L. Yltävä
Research expert
The beauty and personal care e-commerce market is blooming in the Nordic region, where many products are infused with local ingredients, such as birch sap, spring water, and arctic berries. The market is estimated to be worth 2.84 billion U.S. dollars in 2024, and it is forecast to reach a revenue of 4.21 billion dollars by 2029. In this region, over 20 million people purchase beauty and personal care items via the internet.
The beauty and personal care e-commerce market in the Nordics is blossoming, with strong regional companies, and brands gaining global recognition for their nature-inspired products.
Local beauty retailers enjoy market dominance
Homegrown retailers dominate the beauty field in the Nordic countries. Lyko.com and kicks.se are the leading online beauty stores in their founding country of Sweden, raking in a staggering 137.5 million and 68.4 million U.S. dollars in revenue in 2023, respectively. These stores have also spread their roots to other nearby countries, being major players in both Finland and Norway. However, Norway's very own blivakker.no is the top beauty site in its origin country, with yearly revenues of 70.4 million U.S. dollars. Meanwhile, in Denmark, the Danish wellness site matas.dk reigns supreme with an impressive 130.2 million U.S. dollars in revenue. The Nordic countries clearly favor purchasing their beauty products from local online stores or from those of their neighboring nations.A budding Finnish beauty brand
Nordic beauty brands have ingeniously captured the essence of the region‘s wondrous nature in their product offerings. Take Lumene, a Finnish brand named after the serene Lake Lummene in Central Finland. It exemplifies this trend by offering a range of cosmetics and skincare products made from native ingredients, such as cloudberry, lingonberry, and heather’s flowers. When looking at how the manufacturer's direct-to-consumer online store is fairing, more than 100,000 visitors frequent lumene.com each month. Most site visits come from Finland, the United Kingdom, Sweden, and the United States. Recently, the store has expanded its offerings on online marketplaces like Amazon and Zalando, reaching an even larger consumer base. As Lumene expands its presence globally, it continues to champion the values that define the Nordic beauty market, such as keeping nature at the forefront of its practices.The beauty and personal care e-commerce market in the Nordics is blossoming, with strong regional companies, and brands gaining global recognition for their nature-inspired products.
