New Nordic Health brand

What New Nordic Health brand does

New Nordic AB is a Swedish public company (NASDAQ Stockholm First North: NORDIC) that develops, manufactures, and markets herbal-based nutritional supplements, vitamins, and beauty products. Founded in 1990 by Karl Kristian Bergman Jensen and headquartered in Malmö, the company operates a portfolio of branded product lines including Hair Volume™ (hair health supplements and topical hair care), Blue Berry™ (eye health), Collagen Filler™ (skin anti-aging), Clear Brain™ (cognitive support), Melissa Dream™ (sleep), Tone™ (nerve function), and demographic-specific multivitamins, alongside the Natural Magic™ skincare line. Core technology centers on plant-based and botanical formulations, with proprietary ingredient sourcing (e.g., Annurca apple extract from volcanic soil in southern Italy, Nordic wild bilberry) and a From Seed to Heart quality program controlling the supply chain from raw material to finished product. Manufacturing is conducted in Scandinavia under documented quality control, with clinical studies cited for flagship products.

The company pursues a multi-channel go-to-market: direct-to-consumer e-commerce through newnordic.se with an opt-in subscription model offering 20% discount on recurring orders, free shipping, and flexible delivery intervals; and broad retail distribution through more than 20 international subsidiaries across 40+ countries, reaching over 50,000 pharmacies and health/beauty stores including major Swedish pharmacy chains (Apoteket, Apotek Hjärtat, Kronans Apotek) and beauty retailers (Lyko). Marketing relies on content, customer testimonials, brand ambassadors (notably Johanna Lind Bagge), social media presence on Facebook and Instagram, and Herbal Schools (Örtskola) educating retail staff. Customer segments are diversified across use cases (hair health, eye health, skin anti-aging, cognitive support, sleep, general wellness) and demographics (men, women, women 55+, women in menopause), with no enterprise or B2B customers identified. Reported revenue is not disclosed in the supplied data; the financials table provided is inconsistent with the company's scale and is treated as unreliable.

Name

New Nordic Health brand

Legal name

New Nordic AB

Website

https://newnordic.se

Company type

Public

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

New Nordic AB is a Swedish public company that markets herbal-based nutritional supplements, vitamins, and beauty products across more than 40 countries through over 50,000 pharmacies and health stores, serving health-conscious consumers seeking hair, eye, skin, cognitive, and sleep support.

Ownership category

akta.pro rank

Product category

Herbal Dietary Supplements

NAICS

Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH), Multivitamins & Daily Packs (CRADAGAC), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Herbal dietary supplements
• Hair growth supplements
• Eye health vitamins
• Marine collagen skincare
• Beauty from within

Headquarters

HQ city

Malmö

HQ country

Sweden

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. Product Sales - Direct to Consumer: E-commerce sales through NewNordic.se website with subscription model offering 20% discount on recurring orders. Customers can subscribe to automatic deliveries with flexible intervals and no binding period.
2. Retail and Pharmacy Distribution: Products sold through pharmacies and health/beauty stores globally. Trained staff in over 50,000 stores worldwide sell New Nordic products daily. Major Swedish retail partners include Apoteket, Apotek Hjärtat, Kronans Apotek, and Lyko.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

New Nordic develops, manufactures, and markets herbal-based dietary supplements, vitamins, skin care, and hair care products under brands such as Hair Volume, Blue Berry, Collagen Filler, Clear Brain, Melissa Dream, and Tone. Products are sold globally through pharmacies, health/beauty retailers, and the company's own e-commerce site with subscription options. Manufacturing is carried out under Scandinavian quality control as part of the 'From Seed to Heart' program that covers the entire supply chain from raw material sourcing to finished shelf product.

Product overview

New Nordic is a Swedish health supplement and beauty brand offering a portfolio of herb-based dietary supplements, vitamins, skin care, and hair care products. The core product lines include Hair Volume™ (hair growth supplements and topical hair care including serum and mask), Blue Berry™ (eye health supplements), Collagen Filler™ (skin care tablets), Clear Brain™ (cognitive support), Melissa Dream™ (sleep support), Tone™ (nerve function), and multivitamins for different demographics. Products combine natural plant extracts with documented research, manufactured primarily in Scandinavia under high quality control.

Differentiator

Problem solved

Functional benefit

Brands

• Hair Volume™: Hair supplement product line including tablets, gummies, menopause formula, shine serum, and repair mask.
• Blue Berry™
• Collagen Filler™
• Clear Brain™
• Melissa Dream™
• Tone™

Products and services

• Hair Volume™ Award-winning hair supplement tablet containing Annurca apple extract, millet, horsetail, amino acids, biotin, zinc, and copper, designed to nourish hair follicles and support normal hair growth and pigmentation from within. Targeted at men and women experiencing hair thinning, postpartum hair loss, or wanting fuller-looking hair.
• Blue Berry™ Plus Ögonvitamin Swedish food supplement based on bilberry, marigold extract, and eyebright, containing vitamin A and zinc to maintain normal eyesight. Targeted at consumers seeking eye health support, including those with age-related vision changes or screen-induced eye strain.
• Collagen Filler™ Skin care tablet based on marine collagen from wild-caught cod combined with standardized pomegranate extract, tomato extract, and astaxanthin, with vitamin C supporting normal collagen formation for skin function. Targeted at adults seeking to reduce visible signs of skin aging. Clinical studies showed reduction of fine lines and wrinkles after 14 days in women aged 26-58.
• Clear Brain™ Herbal supplement developed for mental ability, concentration, and memory, containing extracts of walnut, pomegranate, and pine bark along with vitamins and minerals including iodine for normal cognitive function. Targeted at adults experiencing brain fog or wanting to support mental performance.
• Melissa Dream™ Sleep and relaxation supplement containing lemon balm extract (which contributes to relaxation and normal restful sleep), green tea, chamomile, B-complex vitamins, and magnesium. Targeted at adults with sleep difficulties or seeking natural relaxation support.
• Tone™ Herbal supplement containing buckwheat, hops, bilberry, and galangal root, with niacin and magnesium supporting normal nervous system function. Targeted at consumers seeking nerve function support.
• Active Legs™ Supplement containing carefully selected ingredients to support circulatory health and normal blood vessel function. Targeted at adults seeking leg and vein comfort support.
• Active Liver™ Supplement containing carefully selected herbal ingredients to support normal liver function. Targeted at adults seeking daily liver support.
• Multivitamin kvinnor (Multivitamin for Women) Tailored multivitamin with organically bound minerals designed for women, with extra calcium, iron, B vitamins, and folic acid. Targeted at women seeking daily nutritional supplementation.
• Multivitamin kvinnor 55+ (Multivitamin for Women 55+) Specialized multivitamin for women over 55, providing 100% of daily calcium needs along with extra B vitamins, selenium, and other important nutrients, without iron. Targeted at older women with age-specific nutritional needs.
• Multivitamin man (Multivitamin for Men) Tailored daily supplement formulated for men, with thiamine supporting normal heart function and zinc supporting normal fertility and reproduction. Targeted at men seeking comprehensive daily nutrition.
• Natural Magic™ Anti-ageing Cream Anti-ageing cream that reduces visible wrinkles, featuring naturally selected botanical extracts. Targeted at consumers seeking topical anti-aging skincare.
• Hair Volume™ Shine Serum Herbal-based nourishing serum containing apple and millet extract to recreate healthy hair, providing shine and volume. Targeted at consumers wanting topical hair care support alongside the Hair Volume supplement.
• Hair Volume™ Repair Mask Hair mask containing apple, coconut, and hydrolyzed rice protein that helps restore the hair's moisture balance and strength. Free from SLS/SLES sulfates and silicone. Targeted at consumers with damaged or dry hair.

Quantifiable outcome

• 9 out of 10 participants experienced more beautiful hair overall in Hair Volume study
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Viviscal: Viviscal is one of the most well-known hair growth supplement brands globally, directly competing with New Nordic's Hair Volume line in pharmacies and health retail. Both target the same beauty-from-within hair consumer and rely on clinical evidence and pharmacist endorsement to drive sales.
• Nourkrin: Nourkrin is a hair growth supplement brand with a long-standing presence in pharmacies and health stores, built on marine protein complex formulations. It competes directly with New Nordic's Hair Volume in the same hair-from-within category, targeting similar consumers with overlapping channel strategies.
• Pharma Nord: Pharma Nord is a Danish manufacturer and distributor of evidence-based nutritional supplements and herbal products sold through pharmacies and health stores across Europe. It competes head-to-head with New Nordic in Scandinavian and European pharmacy channels across multiple categories including multivitamins and herbal formulations.

Broad incumbents

• Solgar: Solgar is a long-established global vitamin and supplement brand distributed through health food stores and pharmacies in many of the same 40+ countries as New Nordic. It competes directly with New Nordic's multivitamin and specialty supplement lines and represents a broader incumbent with larger scale.
• Orkla Health: Orkla Health (part of Orkla ASA) is a large Nordic consumer health and nutrition player with broad supplement, OTC, and personal care brands. It competes with New Nordic across multiple categories and is a much larger incumbent with deeper distribution and marketing budgets.
• Centrum (Haleon): Centrum, owned by Haleon, is a global multivitamin incumbent widely stocked in pharmacies and mass retail in the same geographies as New Nordic. It competes most directly with New Nordic's Multivitamin Man and Multivitamin Women 55+ lines and brings significantly larger marketing spend to shelf.
• Nature's Bounty: Nature's Bounty is one of the largest global supplement manufacturers, covering vitamins, minerals, and herbal supplements across mainstream retail and pharmacy. It overlaps with New Nordic's multivitamin and specialty supplement portfolio at a much larger scale and broader distribution.

Regional players

• BioGaia: BioGaia is a Swedish probiotic and health supplement company listed on NASDAQ Stockholm, sharing New Nordic's Scandinavian heritage, public-market profile, and pharmacy-led distribution model. While focused on probiotics, it competes in the same health-conscious consumer OTC segment and the same retail channels.
• Midsona: Midsona is a Swedish health and wellness products group operating brands in vitamins, supplements, and natural personal care across the Nordics and Europe. It overlaps with New Nordic across multivitamins, herbal supplements, and beauty-from-within categories, and shares similar pharmacy and health-store distribution.

Emerging players

• Natrol: Natrol is a US-based supplement brand with strength in beauty, sleep, and mood categories (e.g., hair-skin-nails, melatonin) sold through mass retail and online. It competes with New Nordic across beauty-from-within, sleep, and cognitive categories via similar omni-channel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/newnordicsweden
• Instagraminstagram.com/newnordicsweden

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 New Nordic Health brand