By Vilain

What By Vilain does

By Vilain is a privately held Danish men's grooming brand founded in 2013 by twin brothers Emil and Rasmus Vilain Albrechtsen, operating from Højbjerg (Aarhus) and Copenhagen, Denmark. The company develops and sells a portfolio of hair styling products, including water-based waxes (Gold Digger, Silver Fox), clays (Dynamite Clay), pomades (Flow Pomade), pre-styling sprays (Sidekick and Sidekick Zero), styling powder (Blow), shampoos, conditioners, and treatment products (Repair Oil, Hair Growth Serum). Formulas are developed in collaboration between the Danish R&D team and professional hairdressers, with manufacturing based in Denmark and Switzerland. The product line has expanded into adjacent categories including skincare (2022), hair tools (Hurricane Hair Dryer, 2025-2026), and limited-edition accessories such as handcrafted sunglasses (2021).

The business operates on a direct-to-consumer model through its own e-commerce storefront at byvilain.com, which supports multiple currencies and ships to 120+ countries, with free shipping offered on orders above $55 USD. A secondary B2B channel operates through an invite-only portal (b2b.byvilain.com) that serves approved resellers and professional salons. Products are priced on a unit basis, with core styling products in the $14-$26 USD range, premium treatments at $40 USD, and travel sizes at $7 USD; a MIX 3 GET 25% bundling promotion is offered. Revenue is generated through one-time product sales across both channels. Two Danish legal entities, Slikhaarshop A/S (CVR 35635041) and PHTC A/S, operate the storefront and corporate structure respectively, with all purchase agreements executed with Slikhaarshop A/S. The company is bootstrapped with no disclosed external funding, and the founders maintain active leadership roles in a family-run structure with 1-10 employees.

Name

By Vilain

Legal name

Slikhaarshop A/S

Website

https://byvilain.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), 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

Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE)

akta.pro secondary industries

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Barber & Professional Men’s Grooming Products (CRABAGAK)

Keywords

• Men's grooming products
• Hair styling products
• Hair pomade and wax
• Pre-styling sprays
• Professional hair care

Headquarters

HQ city

Copenhagen

HQ country

Denmark

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-to-Consumer Product Sales: By Vilain sells its full range of men's grooming products (styling waxes, clays, pomades, pre-stylers, shampoos, conditioners, treatments, and tools) directly to consumers through its e-commerce storefront. Customers can purchase individual products or bundles. Volume discounts are offered through the 'MIX 3 GET 25%' promotion.
2. B2B Wholesale and Reseller: By Vilain operates an invite-only B2B platform (b2b.byvilain.com) enabling approved resellers and business partners to purchase products wholesale. Prospective partners apply through customer service to gain access to the B2B portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

By Vilain develops, manufactures, and sells a premium line of men's grooming and hair styling products including water-based waxes, hair clays, pomades, pre-styling sprays, styling powders, shampoos, conditioners, hair treatment oils, hair growth serums, and hair tools. Products are developed in collaboration between the Danish R&D team and professional hairdressers, manufactured in Denmark and Switzerland, and sold globally to individual consumers through a direct-to-consumer e-commerce storefront and to approved resellers through an invite-only B2B portal.

Product overview

By Vilain is a premium Danish men's grooming brand offering a comprehensive hair care and styling product portfolio. The core offering centers on hair styling products including waxes (Gold Digger, Silver Fox), clays (Dynamite Clay), and pomades (Flow Pomade), complemented by pre-stylers (Sidekick, Sidekick Zero), styling powder (Blow), and full hair care regimen products (shampoo, conditioner, anti-dandruff shampoo, repair oil, hair growth serum). The brand also expanded into hair tools with the Hurricane Hair Dryer and accessories including a detangler brush. Products are primarily manufactured in Denmark with ingredients sourced and tested in Denmark, sold across 120+ countries. The brand follows a MIX 3 GET 25% bundling promotion and offers travel-sized versions of popular styling products.

Differentiator

Problem solved

Functional benefit

Products and services

• Gold Digger Hair Wax Professional high-performing hair wax with extreme hold and matte finish. Adds fullness and texture with all-day style control. The flagship By Vilain product since 2013, targeted at style-conscious men seeking reliable all-day hold without greasiness.
• Flow Pomade Modern water-based hair pomade (65 ml) designed to enhance natural movement, shine, and flexibility for flow hairstyles. Lightweight formula with natural gloss for men seeking a polished, flexible hold.
• Dynamite Clay

Quantifiable outcome

• Hair Growth Serum reduces hair loss in 45 days and activates new hair growth in 150 days
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Slikhaarshop A/ScoreOthersSlikhaarshop A/S (CVR 35635041, located at Skt. Knudstorv 3b, 8000 Aarhus C, Denmark) is the operating entity behind By Vilain's e-commerce operations and is referenced as the seller in purchase agreements when customers order from byvilain.com. It appears to be a closely affiliated entity managing the online storefront and order fulfillment.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Reuzel: Reuzel is a men's hair pomade and styling brand with strong barbershop heritage, selling water-based pomades, clays, and grooming products globally. Highly comparable to By Vilain in product mix (pomades, clays, pre-stylers) and barbershop-led GTM.
• American Crew: American Crew is a leading men's grooming brand offering hair styling, hair care, and shaving products through professional salons and retail. It is the closest direct competitor to By Vilain in the men's styling space, sharing target customers (style-conscious men) and the salon/DTC distribution model.
• Layrite: Layrite is a barbering-original men's hair styling brand selling water-based pomades, clays, and grooming products. Comparable in product overlap with By Vilain and in its reliance on barber-channel credibility.
• Uppercut Deluxe: Uppercut Deluxe is a men's grooming brand offering pomades, clays, and styling products rooted in classic barbering culture. Directly comparable to By Vilain in styling-product portfolio, masculine branding, and salon/barbershop channel mix.
• Hanz de Fuko: Hanz de Fuko is a premium men's hair styling brand offering waxes, clays, and pomades with strong salon and DTC distribution. Closely comparable to By Vilain's premium positioning, product line (e.g., Gold Digger vs. Quicksand), and price points.
• Brickell Men's Products: Brickell is a men's grooming brand offering styling products, skincare, and hair care with a premium natural-ingredient positioning. Comparable to By Vilain in DTC-led men's grooming and category extension from styling into skincare/treatment.
• Suavecito Pomade: Suavecito is a men's grooming brand specializing in pomades, hair styling products, and beard care with a strong lifestyle brand identity. Comparable to By Vilain in DTC-led men's styling positioning and cult-brand marketing.

Broad incumbents

• L'Oréal Professionnel / Men Expert: L'Oréal operates Men Expert and professional hair brands globally with deep salon distribution and large R&D budgets. A broad incumbent in the same men's grooming category, with substantially greater scale and retail penetration than By Vilain.
• Dyson (hair tools): Dyson is the dominant premium hair dryer brand globally with proprietary digital motors. Directly relevant to By Vilain as the principal competitor to its newly launched Hurricane Hair Dryer in the premium hair tools category.

Regional players

• Gatsby Styling Pomade (Mandom): Gatsby is a leading Asian men's grooming brand by Mandom offering styling waxes, sprays, and hair care primarily across Japan and Southeast Asia. Comparable product line and target customer, but geographically distinct from By Vilain's Western footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Byvilain.International
• LinkedInlinkedin.com/company/by-vilain

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 By Vilain