# Qeyli ## Facts | | | |---|---| | Founded | 2025 | | Origin | Sweden | | Headquarters | Stockholm | | Status | Active | | Website | https://qeyli.com/ | Qeyli, styled QEYLI, is a Stockholm-based skincare brand created by Hoda Mirza, a licensed nurse who works in medical aesthetics [3]. It describes itself as "Korean and Swedish skincare" and centres its range on radiance, skin health and visible results, with creams, serums, toner pads, face mists and eye-care products sold both individually and in a large number of kits. The brand is very young. Its operating company, Qeyli AB, was registered in April 2025 [13], and the first products went on sale in its online shop that November [12]. It remains active, with new launches continuing through the summer of 2026. ## Origin & founders The company's own account of its beginnings is short. According to its press page, Qeyli was founded by Hoda Mirza on the idea that effective skincare should deliver results without upsetting the skin's natural balance. The brand puts her nursing background in the foreground, and her first name appears on its educational content, including a section called "Hoda's Glow Guide" that invites readers to learn her secrets for a youthful everyday glow. The name has a personal origin. Qeyli says it grew out of the founder's creative expression and a personal signature, "Queen Feyli", which was condensed into QEYLI as the brand took shape [2]. Swedish company registers list a board member of Qeyli AB under the spelling "Houda Mirza" [14]. This appears to be a variant spelling of the same name; the brand itself consistently uses "Hoda". ## History & milestones Qeyli does not state a founding year of its own. This article follows the registration of its operating company, dated 14 April 2025 [13], as the brand's starting point. Several months passed before the first products appeared. The first two products, the Hydra Glow Pads and the Dew The Day Daily Moisturising Creme, were published in the webshop on 6 November 2025, followed eleven days later by The Beauty Sleep, an overnight cream [12]. The range then grew in steps through 2026. In April the company added the Melting Gloss Balm, in two variants called Melting Rose and Melting Mocha, together with a matching kit. A larger launch in July brought PDRN Eye Patches, a Jelly Collagen Mist, the Pump and Roll Eye Serum and a set called The New Essentials. In August two more kits followed, one named "I Want It All" and another marketed as pregnancy-safe. ## Ownership The brand is run by its own company, Qeyli AB, a limited company registered at Skeppsbron in Stockholm. Its registered purpose covers the sale of clothing and cosmetics, and it is classified as an internet retailer. No parent company or outside investor is named anywhere. There is one inconsistency in the company's own legal details. The footer on every page of the brand's website gives the organisation number 559527-6808, which the Swedish registers confirm belongs to Qeyli AB [13]. The body of the site's legal notice, however, reads "QEYLI AB © 2025" with a different number, 559388-3191 [9]. Business registers attribute that second number to Totine underwear AB, a company whose registered business is the sale of underwear and loungewear [15]. The reason for the mismatch has not been explained publicly. ## Philosophy & positioning Qeyli frames its approach as a meeting point between Korean skincare philosophy and minimalist design [3]. The homepage heading sums this up as "Korean and Swedish skincare", a line that also appears in the site's title. The brand story on its about page leans on a small set of values: precision, radiance and what it calls thoughtful function, where "aesthetics and effect" are meant to come together in a timeless whole. The company says its formulas are designed to moisturise, strengthen the skin and bring out its natural glow. It also ties the name to a feeling of strength and self-worth, describing the brand as being about feeling secure, balanced and confident in one's own skin. Much of the website is given over to explanation rather than selling. An ingredient guide, which the company calls short and honest, walks readers through what each ingredient is, what it does and which skin types it suits. A "Glow School" page on retinol explains that it belongs to a wider family of vitamin A derivatives, notes that everyday products range from roughly 0.01 to 1 per cent, and suggests newcomers start with one or two applications a week. It also describes the so-called sandwich method, in which a moisturiser is applied both before and after the retinol to soften its effect. ## Products & innovation The catalogue is organised into day creams, night creams, cleansing, exfoliation, serums, face mists, a "glow cream" category, eye care and accessories. Kits make up a large part of the listings, from the Pore Perfecting Kit and The Glow Kit to The Signature Kit, The Complete Routine and the "I Want It All" bundle. The Beauty Sleep, an overnight cream, is the product the homepage features most prominently. It is promoted as skincare that "works while you sleep", and the company says it moisturises, evens out skin tone and adds radiance. Other regularly featured products include the Hydra Glow Pads, which combine exfoliation and hydration in a toner pad, The Skin Boost Serum, the Ready, Set, Mist face mist and the more recent eye-care additions. Qeyli's ingredient guide highlights thirteen ingredients. Alongside well-known actives such as niacinamide, hyaluronic acid, peptides, retinol and vitamin C, it lists softening ingredients such as shea butter, squalane and glycerin, plus ceramides, bakuchiol, propolis, ectoin and PDRN. Bakuchiol is presented as a plant-based ingredient often used as a gentler alternative to retinol. The company states that all of its products are vegan and cruelty-free [6]. Its own ingredient guide, however, describes PDRN as usually derived from salmon and propolis as a substance made by bees [4]. The company does not say where the PDRN in its own formulas comes from. According to its customer FAQ, some products contain a very mild fragrance, and the products are made "both locally and globally", with no countries named. No third-party certifications are documented. On packaging and logistics, the brand says it leaves return slips out of its parcels for environmental reasons. ## Current status Qeyli is active. Its most recent launches, the "I Want It All" kit and the pregnancy-safe kit, were published on 18 August 2026 [12], and the site footer carries a 2026 copyright notice. The brand sells directly through its own online shop and maintains accounts on Instagram, TikTok, YouTube, Facebook, Snapchat and Pinterest under the Qeyli Beauty name. No independent press coverage, awards or retail partnerships have been documented so far. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2025 | Operating company Qeyli AB (org.nr 559527-6808) registered on 2025-04-14 (Tier 4 registry source). | https://upplysningar.syna.se/foretag/5595276808/qeyli-ab | | 2025 | First products published in the qeyli.com webshop on 2025-11-06 (Hydra Glow Pads, Dew The Day Daily Moisturising Creme); The Beauty Sleep published 2025-11-17. | https://qeyli.com/products.json?limit=250 | | 2026 | Melting Gloss Balm (Melting Rose, Melting Mocha) and Melting Gloss Balm Kit published 2026-04-24. | https://qeyli.com/products.json?limit=250 | | 2026 | PDRN Eye Patches, Jelly Collagen Mist, Pump and Roll Eye Serum and The New Essentials kit published 2026-07-24. | https://qeyli.com/products.json?limit=250 | ## Signature products {#belagg-products} - **The Beauty Sleep (overnight cream)** — Hudvård som arbetar medan du sover. — https://qeyli.com/ - **Hydra Glow Pads (exfoliating and hydrating toner pads)** — HYDRA GLOW PADS EXFOLIATING AND HYDRATING TONER PADS — https://qeyli.com/ - **The Skin Boost Serum** — THE SKIN BOOST SERUM — https://qeyli.com/ - **PDRN Eye Patches** — PDRN EYE PATCHES — https://qeyli.com/ - **Melting Gloss Balm** — MELTING GLOSS BALM - MELTING MOCHA — https://qeyli.com/ ## Key ingredients {#belagg-ingredients} Niacinamide (vitamin B3) · Hyaluronic acid · Peptides · Retinol · Vitamin C · Bakuchiol · Ceramides · PDRN Source: https://qeyli.com/pages/ingredienser ## Availability in the Nordics Where the brand is sold according to Glowjakt's price data, per market. | Market | products | in stock | stores | Price range | |---|---|---|---|---| | Sweden | 13 | 11 | 1 | 183 SEK – 399 SEK | ## Sources 2. (T1) https://qeyli.com/pages/om-oss 3. (T2) https://qeyli.com/pages/press 4. (T2) https://qeyli.com/pages/ingredienser 6. (T2) https://qeyli.com/pages/fragor-och-svar 9. (T2) https://qeyli.com/policies/legal-notice 12. (T2) https://qeyli.com/products.json?limit=250 13. (T4) https://upplysningar.syna.se/foretag/5595276808/qeyli-ab 14. (T4) https://www.allabolag.se/foretag/qeyli-ab/stockholm/detaljhandel-annat/2KJA77SI63ILV 15. (T4) https://www.bolagsfakta.se/5593883191-Totine_underwear_AB --- Glowpedia · · Published 2026-09-30 Please cite with a link to the article URL.