After demonstrating strong growth in previous years, where the company aimed for a turnover of 100 million SEK, the latest annual report shows a different development. Net sales amounted to 27.1 million SEK in 2025, compared to 46.7 million SEK in 2024. The annual result remained at approximately the same level as the previous year, totaling -13.2 million SEK (-13.1).
The decline in sales is, according to the company, expected. In the administration report of the annual report, the management explains the decrease:
The year was mainly characterized by strategic preparations for a major brand launch planned for July 2026. In preparation for this relaunch, the company deliberately reduced its inventory levels and phased out the sale of existing product lines.
The company further states that the resulting decline in net sales and inventory levels reflects this intentional transition rather than any deterioration in the underlying business.
In the autumn, Ehandel.se reported that the company secured approximately 115 million SEK in capital from Tenth Avenue Holdings. The investment was made with a view to a larger international expansion, primarily into the American market, as well as the launch of a new security standard developed in collaboration with the RISE research institute. The method aims to scientifically review finished products instead of just individual ingredients, to ensure they are free from, among other things, endocrine disruptors.
18 million from the parent company
To support the business during the year of transition, the annual report shows that Under Your Skin received 12.1 million SEK in shareholder contributions from the parent company in 2025.
The strategic transformation has continued into 2026. The planned relaunch in July includes new packaging designs as well as an updated brand positioning and communication for the company's entire product portfolio. The company writes that it sees the launch as an important milestone that is expected to strengthen its market position, and has so far in 2026 received an additional 6.4 million SEK in shareholder contributions to complete the investment.