy Denmark, the Fødevarestyrelsen smiley inspection report, the e-mærket e-commerce trust mark and PCI-DSS-compliant payment processing via Bambora with Klarna as an alternative payment method. Order fulfillment is handled by GLS with free standard shipping above 295 kr.
The business model is a single-tier DTC e-commerce operation with no apparent B2B, retail, marketplace or third-party reseller channels, no subscription or recurring billing, and unit-only pricing in the 199.95–399.95 kr range. Revenue mechanics therefore depend entirely on individual consumer purchases across the 26 EU member states served, with marketing driven by organic social (Facebook, Instagram), email/CRM (Campaign Monitor, Braze, Klaviyo), retargeting (Facebook Pixels), and earned media (Vogue Scandinavia, 2024).
Nilens Jord firmographics
Firmographics- Name
- Nilens Jord
- Legal name
- GRÆNN A/S
- Website
- https://nilensjord.dk
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nilens Jord is a Danish direct-to-consumer cosmetics and skincare brand (owned by GRÆNN A/S, founded 1982) that sells allergy-certified, vegan and fragrance-free makeup and skincare to EU consumers via its own Shopify storefronts. Its product portfolio spans skincare lines (Hydra Glow, Hydra Repair, Pro-Age) and color cosmetics using micro-encapsulation and pH-reactive pigment technologies.
- Ownership category
- akta.pro rank
Nilens Jord industry classification
Industry- Product category
- Hypoallergenic Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)
- akta.pro secondary industries
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Sensitive Skin & Barrier Repair (CRABAAAG), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
Keywords
Where Nilens Jord is headquartered
LocationHeadquarters
- HQ city
- Farum
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
Nilens Jord business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct e-commerce product sales: One-time direct-to-consumer sales of makeup and skincare products via the company's own online storefront at nilensjord.dk (and nilensjord.com in English). Orders are processed with free shipping for purchases over 295 kr. Consumers buy individual SKUs without an apparent subscription or recurring billing mechanism.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Infinite Length 38° Mascara |
| Unit Pricing | Pay-as-you-go | Tinted Lip Balm (Pink Sheer) |
| Unit Pricing | Pay-as-you-go | Tinted Lip Balm (Black Berry) |
| Unit Pricing | Pay-as-you-go | Tinted Lip Balm (Rose Nude) |
| Unit Pricing | Pay-as-you-go | Redness Relief Primer |
| Unit Pricing | Pay-as-you-go | Soft Glow Cream Bronzer Cacao |
| Unit Pricing | Pay-as-you-go | Hydra Glow Magic Tint Release SPF 15 (50 ml) |
| Unit Pricing | Pay-as-you-go | Hydra Repair Intensive Moisturising Micro Capsule Serum |
| Other | Pay-as-you-go | Shipping policy |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Nilens Jord product offering
Product offeringCore offering
Nilens Jord designs, manufactures and sells allergy-friendly, vegan and fragrance-free makeup and skincare products directly to consumers through its own e-commerce storefronts. The portfolio spans tinted moisturizers with SPF, micro-capsule serums, day creams, lengthening mascara, tinted lip balms, cream bronzer and redness-relief primers formulated specifically for sensitive and reactive skin.
Product overview
Nilens Jord (owned by Grænn A/S, CV 10305403, based in Farum, Denmark) operates as a single unified e-commerce brand selling Danish cosmetics and skincare, with no platform-plus-modules architecture; the offering is a curated product portfolio spanning makeup, skincare, nail care and haircare, organized into named product lines. The skincare pillar centers on three lines: Hydra Glow (anchored by the hero product Hydra Glow Magic Tint Release SPF 15, a tint-release tinted moisturizer), Hydra Repair (including the Hydra Repair Intensive Moisturising Micro Capsule Serum and Hydra Repair Intensive Moisturising Day Cream 30 ml), and Pro-Age (featuring the Pro-Age Repair Multi-Correcting Micro Capsule Serum). The makeup pillar includes lengthening mascara Infinite Length 38° Mascara, three Tinted Lip Balms (Rose Nude, Black Berry and Pink Sheer), the Soft Glow Cream Bronzer in Cacao, and the Redness Relief Primer. Seasonal nail polish capsules such as The Pretty Pink Collection, The Mocha Meringue Collection, The Happy Holiday Collection and The Powdered Pastel Collection are also part of the brand portfolio. The entire catalog is sold direct-to-consumer via the Nilens Jord webshop, with payment processing through Bambora and delivery by GLS.
Differentiator
Problem solved
Functional benefit
Brands
- Hydra Repair: Skincare line under Nilens Jord offering intensive moisturising day cream, micro capsule serum, eye cream and night cream.
- Hydra Glow
- Pro-Age
- The Pretty Pink Collection
- The Mocha Meringue Collection
- The Happy Holiday Collection
- The Powdered Pastel Collection
Products and services
- Hydra Glow Magic Tint Release SPF 15
- Hydra Repair Intensive Moisturising Micro Capsule Serum
- Hydra Repair Intensive Moisturising Day Cream
- Pro-Age Repair Multi-Correcting Micro Capsule Serum
- Infinite Length 38° Mascara
- Tinted Lip Balm Rose Nude
- Tinted Lip Balm Black Berry
- Tinted Lip Balm Pink Sheer
- Soft Glow Cream Bronzer Cacao
- Redness Relief Primer
Quantifiable outcome
- Operations and shipping established across the EU (excluding Greenland and the Faroe Islands)
- +2 more outcomes
Companies that use Nilens Jord
Customer profileIdeal customer profiles1 record
Nilens Jord technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature6 records
Nilens Jord partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- GLScoreGLS is engaged as Nilens Jord's parcel delivery / logistics partner for fulfilling online orders placed via the company's e-commerce storefronts.
- BamboracoreBambora is integrated as a payment-processing service on the Nilens Jord storefront to handle online card transactions at checkout.
- KlarnacoreKlarna is offered as an alternative / additional payment method at checkout, enabling flexible consumer payment options on the Nilens Jord storefront.
- Google AnalyticscoreGoogle Analytics is deployed across the Nilensjord.dk / .com storefronts to measure site traffic, user behavior, and marketing attribution.
- Google Tag ManagercoreGoogle Tag Manager is used as the tag-management layer to deploy and orchestrate analytics and marketing tags (including Google Analytics and Facebook Pixels) on the storefront.
- Facebook (Meta) — Facebook PixelscoreFacebook / Meta's tracking pixel is integrated into the storefront to enable retargeting, lookalike audiences, and conversion measurement for paid social campaigns.
- ShopifyflagshipShopify powers the underlying e-commerce platform / storefront for Nilensjord.dk and .com, providing catalog, cart, checkout, and built-in analytics and marketing integrations.
- BrazeminorBraze is integrated as a customer engagement / marketing-automation platform used to support lifecycle messaging on the storefront.
- Campaign MonitorminorCampaign Monitor is used as the email service provider / newsletter platform powering Nilens Jord's email marketing campaigns.
- Sleeknote
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Nilens Jord competitors and assessment
Company assessmentBroad incumbents
- Glossier: Iconic US DTC beauty brand with a multi-category skincare-and-makeup assortment and owned e-commerce flagship. Comparable to Nilens Jord on the curated, single-brand DTC operating model, though at significantly larger scale and broader US/global reach.
- Vichy: L'Oréal-owned dermo-cosmetic brand built around sensitive and reactive skin, sold across European pharmacies and selected retail. Comparable to Nilens Jord as a broader incumbent competitor in the sensitive-skin category with much greater scale and distribution.
- La Roche-Posay: L'Oréal-owned dermo-cosmetic brand focused on sensitive and reactive skin, distributed through pharmacies across Europe. Comparable to Nilens Jord as a larger incumbent that dominates the sensitive-skin positioning Nilens Jord also pursues, though it does not specialize in colour cosmetics.
- Tarte Cosmetics: US-based prestige beauty brand within the broader Sephora ecosystem, offering hybrid skincare-makeup products with proprietary ingredient stories (e.g., maracuja, shape tape). Comparable to Nilens Jord on the hybrid makeup-plus-skincare formulation thesis, though at a much larger scale and broader distribution.
Direct peers
- RMS Beauty: US-based clean beauty brand founded by a celebrity makeup artist, focused on skincare-makeup hybrids formulated with skin-friendly, non-toxic ingredients. Direct comparable to Nilens Jord on the 'makeup that is also skincare' positioning for sensitive-skin consumers.
- ILIA Beauty: Clean beauty brand built around hybrid skincare-makeup products with skin-nurturing actives and recyclable packaging. Closely comparable to Nilens Jord on the hybrid formulation thesis and the DTC-led distribution model.
- Tower 28 Beauty: US-based clean beauty brand purpose-built for sensitive, eczema-prone skin with non-irritating colour cosmetics. Closely comparable to Nilens Jord on the allergy/sensitive-skin positioning applied specifically to makeup, with a similar DTC-led retail approach.
- Weleda: Swiss-European natural cosmetics brand with Natrue-certified personal care spanning skincare, body care, and select colour cosmetics. Comparable to Nilens Jord on European heritage, natural/clean positioning, and a multi-category skincare-plus-makeup assortment.
- Dr. Hauschka: German natural cosmetics brand with a long European heritage, formulated for sensitive and reactive skin using botanical and mineral ingredients. Closely comparable to Nilens Jord on European natural/clean heritage and sensitive-skin positioning.
- Kosas: Indie beauty brand whose positioning centers on 'skin-improving' makeup with active skincare ingredients such as hyaluronic acid and peptides. Directly comparable to Nilens Jord on the hybrid makeup-plus-skincare value proposition and premium DTC channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Nilens Jord social profiles
Digital presenceNilens Jord compliance and trust
Trust signalCompliance4 records
Nilens Jord financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nilens Jord leadership team
Management profileNumber of profiles
Nilens Jord funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nilens Jord M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nilens Jord
What does Nilens Jord do?
Nilens Jord designs, manufactures and sells allergy-friendly, vegan and fragrance-free makeup and skincare products directly to consumers through its own e-commerce storefronts. The portfolio spans tinted moisturizers with SPF, micro-capsule serums, day creams, lengthening mascara, tinted lip balms, cream bronzer and redness-relief primers formulated specifically for sensitive and reactive skin.
Is Nilens Jord a public or private company?
Nilens Jord is a private company. It is classified as corporate owned and is currently operating.
When was Nilens Jord founded?
Nilens Jord was founded in 1982. It employs 11 to 50 people.
Where is Nilens Jord based?
Nilens Jord is headquartered in Farum, Denmark, in the Europe region.
How does Nilens Jord make money?
One revenue line is on record: direct e-commerce product sales.
Who are Nilens Jord's main competitors?
Broad incumbents on record are Glossier, Vichy, La Roche-Posay and Tarte Cosmetics. Direct peers are RMS Beauty, ILIA Beauty, Tower 28 Beauty, Weleda, Dr. Hauschka and Kosas.
Does Nilens Jord have an API?
No public API is recorded for Nilens Jord.
What industry is Nilens Jord in?
Nilens Jord's product category is Hypoallergenic Cosmetics. Its primary akta.pro industry code is CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers), with a secondary code of CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint). Its NAICS code is 456120 and its SIC code is 2844.