MenWith Skincare

MenWith Skincare is a Swedish men's grooming line based in Uppsala, producing vegan face, hair and body products. It grew out of MenWith, an Instagram-rooted men's fashion and lifestyle collective founded in 2014 by Daniel Frank, Erik Simmingsköld and Joakim Aveholt [8]. The skincare arm was a later addition: it launched on 27 November 2020, extending an audience built on social media into a physical product range [6].

The brand remains active. Its website and online shop are operational, and its products are stocked through Swedish pharmacy chains alongside direct sales. Ownership changed hands in 2022, when the investment vehicle MeWi Ventures took a majority stake [9].

MenWith began in 2014 as a single Instagram account showing men's street style, started by its founders as a school project. It expanded into a cluster of accounts — among them MenWithClass, MenWithStyle and MenWithStreetStyle — and grew into a media house. According to Uppsala Nya Tidning, the operation eventually ran nine Instagram accounts with a combined reach of around 12 million followers and produced film and video content for clients [8].

The founding trio is identified by Swedish business press and the fashion-industry outlet TheIndustry.fashion as Daniel Frank, Erik Simmingsköld and Joakim Aveholt [8]. A separate listing on RocketReach instead names Erik Simmingsköld and Markus Fowler as co-founders, the latter described as a creative director of the media operation [11]; the Frank–Simmingsköld–Aveholt grouping is the one consistently reported across the editorial coverage.

The skincare division is a distinct venture from the parent collective, and the two carry different founding dates. The MenWith media brand is generally dated to 2014 — though SWAGGER Magazine cites 2015 — while MenWith Skincare as a product line dates to its 2020 launch [6][8]. The company describes its products as designed and produced in Sweden.

Before moving into grooming, MenWith translated its social following into physical goods through fashion. In 2019 it collaborated with H&M on a men's capsule collection whose designs were drawn from engagement data on the @menwithclass and @menwithstyle accounts; the range sold online and in around twenty H&M stores [7]. The collaboration demonstrated that the brand's audience would buy products, not only follow content.

MenWith Skincare followed in November 2020 with an initial range of four products — a face wash, a face moisturizer, a shower gel and a shampoo — sold direct-to-consumer with worldwide shipping [6]. At the time of its launch the wider MenWith business reported annual revenue of roughly 6 million Swedish kronor [8]. By 2022 the skincare line had secured shelf space in the Swedish pharmacy chains Apoteket and Apoteket Hjärtat, broadening its reach beyond direct online sales [9].

In 2022 MenWith went through both a difficult trading year and a change of control. According to Breakit, revenue fell to about half of the previous year's, which the company attributed to global conditions. The same year, MeWi Ventures — backed by Robert Malmqvist, Gustaf Oscarson and Tommy Kullberg — became the majority owner; co-founder Daniel Frank was bought out, while Erik Simmingsköld continued to lead the business as chief executive and framed the period as a fresh start [9].

MenWith Skincare positions itself as a grooming line built specifically for men. Its stated mission is that "for the modern man, taking care of one's appearance and wellbeing is something they do every day," and that its products cater to "men's need for products specifically designed to the male conditions." The line carries the tagline "Products Specifically Designed for the Modern Man." The company frames the skincare range as an extension of the parent collective's stated aim of curating and sharing an accessible male lifestyle.

The range spans three categories — face, hair and body — and includes a face wash, face moisturizer, shampoo, fiber wax, shower gel, deodorant and body lotion. The products are sold individually and on a subscription basis, with the site supporting English, Swedish and German and pricing in Swedish kronor and euros.

Across the line, MenWith emphasises vegan formulations and what it calls "bio-safe" packaging made from sustainably sourced sugar cane that is recyclable [2]. The face wash, a foaming cleanser, is scented with notes the brand lists as pine, rose, cistus labdanum, balsam fir, cedarwood and amber. The company says its products are mild enough for daily use while still supplying the minerals, moisturizing effect and protective components needed to be effective.

As of mid-2026 the brand is active. Its website is live and its online shop is functional, with most of its catalogue in stock and two of seven listed products marked sold out. The business has operated under MeWi Ventures' majority ownership since the 2022 restructuring, with Erik Simmingsköld continuing as chief executive. Its principal distribution remains Swedish — the Apoteket and Apoteket Hjärtat pharmacy chains together with direct online sales — consistent with a small, Sweden-centred indie label rather than a multi-market operation.