Jabushe

Jabushe is a Swedish skincare brand built around a single proprietary formula, QAL-100, which combines coenzyme Q10, acetylcarnitine and alpha-lipoic acid. The company positions itself as offering active, effective and simple skincare for women who want to enhance their natural beauty, paired with what it calls a holistic approach that strengthens the skin "from within and out" through both topical products and ingestible supplements. Its products are developed in Sweden, and the brand is owned by First Class Brands of Sweden AB, part of the publicly listed Humble Group [1].

The brand's most distinctive claim is a scientific one: it says QAL-100 was the first beauty product in the world to be published in the British Journal of Dermatology [2]. Jabushe remains active, with a live multilingual e-commerce site and broad Nordic retail distribution, and it relaunched its full range in the early 2020s.

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

Jabushe is a Swedish operation, with products developed and manufactured in the country. According to the Swedish retailer editorial Hälsokosten, it is "one of the first Swedish beauty brands within anti-aging," and the same source describes a major relaunch as the biggest thing to happen to Jabushe since the brand came to market almost twenty years earlier [8]. The line is developed by MedicaNatumin; Ulrica Rygaard, identified as Category Group Manager at MedicaNatumin, was quoted about the relaunch. No source names an individual founder.

The corporate registration sits with First Class Brands of Sweden AB at Västanvägen 83A in Staffanstorp, which the brand site lists as its parent company and part of Humble Group. Beyond Sweden, the company has signalled an international footprint: the website is offered in Swedish, English and Czech, and a US consumer review noted that products could be bought online or via Amazon.

Jabushe is a brand rather than an independent company. Its parent is First Class Brands of Sweden AB, which the homepage identifies as part of Humble Group, a listed Swedish group [1]. Editorial coverage attributes day-to-day brand development to MedicaNatumin, a company within the same corporate orbit. No standalone acquisition history is recorded for Jabushe itself.

The brand frames itself around simplicity and visible results, summed up in its taglines "Din resa till strålande hy" (Your journey to radiant skin) and "Enkel hudvård, synliga resultat" (Simple skincare, visible results). According to the company, it takes a holistic view of skincare, aiming to strengthen the skin from the inside as well as the surface — a positioning that extends the range from creams and cleansers into an ingestible collagen supplement. Jabushe also states that all of its skincare products are 100% vegan [7].

At the centre of the range is QAL-100, which Jabushe describes as its unique, active and clinically documented formula. The brand attributes the blend's effect to three main actives — coenzyme Q10, acetylcarnitine and lipoic acid — supported by vitamins E and C and a mild form of vitamin A. On its science pages the company characterises lipoic acid as having an antioxidant effect many times stronger than vitamins C and E, and explains that coenzyme Q10 occurs naturally in the skin but declines with age.

The product line spans cleansing, day and night creams, eye care and supplements. Named products include the Hydrating Cleansing Lotion, the Original Cream, Soft Radiance, the Skin Smoothing Eye Cream, and a powdered Collagen supplement marketed for skin, hair and nails. Pricing is not published on the brand's product pages.

Jabushe's central scientific claim concerns a clinical study of QAL-100. The brand states the underlying research was reviewed and approved by the research ethics committee at Karolinska in 2001 and published in the British Journal of Dermatology in 2003 (cited as 2003:149:841–849), which it describes as the first beauty product in the world to appear in the journal [2][4]. A third-party editorial, Perfect Skin Today, instead dates the research to a study "conducted at Karolinska University Hospital in Stockholm in 2011" and attributes the publication to Dr. Harry Beitner [9]; the brand's own materials and the cited journal reference consistently point to a 2003 publication, and the 2011 date appears to be an editorial error.

The trial itself is described as a placebo-controlled, double-blind study in which active and placebo creams were applied to opposite sides of the face. According to the company, it ran for three months with 33 participants aged 40 to 75, all with sun damage, and reported that wrinkle depth decreased by an average of 51%, alongside reduced pore size and improved firmness. The brand reports the result across four measurement methods, including clinical, photographic and laser profilometry assessments.

The brand's manufacturing location is described differently across sources. Jabushe's FAQ states that all products are developed in Sweden and made "in our own production facility in Habo, outside Jönköping" [7]. Its about page instead names Hardford, described as a leading Swedish cosmetics supplier, as a manufacturing partner, while the corporate address remains in Staffanstorp [2]. An older editorial, Perfect Skin Today, refers to production at the Macronova AB laboratory in Sundsvall [9]. All of these locations are within Sweden, and the FAQ represents the most recent self-stated position.

Jabushe links its sustainability work to the United Nations' Agenda 2030, stating that it addresses nine of the sustainability goals and that "sustainable business is a prerequisite for long-term profitable growth." The company reports that solar panels on its production facility generated 244,190 kWh in 2021, covering roughly 31% of its annual electricity use from renewable sources, and that it is a member of the Roundtable on Sustainable Palm Oil. It also describes a supplier code of conduct covering human rights, labour and environmental standards. Through a sister company, Vitalkost, the group says it has sponsored the Zimlat for Life schooling project near Mombasa since 1997.

Coverage of Jabushe is limited and mainly editorial rather than award-based. The Swedish outlet Hälsokosten characterises the brand as among the first Swedish anti-aging lines and "outstanding within anti-aging" [8]. The US lifestyle blog Cookies & Clogs published a hands-on review of several products, reporting smaller-looking pores and less oiliness but no clear wrinkle reduction over the test period. No formal awards are recorded in the available sources.

Jabushe is an active brand. It operates a live e-commerce site in Swedish, English and Czech, relaunched its full range in the early 2020s with reworked formulas, textures, scents and packaging, and is distributed through Nordic retailers as well as US online channels [8]. Its continued backing by First Class Brands of Sweden AB and MedicaNatumin, under the listed Humble Group, indicates an ongoing commercial operation.