Skincity acquires British counterpart Effortless Skin

Skincity, one of the leading online companies within skincare and professional advice in Scandinavia, has acquired the majority of shares in UK online skincare retailer Effortless Skin. The company already operates in Sweden, Norway and Finland.

“We have great ambitions for Skincity and expect to continue our growth levels. By acquiring Effortless Skin we now have a bridge into the British market. This also gives many other advantages, such as import, access to more brands and of course a presence in one of Europe’s biggest skincare markets” says Mikael Kjellman, CEO, Skincity.

Stephen Elldred, co-founder of Effortless Skin, comments: “This is a very exciting time for Effortless Skin and the UK skincare market. We have grown Effortless Skin incredibly quickly over the last few years with an amazing team of people, and our strong leadership team will continue to further develop key growth opportunities as we move into this new stage. Our combined vision for the future means we’ll be providing customers with the very best skin health knowledge and products to help their skin.”