Swedish body care brand Estrid announces London expansion
Swedish body care brand, Estrid, has announced plans to open a second corporate headquarters in London following a period of explosive growth, which has seen the brand’s revenue growth exceed more than 60% year-on-year.
Committed to being ‘more than just a razor company’, Estrid has gained millions of subscribers in just four years by doing things differently. With a clear focus on purpose and activism, and a cruelty-free portfolio, Estrid has loyal brand advocacy from major body-positive influencers such as Sophia Hadjipanteli and Munroe Bergdorf.
To head up the new Corporate base, Estrid has hired beauty industry veteran Nico Morga Alden in the newly created role of Chief Brand Officer.
Alden has deep experience in developing global brands and bringing category-leading innovations to market. She brings a wealth of expertise in scaling digital-first brands, most recently leading the brand marketing for Makeup by Mario, launching the founder-led brand internationally and building the brand to become a socially-native, global success story. During Alden’s celebrated career, she served in leadership roles at top beauty organisations like LVMH, Estee Lauder and Shiseido.
In this new role, Alden will be responsible for continuing to grow and better serve Estrid’s highly engaged community, spearheading expansion across multiple markets and channels. The move will also bring Alden to London from New York City where she will oversee the recruitment of a number of exciting world-class new roles in Marketing, Creative and Sales.
Nico Morga Alden, Chief Brand Officer at Estrid said: “In just four years, Estrid has made a name for itself as the next big disruptor in personal care, emerging from its indie roots to become a progressive and innovative powerhouse that redefines what should be expected from the beauty industry. I have been watching this evolving success story for a number of years now, and am so excited to open the doors to the new London office and welcome a fresh wave of exceptional talent that will have a real impact on our bright future.”
Ben Eliass, Founder and CEO at Estrid commented: “Our mission at Estrid has always been to make every human feel seen, irrespective of the labels put on them by society. With millions of customers across Europe loving what we offer and supporting us along the way, we’re taking the necessary steps from indie niche upstart to truly challenging the long-standing Goliath in our industry. An upcoming London office is a big step in this direction, and we can’t wait to show you what we have in store.”
Starting out as a DTC digital-native, Estrid has since shifted to become an omnichannel powerhouse, which has seen double-digit market share across multiple European markets, and partnerships in major retailers including Boots in the UK, plus DM and Rossman in Germany. In the past year alone, the brand is currently on track to have a presence in over 10,000 stores across its markets by year-end.
In recent months, the brand launched major Limited Edition collaborations, including a partnership with Swedish mega brand H&M.
The brand was founded in 2019 in Stockholm, Sweden.
