Kicks

Kicks is a leading Scandinavian beauty retail chain specialising in cosmetics, skincare, fragrance, and haircare, with stores primarily in Sweden, Norway, Denmark, and Finland. Founded in Sweden in 1988, Kicks has built one of the most trusted beauty retail brands in the Nordic region — a territory where beauty retail is competitive, consumers are discerning, and sustainability and ingredient transparency matter enormously to shoppers.

The Kicks store experience is designed around discovery and advice. Staff training is taken seriously, and the in-store service model emphasises genuine product knowledge. This positioning — knowledgeable, welcoming, and accessible — has helped Kicks maintain strong customer loyalty in markets where several international beauty retailers compete for share.

Brand mix and positioning

Kicks carries a broad mix of mid-market to premium beauty brands, including major international names alongside Nordic brands and a growing selection of emerging and independent labels. The platform has a genuine track record of introducing new or niche beauty brands to the Scandinavian market, giving it editorial credibility with beauty-aware consumers who look to Kicks for trend-forward curation.

For beauty brands targeting Scandinavian consumers, Kicks offers strong brand alignment — association with a retailer that Nordic consumers trust for quality and advice. The combination of physical stores for trial and discovery and a growing online presence makes Kicks a genuinely omnichannel opportunity in the Nordic beauty market.