The journey from the basement to volumes of over one million shipments has been rapid for the company, which sells perfumes directly to consumers.
This development is driven by a business model without intermediaries and high demand that has sometimes led to completely sold-out warehouse shelves. Founder Jonna Gustafsson describes the event as proof that the products and strategy are hitting the mark:
One million orders have now been placed with us at Essnce. What a freaking milestone. I can't quite grasp how many orders that actually is. Never in my wildest dreams would I have thought we would get to where we are today if you had asked me when I started in the basement in 2022, writes Jonna Gustafsson in a post.
I am so grateful for every single one of these orders and take nothing for granted. Now on to new heights.
Structure for High Volume
Handling hundreds of thousands of orders requires logistics and personnel. Although more than one hundred people are involved in the business, the formal number of employees is low. The work is operationally managed by the company's CEO Fredrik Nordendorph, while staffing is handled flexibly through external partners.
This is perhaps actually a large part of our secret sauce. We have help from Slashten when it comes to staffing, so "100 employees" might be a bit wrong. We've had over 100 people working for Essnce, but not necessarily at Essnce. But honestly, I think a lot of it has to do with us not trying to build things too complex, explained Jonna Gustafsson in a previous interview with Ehandel.se.
The Figures Behind the Packages
The high order frequency is clearly reflected in the company's accounts for 2025. Turnover amounted to 155 million Swedish krona, an increase of approximately 79 percent compared to the previous year. During the same period, operating profit landed at 39.6 million Swedish krona, an increase of 100 percent.
Now, the company continues its work to expand into more countries and establish permanent physical stores.
We have grand plans ahead. For the first time, we've really sat down and set a clear goal for where we want to go, and we're aiming for a billion, revealed Jonna Gustafsson in the article from June 2026.