The turnover for 2025 amounted to 40.2 million Swedish kronor, a decrease of approximately 7 percent from the previous year. At the same time, the company reports an operating profit of 5.3 million kronor, a turnaround from a loss of 5.2 million kronor last year.
However, the transition to profit is not a result of increased sales in the salons. Instead, it stems from the settlement agreement in the company's reconstruction, where 75 percent of the company's debts were written off. This had an accounting effect of 11.7 million kronor.
The auditor notes in their report that the actual result from ongoing operations amounted to a loss of 6.8 million kronor. The remaining 25 percent of the reconstruction debt is to be repaid by the company over the next two years.
E-commerce declines as the map is redrawn
To get finances in order, Rapide has reorganized the organization. The subsidiaries in Norway and Denmark, Rapide Norway ApS and Rapide Denmark ApS, were completely liquidated in 2025. The business is now focused on the Swedish market through the company's 14 own brow bars in Stockholm, Gothenburg and Skåne, as well as through external retailers.
A shift in focus is also taking place online.
The company's own e-commerce has historically functioned as a prioritized area with investments in marketing and systems. Now, the company states that e-commerce should primarily function as a service to customers. However, it is still possible to shop for makeup products via the company's website.
According to the report, investments should be balanced to secure profitability. Physical brow bars in Jönköping and Umeå were closed during the year. The same decision was made for the salon in Nacka, where the company explains in the annual report that the working environment was not considered sustainable in the long term.
More expensive personnel and new management
The number of employees in the company decreased to an average of 52 people, compared to 56 the previous year. Yet, personnel costs increased to 28.6 million kronor from 26.6 million kronor previously. According to the company, this is partly due to extra costs for payroll administration during the reconstruction period.
To reduce other fixed costs, the service office has moved to a smaller premises with lower rent.
After the financial year-end, the company's management has also been completely redrawn.
In April 2026, Caroline Hjelm Cronstedt left the role of CEO and was replaced by co-founder Susanne Lundquist. At the same time, Åsa Sånemyr stepped down as chairman of the board and made way for the other co-founder, Tilda Nordh. The board now includes supplementary member Cecilia Lewenhaupt.
Tax debts and consumed capital
Despite the reconstruction, Rapide continues to struggle with its finances. The equity has been wiped out on several occasions, and although it was temporarily restored by the debt write-off, it was consumed again in April 2026.
This recurring capital shortage, combined with the fact that the company has been late with its tax payments on several occasions, makes the auditor now openly doubt the company's future and ability to survive.
The payment problems are also confirmed by extracts from the Swedish Enforcement Administration, where the company has incurred a number of minor debts to both the state and suppliers in the spring of 2026, totaling just over 10,000 kronor.
As for total bank debts, these amounted to just under 1.8 million kronor at the end of the year. However, this is a decrease from the previous year, when the company had bank loans and a utilized check credit totaling almost 3 million kronor.