It all started on a small scale. Linn Weilar packed orders in her own home and personally carried boxes to the post office for delivery. E-commerce grew rapidly as more consumers and online stores discovered the assortment.
Since October 2022, the Swedish company Nordic Cosmetics & Healthcare, which operates the e-commerce store Glowstation.se, has been wholly owned by Orien Trade – where Linn Weilar is now the third largest owner.
When I had the warehouse in my home a few years ago and ran to the post office myself, I never could have imagined it would become this big so quickly. At the same time, we haven't even reached the USA yet, so there’s still a lot we want to tackle," says co-founder Linn Weilar to the website.
Millions Are Rolling In
For the Swedish subsidiary Nordic Cosmetics & Healthcare, growth has really picked up speed in recent years. In 2025, the business generated SEK 290 million in revenue, which corresponds to a growth of 47 percent compared to 2024. Operating profit for the year amounted to SEK 33 million.
In 2025, the parent company Orien Trade generated SEK 1.6 billion in revenue. This is an increase of 150 percent compared to 2024. At the same time, the parent company reported an operating profit of SEK 220 million.
Consumer demand is driven by Tiktok, which means that retailers need to continuously replenish their stocks. This in turn increases the parent company's revenue. With the B2B business established in Europe, the company is now evaluating the USA as its next market.