What Zelens does

Zelens is a privately-held, UK-domiciled skincare brand that develops and sells premium anti-ageing and skin-care products through direct-to-consumer e-commerce. Its portfolio spans serums, eye treatments, moisturizers, cleansers, mists, SPF, and a small cosmetics line (foundation, lip enhancer), organized along three merchandising axes: product category (Cleanse, Exfoliate & Treat, Mist, Powers, Serum, Eyes, Moisturise, SPF, Lips), skin type (combination, dry, normal, oily), and skin concern (lines & wrinkles, dehydration, pigmentation, acne & redness, repair). Pricing is premium, with hero SKUs in the $130-$175 range, supported by free shipping above $100, a 15% newsletter acquisition incentive, and Klarna installment payments.

The underlying technology is described as a doctor-led biotech and botanical formulation approach under founder Dr. Marko Lens, with each product tested for safety and efficacy by independent laboratories and manufactured without parabens or animal testing. The company emphasizes its biotech-botanical integration as a differentiator and brands flagship formulas (e.g., Power C) as award-winning and clinically validated, although the source material discloses no patents or trademarks. The e-commerce stack is Shopify-based, with three regional storefronts serving the UK (zelens.com), Europe/International (eu.zelens.com), and US/Canada (us.zelens.com).

The business model is predominantly one-time DTC product sales with a complementary B2B layer: a 'Become a stockist' program for third-party retailers and a Professional & Spa channel targeting clinical and spa buyers. Virtual Skincare Consultations are positioned as a premium engagement and conversion channel. The company is founder-owned and operated, has 11-50 employees, and reports no external funding or parent company involvement in the source material.

Name

Zelens

Legal name

Zelens UK

Website

https://zelens.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Zelens is a UK-based, doctor-led premium skincare brand founded by Dr. Marko Lens, selling biotech and botanical anti-ageing products (serums, eye treatments, moisturizers, cleansers, SPF) direct-to-consumer via regional Shopify storefronts in the UK, Europe, and US/Canada.

Ownership category

akta.pro rank

Product category

Premium Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Anti-Aging & Firming Treatments (HSALADAC), Brightening & Hyperpigmentation Treatments (HSALADAE), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Premium anti-aging skincare
• Doctor-formulated skincare
• Biotech botanical skincare
• Collagen boosting serum
• Clinical skincare cosmetics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of premium skincare products through owned e-commerce storefronts and stockists. Products include serums, eye creams, moisturizers, cleansers, SPF, and cosmetics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Zelens develops and sells premium anti-ageing and skincare products, including serums, eye creams, moisturisers, cleansers, SPF, foundation, and lip treatments, formulated by founder Dr. Marko Lens. Its formulations combine biotechnology with botanical ingredients and are tested for safety and efficacy by independent laboratories. Products are sold direct-to-consumer through regional Shopify storefronts across the UK, EU, and US/Canada, and via a stockist and Professional & Spa channel.

Product overview

Zelens is a doctor-led biotech and botanical skincare brand offering a comprehensive range of skincare products. The portfolio includes specialized lines: the Collagen Solution line (Firming Serum, Active Firm Eye Gel) targeting collagen production and firming; the Power C line for brightening and collagen boosting; the 3T Complex Anti-Ageing Cream for comprehensive skin renewal; the Triple Action Eye Cream for eye area concerns; and foundational products including Lens Ready Perfecting Foundation and Lip Enhancer. Products are organized by category (Cleanse, Exfoliate & Treat, Mist, Powers, Serum, Eyes, Moisturise, SPF Sunscreen, Lips), skin type (Combination, Dry, Normal, Oily), and skin concerns (Acne & Redness, Dehydration, Lines & Wrinkles, Pigmentation, Repair). The brand also offers Gift Cards and operates collections for Travel and Gifts. Zelens emphasizes doctor-formulated, biotech and botanical ingredients with a commitment to being cruelty-free and paraben-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Collagen Solution Firming Serum A new collagen-boosting serum designed to firm and rejuvenate skin, part of Dr. Lens' collagen solution line, priced at $175.
• Collagen Solution Active Firm Eye Gel A powerful eye gel targeting fine lines and wrinkles around the eye area with a collagen-boosting formulation, priced at $130.
• Triple Action Eye Cream An eye cream addressing multiple concerns around the eye area, rated 4.9 stars by users, priced from $130.
• 3T Complex Anti-Ageing Cream An anti-ageing cream formulated with 3T Complex technology for comprehensive skin renewal, priced at $160.
• Power C Collagen Boosting Brightening An award-winning vitamin C serum that boosts collagen and brightens skin tone.
• Lens Ready Perfecting Foundation A perfecting foundation product offering comprehensive skin coverage.
• Lip Enhancer A lip product designed to enhance lip appearance and condition.
• Zelens Gift Cards Digital gift cards available for purchase, allowing customers to give Zelens products as gifts.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• La Mer: Ultra-luxury skincare brand from Estée Lauder with biotech-botanical heritage (miracle broth), $100–$500+ price points, and global premium positioning. Sets the upper bound of Zelens' competitive set and represents the broader incumbent luxury skincare category.
• Dermalogica: Established professional skincare brand with strong spa/skin therapist channel globally and a D2C presence. Comparable on the Professional & Spa B2B distribution model Zelens is developing, though at much larger scale.

Direct peers

• NIOD (by DECIEM): Biotech-focused skincare sub-brand from DECIEM with advanced active formulations and global D2C presence. Highly comparable on biotech positioning and category overlap around serums and treatments.
• Allies of Skin: Premium bioavailable skincare brand with high active-ingredient concentrations, premium price points ($60–$200), and global DTC model. Comparable positioning around biotech formulation and efficacy-led claims.
• Dr. Barbara Sturm: Doctor-led premium skincare brand featuring 'Dr.' founder authority, biotech formulation positioning, and celebrity endorsements. Direct comparable on founder-as-brand-equity and high-end price positioning.
• Drunk Elephant: Premium clean/biotech skincare brand with similar direct-to-consumer model and price points ($30–$90 typical). Comparable target customer and category positioning around scientifically formulated, ingredient-conscious skincare.
• Tata Harper: Luxury natural and botanical skincare brand founded by a Colombian-born formulator with science-driven positioning. Highly comparable premium DTC model, founder-led brand authority, and high price points.
• SkinCeuticals: Clinical skincare brand with science-led positioning, professional/spa channel alongside D2C, and premium serums (CE Ferulic, etc.). Comparable on clinical credibility, professional distribution, and anti-aging focus.
• Sunday Riley: Premium skincare brand with biotech and clinical actives, founder-led positioning, and similar premium price tier. Comparable on D2C premium skincare with science-driven product narrative.
• Augustinus Bader: Premium science-backed skincare brand founded by a biomedical scientist, with luxury price points ($100–$300+) and global D2C operations. Closely aligned on scientist-founder positioning and biotech claim structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Zelens
• Facebookfacebook.com/zelens
• LinkedInlinkedin.com/company/zelens-limited

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 Zelens