# Ida Warg Beauty ## Facts | | | |---|---| | Founded | 2018 | | Origin | Sweden | | Owner | Lumene Group | | Status | Acquired | | Website | https://idawargbeauty.se/ | Ida Warg Beauty is a Swedish beauty brand founded in 2018, known chiefly for self-tanning products alongside hair care and body care [6]. It carries the name of its founder, the Swedish influencer Ida Warg, and grew from a social-media following into a multi-category retail brand within a few years. Since December 2023 it has been owned by the Finnish Lumene Group, which acquired the company in full while keeping the founder and team in place. ## Origin & founders The brand began in 2018. Lumene Group's account credits the founding to Ida Warg herself [6], while beauty-industry outlet BeautyMatter and a 2020 Swedish interview also name the cosmetics distributor Letsfaceit Nordic as a co-founder and the partner that initiated the venture [7][8]. By those accounts, Warg — a former dancer who had become a full-time blogger and influencer — was approached by Letsfaceit Nordic with a product proposal, tested a sample, and decided to build a brand around it. Distribution came quickly. In the FORNI interview, Warg recalls pitching the range to H&M within months of starting: "Just a few months later I was sitting at H&M pitching products" [8]. H&M stocked the initial launch, which centred on a self-tan line, and the brand later expanded to further retailers including Åhléns. ## Products & positioning The catalogue spans self-tanning, hair care and styling, and body care. The self-tan range (marketed in Swedish as "Brun-utan-sol") is the line most associated with the brand: at the point of acquisition, Lumene described Ida Warg Beauty as having reached "a leading market position in the self-tanning category in just a few years after launch" and called it "one of the top beauty brands in Sweden" [6]. The brand's own newsroom goes further, claiming to be Sweden's best-selling self-tanner for a third consecutive year — a marketing statement made by the company rather than an independently verified figure [5]. On positioning, the company frames beauty as something that should "feel as good as it looks," and says it makes "effective feel-good products" built around quality ingredients, scent and colourful design for everyday self-care. Lumene's brand page sums this up with the tagline "Your beauty bestie, making moments lovable." ## Sustainability Ida Warg Beauty states that all of its products are 100% vegan, a claim it repeats prominently across its site [3]. In 2022 it partnered with the recycling company Bower, a tie-up the brand says lets customers return used packaging for recycling [3]. More broadly, the company describes an aim to operate responsibly across environmental, social and governance matters. A separate Swedish editorial piece additionally describes the products as cruelty-free [11]; the brand's own sustainability page does not carry a cruelty-free certification. ## Ownership On 20 December 2023, Lumene Group acquired 100% of the shares in IDA WARG Beauty AB [6]. BeautyMatter dates the deal to 27 December 2023, a week later than the acquirer's own release [7]; the announcement date here follows Lumene's statement. Terms were not disclosed, though Lumene cited net sales of about 12 million euros in the brand's most recent fiscal year [7]. Lumene Group, the Finnish company behind the Lumene and Cutrin brands, framed the purchase as a shared fit on sustainability and quality, with chief executive Adrian Innergård stating an ambition to "double the business over the next five years through adding international scale" [7]. Founder Ida Warg and the existing employees stayed with the brand under the new owner. ## Current status The brand is active and continues to trade as part of Lumene Group following the 2023 acquisition. Its direct-to-consumer site, retail distribution and editorial content remained in operation as of 2026, with the founder and team retained [9]. Lumene's stated rationale for the deal was international growth, and the brand's core market remains the Nordics, with Sweden as its home market. ## Sources 3. (T2) https://idawargbeauty.se/pages/sustainability 5. (T2) https://idawargbeauty.se/blogs/news 6. (T3) https://www.lumenegroup.com/lumene-group-acquires-swedish-beauty-brand-ida-warg-beauty/ 7. (T3) https://beautymatter.com/articles/lumene-group-acquires-beauty-brand-ida-warg 8. (T3) https://forni.se/learn-from-the-expert/ida-warg-om-att-salja-in-sina-produkter-pa-hm-och-hur-hon-blev-influencer/ 9. (T3) https://www.lumenegroup.com/ida-warg-beauty/ 11. https://beautybyjen.se/okategoriserat/svenska-influencers-egna-skonhetsmarke-och-makeup-marken/ --- Glowpedia · · Published 2026-07-20 Please cite with a link to the article URL.