Overview
MEDS is a Swedish online pharmacy that sells prescription medicines, over-the-counter medicines and a wide range of health, beauty and personal care products at meds.se. It has more than one million active customers and is one of the fastest-growing pharmacies in Sweden. For a brand in health, wellness or personal care, MEDS is a growing online retail channel into the Swedish market.
Who is behind MEDS
MEDS was launched in 2018 and is a full-scale online pharmacy licensed by the Swedish Medical Products Agency (Läkemedelsverket). It is headquartered in Stockholm and had 51 employees at the end of 2025. The company was listed on Nasdaq First North in Stockholm on 23.09.2025. In 2025 MEDS passed SEK 1 billion in net sales for the first time, with sales of about SEK 1,006 million, and an adjusted operating margin of 1.5%. It has grown about 39% a year on average over the four years before its listing.
The Swedish pharmacy market
Sweden's pharmacy market opened to private companies in 2009. Today the state-owned Apoteket and ICA's Apotek Hjärtat together hold about two thirds of the market, while online pharmacies such as Apotea and MEDS are growing faster than the market. MEDS aims to stand out with a broad range and a strong customer experience. Prescription medicines are an important growth driver: in the third quarter of 2025 they grew 52%.
What the shopper sees
Shoppers use MEDS for prescriptions, everyday medicines and pharmacy-related products such as skincare, vitamins, baby care and personal hygiene, delivered to their home. MEDS grew 15% in the fourth quarter of 2025 and kept winning online market share.
How brands can work with MEDS
MEDS is a pharmacy retailer, not an open marketplace. It buys the products it sells and lists them on meds.se. A brand approaching MEDS should be ready with:
- Products that fit a pharmacy range, such as health, self-care, skincare, supplements or personal care.
- Full regulatory compliance for each product type, for example cosmetics, food supplements or medical devices, with documentation to back up every claim.
- Swedish-language labelling and product content.
- Competitive pricing, since online pharmacy shoppers compare prices across sites.
- Reliable supply into Sweden.
Why MEDS matters for brands
MEDS gives a health or personal care brand access to more than a million Swedish customers who already trust it for medicines. As a fast-growing challenger, it can also be more open to new brands than the largest pharmacy chains.
How eBrands looks at MEDS
eBrands works with brands on marketplaces and retail channels across Europe and North America, and wellness is one of our core categories. If you want to see how MEDS could sit alongside the channels you already use in Sweden, we are happy to talk it through.
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