For 2025, Lumi Beauty AB reports a net turnover of 4.17 million Swedish krona. The company’s first financial year was extended to 18 months (mid-2023 to the end of 2024) and then generated a net turnover of 4.45 million Swedish krona.
Operating profit landed at approximately -300,000 Swedish krona, a decrease compared to the previous extended financial year which showed an operating profit of 0.7 million Swedish krona.
Sales Via Social Media
Pauline Grindvall has previously founded and run the e-commerce My Perfect Day. In the new venture, marketing via TikTok has been a primary focus since the company was new at the end of 2023. The initial purpose of the platform was brand building, but it quickly transitioned into becoming an important conversion channel.
The target group largely consists of women, with the age range 18–24 years accounting for the highest conversion, closely followed by the 25–34 age group. During the previous measurement period (2024), just over 25 percent of turnover came from advertising on TikTok. The company’s entry point is a starter kit for 499 Swedish krona.
Expanded Assortment and Subscription?
The recently completed name change aims to enable a wider assortment. The strategy going forward is to offer more beauty products related to salon treatments that the customer can perform at home. The company is also looking at launching a future subscription solution to attract more repeat customers.
Digital advertising and technical aspects are largely handled by external agencies to meet the rapid development of the industry. Pauline Grindvall explains the strategy regarding the technical platforms:
I want to let a knowledgeable agency or consultant handle the technical parts as well as the development and algorithms of the platforms. Development in digital marketing is moving so incredibly fast that it is difficult to keep up on your own.