During 2025, Caia Cosmetics, operated by Beauty Icons AB, increased its total turnover to SEK 807 million. At the same time, operating profit climbed to SEK 218 million.
However, despite the overall figures being known for some time, it is only now that the annual report has become public. It is in the financial statements that the underlying shifts and the company's new geographical priorities are revealed.
Looking closer at the distribution per market, it is clear that the Swedish e-commerce market, which has long carried the brand, is experiencing stabilization. Turnover in Sweden increased moderately during the year from SEK 445.7 million to SEK 464 million.
Instead, it is Finland that has emerged as the business's hidden locomotive.
The Finnish market expanded by over 60 percent during the financial year, with turnover increasing from SEK 24.4 million to SEK 39.2 million. This growth is happening in parallel with the e-commerce retailer stepping on the gas in the rest of Europe through, among other things, intensive retail investments.
This is particularly true in Germany, a market it has been cultivating for a long time, where sales, according to the company's reporting, increased by 47 percent last year.
Millions Flowing Behind the Flagship
Another detail that emerges in the financial statements is the cost of Caia's physical retail investment.
The company previously announced the opening of its first self-operated physical store in Stockholm, but until now the size of the investment has been unknown. However, under the item for improvement expenses on another party's property, it appears that the beauty actor has invested SEK 14.5 million during the year in the premises.
The investment lays the foundation for the physical store concept, which in 2026 will expand further with new establishments in both Norway and Denmark.
Parallel to the investments, the annual report shows internal cash flows. During the financial year, the company transferred a group contribution of SEK 150 million to the parent company Beauty Icons Holding AB, which is an increase from last year's group contribution of SEK 44 million.
This internal transaction means that the final net result on the bottom line lands at SEK 47 million, despite the operating profit increase in operations.
Håkan Håkansson Takes Seat on the Board
In addition to the purely financial items, a strategic change in the company's management is now also confirmed. According to information from the Swedish Companies Registration Office, industry profile Håkan Håkansson, former CEO of Lyko, has officially taken a seat as a regular board member in the subsidiary Beauty Icons AB.
His entry into the group's parent company was originally highlighted in the autumn of the previous year, but the change has now been formally implemented in the operating company as well.
Håkan Håkansson has a background in the beauty industry and is already on the board of Lyko, but has emphasized that his role in Caia is a private commitment without connections to collaborations between the two actors.