The company was founded in 2023 by Noel Abdayem, Joakim Grip and Alexander Ruckemann. Sales are conducted via e-commerce and primarily target customers abroad, but a strong focus is directed towards hotels, airlines and yachts.
One of the investors and brand ambassadors is artist DJ Khaled. Since its inception, the company has raised a total of SEK 64 million.
The latest new share issue, officially registered on June 12, 2026, adds SEK 21.3 million to the company.
At the same time, changes are taking place in the company's management. Joakim Grip left his role as CEO in the spring and was replaced by Rasmus Widell, who is also Head of Investment at Noel Abdayem's investment company NCPA Capital.
And now Alexander Ruckemann has also ended his operational work in the company to instead become CEO of the e-commerce company Baby Brands Nordic. However, both Joakim Grip and Alexander Ruckemann remain on the company's board.
Geopolitics Affects Sales
As previously mentioned, the company's e-commerce is focused on export, with the USA and the Middle East as target markets. The war between the USA and Iran, which began in February, has created obstacles for sales and distribution in the region. In addition, high tariffs have been a factor that has complicated international e-commerce.
The latest annual report for 2024 shows that turnover increased by 1,400 percent. Revenue went from SEK 600,000 in 2023, a financial year that was eight months long, to SEK 9 million in 2024. At the same time, operating profit decreased by 766.7 percent and landed on minus SEK 26 million, compared to minus SEK 3 million the year before.
The goal was to reach SEK 50 million in turnover in 2025. However, this has been delayed due to the administration required to be able to sell close-to-body products abroad.
Since our products are used in the mouth, special permits from the authorities are required. This has proven to be a time-consuming process that we underestimated. Therefore, we have not yet reached the goals we set for 2025, Joakim Grip told the website.