By Parfym.se

By Parfym.se is the own-label, or house, brand of the Swedish online beauty retailer Parfym.se, operated by Parfym Sverige AB of Stockholm. Rather than a standalone cosmetics line, it is a small collection of fragrance and beauty accessories — refillable perfume vials, gift bags, curated sets and gift cards — sold exclusively through the parent retailer's sites in Sweden, Finland and Norway.

The brand sits inside a company that began in 2005, when Parfym.se was started as a young-enterprise (Ung Företagsamhet) school project by a 16-year-old high-school student in Vänersborg [1][5]. According to the company, the idea grew from a wish to make perfume and beauty more accessible than the traditional perfumery, keeping the quality and the feeling while making the experience simpler and less expensive [1].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Parfym.se grew through its first decade largely on parallel imports from European wholesalers, an approach complicated by the beauty industry's strict rules on how brands could be displayed [5]. The turning point came in 2019, when the business was sold to a venture-capital firm and reorganised into an authorised reseller working under official agreements with the brands it carried [5]. Trade coverage names the investor as Priveq.

In 2020 the company opened its first physical store, at Frölunda Torg in Gothenburg, and Jonas Häggqvist was appointed chief executive that same year [5]. He had previously held a managing-director role at Oriflame in Slovakia. In the summer of 2025 the retailer opened a flagship store on Hamngatan in central Stockholm, next to the NK department store; a company executive has linked the move to physical retail with access to prestige brands, noting that "without a store we would probably never have had the chance to sell Hermès" [5]. The retailer marked its twentieth anniversary in 2025, two decades after its 2005 founding [1].

By Parfym.se is owned by Parfym Sverige AB (company registration number 556705-2799), based in Stockholm [1]. The same company operates the retailer's storefronts in Sweden, Finland and Norway, with further Nordic and EU markets described as planned [1].

The house brand reflects its parent retailer's stated outlook that beauty is a form of self-expression rather than an ideal. Parfym.se frames its mission as helping people "save time, save money and express themselves their own way" [1], and its current chief executive has described the company's purpose as inspiring customers to experiment and find their own look rather than change how they appear [1]. The retailer positions itself on authenticity and transparency, stating that it is an authorised reseller of every brand it sells — a guarantee, in its words, that goods are genuine — and that it charges no hidden fees [1].

The By Parfym.se own-label line is built around accessories and fragrance basics rather than formulated cosmetics. It includes a refillable 5 ml perfume vial, small and medium gift bags, curated bundles such as a "K-Beauty Essentials" skincare set and a "Sommargåva 2026" summer gift set, and gift cards in several denominations. The retailer lists all of the line's physical products as vegan.

Parfym.se presents sustainability as a core operational commitment, describing its aim as a "slightly greener and more sustainable" form of e-commerce. The company states that more than 25 percent of its overall assortment is cruelty-free and vegan [2]. On packaging and delivery it cites FSC-certified cardboard boxes, recyclable air cushions made of 99 percent air and 1 percent film, and fossil-free delivery partnerships with Budbee and Instabox, the latter having converted to fossil-free fuels in February 2020 [2]. These are retailer-wide operational claims rather than certifications specific to the own-label line.

By Parfym.se is active. Its own-label products remain listed in 2026, including a current-season "Sommargåva 2026" gift set, and the parent retailer's recent expansion — the 2025 Stockholm flagship — indicates continued trading across its Nordic markets.