Scandinavian beauty brand Under Your Skin has recieved $12 million from Tenth Avenue Holdings, appointing Eileen O’Donoghue as CEO
Scandinavian clean beauty brand Under Your Skin has taken a step toward scaling its international presence with significant backing from Tenth Avenue Holdings.
The investment group, known for its consumer brand portfolio and strategic exit track record, has infused $12 million into the Sweden-based company, positioning the brand for ambitious growth across Europe and the United States.
Tenth Avenue Holdings is no stranger to cultivating and exiting high-value wellness brands. The firm previously guided Hello Products to a $351 million acquisition by Colgate-Palmolive. With Under Your Skin, the firm is applying that same playbook to a new category, one that has been reshaped in recent years by consumer demand for cleaner and more transparent beauty solutions.
As part of this investment, Under Your Skin has named Eileen O’Donoghue as CEO. O’Donoghue is tasked with steering the brand’s global expansion strategy, which includes a U.S. debut at Credo Beauty, one of the leading retailers in the clean beauty space. O’Donoghue has held roles at Colgate-Palmolive and Hill’s Pet Nutrition. She also teaches at Parsons School of Design’s The New School.
With the global clean beauty market projected to potentially double (or even triple) in the next five years per industry analyses, Under Your Skin is positioning itself to capitalize on a rapidly expanding industry.
Founded by sisters Lovisa and Christina Hahn, Under Your Skin was born from a deeply personal experience. After Lovisa suffered from a hormonal imbalance linked to everyday personal care products, the sisters set out to reimagine what “clean beauty” could mean when backed by science rather than marketing. To bring credibility to their mission, the brand partnered with Sweden’s independent research institute RISE to create a new toxicological review process for finished beauty formulas, which is not common in the personal care sector.
Over the past year, every product in the Under Your Skin portfolio has undergone this evaluation, measuring factors such as endocrine disruption, carcinogenicity, bioaccumulation and environmental safety. All formulas passed the review, showing no endocrine disruptors, no carcinogens, low risk for bioaccumulation and full biodegradability within 28 days.
