Beth's Beauty Center

What Beth's Beauty Center does

Beth's Beauty Center is a privately held Norwegian beauty retail and spa operator headquartered in Oslo, founded in 1990, that runs six physical salon/spa branches across the Oslo metro (Frogner, Gabels Gate, Sæter Torg, CC Vest, Fornebu Senter, and Bekkestua) alongside a direct-to-consumer e-commerce platform at beths.no. The company serves individual consumers — predominantly women across multiple age groups — with two integrated offerings: professional in-salon beauty and wellness treatments (skincare, body care, hand and foot care, lashes and brows, hairdressing, makeup/tattooing, and hair removal) and a curated multi-brand retail assortment of skincare, makeup, body care, hair care, fragrance, accessories, and jewelry.

The product portfolio consists of authorized third-party brands — including Dermalogica, Elemis, Dr. Schrammek, ZO Skin Health, iS Clinical, Obagi Medical, Oribe, Parfums De Marly, Skin Better Science, Davines, Colorescience, Jane Iredale, and the formerly Elixir-branded Face Formula — alongside a proprietary own-brand line, Beth's Beauty Line (including SOS Repair products). Revenue is generated through two principal streams: per-treatment and per-product transaction revenue at point of sale or service delivery across the six locations, and online product sales via a Magento storefront with Klarna buy-now-pay-later support, a free-shipping threshold over 300 kr, and a customizable gift card program. A customer loyalty club ('kundeklubb'), newsletter, beauty blog, and online skin analysis tool (hudanalyse.beths.no) serve as retention and conversion channels.

The company also operates a separate medical-grade skincare vertical, Beth's Medispa (bethsmedispa.no), delivering advanced treatments that complement standard salon services. The technology stack is e-commerce-centric (Magento storefront, Klarna integration, online skin analysis, email marketing, loyalty platform, appointment booking through nytime.no/beths) with no disclosed proprietary AI/ML capability. Geographic scope remains single-country (Norway), and the ownership structure is independent with no institutional investor, parent company, or acquisition history documented.

Name

Beth's Beauty Center

Legal name

Beth's Beauty Center

Website

https://beths.no

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Beth's Beauty Center is a privately held Norwegian beauty retail and spa operator in Oslo that sells 25+ premium skincare and cosmetics brands and operates six salon/spa branches plus a Magento e-commerce storefront serving individual consumers in Norway.

Ownership category

akta.pro rank

Product category

Beauty Salon and Spa Services

NAICS

Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Aesthetics Experiences (Facials, Skincare Clinics, Non-surgical Aesthetics) (THAJAHAK)

akta.pro secondary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Professional beauty treatments
• Skincare retail store
• Spa and salon services
• Beauty brand retailer
• Cosmetics e-commerce

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail product sales: The company operates an e-commerce storefront (beths.no) selling skincare, makeup, body care, hair care, fragrance, accessories, and jewelry products from multiple branded suppliers. Products are sold at various price points in Norwegian Kroner.
2. In-store beauty treatments and spa services: Beth's Beauty Center offers professional beauty treatments and spa services at their 6 physical locations across Oslo, including skin care, body care, hand and foot care, lash and brow, hairdresser, makeup/tattooing, and hair removal services. These are service revenue transactions at the point of delivery.
3. Gift cards: The company sells gift cards (gavekort) allowing customers to purchase treatments or products, providing upfront cash flow and encouraging repeat visits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Beth's Beauty Center is a Norwegian beauty, health, and wellness retailer and spa operator offering professional in-salon beauty treatments (skin care, body care, hand/foot care, lashes and brows, hairdressing, makeup/tattooing, hair removal) across 6 physical locations in the Oslo metro area. The company also sells skincare, makeup, body care, hair care, fragrance, jewelry, and accessories from more than 25 premium third-party brands through its own e-commerce storefront, plus its own Beth's Beauty Line private label.

Product overview

Beth's Beauty Center is Norway's leading beauty, health, and wellness center with 6 physical locations in Oslo and an e-commerce platform. The offering consists of: (1) Professional beauty treatments including skin care, body care, hand/foot care, eyelashes & eyebrows, hairdresser, make-up/tattooing, and hair removal; (2) A curated portfolio of third-party skincare and beauty brands including Dermalogica, Elemis, Dr. Schrammek, ZO Skin Health, iS Clinical, Obagi Medical, and Face Formula; (3) The proprietary Beth's Beauty Line; (4) Online skin analysis tools; and (5) Gift cards. Products span face care, body care, makeup, health & wellness, hair care, fragrances, jewelry, accessories, and men's grooming. Treatments are available by appointment at physical spa locations, while products are sold through the Magento e-commerce store with free shipping over 300 NOK.

Differentiator

Problem solved

Functional benefit

Products and services

• Beauty Treatments (Spa Services) Professional in-salon beauty and wellness treatments delivered at 6 physical locations in Oslo, including skin care, body care, hand and foot care, eyelashes and brows, hairdresser services, makeup/tattooing, and hair removal. Available to individual consumers by appointment.
• Beth's Beauty Line (Own Brand) Beth's Beauty Center's proprietary private-label beauty product line, including the SOS Repair and SOS Repair Duo ranges targeted at skin repair and recovery. Sold via beths.no and in branch.
• Face Formula Skincare Line

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Face Formula (Elixir)coreChannel Partner/ Reseller/ DistributorFace Formula (formerly Elixir Cosmeceuticals) is a Norwegian skincare brand rebranded after nearly 20 years. The brand philosophy centers on 'Longevity' — long-term skin health through science-backed formulations. Beth's Beauty is an authorized retailer of Face Formula products, offering the full range including Niactil 4%, Super Hydration Cream, cleansers, serums, and sun protection. Face Formula products are featured as bestsellers and new arrivals on beths.no.
• ElemiscoreChannel Partner/ Reseller/ DistributorElemis is a UK-based luxury skincare brand established in 1988 in London, known for its Pro-Collagen series and Superfood line. Beth's Beauty stocks a wide range of Elemis products including cleansers, body creams, massage oils, and the award-winning Pro-Collagen line. Elemis products are highlighted as bestsellers and featured in promotional campaigns on the site.
• Dr. SchrammekcoreChannel Partner/ Reseller/ DistributorDr. Schrammek is a German plant-based dermatological skincare brand. Their signature Green Peel treatment is performed weekly at Beth's Beauty salons, and the Blemish Balm is one of the store's bestsellers. The partnership includes both in-salon treatments and retail product sales across multiple Dr. Schrammek lines (Essential, Sensitive/Sensiderm, Vitality, Beauty Elements).
• DermalogicacoreChannel Partner/ Reseller/ DistributorDermalogica is an American professional skincare brand known for its active, documented ingredients. Beth's Beauty is an authorized retailer of over 50 Dermalogica products across categories including cleansers, serums, moisturizers, eye care, and sun protection. Products are filterable by skin type and skin condition on beths.no. The brand has earned more than 300 awards globally.
• ZO Skin HealthcoreChannel Partner/ Reseller/ DistributorZO Skin Health is a professional medical skincare brand founded by Dr. Zein Obagi. Beth's Beauty is an authorized retailer, featuring products like Exfoliating Cleanser, Retinol + Blemish Complex, and Pigment Home Mask as top sellers. ZO Skin Health products are highlighted in dedicated campaign sections and the beauty blog.
• Other branded partnersminorChannel Partner/ Reseller/ DistributorBeth's Beauty stocks 25+ additional beauty brands including iS Clinical, Jane Iredale, Obagi Medical, Oribe, ZO Skin Health, NOIR Stockholm, Skin Better Science, Caroline Svedbom, Davines, Colorescience, Mesoestetic, By Terry, MeLine, Miriam Quevedo, NOON Aesthetics, Sprekenhus, BioSil, Molton Brown, RevitaLash, and Parfums De Marly, among others.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Space NK: Space NK is a UK-based multi-brand beauty retailer specializing in premium and indie skincare and makeup brands. Its curated assortment, brand-authorized positioning, and store experience overlap with Beth's Beauty Center's premium, editorial approach to beauty retail.
• Ulta Beauty: Ulta Beauty is the largest US specialty beauty retailer combining mass, prestige, and salon services under one roof. While much larger and more mass-market, its hybrid retail-plus-services format and broad brand partnerships make it a strategic reference point for Beth's business model.
• Sephora: Sephora is the global multi-brand beauty retail incumbent operating hundreds of stores and a major e-commerce platform. It offers a premium-brand assortment comparable to Beth's curated portfolio and competes for the same end consumer, though at much broader scale and without in-store spa services.
• The Body Shop: The Body Shop is a global multi-location ethical beauty retailer with stores across Europe including Norway. While its positioning (ethical/clean beauty) differs, its retail store model and skin/body care category overlap with Beth's wellness and body care offering.

Direct peers

• Dermstore: Dermstore (formerly DermStore) is a US-focused authorized online retailer of professional skincare brands including many carried by Beth's (Dermalogica, ZO Skin Health, SkinBetter Science). Its assortment and professional-skincare orientation make it a clear e-commerce comparable.
• Bluemercury: Bluemercury is a US-based multi-brand beauty retailer that operates as a hybrid store-and-spa concept, combining retail of premium skincare brands with in-store spa services. Its retail-plus-services model mirrors Beth's Beauty Center's structure, making it a useful structural comparable.
• Lyko: Lyko is a Nordic beauty and hair e-commerce retailer with physical salons, headquartered in Sweden but shipping across the Nordics. Its hybrid retail + salon model and broad premium-brand assortment overlap directly with Beth's Beauty Center's multi-channel DTC approach.
• Kicks: Kicks is the largest beauty retailer in the Nordics, operating multi-brand physical stores and e-commerce across Norway, Sweden, Finland, and Denmark. It is the closest direct peer to Beth's Beauty Center, competing for the same Oslo catchment of premium-brand beauty shoppers with similar product assortment and authorized retailer positioning.
• NordicFeel: NordicFeel is a Norwegian online beauty and wellness retailer selling premium skincare, fragrance, and haircare brands. It competes with Beth's e-commerce arm on price, selection, and shipping terms within the same Norwegian consumer base.

Regional players

• Åhléns: Åhléns is a Nordic department store chain with beauty halls featuring premium skincare, makeup, and fragrance brands. It competes with Beth's in the broader Oslo retail market across beauty product categories, even though department store distribution differs from a specialist spa format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Beths.no
• LinkedInlinkedin.com/company/beths-beauty-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Beth's Beauty Center