MARTINYS

What MARTINYS does

MARTINYS is a privately held Danish wellness brand founded in 2021 by three co-founders — Emma Martiny (CEO), Nanna Østergaard (Creative Director) and Camilla Frismodt Jacobi (Brand Manager) — and registered as Martinys ApS (CVR 43939688) with headquarters at Badstuegade 1G in Aarhus and a returns/warehouse site at Michael Drewsens Vej 7, Højbjerg. The company operates as a direct-to-consumer e-commerce brand built on a Shopify storefront (martinys.dk), supplemented by a wholesale network of more than 20 physical retail partners across Copenhagen, Aarhus, Jutland and Funen, plus the Green Goddess online reseller; it does not sell internationally. The company is entirely founder-owned with no disclosed institutional investors, funding rounds, acquisitions, subsidiaries or regulatory actions.

The product portfolio is a curated ~30-SKU assortment centered on the 'hverdagsvelvære' (everyday wellness) positioning. Categories include organic ceremonial-grade matcha and hojicha sourced from Kyoto, Japan; traditional beauty tools (face and body gua sha in grey agate, agate skin roller, FSC-certified ionic dry brush, exfoliation glove); organic skincare (Firming Face Mist, Daily Soothe & Hydrate Serum, Daily Nourish & Glow Oil, Radiance Body Oil); handmade Japanese-inspired ceramics (Calm and Ripple cups, ceramic whisk holder); and OEKO-TEX certified cotton pointelle loungewear (cardigan, top, shorts, sæt). The company bundles these SKUs into ritual sets with 10-20% discounts (Matcha sæt 885 DKK, Matcha starter kit 547 DKK, Hojicha starter kit 457 DKK, Radiance Body Bundle 669 DKK, Ripple sæt med fire kopper 916 DKK, Loungewear sæt 789 DKK) and offers free shipping over 599 DKK with a WELCOME10 coupon for first orders.

The revenue model is one-time product sales priced in Danish Krone (49-916 DKK per SKU), with no subscription tier, no app, no proprietary software platform, no API and no AI/ML capabilities disclosed. Marketing is driven by organic social (Instagram, Facebook, Pinterest), an email newsletter, an extensive blog of recipes, training guides and MUSE community profiles, and a 2024 collaboration with Danish silk accessories brand Laøhlé for gua sha pouches and silk sleep masks. The customer base is exclusively individual wellness consumers — there are no enterprise accounts, no named B2B customers and no concentration in any single segment.

Name

MARTINYS

Legal name

Martinys Aps

Website

https://martinys.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

MARTINYS is a privately held, Aarhus-based Danish DTC wellness brand founded in 2021 that sells organic matcha, traditional beauty tools, organic skincare, ceramics and loungewear to individual wellness consumers via its martinys.dk Shopify storefront and 20+ physical retail partners across Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Direct-to-consumer product sales: MARTINYS generates revenue through direct online sales of skincare tools, organic tea products (matcha, hojicha), ceramics, loungewear, and accessories via its Shopify e-commerce store. The brand also sells through physical retail partners across Denmark and select online marketplaces. Products are sold as one-time purchases with bundled kits offering volume discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

MARTINYS is a Danish wellness brand that designs and curates a portfolio of organic matcha, hojicha, natural skincare products, beauty tools (gua sha, skin rollers, dry brushes), handmade ceramics, and sustainable loungewear. The brand sells these products directly to individual consumers through its own Shopify e-commerce store (martinys.dk) and through a network of more than 20 physical retail partners across Denmark, supplemented by online marketplace distribution via Green Goddess.

Product overview

MARTINYS is a Danish holistic wellness company founded in 2021 with a mission to create everyday well-being (hverdagsvelvære). The company offers a curated lifestyle product portfolio centered around organic Japanese teas (ceremonial grade matcha from Kyoto and hojicha), skincare products (serums, facial oils, body oils, face mists), beauty tools (gua sha stones, skin rollers, dry brushes), ceramics (handcrafted matcha bowls and coffee cups), and sustainable loungewear. The products are designed to transform daily routines into pleasurable moments of self-care using carefully selected organic and natural ingredients. The company also maintains an online presence with recipes, guides, and inspiration for nutrition, movement, and wellness.

Differentiator

Problem solved

Functional benefit

Products and services

• Face Gua Sha A facial massage tool made from 100% natural grey agate stone designed to improve circulation, stimulate lymphatic drainage, and reduce expression lines and wrinkles. Aimed at wellness-focused consumers seeking traditional self-care tools.
• Body Gua Sha A body massage tool made from grey agate designed to counteract cellulites, provide deep tissue massage of muscles and connective tissue, stimulate the lymphatic system, and increase blood circulation. Aimed at wellness consumers interested in body massage rituals.
• Skinroller A facial roller made from grey agate with two different textures (smooth and ridged) designed to boost blood circulation, remove fluid retention, and give skin extra glow. Targeted at consumers seeking at-home facial massage tools.
• Tørbørste (Dry Brush) An ionic dry brush made from FSC-certified beech wood, fine copper wires, and horsehair for exfoliating skin, increasing blood circulation, and stimulating the lymphatic system. Aimed at wellness consumers interested in dry brushing rituals.
• Eksfolieringshandske (Exfoliation Glove) An exfoliation glove for removing dead skin cells and improving skin texture. Aimed at consumers seeking at-home body exfoliation.
• Palo Santo A natural fragrance product with warm wood aroma featuring notes of resin and light citrus, designed to create a relaxed atmosphere. Aimed at wellness consumers seeking aromatherapy products.
• Økologisk Matcha 30 g (Ceremonial Grade) Organic ceremonial-grade matcha from the Kyoto region of Japan, the most refined form of Japanese matcha with a mild, round taste of green tea, containing 14mg caffeine per 100ml. Aimed at tea drinkers seeking a coffee alternative and matcha ritualists.
• Økologisk Matcha 100 g Organic ceremonial-grade matcha in a 100g package with bulk discount pricing, sourced from the Kyoto region of Japan. Aimed at regular matcha drinkers seeking a larger volume pack.
• Økologisk Hojicha 30 g Organic Japanese hojicha tea — a light roasted green tea with golden color and nutty, caramel flavor notes, with very low caffeine content of 3-8mg per 100ml. Aimed at tea drinkers seeking a low-caffeine alternative to matcha or coffee.
• Daily Soothe & Hydrate Serum A 94% organic facial serum (30ml) with hyaluronic acid and glycerin that provides immediate moisture boost, reduces redness and irritation, with a light gel consistency. Aimed at consumers seeking gentle, hydrating daily skincare.
• Daily Nourish & Glow Oil A 99.98% organic facial oil with cold-pressed oils, calendula, and squalane from olives that nourishes skin, provides glow, and balances skin with essential fatty acids, vitamins, and antioxidants. Aimed at consumers seeking natural facial oil for daily nourishment.
• Firming Face Mist A refreshing facial mist (50ml) with niacinamide, aloe vera, and hyaluronic acid that refines, refreshes, and seals skin throughout the day. Aimed at consumers seeking a natural facial mist for daily refreshment.
• Radiance Body Oil A 99% organic body oil (100ml) with 100% natural ingredients including jojoba oil, rosehip oil, and squalane that provides radiant, silky, and moisturized skin without greasiness. Aimed at consumers seeking natural body care.
• Calm Keramikkop A handmade ceramic cup inspired by traditional Japanese matcha bowls with Nordic design, featuring a handle, holding 400ml, and dishwasher safe. Aimed at tea and matcha drinkers seeking design-led drinkware.
• Ripple Keramikkop A handmade ceramic coffee cup (200ml) with the same Nordic design language as the Calm cup, ideal for cappuccino or flat white. Aimed at coffee and tea drinkers seeking design-led drinkware.
• Matcha Bambuspisk (Bamboo Whisk) A traditional Japanese bamboo whisk (chasen) handcrafted from dark, unbleached bamboo for dissolving matcha powder and achieving a creamy, foamy consistency. Aimed at home matcha preparation enthusiasts.
• Matcha Bambusske (Bamboo Scoop) A traditional Japanese bamboo measuring scoop (chashaku) measuring 1 gram per scoop for measuring matcha. Aimed at home matcha preparation enthusiasts.
• Matcha Si (Sieve) A fine-mesh stainless steel sieve for sifting matcha to avoid clumps and achieve finer particles. Aimed at home matcha preparation enthusiasts.
• Keramikholder til Matcha Bambuspisk A handmade ceramic holder for storing and drying the bamboo matcha whisk, keeping it in shape and allowing optimal drying. Aimed at home matcha enthusiasts.
• Matcha Sæt (Matcha Ritual Set) A complete matcha ritual set containing organic matcha 30g, bamboo scoop, matcha sieve, bamboo whisk, ceramic holder, and Calm ceramic cup at a 10% bundle savings. Aimed at consumers new to matcha rituals.
• Matcha Starter Kit An essential tools kit for starting a matcha ritual, including a ceramic holder and bamboo whisk, at a 10% bundle savings. Aimed at first-time matcha drinkers.
• Hojicha Starter Kit An essential tools kit for starting a hojicha ritual, including organic hojicha 30g, at a 10% bundle savings. Aimed at consumers new to hojicha tea.
• Matcha Tilbehørskit (Matcha Accessory Kit) An essential matcha accessories kit including the Calm ceramic cup, bamboo scoop, and matcha sieve at a 20% bundle savings. Aimed at consumers building out their matcha accessory set.
• Ripple Sæt med Fire Kopper (Ripple Cup Set of Four) A set of four Ripple ceramic cups in a wooden box, saving 15% compared to buying individually. Aimed at consumers seeking design-led ceramic drinkware for entertaining.
• Radiance Body Bundle A bundle containing Radiance Body Oil and Body Gua Sha for a complete body massage ritual that stimulates the lymphatic system and increases blood circulation, at a 10% bundle savings. Aimed at consumers seeking a complete body-care ritual.
• Loungewear Cardigan A 100% OEKO-TEX certified cotton pointelle cardigan with elegant cut, true to size, suitable as a layer piece for relaxed mornings and everyday outfits. Aimed at wellness consumers seeking sustainable loungewear.
• Loungewear Top A 100% OEKO-TEX certified cotton pointelle top with delicate feminine structure and body-hugging fit without being tight, true to size. Aimed at wellness consumers seeking sustainable loungewear.
• Loungewear Shorts 100% OEKO-TEX certified cotton pointelle shorts with soft, breathable quality and flattering fit, true to size. Aimed at wellness consumers seeking sustainable loungewear.
• Loungewear Sæt (Loungewear Set) A complete loungewear set consisting of shorts, top, and cardigan in 100% OEKO-TEX cotton, with a 10% bundle savings. Aimed at consumers seeking a coordinated sustainable loungewear wardrobe.

Quantifiable outcome

• 14 mg caffeine per 100 ml (vs. ~50 mg in coffee), providing gentle energy without crash
• +5 more outcomes

Named customers6 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

Partnerships

Two partnerships are on record, tiered minor.

• LaøhléminorStrategic or Co-development Partner · 1 January 2024MARTINYS collaborated with Laøhlé to create a collection of accessories for gua sha tools, including silk pouches for storing MARTINYS Gua Sha instruments and silk sleep masks for skincare and beauty sleep. This partnership extends the MARTINYS product ecosystem into wellness lifestyle accessories.
• Green Goddess (greengoddess.dk)minorChannel Partner/ Reseller/ DistributorGreen Goddess is an online retailer that stocks MARTINYS products, expanding the brand's online distribution beyond its own e-commerce store.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cuzen Matcha: Cuzen Matcha is a premium matcha brand offering ceremonial-grade Japanese matcha through DTC channels. Directly comparable to MARTINYS's Økologisk Matcha product line — same origin (Japan), same quality positioning, and same target wellness consumer.
• Mount Lai: Mount Lai is a DTC beauty tool brand specializing in gua sha stones and facial rollers. Directly comparable to MARTINYS's Skønhedsredskaber line (Face Gua Sha, Skinroller, Body Gua Sha) — same product category, similar aesthetic, and DTC channel strategy.
• Necessaire: Necessaire is a DTC wellness brand focused on personal care basics including body oils, serums, and mists with a minimalist design aesthetic. Comparable to MARTINYS for overlap in clean skincare SKUs (face mists, body oils, serums) and DTC-led distribution to wellness consumers.
• L:A Bruket: L:A Bruket is a Swedish skincare and wellness brand focused on natural, organic products with a Nordic minimalist aesthetic. Directly comparable as a fellow Scandinavian wellness brand with similar natural/organic positioning and minimalist design language, though at a larger scale and broader product range.
• Golde: Golde is a DTC wellness brand centered on superfoods and matcha-based products. Directly comparable to MARTINYS for its matcha-forward product line, DTC model, and wellness lifestyle positioning targeting similar millennial wellness consumers.
• Blume: Blume is a Canadian wellness brand offering superfood drink mixes and skincare with a wellness lifestyle narrative. Comparable to MARTINYS for shared positioning at the intersection of ingestible wellness and topical skincare, plus similar DTC content-driven marketing approach.
• Province Apothecary: Province Apothecary is a Canadian natural skincare brand offering organic face and body oils with a similar emphasis on clean ingredients and ritualized skincare. Comparable to MARTINYS's skincare line (Daily Nourish & Glow Oil, Radiance Body Oil) for shared natural/organic formulation philosophy.
• Mara Beauty: Mara Beauty is a clean beauty brand known for its algae-based facial oil and beauty tools. Comparable to MARTINYS for direct overlap in clean beauty tools (gua sha, rollers) and facial/body oils targeting similar wellness-oriented female consumers.

Broad incumbents

• The Ordinary: The Ordinary is a DECIEM-owned skincare brand offering affordable clinical formulations through a global DTC and retail channel mix. Comparable as a broader incumbent in clean skincare that competes for the same wellness consumer with serums and facial products, though at vastly larger scale and price points.
• Ippodo Tea: Ippodo Tea is a long-established Japanese tea company founded in 1717, offering premium matcha and Japanese green teas. Comparable as a broader incumbent in the matcha category that MARTINYS competes against for ceremonial-grade matcha buyers, though operating with a much broader heritage catalog.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/martinysdk
• Instagraminstagram.com/_martinys/?hl=da
• Pinterestdk.pinterest.com/martinys_
• LinkedInlinkedin.com/company/martinys

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 MARTINYS