SMOOTH

What SMOOTH does

SMOOTH Aps is a Danish privately-held aesthetic clinic chain headquartered in Copenhagen, founded in 2020 and operating six clinics across Denmark (Copenhagen Østerbro/Frederiksberg/Kongens Lyngby, Aarhus, Aalborg, and Odense), employing 11–50 staff. The company delivers a consolidated non-surgical aesthetic offering across four categories: permanent hair removal using a 3-wavelength laser system (755nm Alexandrite, 808nm Diode, 1064nm Nd:YAG); body contouring via EMS muscle stimulation (Supreme Trainer), cryolipolysis (Fedtfrysning), and infrared/RF bodyshaping; and injectables and skin rejuvenation using Azzalure (botulinum toxin A), Restylane hyaluronic acid fillers, microneedling with PRF, PRP/PRF, and skinboosters including Profhilo. Treatments are delivered by cosmetic nurses and specialists.

SMOOTH operates a direct-to-consumer model with revenue generated from one-off treatments, prepaid Klippekort packages (36-month validity), per-treatment loyalty credit (SMOOTHie Points returning 10% of purchase value), and a multi-category subscription programme covering laser, botox, microneedling-PRF, PRP hair loss, and PRF face at 9–43% discounts versus list pricing. Customer acquisition is driven by owned social channels (Instagram, TikTok), an educational blog, an ambassador/content creator programme, Trustpilot reputation, and a satisfaction guarantee on qualifying laser courses; the company reports more than 20,000 treatments performed and a Gazelle 2024 recognition. A separate sub-brand, Smoothmen (smoothmen.dk), targets male clients for hair removal and aesthetics.

Name

SMOOTH

Legal name

SMOOTH Aps

Website

https://smooth.dk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

SMOOTH Aps is a Danish privately-held aesthetic clinic chain operating six clinics across Denmark, offering permanent laser hair removal, body contouring (EMS, cryolipolysis, RF), injectables (botox, fillers), and skin rejuvenation under subscription and pay-per-treatment models to individual consumers.

Ownership category

akta.pro rank

Product category

Aesthetic Clinic Services

NAICS

Beauty Salons (812112), Other Personal Care Services (81219)

akta.pro primary industry

Laser Hair Removal Clinics (HSALAGAE)

akta.pro secondary industry

Men’s Grooming Hair Removal Services (HSALAGAD)

Keywords

• Aesthetic clinic services
• Laser hair removal
• Body contouring treatments
• Cosmetic injectables
• Skin rejuvenation

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly subscription memberships across multiple categories (Laser, Botox, Microneedling with PRF, PRP Hair Loss, PRF Face, PRF Under Eyes). Members receive treatments at discounted rates compared to list price, with savings ranging from 9% to 43% off list pricing. Memberships provide predictable recurring revenue and customer retention.
2. One-Time Treatment Packages (Klippekort): Prepaid treatment cards valid for 36 months from purchase date. Available for individual treatment areas. Electronic delivery via email after purchase. Customers prepay for multiple sessions upfront.
3. Individual Pay-Per-Treatment: Single treatments purchased at list price without membership. Customers can book individual sessions for any treatment category. Prices listed on website.
4. SMOOTHie Points Loyalty: Customers earn 10% of their purchase value in SMOOTHie Points (1 point = 1 krone), automatically added to their profile after purchase. Points can be used as full or partial payment on future treatments. Points must be used within 12 months.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SMOOTH operates a chain of Danish aesthetic clinics delivering permanent hair removal via 3-wavelength laser technology, non-invasive body contouring (cryolipolysis fat freezing, EMS-based Supreme Trainer muscle stimulation, and infrared/radiofrequency bodyshaping), and injectable aesthetic treatments including Botox, dermal fillers, skinboosters, microneedling and PRP/PRF. Treatments are delivered by trained cosmetic nurses across six clinic locations and are offered individually, as prepaid Klippekort (clip-card) packages, or through recurring monthly/quarterly memberships.

Product overview

SMOOTH is a Danish aesthetic clinic chain offering a portfolio of cosmetic and body contouring treatments. The core offering spans four categories: (1) Skin — permanent hair removal using 3-wavelength laser technology (Supreme Laser: 755nm Alexandrite, 808nm Diode, 1064nm Nd:YAG), offered as individual treatments, clip cards (Klippekort), or monthly Laser Memberships; (2) Shapes — body contouring treatments including Supreme Trainer (electromagnetic muscle stimulation), Fedtfrysning/cryolipolysis (fat freezing), and Bodyshaping (infrared + radiofrequency + vacuum massage); (3) Aesthetics — injectable treatments including Botox (Azzalure), Filler (Restylane), Microneedling (standalone or with PRF), Skinbooster (Restylane Skinboosters and Profhilo), and PRP/PRF for face and hair; and (4) Membership programs — recurring subscription tiers for laser, botox, microneedling/PRF, and PRP/PRF that offer up to 43% savings off list prices. The company also operates a sub-brand called Smoothmen (smoothmen.dk) for men's treatments. Treatments are delivered at six clinic locations across Denmark (Østerbro, Frederiksberg, Kongens Lyngby, Aarhus, Aalborg, Odense) by trained cosmetic nurses and specialists. The company holds CE marking on its laser equipment and complies with GDPR and Danish data protection law.

Differentiator

Problem solved

Functional benefit

Brands

• Smoothmen: A separate brand targeting male clients for hair removal and aesthetic treatments.

Products and services

• Permanent Hair Removal (Permanent Hårfjerning) Laser-based permanent hair reduction using 3-wavelength technology across all skin and hair types for individual consumers seeking long-term hair removal.
• Supreme Trainer (EMS Muscle Stimulation) Electromagnetic muscle stimulation treatment that induces supramaximal muscle contractions for muscle building, abdominal toning, gluteal shaping, and post-pregnancy diastasis recti.
• Fat Freezing / Cryolipolysis (Fedtfrysning) Non-surgical fat reduction using controlled cooling to crystallize and eliminate fat cells in areas such as abdomen, flanks, thighs, arms, and back, with no downtime.
• Bodyshaping Non-invasive body contouring combining infrared, radiofrequency, and vacuum massage to improve skin elasticity, reduce stretch marks and orange-peel texture, and tighten loose skin.
• Botox (Azzalure) Botulinum toxin type A (Azzalure) injections to reduce dynamic wrinkles and facial lines including forehead, glabella, crow's feet, lip flip, gummy smile, masseter, chin, and brow lift.
• Dermal Filler (Restylane) Hyaluronic acid-based dermal filler (Restylane) to restore volume, sculpt facial contours and correct asymmetry in lips, cheeks, jawline, chin, tear trough and nasolabial folds, with results lasting 6–18 months.
• Microneedling Microneedling skin rejuvenation that creates microscopic channels to stimulate collagen and elastin, improving texture, fine lines, acne scars, and pigmentation; can be combined with PRF.
• Skinbooster (Restylane Skinbooster & Profhilo) Injectable hyaluronic acid skin quality treatment (Restylane Skinboosters or Profhilo) to hydrate, improve elasticity and boost glow on face, neck, décolleté and hands, without adding volume.
• PRP / PRF Treatments Autologous platelet-rich treatments: PRP for hair growth stimulation, and PRF for facial rejuvenation and under-eye treatment, with fibrin matrix for sustained growth factor release; includes Nano-needling with PRF.
• Laser Membership Monthly subscription program for laser hair removal with four tiers (Smooth Essential 999 kr/month up to Smooth VIP 3,499 kr/month), offering up to 43% savings versus list prices with one-month cancellation notice.
• Botox Membership Quarterly subscription for Botox treatments covering 2–5 areas with three sessions per year, priced from 499 kr (2 areas) to 999 kr (5 areas) per quarter.
• Smooth Glow Membership (Microneedling with PRF) Subscription for microneedling with PRF with four tiers (Smooth Glow Start 449 kr up to Smooth Glow Pro 949 kr) ranging 3–8 treatments per year, offering up to 32% savings versus list prices.
• PRP Hair Loss & PRF Face Memberships Subscription plans for PRP hair loss (initiation and maintenance phases) and PRF face/under-eye treatments, available in multiple frequency tiers from 3 to 8 treatments per year.
• Klippekort (Clip Cards) Prepaid treatment cards offering up to 50% discount versus list prices, valid for 36 months from purchase and redeemable in the booking flow with one free follow-up control included.
• Smoothmen (Men's Aesthetic Sub-brand) Separate sub-brand operated by SMOOTH focused on men's aesthetic treatments, particularly permanent hair removal (back, shoulders, chest, neck, face) and muscle-definition services, with its own dedicated website and branding.

Quantifiable outcome

• Membership savings of 9-43% vs. list price for regular treatments
• +5 more outcomes

Named customers6 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

Five partnerships are on record, tiered core and minor.

• RestylanecoreOthersSMOOTH uses Restylane (from Galderma) as the exclusive filler product for all dermal filler treatments. Restylane is a CE-marked, clinically documented hyaluronic acid-based filler. SMOOTH describes it as providing natural, beautiful, and long-lasting results for facial contouring, lip enhancement, and wrinkle reduction.
• Azzalure (Galderma)coreOthersSMOOTH uses Azzalure botulinum toxin type A (produced by Galderma) exclusively for all Botox treatments. Azzalure is CE-approved, clinically tested, and known for its precise spread and natural results. Galderma is an internationally recognized pharmaceutical company specializing in dermatology and aesthetics.
• ProfhilominorOthersSMOOTH offers Profhilo as one of two skinbooster treatment options. Profhilo is a high-concentration hyaluronic acid treatment for skin tightening and bio-remodeling, offered alongside Restylane Skinboosters for skin rejuvenation treatments.
• AnydayminorOthersSMOOTH partners with Anyday to offer customers interest-free installment payment plans for shop purchases. Anyday allows customers to split payments over 4 installments with no interest or fees for the first four installments, accessible via MitID login at checkout.
• Sundhed+minorOthersSMOOTH accepts Sundhed+ as a payment method in clinic and via webshop. Sundhed+ is a Danish health-related payment/card system that may provide coverage or benefits for certain health and wellness treatments.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SEV Laser: US aesthetic clinic chain specializing in laser hair removal and skin treatments with membership pricing. Comparable business model, single-modality focus on laser services, and similar mid-market price positioning.
• Ideal Image: Largest US aesthetic clinic chain with 150+ locations delivering laser hair removal, body contouring, injectables, and skin treatments. Direct competitor in multi-service aesthetic clinics with comparable target customer and brand-led positioning.
• Sono Bello: US body contouring specialist chain with 80+ locations offering fat reduction and skin tightening treatments. Comparable for the body shaping, fat freezing, and bodyshaping portion of SMOOTH's service portfolio.
• Laser Clinics: Australia-founded global aesthetic clinic chain offering laser hair removal, skin treatments, and cosmetic injectables under a multi-service clinic model with product and membership packages. Closely comparable to SMOOTH in service mix, D2C consumer targeting, and subscription-style packaging.

Emerging players

• European Wax Center: US franchise-based hair removal chain with membership pricing model and broad consumer targeting. Comparable in hair-removal focus, subscription revenue model, and multi-location roll-out strategy, though different modality (waxing vs. laser).
• Skin Laundry: US aesthetic clinic chain focused on laser-based skin treatments and facials with subscription-style pricing. Comparable emerging player using laser technology for consumer-facing skin services with a recurring revenue model.

Others

• HairClub: US hair restoration chain offering PRP-based hair growth treatments and related services. Adjacent peer for SMOOTH's PRP hair loss membership offering, though HairClub's core focus is broader hair restoration rather than aesthetic injectables or body contouring.

Regional players

• Akademikliniken: Swedish aesthetic clinic chain offering non-surgical cosmetic treatments, body contouring, and skin rejuvenation across multiple Nordic locations. Comparable service mix and regional Scandinavian market context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/www.smooth.dk
• Instagraminstagram.com/smoothofficial__
• TikToktiktok.com/@smoothofficial_
• LinkedInlinkedin.com/company/smooth-aps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SMOOTH