Maria Akerberg

What Maria Akerberg does

Maria Åkerberg AB is a privately held Swedish natural skincare company headquartered and manufactured in Frillesås, Sweden, founded by Maria Åkerberg. The company offers more than 100 SKUs organized across eight product categories: face care, body care, hair care, mineral-based makeup, sun care, baby care, men's care, and dietary supplements (including the Probioskin probiotic using ProBion-Matrix Technology and Magnesium Oil). Its product portfolio is built on 100% natural ingredients and botanical actives, anchored by proprietary concepts such as the Deepskin Organics multi-layer skincare method, Pure Cell Treatment using fresh stem cells from Roseroot (Rhodiola rosea), and natural-retinol alternatives such as Rosehip Seed Oil and Bakuchiol.

The company operates a hybrid distribution model combining direct-to-consumer e-commerce (mariaakerberg.com localized in English, Swedish, German, and Dutch with SEK/EUR pricing), a dedicated B2B partner portal (partner.mariaakerberg.com) serving a reseller and salon network, and a factory shop at its Frillesås headquarters. DTC shipping reaches 26 European countries, and the company supports its channel with an educational content library (48+ expert blog articles), ingredient transparency pages, and a skin therapist consultation service. Customer acquisition is primarily organic, content-driven, and partner-led.

Pricing is unit-based pay-as-you-go with free-shipping thresholds of 599 SEK within Sweden and 999 SEK internationally; payment options include Stripe-processed card, Klarna, and Swish. Customer segmentation is hybrid, organized around personas (natural/organic consumers, men, teens, parents of babies) and use cases (sensitive skin, skin conditions such as rosacea and perioral dermatitis, mature/anti-aging skin). The company is operationally active but discloses no revenue, headcount, funding history, or founding date in the available data.

Name

Maria Akerberg

Legal name

MARIA ÅKERBERG AB

Website

https://mariaakerberg.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Maria Åkerberg AB is a Swedish natural skincare company that manufactures and sells 100+ plant-based face, body, hair, makeup, sun, baby, men's care, and probiotic supplement products to consumers and resellers across 26 European countries via DTC e-commerce and a salon partner network.

Ownership category

akta.pro rank

Product category

Natural Skincare & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Natural skincare products
• Organic cosmetics
• Mineral makeup
• Probiotic supplements
• Clean beauty

Headquarters

HQ city

Frillesås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct sales to consumers through mariaakerberg.com website. Customers can purchase products directly online with multiple payment options including credit card, Swish, and Klarna.
2. Reseller/Partner Sales: Sales through network of resellers and salons. Resellers can purchase products through dedicated B2B portal at partner.mariaakerberg.com.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Maria Åkerberg develops, manufactures, and sells a comprehensive range of natural and organic skincare, body care, hair care, mineral makeup, sun care, baby care, men's care, and dietary supplement products under its own brand. Products are sold directly to consumers via mariaakerberg.com, through a Europe-wide network of resellers and salons, via a dedicated B2B partner portal, and at an on-site factory shop at the company's headquarters in Frillesås, Sweden.

Product overview

Maria Åkerberg is a Swedish natural skincare company offering a comprehensive portfolio of over 100 skincare, makeup, hair care, and dietary supplement products. The product range spans Face Care (cleansers, exfoliators, toners, serums, facial oils including Royal Facial Oil line with Rosehip Seed Oil, face creams, balms, eye care, masks), Body Care (bath, balms, deodorant, foot/hand/intimate care, lotions, massage, body oils, shaving), Hair Care (conditioners, treatments, shampoos, styling), Makeup (mineral-based foundation, concealer, bronzer, blush, powder, eyeshadow, eyeliner, mascara, lip products, makeup brushes with Kabuki brush in goat hair), Sun Care (mineral sunscreens SPF 20/30, sun oils, after sun, self-tanners), Baby Care, Men's Care, and Dietary Supplements (Magnesium, Probioskin probiotics with ProBion-Matrix Technology). The company emphasizes natural, organic ingredients, Deepskin Organics skincare methodology, and Pure Cell Treatment using stem cells from Roseroot. Most products are vegan except those containing honey (Aroma Bath Orange & Honey, Baby Bath) or beeswax (in creams and some makeup).

Differentiator

Problem solved

Functional benefit

Brands

• Deepskin Organics: Skincare method where different products are applied to work on various layers of the skin.
• Pure Cell Treatment
• MORE

Products and services

• Face Care Line

Quantifiable outcome

• Probioskin has more than 10x better survival rate than other probiotic tablets

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

One partnership is on record.

• Reseller/Salon PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of resellers and salons that sell Maria Akerberg products. Company provides 'Find a reseller' service for customers and B2B portal for partners to place orders.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pai Skincare: British-certified organic skincare brand specializing in products for sensitive and reactive skin, directly overlapping with Maria Åkerberg's primary 'Sensitive Skin' segment and competing for the same certified-natural positioning.
• RMS Beauty: Clean-beauty cosmetics brand focused on mineral-based makeup with a natural-ingredients ethos, directly comparable to Maria Åkerberg's mineral-based foundation, blush, bronzer, and eye makeup lines.
• Tata Harper: High-end natural/non-toxic skincare brand with a comparable 'farm-to-face' formulation story and direct-to-consumer e-commerce focus, representing the premium end of the natural skincare category Maria Åkerberg competes in.

Broad incumbents

• Aesop: Premium natural/botanical skincare brand (now owned by L'Oréal) with a sophisticated face, body, and hair portfolio positioned on plant-based formulations, serving as the higher-end reference point for European natural skincare brands.
• Burt's Bees: Mass-market natural personal-care brand (owned by Clorox) offering lip, face, body, and baby care with natural-ingredient positioning, providing a useful reference point for how a European-rooted natural brand could scale through broader distribution.
• The Body Shop: Large-scale natural-ethos beauty retailer with broad face, body, hair, and makeup assortment sold across many European countries through company-owned retail and digital channels, competing for the same conscious-consumer demographic.

Direct peers

• Lush: Global handmade natural cosmetics brand with extensive face, body, hair, and bath portfolio positioned around natural ingredients and ethical sourcing, overlapping heavily with Maria Åkerberg's product breadth and natural-ingredient ethos.
• Weleda: Swiss-German natural skincare and holistic body care brand with comparable positioning around natural/biodynamic ingredients, a broad face/body/baby/men's portfolio, and reliance on therapist/reseller distribution channels across Europe.
• Dr. Hauschka: German natural skincare brand (WALA) offering a comparable range of face, body, hair, and makeup products with a strong focus on holistic skin-condition therapy and a salon/therapist-led distribution model very similar to Maria Åkerberg.

Regional players

• ACO Skin Care: Scandinavian-based natural skincare brand with strong Nordic retail and pharmacy presence across Sweden, Norway, Denmark, and Finland, directly overlapping with Maria Åkerberg's core Nordic home market and natural-positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/mariaakerberg
• Facebookfacebook.com/mariaakerberg.se

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 Maria Akerberg