woods copenhagen

What woods copenhagen does

woods copenhagen is a privately held Danish skincare brand operating under the legal entity WCPH ApS, founded by Martin Lyne following his daughters' struggles with atopic eczema. The company designs, formulates, and produces clean skincare, hair care, body care, and sun care products in Denmark, combining Nordic-sourced organic ingredients (cloudberry, blueberry, Arctic spring water from northern Greenland) with patented actives such as Seboclear™ and the Actibiome complex. Its product portfolio spans facial cleansers, serums, moisturizers, treatments, exfoliators, hair shampoos and conditioners, body lotions and oils, hand care, sunscreens, and skin tools, organized around a five-step routine framework (Cleanse, Treat, Strengthen, Moisturize, Protect).

The business runs on a direct-to-consumer e-commerce model through its own Shopify storefront (woodscopenhagen.com), with multi-currency support (USD, DKK, EUR, SEK, GBP) and shipping to 12 European countries plus the USA. Pricing is unit-based, ranging from approximately $30 (Lip Repair) to $95 (Vitamin Lifting Serum), with no subscription model evident. Revenue is generated from one-time product purchases supplemented by curated skincare kits and gift sets at $78–$160 price points. Marketing combines content (Journal blog, skincare quiz, hair type guide, ingredient lexicon), organic social (Instagram, Facebook), email, influencer collaborations, and the 'Into The Woods' customer community.

The company employs approximately 19 people across headquarters in Copenhagen (Christian IX's Gade 1) and an operational/returns office in Aarhus, with customer service led by designated heads of PR & Communication and Training, Treatments & Relations. It is founder-owned with no institutional funding or parent company disclosed. Brand credibility is anchored by a Danish Beauty Award win for the Blemish Control Clarifying Gel, 2026 award nominations across three categories, a 30-day satisfaction guarantee, 100% carbon-neutral delivery via the Planet App partnership, and 1037+ verified customer reviews averaging 4.5/5 stars.

Name

woods copenhagen

Legal name

WCPH ApS

Website

https://woodscopenhagen.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

woods copenhagen is a privately held Danish DTC skincare brand that formulates and sells clean, Nordic-inspired skincare, hair care, body care, and sun care products through its own e-commerce site to consumers across 12 European countries and the USA.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

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 Product Sales: One-time purchase of skincare, hair care, and body care products through e-commerce website. Customers purchase individual products or curated kits and gift sets. No subscription model is apparent.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

woods copenhagen designs, produces in Denmark, and sells direct to consumers a range of natural, high-organic skincare, hair care, body care, and sun care products built around Nordic-sourced ingredients (Arctic Spring Water, wildcrafted berries) combined with scientifically-proven actives such as Seboclear™ and Actibiome. The portfolio is organized into a five-step routine framework (Cleanse, Treat, Strengthen, Moisturize, Protect) and is sold exclusively through the company's own e-commerce website with shipping across Europe and the USA.

Product overview

woods copenhagen is a Danish skincare brand offering intelligent, high-performance skincare products inspired by Nordic nature. The product portfolio centers around facial care (cleansers, serums, moisturizers, treatments, mists), hair care (shampoos, conditioners, brushes), hand & body care (lotions, oils, soaps, hand washes), and sun care (sunscreens, self-tanners). Key product lines include Daily Hydra Cream (flagship moisturizer), Skin Perfector serums (BHA and SeboClear), Volumizing Hair Care line, and Body Care Essentials kits. Products are organized around a 5-step routine framework: Cleanse, Treat, Strengthen, Moisturize, and Protect. The brand also offers curated routine kits (3-step and 5-step routines) for specific skin concerns like sensitive skin and oily/blemish-prone skin. All products are produced in Denmark, with most being vegan and cruelty-free (except Lip Repair which contains bee wax).

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Hydra Cream Lightweight, fast-absorbing facial moisturizer delivering instant hydration with barrier-strengthening antioxidants, hyaluronic acid, and sea buckthorn; suitable for combined, dry, maturing, normal, and oily skin.
• Daily Hydra Cream - Sensitive Fragrance-free moisturizer specifically formulated for sensitive skin with soothing and protective ingredients that promote softer, visibly healthier skin.
• Ultra-Rich Cream Rich moisturizing cream providing extra nourishment and protection for skin during colder months.
• Vitamin A Treatment Cream Anti-aging treatment cream that boosts collagen production, regulates oil production, and improves skin firmness, smoothness, and overall appearance.
• Blemish Control Clarifying Gel Clarifying gel with patented 3% Seboclear™ ingredient that reduces redness, supports adult acne, and combats hormonally affected skin imbalances; positioned for men's grooming and blemish control.
• Skin Perfector 2% BHA Exfoliating serum with 2% BHA (salicylic acid) that keeps skin smooth, clear, and even while nourishing and soothing.
• Skin Perfector SeboClear Gentle exfoliating serum suitable for sensitive skin and pregnancy, combining SeboClear™, vitamin C, and hyaluronic acid to refine texture and brighten dark spots.
• Intense Hyaluronic Mask Intensely hydrating mask that draws moisture from the air into the skin for lasting hydration deep within skin layers.
• Intense Hydra Serum Hydrating serum with sodium PCA that draws moisture from the surrounding air, combined with protective carrageenan that forms a shield to keep moisture encapsulated.
• Vitamin Lifting Serum Anti-aging serum formulated with vitamins, antioxidants, and smoothing peptide argireline for dewier, more youthful skin with reduced fine lines.
• Vitamin Face Oil Natural facial oil with organic argan oil and cloudberry antioxidants, omega fatty acids, and vitamin E to strengthen skin elasticity and protective barrier.
• Niacinamide Lifting Mist Vitamin B3 (niacinamide) facial mist with organic aloe vera and cucumber extract that strengthens skin barrier, protects, and calms skin.
• Cleansing Balm Natural oil-based cleanser that gently removes makeup and impurities without disrupting skin's natural balance and barrier.
• Daily Foaming Cleanser Gentle foaming cleanser with natural cleansing agents, aloe vera, and plant-derived pentavitin that maintains skin moisture balance while providing 72-hour hydration.
• Deep Cleansing Scrub Deep cleansing scrub that purifies and revitalizes skin, leaving it soft, plump, and glowing with powerful active ingredients.
• Lip Repair Lip repair product containing natural bee wax (the only non-vegan product in the range) for lip care and protection.
• Nourishing Body Oil 100% natural body oil with Nordic cloudberry, wheat germ, and blueberry oils that protect, soothe, and soften skin; pregnancy-safe and vegan with 97%+ organic content.
• Niacinamide Repair Body Lotion Intensely hydrating, fast-absorbing body lotion with niacinamide that nourishes, softens, balances skin, reduces dark spots, and improves elasticity.
• Soothing Body Wash Gentle body wash with natural cleansing agents and hydrating ingredients that leave skin soft, clean, and soothed.
• Aromatique Hydra Hand Wash Gentle hand wash with natural surfactants that cleanse effectively while maintaining skin's moisture balance to prevent dryness.
• Restoring Antioxidant Hand Lotion Fast-absorbing hand lotion with niacinamide, nourishing oils, and omega fatty acids that strengthen skin's protective barrier.
• Nourishing Shampoo Deeply hydrating shampoo for dry, thick, and curly hair with plant-based proteins and rosehip, cloudberry, and blueberry oils; SLS/SLES-free.
• Volumizing Shampoo Shampoo formulated to transform fine hair into thicker, more textured, and visibly lifted locks with enhanced bounce, density, and body.
• Nourishing Conditioner Conditioner for dry, thick, and curly hair that hydrates and nourishes with plant-based proteins and berry oils.
• Volumizing Conditioner Conditioner that transforms fine hair into thicker, more voluminous locks with enhanced texture, bounce, and shine.
• Sun Drops Self-tanning product for sun care and skin protection.
• Facial Sunscreen SPF30 Facial sunscreen providing SPF 30 protection, quickly absorbed with no white cast, and suitable for sensitive skin.
• Facial Sunscreen SPF50 Facial sunscreen providing SPF 50 protection for maximum sun defense.
• 3-Step Routine - Sensitive Skin Complete routine kit for sensitive skin combining Skin Perfector SeboClear, Daily Hydra Cream Sensitive, and Cleansing Balm for gentle soothing, hydration, and protection.
• Volumizing Hair Care Set Gift set combining Volumizing Shampoo and Volumizing Conditioner for fine hair requiring weightless volume and bounce.
• Body Care Essentials Limited-edition kit combining Soothing Body Wash and Niacinamide Repair Body Lotion for smooth, silky-soft, and protected skin.
• Hand Care Essentials Duo kit with Aromatique Hydra Hand Wash and Restoring Antioxidant Hand Lotion for clean, smooth, and protected hands.

Quantifiable outcome

• 1037+ verified customer reviews with 4.5/5 average rating
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Planet AppsupportingOthersPartnership with Earth-minded initiative Planet App via Shopify for CO2 compensation on deliveries. Every month, Planet App calculates total CO2 emissions from deliveries, and woods_ donates an equivalent amount for projects covering environmental costs, making all deliveries 100% CO2 neutral.

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• REN Clean Skincare: REN (owned by Unilever/P&G over time, now independent) is a clean bio-active skincare brand with a similar ingredient-philosophy and skincare-routine framework. Comparable on clean/natural positioning and treatment-product portfolio, but at much larger scale with global retail distribution.
• The Ordinary (DECIEM): The Ordinary, owned by DECIEM (Estée Lauder), is a science-led, ingredient-focused skincare brand sold DTC and through retailers. Comparable to woods_ copenhagen for its ingredient-driven positioning and active-ingredient serums (e.g., BHA treatments), but at vastly greater scale and with broader global distribution.
• Drunk Elephant: Drunk Elephant (LVMH-owned) is a clean/biocompatible skincare brand with a similar ingredient-philosophy and DTC-plus-retail hybrid model. Comparable on the clean-active-ingredient positioning (serums, moisturizers, treatment products), though operating at much larger scale with Sephora distribution.

Direct peers

• Evolve Organic Beauty: Evolve is a UK-based natural and organic skincare brand selling DTC with a similar ingredient-led narrative (natural actives, vegan, eco-friendly). Comparable on clean/natural positioning, treatment-focused SKUs (serums, moisturizers), and small-to-mid size European DTC brand profile.
• Tata Harper: Tata Harper is a premium natural/organic skincare brand selling DTC and through select retailers, with a strong farm-to-skin sourcing narrative and high concentration of botanical actives. Directly comparable to woods_ copenhagen on clean/natural positioning, DTC-led model, and premium pricing ($50–$200+ per SKU).
• Versed Skincare: Versed is a clean, affordable skincare brand selling primarily DTC with a similar ingredient-led, treatment-focused portfolio (BHA, retinol, niacinamide). Comparable on category mix, DTC model, and demographic targeting to woods_ copenhagen, though positioned at lower price points.
• Herbivore Botanicals: Herbivore is a natural/botanical skincare brand with a strong DTC presence and similar treatment-focused product mix (serums, facial oils, masks). Comparable on the clean-beauty DTC positioning and 'natural active' narrative, though with a more US-centric footprint.

Regional players

• Natura Bissé: Natura Bissé is a Barcelona-based premium skincare brand with a similar scientific-natural positioning and high-concentration active formulations. Comparable on the premium treatment-product positioning, though primarily distributed through spas and department stores rather than DTC.
• Ole Henriksen: Ole Henriksen is a Danish-origin, US-distributed natural skincare brand with a similar Scandinavian origin and treatment-product focus (Vitamin A, BHA, niacinamide lines). Comparable on Danish heritage and ingredient-led treatment positioning; differs in that it's US-headquartered and sold primarily through Sephora.
• Troiareuke (TROIAREUKE): Troi is a Nordic/Scandinavian-adjacent professional skincare brand with a similar emphasis on professional-grade actives and minimal formulations. Comparable on Nordic clean-ingredient positioning, though primarily sold through professional/aesthetician channels rather than DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/woodscph
• Instagraminstagram.com/woodscopenhagen
• LinkedInlinkedin.com/company/woods-copenhagen

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 woods copenhagen