In 2022, Gina Dirawi developed a concept for her future company. She wanted to create natural products for skin and hair in an industry she felt lacked this.
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The e-commerce store opened in April 2026, approximately 4 months ago. The aim is to build a global company, a vision that attracted investors early on.
First Full Year For The Company
Since the e-commerce store launched in the spring of 2026, 2025 was a build-up year.
The recently registered annual report for 2025 shows that Zeiyt AB's turnover landed at SEK 149,999. The turnover was zero the previous year, meaning revenues took their first steps upwards.
The costs of the company's start-up phase are reflected in the results. Operating profit for 2025 amounted to SEK -5.9 million. Compared to the previous year, when the result was SEK -1.4 million.
During 2025, the company had an average of two employees.
Million-Dollar Investments Fill The Cash Register
To build the brand, the CEO has raised capital. Martin Lorentzon initially invested SEK 10 million for 20 percent of the company. In February 2026, another SEK 5 million was invested through a new issue, increasing his ownership to 30 percent. According to previous information, the company was valued at SEK 40 million in the latest round.
At the end of 2025, there were SEK 7.7 million in the cash register, compared to SEK 8.9 million at the end of 2024.