Jönköping-based Hudoteket, which has been engaged in e-commerce with beauty products since the late 1990s, has compiled its annual report for 2025. The documents show that the company's net turnover amounted to SEK 50.2 million during the year, up from SEK 49 million the previous year.
The bottom line landed at just under one million for the year. This happens in a market climate which, according to the company, has been characterized by changed customer behavior and more restrained consumption. The beauty industry as a whole has also been affected during the period by reconstructions and notices of layoff among several players.
We have made several important investments during the year while managing to maintain a stable economy and financial position. The fact that we also have so many satisfied customers shows that our focus on a hand-picked range and personal service is paying off, says Hudoteket's CEO Andrea Olofsson.
Three Business Areas
Hudoteket was originally founded in 1972 as a physical salon and today has a business model based on three areas: e-commerce via the website Hudoteket.se, physical salon and store operations in Jönköping and Malmö, and B2B distribution of products to external retailers. Investments have been made during the year within all these units.
Increased Turnover 2026
For the current financial year 2026, management announces that the outlook is positive. No significant events have been reported after the end of the financial year, but the company notes that turnover at the beginning of 2026 shows an increase compared to the corresponding period last year.