The Swedish skincare company Skinome was founded in 2018 by Johanna Gillbro, a doctor in experimental dermatology. The company manufactures its products in small volumes in Sweden but sells over 90 percent of its products through its own e-commerce platform to customers throughout the EU and Norway.
In 2025, the company generated revenue of 53.2 million Swedish krona, representing a growth of 73 percent compared to 30.7 million Swedish krona in 2024. At the same time, losses decreased and operating profit improved from minus 7.6 million Swedish krona to minus 1.4 million Swedish krona.
A central part of the e-commerce strategy is the company's subscription model, which creates recurring revenue and makes it easier to plan production. Something the CEO sees as a success factor going forward:
Historically, subscriptions have accounted for around 40 percent of our e-commerce sales. So far this year, the share is around 30 percent, mainly because we have focused a lot on acquiring new customers. Our goal is to reach around 35 percent for the full year 2026, says Lydia Engholm.
The company notes that customers often return several times before choosing to start a standing subscription.
Typically, our customers become subscribers after three to four purchases, when they have really had time to see and feel the results of our skincare. The high proportion of subscriptions gives us a very appreciated predictability in sales and also makes it easier to plan the production of our fresh products, which we manufacture often and in small volumes in Sweden, says Lydia Engholm.
Aiming for break-even in 2026
During the beginning of 2026, sales have increased by 40 percent compared to the same period last year. At the same time, the e-commerce retailer achieved a positive operating profit for an entire quarter for the first time.
But despite the recent profitable quarter, the company does not plan to take out any large profits this year, but chooses to reinvest in growth.
Our goal is for 2026 to be our first year where we reach break-even or a small profit. We are not consciously aiming for any major profit at this stage, as we still want to invest in growth, says Lydia Engholm and continues:
It's about finding the right balance, continuing to grow strongly and at the same time showing that our business model, where we will continue to invest in our own research and development, is profitable. The focus is now primarily on our international business, which we aim to account for around 15 percent of turnover this year. Last year it was around 12 percent.
Cold chain during transport
Selling fresh skincare places special demands on warehousing and logistics. The e-commerce retailer's products are stored in a cold room at logistics partner Emotion Logistics in Norrköping until the order is shipped to the customer. However, no cooling elements are required during the actual transport phase.
Within the EU and to Norway, delivery times are now so short, normally two to three days, that we have not encountered any major logistical problems so far. Our deliveries also do not need to be refrigerated during transport, says Lydia Engholm.
Norway is currently the company's second largest market. As e-commerce grows further south in Europe, with a particular focus on the Netherlands, future warehousing solutions closer to European customers are also being evaluated.
The products are stored in a cold room at our 3PL partner Emotion Logistics in Norrköping until delivery, and the customer then puts them in the refrigerator when they arrive. As our markets further south in Europe grow, we will evaluate warehouses closer to these markets. Right now, we are focusing a lot on the Netherlands. Otherwise, Norway is currently our second largest market and we have a very good momentum there right now, says Lydia Engholm.
No new millions since 2023
Unlike many other young companies that have taken in running venture capital, the e-commerce retailer has chosen to finance its expansion on its own during recent years.
We haven't actually carried out any new financing round since June 2023. Since then, we have managed to finance our strong growth without additional capital injections, says Lydia Engholm.
Running your own laboratory in Hornstull in Stockholm and conducting clinical trials requires resources, but the company believes that the scientific path is what creates long-term customer value.
It has cost a lot of resources to work the way we do. Conducting our own research and having our own lab is a major investment, but it has also been crucial for us to be able to develop the type of innovative skincare that we do. We have always been convinced that customers in the long run want products that really help them to better skin health, says Lydia Engholm.
As the customer base grows, the e-commerce retailer also notices that marketing becomes more effective. Satisfied buyers recommend the brand further, which reduces dependence on paid marketing channels such as Meta.
We have worked incredibly hard for several years, so it is a fantastic feeling in the team to see that more and more people are finding us. We also see how our satisfied customers recommend Skinome to friends, family and colleagues. As the customer base grows, that type of recommendation has an increasing effect and also costs less than, for example, digital marketing via Meta, says Lydia Engholm.
With the profitable quarter in the bag, the CEO looks forward to continuing to build the e-commerce further during the rest of 2026.
That is probably what I am most looking forward to for the rest of the year, to continue to grow by more people discovering Skinome, both in Sweden and internationally, while showing that it is possible to build a profitable skincare company with science, innovation and better skin health at the center, concludes Lydia Engholm.