HEVI Sugaring

HEVI Sugaring is a Danish hair-removal brand based in Hornsyld, in eastern Jutland. It was founded by Vivi Truelsen [7] and makes sugaring paste and related skin-care products aimed at home users and salons. The brand dates its own beginning to 2015 [6], while the company behind it, HEVI Sugaring ApS, was formally registered in the Danish business register in 2017 [9]. It remains active, with current operations and a website published in Danish, English and German.

The line is built around a single idea: a sugar-based hair-removal paste made, according to the company, from little more than sugar and water [4]. HEVI Sugaring positions its products as allergy-friendly, organic and free of added fragrance, and carries several Nordic and European eco-certifications.

The brand traces back to 2011, when Truelsen first tried sugaring at a Danish salon. She found it gentler and less painful than waxing, with results she liked, but discovered that the paste was sold only to professionals and could not be bought for use at home [2]. That gap became the starting point for the business.

Over roughly two years she worked on her own recipe in her home kitchen, repeatedly getting the consistency wrong. "I burnt the sugar, tried again, burnt the sugar again and tried many times again after that," she has said of the process [2]. A turning point came when her husband, Jesper, built a small production facility in the family garage, equipped with a vacuum cooker the couple named Martha. Truelsen has described the brand as her "fourth child", alongside her three children.

HEVI Sugaring places its founding around 2015, a date drawn from a ten-year anniversary feature the company published in January 2025 [6]. The corporate entity HEVI Sugaring ApS was entered in the Danish company register two years later, in 2017, under registration number CVR 39181886 [9]. The two dates reflect the difference between when the brand began trading and when the company was formally incorporated, rather than a dispute over its history.

An early commercial milestone was a first large order of 2,700 units from the Danish retailer Matas, which the company has said required help from friends and family to produce and pack [6]. In 2018, Truelsen was named Entrepreneur of the Year (Årets Iværksætter) by Hedensted Municipality, and the award drew regional Danish press coverage [8].

In 2021, the parent company changed its name from HEVI Sugaring ApS to Nordic Bodycare ApS, while the HEVI Sugaring brand name continued unchanged [9]. By the 2025 anniversary, the company reported a team of around ten employees.

The brand is operated by Nordic Bodycare ApS, the Danish company that was originally registered as HEVI Sugaring ApS and renamed in 2021. Truelsen is described as the company's founder and chief executive.

HEVI Sugaring presents itself as a natural, gentle alternative to conventional hair removal. Truelsen has framed the aim as creating a product "not only effective but also gentle on the skin", usable across skin types and on the whole body, and as a way to make it easy to choose what she calls a green and sustainable option in hair removal. The brand's stated values centre on natural ingredients, suitability for sensitive skin, sustainability and at-home accessibility — the last reflecting its origin in the lack of a consumer product on the market.

The core product is a sugar paste sold in tins, including a 600-gram body-sugaring product, alongside starter sets, a roll-on cartridge system and a dedicated heater used to warm the paste before application. The company explains that the paste is applied against the direction of hair growth and pulled off in the same direction as the hair, and describes it as water-soluble and removable with warm water alone. The range also includes a "Pure Benefit" care line with a sugar scrub, aloe vera gel and body balm intended for use before and after hair removal.

The brand describes its formula as built on organic sugar and water, with no added fragrance [4]. According to the company, all products are vegan, containing no animal-derived ingredients, and are dermatologically tested on people with normal, sensitive, and eczema- or allergy-prone skin, with none of the test subjects experiencing an allergic reaction [3].

Certification is central to how the brand is presented. Its products carry the Ecocert COSMOS organic label, the Nordic Swan Ecolabel, and AllergyCertified assessment, the last involving review by a toxicologist for known allergens and certain substances of concern [3]. Manufacturing takes place at the company's own facility in Denmark, which it says works with local suppliers.

In 2018, Truelsen received the Årets Iværksætter (Entrepreneur of the Year) award from Hedensted Municipality for her work building HEVI Sugaring, a brand producing and selling organic hair-removal products [8]. The brand and its founder have also been profiled in Danish beauty and consumer media, including an interview in the "Power Women in Beauty" series and product reviews on Danish test and lifestyle blogs.

HEVI Sugaring is active. Its most recent clearly dated activity is the ten-year anniversary feature published in January 2025, and its website carries a 2026 copyright notice. The products are sold directly through the brand's own sites and reach customers in the Nordic region and German-speaking markets, with distribution that has included the Danish retailer Matas and Amazon in Germany.