During 2025, the company generated SEK 5.7 million in revenue, meaning that income landed at the same level as the previous year. However, at the same time, operating profit increased by 113 percent to SEK 1.3 million, compared to SEK 600,000 the previous year.
Tom Flumé explains that the current year will mirror the previous one financially. The work focus is instead on internal projects. Daily operations should continue according to the current model while resources are allocated to future structures.
2026 will be quite similar to 2025. Both in terms of turnover and results. The major changes are happening behind the scenes. That's where we're making a couple of significant investments," says Tom Flumé.
He further states that they see no need to change direction in their core business for the time being.
Profitability remains good and we are selling what we should. As we are making large investments right now, the basic business needs to persevere as it does. That's okay. We don't need to change anything. We're keeping our heads above water.
Choosing to forego external agencies
To navigate correctly and keep costs down, the company has chosen a straightforward approach to marketing. All work is handled in-house. According to the founder, this is one of the reasons why margins within e-commerce can be maintained.
Marketing. It's so incredibly easy for money to just disappear if you don't keep track. We do everything ourselves, skipping agencies completely. That's the key, I think," he says.
He elaborates on his reasoning for choosing to forego external consultants:
The size of the consultant's fee almost never outweighs the promised effect. What I mean is that for the net effect to be positive with consulting firms, they either have to do a phenomenal job, which few succeed in – it's difficult – or you have to have a media budget of godly proportions so that the consultant's fee becomes a negligible part. E-commerce companies earn money on the cost side, not the revenue side.
Looking for new brands
A previous interview revealed that this year's profit will be reinvested. Now, the plans are taking shape. The company is looking at various ways to expand, which may include both organic growth and external acquisitions.
It ranges from new companies and brands, acquisitions of other brands, and new geographical markets. We're looking at a lot right now. Nothing is certain yet, but we want the Moss & Noor family to grow with siblings," says Tom Flumé.
At the same time as the company is planning for expansion, consumers are in a time where household finances are managed differently.
Tom Flumé views this development positively and considers it a normalization after previous years of consumption.
People are still holding onto their money tightly. Which is healthy! The consumption behavior we're seeing today is much more sensible and sustainable over time than the good old days a few years ago. I also believe that today's economic conditions are more of a normal state than anything else. It's probably wisest to get used to it.
Within the niche that Moss & Noor operates in, this slowdown is noticeable. He predicts that the market will be cleared out and that several industry colleagues may encounter problems in the future.
Specifically within skincare, general interest in skincare has declined. It's subdued. The trend has come and gone. I wouldn't be surprised if we read headlines soon about hyped skincare brands that are now struggling badly," concludes Tom Flumé.