Tenth Avenue Holdings Acquires Major Stake in Sweden-Based Skincare Company Under Your Skin

Tenth Avenue Holdings, LLC (TAH) acquired a majority stake in Under Your Skin, a natural skin and hair care brand based in Sweden. 

 

Under Your Skin, founded by the mother-daughter team of Christina and Lovisa Hahn, will launch its product line in the US market in 2023. Lovisa Hahn will be named chief executive officer under this new partnership. TAH, a privately held, diversified holding company that operates and invests in privately and publicly held businesses, has a passion for long-term relationships with its founders and operators that fosters caring, curiosity, intellectual integrity, and fun.

“Christina and Lovisa's ethos and ours are a shared vision to build a company with enduring value, grow our businesses while impacting the world positively, and maintain an inclusive culture,” said Joel Citron, co-CEO, TAH. “We look forward to introducing the founder-led business' brand extension to the American market in 2023.”

 

Under Your Skin products, available online and featured in many high-end hotels in Northern Europe, are developed and made in Sweden with all-natural, hand-picked ingredients. In addition to stem cell extract from milk thistle and oats from Sweden, other natural ingredients are sourced from France, Germany and Spain. The cruelty-free products are made without parabens, silicon, sulfates, synthetic fragrances, petrochemicals, or microplastics. The company's product line includes a Hair Growth Kit (activating hair serum, shampoo, conditioner); Organic Detox Shampoo & Conditioner; Organic Body Wash & Body Lotion; Organic Hand-Kit (hand wash, hand sanitizer, hand cream); Organic Baby Kit (baby oil, baby cream, baby wash); and Natural Glow Face Oil.

 

The inspiration to create Under Your Skin for daughter Lovisa (now a mother to an 18-month-old daughter Freddie) came while in college at Stockholm University. Lovisa suffered a hormonal imbalance which led her to want to live a cleaner, non-chemical-filled lifestyle. She educated herself on skincare and e-commerce businesses. With her mom Christina, she started the company in 2016, garnering a host of profiles and rave reviews in Swedish publications.

 

“We are excited our natural beauty and skincare brand has joined Tenth Avenue Holdings' portfolio of privately held businesses that span gifting, pets, lifestyle, apparel, and accessories industries,” said Lovisa Hahn,  CEO, Under Your Skin. “Led by our growth marketing innovator, Fedja Porobic, our promotional plans include establishing retail partnerships with top direct-to-consumer e-commerce marketplaces.”
 

In 2012, TAH became the majority owner of Hello, a leading naturally friendly brand in oral care and other personal care products. Hello was acquired by Colgate in 2020.