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Tenth Avenue Holdings Acquires Swedish Skincare Brand Under Your Skin

September 17, 2022
September 17, 2022
Under Your Skin

Tenth Avenue Holdings has acquired Under Your Skin, a natural skincare and haircare brand based in Sweden.

WHO: Under Your Skin was founded in Sweden by the mother-daughter duo Christina and Lovisa Hahn. The organic, natural, and vegan skincare brand consists of a range of hair, sensitive skin, and baby care products. The brand is available online and in luxury hotels in Northern Europe.

Tenth Avenue Holdings is a privately held, diversified holding company that operates and invests in privately and publicly held businesses. It was founded in 2008 with the intent to combine the founders' close friendships with a shared desire to build an entity with enduring value. The company's passion is for long-term value creation rooted in relationships with founders and operators.

IN THEIR OWN WORDS: "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, Tenth Avenue Holdings. "We look forward to introducing the founder-led business brand extension to the American market in 2023."

Citron said, "While it has never been our aim to divest our operating subsidiaries, we believed Colgate's plan to grow HELLO into a truly global brand was compelling and offered tremendous opportunities for their team members. It is now the brand of choice for environmentally and health-conscious consumers."


  • Tenth Avenue Holdings has acquired Under Your Skin.
  • The brand plans to expand into the US market in 2023.

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