What Forest Kids does

Forest Kids is a Swedish direct-to-consumer children's bath care brand operating under the legal entity sWell Nordic AB (DBA: Forest Kids, Forestkids, Forest Kids Stockholm). Founded in 2021 by parents of three young children, the company develops and sells a focused portfolio of five personal care SKUs — Bubble Bath, Hair & Body Wash, Hair Detangler, Conditioner, and All Purpose Oil — packaged in 100% recycled bottles and bundled into three ritual sets (Bath Ritual, Hair Ritual, Everything) plus an Originals bundle. Formulas are 100% vegan and cruelty-free, contain 90-99.5% natural-origin ingredients per ISO 16128, include at least 10% certified organic inputs (blueberry extract, aloe vera, Nordic sugar beet betaine, organic sunflower oil), are free of the 26 EU-listed allergens and SLS/BHT/PEG, and are dermatologically tested on sensitive skin.

The core technology is the formulation itself: products are manufactured in Sweden under GMP and developed in compliance with EU cosmetic regulations, leveraging naturally-derived surfactants and conditioning agents rather than synthetic alternatives. The company runs a Shopify-powered e-commerce storefront (forestkids.se) localized for Sweden, Denmark, Finland, and Norway with multi-currency checkout (SEK/DKK/EUR), free EU shipping above 300 SEK/€30, and a wide payment-method stack (Klarna, MobilePay, Apple Pay, Google Pay, PayPal, Shop Pay, plus major card networks). Distribution is exclusively DTC today, with a reseller CTA on the website indicating nascent wholesale intent.

The business model is straightforward DTC commerce: one-time unit and bundle purchases at fixed retail prices with promotional discounts (bundles save 10-16% vs. individual items), supported by organic social (Facebook, Instagram, TikTok), owned email via Klaviyo, and content marketing. The customer base is parents of children aged 3+ in the Nordic region — and, with the 2024 launch of All Purpose Oil, increasingly the broader family including expectant mothers. The company is founder-owned and bootstrapped, with no disclosed external funding and a six-person team operating from Djursholm, Sweden.

Name

Forest Kids

Legal name

sWell Nordic AB

Website

https://forestkids.se

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Forest Kids is a Swedish direct-to-consumer children's bath care brand selling vegan, dermatologically tested bubble bath, wash, detangler, conditioner, and oil to Nordic and EU parents of children aged 3+. Founded 2021, made in Sweden, and operated by a 6-person bootstrapped team under sWell Nordic AB.

Ownership category

akta.pro rank

Product category

Children's Natural Bath & Body Care

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH)

Keywords

• Children bath care
• Vegan personal care
• Natural kids skincare
• Organic baby products
• Family hygiene products

Headquarters

HQ city

Djursholm

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

Revenue model

1. Direct Product Sales: Forest Kids generates revenue through direct-to-consumer sales of individual bath care products and curated ritual bundles via their e-commerce store. Products are sold at fixed retail prices with occasional promotional discounts. Additional revenue comes from shipping fees on orders below the free shipping threshold.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Forest Kids manufactures and sells a small line of vegan, natural-origin children's bath care products — Bubble Bath, Hair & Body Wash, Hair Detangler, Conditioner, and All Purpose Oil — through its own Shopify-powered e-commerce store at forestkids.se. Products contain 90–99.5% natural-origin ingredients (10%+ certified organic), are free from EU-listed allergens, and are dermatologically tested for sensitive skin; they are sold individually and as curated ritual bundles to parents and families across Scandinavia.

Product overview

Forest Kids is a Swedish children's bath care brand that offers a focused portfolio of five core personal care products: Bubble Bath, Hair & Body Wash, Hair Detangler, Conditioner, and All Purpose Oil. All products are 100% vegan, dermatologically tested on sensitive skin, made in Sweden with natural-origin ingredients (90%+ natural, 10%+ certified organic), and feature allergen-safe fragrances. The products are designed for children aged 3 and up and the whole family. The portfolio is sold both as individual products and through four curated bundle offerings: The Everything Bundle (complete collection), The Hair Ritual Bundle, The Bath Ritual Bundle, and The Originals Bundle. Products feature 100% recycled and recyclable plastic bottles and are free from SLS, BHT, and PEG.

Differentiator

Problem solved

Functional benefit

Products and services

• Bubble Bath

Quantifiable outcome

• Products contain 90-99.5% natural-origin ingredients
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Aveeno Baby: Johnson & Johnson-owned baby personal care line offering washes, lotions, and hair care with sensitive-skin positioning. Competes in the same category as Forest Kids with vastly larger distribution and marketing budgets.
• Sebamed Baby: German dermatologist-recommended baby and kids personal care brand with a pH-balanced, sensitive-skin product range. Comparable on EU regulatory positioning, kids' bath category, and clinically-tested ingredient philosophy.
• Weleda: Swiss natural personal care incumbent with a dedicated Baby Derma and kids' bath care line. Overlaps with Forest Kids in natural-ingredient, EU-manufactured, dermatologically-tested baby/kids bath products, but operates across a much broader portfolio.

Direct peers

• Babo Botanicals: US natural baby and kids bath, hair, and skin care brand with plant-based formulations. Closely comparable to Forest Kids on product category, natural/clean ingredient positioning, and target parent demographic.
• Childs Farm: UK-based children's bath and skin care brand offering vegan, dermatologist-tested formulations for sensitive skin. Directly comparable to Forest Kids in target customer (parents of young children), product positioning (gentle, natural), and category (kids' personal care).
• California Baby: US natural baby and kids personal care brand offering plant-based, allergen-aware bath and skin care. Directly comparable on category (kids bath/hair care), ingredient philosophy (natural, vegan-friendly), and parent-targeted positioning.
• Burt's Bees Baby: Burt's Bees' dedicated baby/kids personal care line offering natural-ingredient washes, lotions, and bath products. Highly comparable in product mix, natural positioning, and target audience, though backed by the larger Clorox-owned parent brand.
• Mustela: French baby and kids skin care brand offering natural, dermatologist-tested bath and hygiene products. Comparable on kids' personal care category, sensitive-skin positioning, and European retail/wholesale footprint.

Others

• Lyko: Nordic beauty and personal care e-commerce retailer that already stocks Forest Kids products and surfaces customer reviews on-site. Relevant as a channel partner and Nordic beauty distribution comparable rather than a product competitor.

Emerging players

• Tubby Todd: US-based emerging natural kids' bath and skin care brand with a focused DTC approach. Comparable to Forest Kids as a smaller-scale, founder-led brand targeting parents with clean, gentle kids' personal care.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/100093561470187
• Instagraminstagram.com/forestkids.official
• TikToktiktok.com/@forestkids.official
• LinkedInlinkedin.com/company/forestkids-se

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Forest Kids