Yrolí Copenhagen

What Yrolí Copenhagen does

Yrolí Copenhagen is a Danish natural skincare brand founded in 2018 by Trine-Lise Buestad-Kjeldsmark and Jette Nørgaard Haulrig. The company operates under a "One Layer Skincare" philosophy that emphasizes fewer, higher-quality products formulated to work with the skin's natural microbiome and barrier function rather than against them. Yrolí serves three primary customer segments: health-conscious individual consumers seeking simplified, science-backed skincare; professional skincare practitioners and clinics who incorporate Yrolí products into fascia therapy and lymphatic drainage treatments; and hospitality/B2B clients including hotels, spas, and restaurants that stock the brand's products as amenities.

The product portfolio spans face care (Complete Care, Face Oil, Eye Serum, Hydrate Overnight, Micellar Cleanser, Lip Balm, Sun Protection SPF30), body and hair care (Hand Protection Day Cream, Hand Repair Night Serum, Lotion, Hand Soap, Body Wash, Shampoo, Conditioner), and accessories (Lymphatic Brush Set, Room Diffuser). Core technologies include CO2-neutral microalgae biotechnology, supercritical CO2 extraction of Nordic cloudberries, stevia-derived retinol alternatives, and a proprietary serum-cream fusion formulation (Complete Care). The brand holds multiple certifications including B Corp, Ecocert Cosmos Organic/Natural, Vegan, RSPO, AllergyCertified, Svanemærket, and A-kolbe ratings from Forbrugerrådet Tænk Kemi.

Yrolí generates revenue primarily through direct-to-consumer e-commerce on yroli.com (selling in EUR and DKK with multilingual Danish/English/German support), supplemented by direct B2B sales to clinics, hotels, restaurants, and offices, plus a professional Masterclass certification program in fascia therapy delivered with Cecily Braden. The brand operates without a subscription model — all sales are one-time transactions at prices ranging from €13 to €252. Production is outsourced to an external audited Danish manufacturer in Nyborg, with third-party fulfillment handled by Lagerkompagniet in Tureby. The company maintains a physical shop-in-shop at YUME design- og konceptstore in Copenhagen and operates remotely, with plans to expand the team and re-establish a physical headquarters in 2027.

Name

Yrolí Copenhagen

Legal name

Yrolí Copenhagen

Website

https://yroli.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Yrolí Copenhagen is a Danish natural skincare brand founded in 2018, offering microbiome-compatible face, body, and hair care products under a 'One Layer' philosophy via DTC e-commerce and B2B channels serving health-conscious consumers, professional practitioners, and hospitality clients.

Ownership category

akta.pro rank

Product category

Natural and Organic Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Sensitive Skin & Barrier Repair (CRABAAAG), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Natural skincare
• Vegan cosmetics
• Organic beauty
• Face care products
• Body and hair care

Headquarters

HQ city

Fredensborg

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Yrolí generates revenue through direct-to-consumer sales via its own e-commerce platform (yroli.com), selling individual skincare products, bundles, kits, and gift cards. Products are sold at fixed retail prices in EUR and DKK. No subscription model is currently offered; all sales appear to be one-time transactions.
2. B2B / Professional Product Sales: Yrolí sells its products to professional treatment providers (clinics, spas, hotels, and restaurants) and offers a Masterclass certification program for licensed practitioners in fascia therapy techniques. Products are also available through the hospitality channel (hotel amenity programs), with a refill-solution project targeting hotel customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Yrolí Copenhagen develops, manufactures (via external Danish production partner), and sells a curated line of natural, vegan, and certified-organic skincare, body care, and hair care products under the proprietary 'One Layer Skincare' philosophy. The product range includes face care (Complete Care, Face Oil, Eye Serum, Hydrate Overnight, Micellar Cleanser, Lip Balm, Sun Protection SPF30), body and hair care (Lotion, Hand Soap, Body Wash, Shampoo, Conditioner, Hand Protection Day Cream, Hand Repair Night Serum, Hand Sanitizer), accessories (Lymphatic Brush Set, Room Diffuser), and a fascia therapy professional treatment certification program. Sales occur primarily through the company's own e-commerce store (yroli.com) and a shop-in-shop at YUME in Copenhagen, with secondary B2B distribution to clinics, hotels, spas, and restaurants.

Product overview

Yrolí Copenhagen is a Danish skincare brand founded in 2018 offering a unified 'One Layer' skincare philosophy. The product portfolio centers on face care products including Complete Care (face cream-serum hybrid), Face Oil, Eye Serum, Hydrate Overnight (night mask), Micellar Cleanser, Lip Balm, and Sun Protection SPF30. Body and hair care includes Hand Protection Day Cream, Hand Repair Night Serum, Lotion, Hand Soap, Body Wash, Hand Sanitizer, Shampoo, and Conditioner. The brand also offers Room Diffusers, bundles (Face Care Kits in two variants, Morning Care Kits, Night Care Kit, Hand Care Kit, Festival Kit, Lymphatic Brush Set), and Gift Cards. All products follow a 'skinimalism' approach emphasizing fewer but higher-quality products that work with the skin's natural processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete Care Face cream-serum hybrid combining serum and cream in one step; strengthens skin structure through cell renewal, hydrates intensely, and supports the skin's microbiome and barrier with stevia extract (vitamin A-like effect), hyaluronic acid and prebiotic inulin. Winner of LIV pro age favoritter 2026 — Special Face Care.
• Face Oil Revitalizing face oil supporting the skin's natural renewal process, elasticity and fullness; anti-clogging with anti-inflammatory effect and quick absorption. Awarded European Natural Beauty Awards 2025 Excellence Commendation.
• Eye Serum Effective serum based on natural biotechnology and plant-active ingredients with clinically documented effect; strengthens the skin barrier around the eyes, hydrates intensely and reduces fluid retention. Shortlisted for European Natural Beauty Award 2026.
• Hydrate Overnight Moisture and collagen-boosting night mask with a 10% amino acid complex and highly active plant extracts; improves skin barrier function, suppleness and firmness overnight.
• Micellar Cleanser Mild daily facial cleanser with micellar molecules that encapsulate dirt, makeup and excess oil; formulated with lactic acid and glycerin for gentle exfoliation and barrier support. A-kolbe rated by Forbrugerrådet Tænk Kemi.
• Lip Balm Nourishing lip balm that provides nutrition and moisture, protects against drying out and repairs damage while restoring the skin's own moisture-retention ability. A-kolbe rated.
• Sun Protection SPF30 Broad-spectrum UVA/UVB sunscreen with an advanced photostable UV filter system; light texture that absorbs quickly without greasing or whitening. A-kolbe rated.
• Hand Protection Day Cream Protective and nourishing hand cream that strengthens skin barrier and integrity, increases elasticity and softness, and lays a protective film against daily environmental damage. Nominated for Danish Beauty Award 2025 — Care & Protect.
• Hand Repair Night Serum Advanced overnight hand care supporting skin's natural regeneration; strengthens barrier function and improves integrity with nutrients that increase elasticity and softness. A-kolbe rated; nominated for Danish Beauty Award 2025.
• Lotion Rich, quickly absorbed body moisturizer with aloe vera extract, baobab and marula oil providing intense care and protection, also suitable for sensitive skin.
• Hand Soap Mild and nourishing daily hand soap with a delicate, gentle formula that effectively cleanses without drying out; removes dirt and bacteria while soothing the skin.
• Shampoo Soft shampoo with mild foaming that rebuilds and re-establishes hair balance, strengthens hair, provides natural volume, and gently cleanses hair and scalp while soothing.
• Conditioner Conditioner providing optimal care, extra softness and a natural shine when used after shampooing.
• Room Diffuser Home fragrance diffuser from Yrolí's Signature 2018 collection, sold as a gift-box item.
• Gavekort (Gift Card) Yrolí gift card redeemable on the full Yrolí product range via yroli.com.
• Lymphatic Brush Set Professional-grade facial massage and lymphatic-drainage brush set developed with fascia expert Cecily Braden; supports at-home use of Yrolí's fascia and lymphatic techniques. Winner of Danish Beauty Award 2026 — Beauty Accessory.
• Vægophæng (Wall Mount for Bottles) Wall mount accessory for Yrolí bottles, sold as a separate home/retail accessory.
• Yrolí Fascia Therapy Treatment Professional fascia therapy and lymphatic-drainage facial treatment protocol offered through certified practitioners using Yrolí products. Won Danish Beauty Award 2024 — Årets Skønhedsbehandling Holistisk/Wellbeing.
• Lymphatic Brush™ Professional Certification Masterclass Masterclass certification program delivered with fascia expert Cecily Braden that trains licensed practitioners in fascia therapy and lymphatic drainage techniques using Yrolí products.

Quantifiable outcome

• Face Oil awarded Excellence Commendation at European Natural Beauty Awards 2025
• +8 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Cecily BradencoreOthers · 5 October 2024Cecily Braden is a renowned fascia therapy expert who partners with Yrolí to deliver a Masterclass for professional treatment providers (October 5-6). Yrolí has developed The Lymphatic Brush™ professional certification program in collaboration with Cecily Braden, training licensed practitioners in fascia therapy and lymphatic drainage techniques using Yrolí products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pai Skincare: UK-based natural skincare brand focused on sensitive skin and certified organic formulations. Closest direct peer given similar DTC-first premium positioning, sensitive-skin focus, and certified-organic ingredient standards.
• Susanne Kaufmann: Austrian/Alpine natural skincare brand with premium pricing, hotel amenity partnerships, and a science-led natural formulation approach. Comparable across DTC premium positioning, hospitality channel, and B Corp-adjacent sustainability profile.
• Tata Harper: US-based natural skincare brand with a no-synthetic, multi-step premium positioning. Comparable in DTC premium pricing, natural-ingredient certification stack, and trade-award recognition.
• RMS Beauty: US-based clean beauty brand with a simplified-routine, ingredient-transparency philosophy. Comparable in DTC marketing-led premium positioning, awards-driven brand-building, and small-but-mighty team structure.
• i+m NaturaDeo: Berlin-based natural cosmetics brand with a certified organic, B-Corp-aligned positioning and a similar facial plus body plus hair portfolio. Comparable across European natural-certification positioning and small-team indie brand feel.
• Dr. Hauschka: German natural cosmetics brand with a comparable natural-ingredients philosophy, professional esthetician training program, and skincare-plus-bodycare portfolio. Closely mirrors Yrolí's professional-channel and certification-model approach.

Emerging players

• Evolve Organic Beauty: UK-based indie natural skincare brand with a small-team DTC operating model and certified organic positioning. Comparable in indie European natural-skincare scale and product portfolio breadth.

Broad incumbents

• Dr. Barbara Sturm: Premium German dermocosmetic brand with a science-led, celeb-backed positioning. Comparable in the dermocosmetic-meets-natural framing and high-ticket premium DTC model, though at a substantially larger scale.
• Augustinus Bader: German-founded science-led skincare brand with a premium DTC positioning and investment from LVMH. Comparable in premium-priced skincare with proprietary-ingredient narrative, though with much broader scale and VC backing.
• Estée Lauder Companies: Global beauty conglomerate owning Drunk Elephant, Clinique, and Bobbi Brown, which compete in the natural/professional skincare space at scale. Represents the broad incumbent category against which Yrolí must differentiate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/yrolicopenhagen
• LinkedInlinkedin.com/company/yroli-copenhagen
• Instagraminstagram.com/yroli_copenhagen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Yrolí Copenhagen