Business is beautiful

About our company

A story of a family

Letsfaceit (originally named Trevit) was founded in 1995 by brothers Göran, Per and Peter Agardh. Its focus was Scandinavian distribution for the American toothpaste brand Natural White. Over the next few years the company expanded to distribute cosmetics by Markwins and this beauty focus led to the name change to Letsfaceit.

Cosmetics expansion continued in the 2000s with the addition of Wet n Wild and Too Faced and with distribution extending from all of Scandinavia to some Baltic countries as well. Over the next few years Grecian, Lily Lolo, Eco Tools and Pashion were added to the portfolio.

In 2011, IDUN Minerals was launched. It is a cutting edge, premium mineral cosmetics line and is the first in-house brand that Letsfaceit developed and launched itself. All aspects from marketing to packaging to sales are handled internally. Its distribution is exclusively through pharmacy chains driven by its extremely high quality mineral formulas in the lip, nail, face and eye categories.

Today, Letsfaceit is a unique business partner in the Scandinavian market. Its broad distribution network reaches large mass and food retailers, pharmacy chains and other retailers like H&M. As such, it can manage multiple channels and give its partner brands access to consumers in a way that few other distributors can. In addition to managing distribution, Letsfaceit’s internal brand management team allows it to work with its partners strategically to understand Scandinavian market dynamics from a brand perspective. As such, Letsfaceit can understand and adapt strategy if necessary before executing it through its distribution network. This vertical capacity puts partners in the best possible position for short-term and long-term profitability.

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Please feel free to get in touch with any questions or to start a conversation. From employment to international business development, we are happy to hear from you.

Swedish headquarter

  • Sweden, Letsfaceit Nordic AB, Lindhagensgatan 74 Stockholm
  • +46-8-22 72 40

International headquarters

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