The 2025 annual report shows that Idun Minerals closed the year with strong figures. Turnover reached SEK 101.2 million, an increase of just over 28 percent compared to last year's SEK 78.7 million.
Profitability is also trending upwards. Operating profit amounted to SEK 18.9 million, compared to SEK 12.6 million the previous year. This represents an increase of almost 50 percent.
To continue growing in the Nordic region, the company is now expanding its presence with the chains Kicks and Matas, totaling 80 physical stores and e-commerce platforms. According to the company, the launch is a way to strengthen its position in the domestic market and reach more consumers.
However, as retailers take up more space online with the products, the question arises as to how this will affect the company's own e-commerce business. Jennifer Tengqvist explains that the channels serve different, but complementary, functions.
The Digital Flagship
While established beauty giants provide reach and ensure that products are available where customers already make their purchases, the company's own website serves a different purpose. It functions as a window to the world where more of the brand and the entire range can take center stage.
Regardless of where visitors come from, customers should be met with a brand with clear roots in the Nordic region, which also feels relevant and accessible in a global market, says Jennifer Tengqvist.
The company's own platform is therefore not intended to compete with retailers.
The goal is not to move sales from our retailers to our own website, but to let the channels strengthen each other and together contribute to growing Idun Minerals, says Jennifer Tengqvist.
The strong digital presence of major players and their competition for commercial searches is part of reality. However, Jennifer Tengqvist sees them primarily as an engine for awareness and sales.
Insights and Relationships
When consumers are exposed to the products in other channels, interest increases in searching further. That's where the brand's own e-commerce business has the task of offering the customer more than just a transaction.
Building a direct relationship with the customer requires presence and engagement throughout the entire buying process. According to Jennifer, the relationship is not limited to the place where the customer finally checks out their shopping cart, but concerns the entire journey from inspiration to product training and repurchase.
Customers can discover a product with us and buy it from a retailer, or vice versa. Both journeys are valuable and have been for Idun Minerals since day 1 when we were exclusive at pharmacies in Sweden, says Jennifer Tengqvist.
The company invests heavily in its own channels, customer systems and social media. Through its own e-commerce business, they can offer a wider range, product guides and package deals. The channel is also a very important piece of the puzzle for understanding customer behavior in depth, which is then supplemented with insights from customer service, consumer surveys and physical customer meetings.
Our own e-commerce business is an important source of first-hand insights because we can follow the entire customer journey there and understand behaviors that only concern us, says Jennifer Tengqvist.
To gain a broader market perspective, they then exchange aggregated data with their retailers, which provides a more complete picture of the Nordic consumer.
New Recruitment and Social Commerce
The plan going forward is to continue driving profitable growth in the company's own e-commerce business, with a focus on increased traffic, better conversion and more returning customers.
As part of this work, Louise Hansson has recently been recruited as e-commerce manager. Her mission is to connect the website with social platforms.
Today, consumers often discover products through fast-paced material on social networks. Jennifer Tengqvist points to the risk of losing emotional engagement once the customer lands on a traditional e-commerce site. To maintain the energy and create a stronger connection between the brand's various channels, the content on the website is now being adapted.
This includes a greater focus on video, product demonstrations, user-generated content, reviews and more vibrant storytelling on the website, says Jennifer Tengqvist.
The investment in a more dynamic site is ultimately about preparing the company for the next big step.
While presence with Nordic beauty chains drives volume and local availability, the company's own platform forms the basis for its continued international expansion. The site should function as the hub of brand building as the focus now turns to the world.
It should make the brand accessible to more consumers, but also give them a consistent and inspiring picture of who Idun Minerals is and what we stand for, concludes Jennifer Tengqvist.