Independent Beauty

What Independent Beauty does

Independent Beauty Sweden AB, operating as Indy Beauty, is a Swedish vegan beauty brand founded in 2017 and wholly owned by Karo Healthcare AB (Org.nr: 556309-3359). The company develops, manufactures, and sells skincare, haircare, body care, and makeup products formulated with active ingredients including ceramides, hyaluronic acid, niacinamide, peptides, retinol, bakuchiol, AHA/BHA/PHA acids, and botanical extracts. All products are 100% vegan certified per SKU by Djurens Rätt (I'm Vegan), dermatologically tested, and manufactured at ISO 22716/9001/14001-certified factories in Sweden and Italy.

The product portfolio is organized into color-coded series targeting specific skin types — Moisturising (dry), Hydrating (combination), Clarifying (oily/acne-prone), Renewing (mature), and Calming (sensitive) — alongside a dedicated scalp-care sub-line introduced in 2024. Indy Beauty targets Swedish and broader Nordic consumers seeking effective, ethically produced, reasonably priced skincare and beauty products, with the Recover Calm Remedy Balm winning the Swedish Beauty Awards 2024 in the soothing category.

The go-to-market model has materially shifted: through December 2025, Indy Beauty operated its own direct-to-consumer Shopify webshop (indybeauty.se) alongside retail distribution; the webshop has since closed, and the company now sells primarily through KICKS (the leading Nordic beauty specialty retailer, both physical stores and kicks.se) plus a set of other Swedish retailers. Revenue is generated entirely through one-time product sales, with no disclosed subscription, licensing, or recurring component. Klarna is integrated for payment processing on the prior DTC channel. The company also runs the Indy Beauty Foundation, established in 2023, which partners with Suicide Zero, Tjejzonen, and Djurens Rätt on mental-health and animal-rights initiatives.

Name

Independent Beauty

Legal name

Independent Beauty Sweden AB

Website

https://indybeauty.se

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Independent Beauty Sweden AB (Indy Beauty) is a Swedish vegan skincare, haircare, body care, and makeup brand founded in 2017 and owned by Karo Healthcare AB. It serves Swedish and Nordic consumers through KICKS and other retailers after closing its DTC webshop in December 2025.

Ownership category

akta.pro rank

Product category

Vegan Skincare and Personal Care

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Vegan skincare
• Vegan haircare
• Facial moisturizers
• Anti-aging serums
• Body care products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of skincare, haircare, body care, and makeup products. The company previously operated a direct-to-consumer e-commerce channel, which closed in December 2025. Current sales are through retail partners including KICKS and other distributors throughout Sweden.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Independent Beauty develops, manufactures, and sells 100% vegan skincare, haircare, body care, and makeup products under the Indy Beauty brand in Sweden. Products feature active ingredients such as ceramides, hyaluronic acid, niacinamide, peptides, retinol, bakuchiol, AHA/BHA/PHA acids, and botanical extracts, organized into color-coded series targeting specific skin types (dry, combination, oily, sensitive, mature). The brand sells through KICKS retail stores and other Swedish retailers after closing its direct webshop in December 2025.

Product overview

Indy Beauty is a Swedish vegan skincare and beauty brand offering a comprehensive product portfolio across face care, body care, hair care, and makeup categories. The product line is organized into color-coded series targeting different skin types and concerns: Moisturising (pink) for dry skin, Hydrating (turquoise) for combination skin, Clarifying (blue) for oily/acne-prone skin, and Renewing (purple) for mature skin. Core products include cleansers (mousse, cleansing lotion, balm), toners, serums (with actives like AHA, BHA, retinol, bakuchiol, niacinamide), moisturisers, eye creams, night masks, and body care. The brand also offers a Scalp Care line with serums and masks for hair health, plus kits and sets for curated routines. All products are 100% vegan, certified by Djurdens Rätt (I'm Vegan), and manufactured in Sweden or Italy. The brand sells through its own Shopify-powered webshop (now closed) and through KICKS retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• Indy Beauty Foundation: A social impact platform supporting mental health and animal rights organizations including Suicide Zero, Tjejzonen, and Djurrets Rätt.

Products and services

• Oat & Cica Calming Face Cream Calming and barrier-strengthening facial cream with oat, ceramides, centella asiatica (cica), and hyaluronic acid, formulated for sensitive and dry skin.
• Soft Hydrating Cleansing Mousse Sulfate-free and fragrance-free cleansing mousse with nearly 50% glycerin that gently yet effectively removes makeup and impurities.
• Arbutin & Liquorice Glow Up Moisturiser Barrier-strengthening moisturiser with arbutin and licorice root that addresses pigmentation and uneven skin tone while delivering immediate glow through light-reflecting pigments.
• BHA + AHA Smooth Operator Night Mask Exfoliating night mask with 2% BHA and 5% AHA that smooths skin texture, evens skin tone, and unclogs pores while providing hydration.
• SPF30 Everyday Face Cream Daily moisturiser with UVA and UVB protection providing a radiant finish and primer effect that lasts throughout the day.
• Milky Silky Calming Cleansing Lotion Milky cleansing cream with colloidal oat, marshmallow root extract, and hyaluronic acid that calms and nourishes sensitive and dry skin.
• Marshmallow Moisture Night Mask Fluffy pink barrier-strengthening and hydrating night mask with ceramides and marshmallow root that reduces redness and plumps fine lines.
• Peptide & Ceramide Moisturising Face Cream Moisturising face cream combining peptides and ceramides to strengthen the skin barrier, improve elasticity, and prevent dryness lines and spots.
• Niacinamide & Hyaluronic Acid Face & Body Moisturiser Glow-giving face and body moisturiser with 4% niacinamide, hyaluronic acid, and sea buckthorn extract for balanced, hydrated skin and an even tone.
• AHA 5% Renewing Face & Body Serum Exfoliating serum for face and body with 5% AHA acids (glycolic, lactic, and mandelic acid) that improves skin structure and reduces fine lines and wrinkles.
• BHA 2% Smoothening Face & Body Serum Exfoliating serum for face and body with 2% BHA (salicylic acid) and green tea extract that unclogs pores, smooths skin, and reduces inflammation.
• Retinol & Bakuchiol Re-boot Serum Re-vitalising night serum with 0.05% retinol and 0.5% bakuchiol designed to improve skin structure and reduce the visibility of fine lines for mature skin.
• Peptide & Bakuchiol Firming Eye Cream Eye cream with peptides, bakuchiol, arginine, and panthenol that increases firmness and reduces fine lines around the eyes.
• Mermaid Glow Pro Collagen Face Cream Deeply hydrating, collagen-stimulating face cream with MATRIXYL Morphomics peptides and marine extracts that provides firmness and counters fine lines.
• Root Revive & Hair Thickening Scalp Serum Hydrating and calming scalp serum with algae extract (Isochrysis Galbana) for thicker, healthier hair and reduced hair loss with documented effects after 3 months.
• Scale up & Recharge Scalp Mask Exfoliating scalp mask with 2% BHA (salicylic acid) that removes buildup for a healthy scalp and shiny hair and helps prevent dandruff.
• Recover Calm Remedy Balm Rich balm for dry and irritated skin for spot treatment or as a night cream/mask, with nourishing oils, prebiotics, and botanical extracts that strengthen the barrier and soothe redness. Winner of the Swedish Beauty Awards 2024 in the calming/best soothing product category.
• Radiance Renewal Body Scrub Radiance-giving body scrub with exfoliating enzymes, AHA acid, apricot kernels, and pomegranate enzymes that removes dead skin cells and promotes cell renewal.
• Calming Kit Complete calming skincare routine kit including Milky Silky Calming Cleansing Lotion, Peace Out Calming Toner, and Recover Calm Remedy Balm, with matching scrunchie.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• KICKScoreChannel Partner/ Reseller/ Distributor · 1 December 2025KICKS is the primary retail partner for Indy Beauty products following the closure of the company's webshop in December 2025. Products are available at KICKS physical stores and online at kicks.se/indy-beauty. This is a strategic distribution partnership that ensures continued availability of Indy Beauty products to Swedish consumers.
• Suicide ZerominorStrategic or Co-development PartnerSuicide Zero is a nonprofit organization working to reduce suicides in Sweden. Indy Beauty partners with them through the Indy Beauty Foundation, supporting their mission to educate the public about suicide prevention and support research.
• TjejzonenminorStrategic or Co-development PartnerTjejzonen is Sweden's largest support organization for young women (ages 10-25). Indy Beauty has a long-term partnership through the Indy Beauty Foundation to strengthen young women's mental health and provide support through the organization's volunteer 'Big Sister' program.
• Djurens Rätt (Animal Rights)coreStrategic or Co-development PartnerDjurens Rätt provides the I'M VEGAN certification for Indy Beauty products. This certification guarantees that all products are 100% vegan with no animal-derived ingredients in formulations or manufacturing. The partnership includes third-party verification of vegan claims.
• Karo Healthcare ABcoreOthersKaro Healthcare AB is the parent company of Independent Beauty Sweden AB (Org.nr: 556309-3359). The company manages regulatory, operational, and administrative functions for the Indy Beauty brand.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Ordinary (DECIEM): The Ordinary is a science-led, affordable skincare brand built around active ingredients (retinoids, acids, niacinamide, peptides). Strikingly similar positioning to Indy Beauty: results-oriented formulations, clinical actives, and broad accessibility through drugstore/beauty retailers.
• REN Clean Skincare: REN is a clean, vegan skincare brand with bioactives and a focus on sensitive/stressed skin. Directly comparable clean-beauty positioning and similar product format (moisturizers, serums, masks).
• The Inkey List: The Inkey List is an affordable, ingredient-led skincare brand sold through drugstores globally. Comparable science-based positioning, active-ingredient formulations, and broad retail distribution model.
• Caudalie: Caudalie is a natural-origin French skincare brand sold through drugstores and beauty retailers (including KICKS in the Nordics). Comparable clean-positioning, vegan-friendly formulations, and retail distribution model.
• BYOMA: BYOMA is an affordable, barrier-focused skincare brand using clinically recognized actives (niacinamide, ceramides, hyaluronic acid). Overlapping product categories (moisturizers, serums, cleansers) and similar accessible price positioning.
• Versed: Versed is a clean, vegan skincare brand offering affordable, ingredient-focused formulations. Comparable in clean-beauty positioning, target demographic, and retail distribution through beauty and drugstore channels.

Broad incumbents

• Bioderma: Bioderma is a French dermatological skincare brand widely sold through European pharmacies and beauty retailers (including KICKS). Comparable in active-ingredient formulations and retail distribution, but at larger scale.
• Paula's Choice: Paula's Choice is an established, science-based skincare brand with a strong actives portfolio (BHA, AHA, retinol, niacinamide). Larger and more globally distributed than Indy Beauty, but competes in the same ingredient-led skincare space.
• La Roche-Posay: La Roche-Posay is a leading dermatologist-recommended skincare brand with strong sensitive-skin and barrier-repair lines (Cicaplast, Toleriane). Competes in same category as Indy Beauty's Calming line, but at much larger scale.

Regional players

• Emma S. (Swedish beauty brand carried by KICKS): Emma S. is a Swedish skincare brand primarily sold through KICKS and other Nordic retailers. A direct Swedish regional competitor with similar accessible-price positioning and overlapping retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/indybeauty
• Facebookfacebook.com/indybeautysweden
• Instagraminstagram.com/indybeautysweden
• TikToktiktok.com/@indybeautysweden
• LinkedInlinkedin.com/company/independent-beauty-sweden-ab

Compliance4 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 Independent Beauty