Greenlips Beauty

What Greenlips Beauty does

Greenlips Beauty (legal entity: Greenlips Finland Oy), headquartered in Teijo, Finland, is a bootstrapped B2B distribution platform operating as Greenlips BEAUTY PRO. Founded in 2010 by Sharon Forbes, the company curates and distributes a portfolio of 12 premium artisan professional hair and beauty brands — including Kydra le salon, Less is More, Green Heads, TEK Brushes, Paper Not Foil, Sunkissed Hair, Und Gretel, and Matador — to hair salon professionals in Finland and, since August 2024, Sweden. The catalog spans 794+ SKUs across hair color, hair care, scalp treatments, styling tools, body care, and natural cosmetics, with multiple B Corp and COSMOS-certified brands (e.g., Less is More and TEK since 2017) anchoring the responsible-product positioning.

The business is built on a closed B2B e-commerce platform (pro.greenlipsbeauty.com and pro.greenlipsbeauty.se) powered by MyCashflow, with account approval and VAT-number verification gating access to pricing. The technology stack is intentionally lean and off-the-shelf: MyCashflow handles storefront and account management, Procountor handles invoicing, Google reCAPTCHA provides anti-bot protection, and Matkahuolto/Posti handle logistics. There are no proprietary software products, AI features, or platform APIs; the differentiation lives in the curated portfolio, exclusive Nordic distribution rights, and the BEAUTY PRO Community education program (webinars, in-person workshops, international training, closed Facebook group).

Revenue is generated primarily through product distribution and resale of the curated brand portfolio to registered salons, with secondary revenue from professional training and education services. Pricing is not publicly disclosed; business customers access tiered B2B pricing after account approval, with free shipping on orders above €400 (ex VAT) and a 5% small-order surcharge for orders with fewer than 3 units of a single SKU. The go-to-market is sales-led, relying on direct account management, personal onboarding, customized starter packages, and a 30-day money-back guarantee. Customers are exclusively SMB hair salons (e.g., Folk Helsinki, Prof Hair Design, Hiusduetto, Hiussaaga), with the company citing collaborations with hundreds of beauty industry entrepreneurs over more than a decade.

Name

Greenlips Beauty

Legal name

Greenlips Finland Oy

Website

https://greenlipsbeauty.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Greenlips Beauty PRO is a Finnish B2B distributor, founded in 2010, that curates 12 premium artisan professional hair and beauty brands and sells them through a closed e-commerce platform to hair salon professionals in Finland and Sweden.

Ownership category

akta.pro rank

Product category

Professional Hair Care Distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional/Salon Beauty Distribution (CRAOAEAB)

akta.pro secondary industries

Natural, Organic & Clean Beauty Distribution (CRAOAEAM), Beauty & Salon Professional Supply Marketplaces (CRAFAHAH)

Keywords

• Professional hair care distribution
• B2B beauty wholesale
• Salon professional supplies
• Curated beauty brand portfolio
• Professional color products

Headquarters

HQ city

Teijo

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution and Resale: Greenlips Beauty PRO operates as a distributor/importer of professional hair care and beauty products, selling curated brands to hair salon professionals through a B2B e-commerce platform. Revenue is generated through product sales with pricing based on order value, offering free shipping for orders exceeding €400 (ex VAT).
2. Professional Training and Education: The company offers training programs, webinars, and in-person workshops for beauty professionals as part of their growth partnership model, supporting product adoption and brand loyalty.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Greenlips BEAUTY PRO operates as a B2B distributor and importer of professional hair care and beauty products, selling a curated portfolio of 12 premium artisan brands (including Kydra le salon, Less is More, Green Heads, Paper Not Foil, TEK Brushes, Sunkissed Hair, and Und Gretel) to hair salon professionals in Finland and Sweden. The company complements product distribution with a growth partnership model that includes personal onboarding, training programs, webinars, workshops, and marketing support for resellers.

Product overview

Greenlips BEAUTY PRO is a curated B2B distribution platform for professional hair and beauty products, operating as a brand house rather than a single unified product. The portfolio comprises multiple sub-brands and product categories: (1) Kydra le salon Color - professional hair color with sub-lines Jelly Gloss, Botanique, Blonde Beauty, Primary, Elixirs, and Perfect Nude; (2) Kydra le salon Haircare - professional hair care line; (3) Less is More - Austrian B Corp certified organic hair and body care with Baseline, PURE, and Rebalance lines; (4) Green Heads - plant-based hair color and hair care; (5) Paper Not Foil - eco-friendly foil alternative; (6) TEK Brushes and Combs - B Corp certified professional tools; (7) Sunkissed Hair - clay lightening; (8) Und Gretel - German natural makeup; (9) Kydra Anti-Chute - hair loss treatment products. The platform serves hair industry professionals (salons, hairstylists) with both professional-use products and retail/resale items, supported by training programs and marketing materials.

Differentiator

Problem solved

Functional benefit

Brands

• Green Heads Color: Plant-based hair color product line for professional use.
• Green Heads Haircare
• Kydra le salon Color
• Kydra le salon Haircare
• Less is More
• Paper Not Foil
• Sunkissed Hair
• TEK Brushes and Combs
• Und Gretel
• Matador - Semper

Products and services

• Kydra le salon Color Professional hair coloring brand combining oxidation dye technology with plant-based ingredients and strict sustainability principles. Includes Jelly Gloss, Botanique, Blonde Beauty, and Primary color lines, targeting hair salon professionals for in-salon color services.
• Less is More Austrian certified organic hair care, body care, and face care brand offering shampoos, conditioners, styling products, and treatments with 99.38-100% natural ingredients. B Corp certified since January 2017, sold to salon professionals for resale and in-salon use.
• Green Heads Color Plant-based hair color and tint brand offering pure pigments, mixed pigments, strong pigments, and treatment products with at least 92% natural ingredients. Targeted at salon professionals seeking botanical color alternatives.
• Green Heads Haircare Hair care and styling line including shampoos, conditioners, styling products, and special care items with high natural ingredient percentages, sold to salon professionals.
• Paper Not Foil Eco-friendly hair highlighting strips made from recycled stone material, offering a reusable and sustainable alternative to traditional aluminum foil for highlighting techniques in salons.
• TEK Brushes and Combs Professional hair brushes and combs including carbon fiber combs, round brushes, oval brushes, paddle brushes, and detangling brushes. B Corp certified company since March 2017, sold to salon professionals.
• Sunkissed Hair Clay-based hair lightening products offering a natural alternative to traditional bleaching for sun-kissed hair effects in salon services.
• Und Gretel German natural cosmetics brand for skin, eyes, lips, and skincare offering certified organic makeup products including foundations, concealers, eyeliners, and brushes, sold to salons for resale.
• Kydra le salon Haircare Professional hair care line including shampoo, mask, leave-in treatments, and special care products, sold to salon professionals as part of the Kydra le salon brand ecosystem for resale and in-salon use.
• Matador - Semper Professional accessory brand offering various hair styling tools and supplies for salon professionals.
• BEAUTY PRO Community Training Programs Professional training and education service offering webinars, in-person workshops, BEAUTY PRO Community events, and international training opportunities for hair industry professionals using the company's distributed brands.
• B2B Growth Partnership Reseller Onboarding Sales-led onboarding service for hair salon professionals to become resellers, including business account registration and approval, customized starter packages, hands-on training, marketing support from a digital material bank, and a 30-day money-back guarantee.

Quantifiable outcome

• 84.6% of female salon service users would prefer salons to use responsible and ecological products if they work as well as current products

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

One partnership is on record.

• Anette SvenssoncoreOthers · 1 August 2024Anette Svensson joined Greenlips Beauty PRO to lead and develop the company's operations throughout Sweden starting August 1, 2024. With 20 years of experience in the hair and beauty industry from Sweden and international markets, she brings expertise in training, leadership, and innovation.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wella Professionals (Wella Company): Major global professional hair brand (color, care, styling) distributed through broad-line B2B channels to salons worldwide. The standard mass-market incumbent against which a niche curated distributor like Greenlips competes for salon shelf space.
• Schwarzkopf Professional (Henkel): Henkel-owned global professional hair brand offering color, care and styling products distributed via large-scale B2B channels. Comparable as a broad-line incumbent option for salons evaluating supplier relationships versus a curated distributor.
• L'Oréal Professionnel: Global incumbent professional hair color and care brand from L'Oréal, distributed to salons worldwide via large-scale B2B sales operations. Represents the dominant mass-market alternative salons consider alongside Greenlips' curated artisan portfolio.
• Goldwell (Kao): Kao-owned professional hair color and care brand with global salon distribution. Comparable as a broad incumbent in the professional hair distribution channel where Greenlips operates.

Emerging players

• Olaplex: Professional bond-building haircare brand distributed through salons globally, with a heavy emphasis on in-salon services and professional-channel exclusivity. Comparable as a high-performance, salon-channel professional brand that salons weigh against Greenlips' curated portfolio.
• Kevin Murphy: Professional-only haircare brand with a strong salon-direct, sustainability-positioned go-to-market model and a curated, performance-driven product range. Comparable as a values-led, salon-exclusive professional brand with overlapping target customers and similar premium positioning.
• Maria Nila (professional hair brand + direct sales): Swedish vegan, sulfate-free professional haircare brand selling both through its own professional channels and via B2B distribution to salons. Comparable target customer (Nordic salons seeking sustainability-led brands) and partial product overlap with Greenlips' portfolio brands.
• Björn Axén (Swedish professional hair brand): Swedish-founded professional hair brand distributed to salons across the Nordics with an emphasis on premium, sustainability-positioned products. Comparable as a Scandinavian professional brand targeting the same salon segment with a similar value-driven positioning.

Direct peers

• Salon Services (Salon Services Group): One of Europe's largest professional salon supply distributors (Netherlands/UK roots), operating a B2B platform serving hair salons with multi-brand professional portfolios. Directly comparable as a B2B multi-brand professional hair distributor, though at much larger scale and with a broader mass-market brand mix.
• Impala (Nordic/European beauty distributor): Sweden/Nordic-based distributor that supplies professional beauty and hair products to salons across multiple European markets. Comparable business model (B2B distribution of multi-brand professional beauty assortments) and direct geographic overlap in Sweden and the Nordics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/luontaiskosmetiikka
• Instagraminstagram.com/greenlipsbeauty
• LinkedInlinkedin.com/company/greenlips-beauty

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Greenlips Beauty