Rapunzel of Sweden

Rapunzel of Sweden is a Swedish hair-extension company founded in 2007 by Ida Backlund [1]. It sells premium do-it-yourself extensions and related haircare directly to consumers, mainly online, and describes itself as one of Northern Europe's leading hair-extension brands. The company says it has served more than two million customers worldwide since its start.

Alongside its online business, it runs a small number of Rapunzel Salons and works with a network of partner salons. Ownership shifted in 2015 when the Swedish private-equity firm Valedo Partners invested in the business, though it has continued to trade under its own name.

The company was started by Ida Backlund, who according to Swedish Wikipedia founded the business in 2007 at the age of 21 [8]. She had used extensions herself from a young age and, unable to find premium products she considered good enough, set out to make her own. The name comes from the fairy tale: "My mother always told me the story of Rapunzel when I was a little girl and that's where I came up with the idea for the name," Backlund has said [9].

The venture began in the Umeå region of northern Sweden rather than a major city — a point Backlund has made herself, noting that hair extensions could be sold online "from Umeå or anywhere else." Early funding was hard to come by: she sought a bank loan of about 100,000 Swedish kronor and was turned down by a manager who said she had not encountered the business model before, so Backlund went ahead without it [9]. The brand site credits her as sole founder [1], while the later Valedo announcement also names Stefan Löfgren, described as co-founder and Purchasing Manager, among the company's leadership [10].

The company is registered in Stockholm, at Kabyssgatan 4D. Editorial and Wikipedia sources place its founding in the Umeå region, which reflects where the business began rather than its current head office.

The business grew quickly from a standing start. Swedish Wikipedia records first-year revenue of about SEK 4.5 million, rising to roughly 200,000 customers across 60 countries by 2017 [8]. By the time of the 2015 Valedo investment, annual revenue was around SEK 120 million, with core markets in Sweden, Finland, Norway, Denmark and Germany [10].

Backlund stepped back from day-to-day involvement around the 2015 transaction, citing years of extremely heavy workload and a heart condition, while remaining on the board. In 2024, Swedish business outlet Breakit reported that she had returned to the company after roughly four years away [11].

In March 2015, Valedo Partners Fund II AB invested in Rapunzel of Sweden alongside previous owners, key employees and board members; the terms were not disclosed [10]. Backlund stayed on as founder and CEO and joined the board, and Arthur Engel — a former chief executive of Gant and Björn Borg — was appointed chairman [10]. The company has continued to operate under the Rapunzel of Sweden name rather than being folded into a larger group.

The company positions its products as premium DIY extensions that let people change their hair at home. Its stated mission is to "empower you to transform your hair effortlessly with longer, thicker, and more voluminous locks—anytime, anywhere," and it uses the phrase "never compromise on quality" to describe its approach [1]. On its homepage it markets the result as "The Rapunzel Effect," which it defines as "the confidence of fuller hair, the magic of an invisible blend, and the ease of creating beautiful results at home."

The core range is hair extensions in a range of application methods, including tape-in, clip-in and keratin extensions as well as wefts, ponytails, braids, bangs and halo hairbands. Most extensions are made from human hair, offered in grades the company labels Virgin Remy Human Hair, Human Hair and Premium Remy Hair, with a synthetic-fibre vegan option also available. The company also sells extension-specific haircare and styling products, plus tools and accessories.

Rapunzel of Sweden frames ethical sourcing as central to its operations. It says its goal is for all the hair it uses to be "100% ethically and transparently sourced," backed by a supplier Code of Conduct covering human rights, working conditions, environmental responsibility and business ethics [6]. Hair is sourced from China, which the company says it chooses because donors there receive fair compensation, in contrast to regions where hair is given without payment; it states that all hair must be donated voluntarily and that it documents traceability and visits its producers in person.

Its extensions are produced in facilities in China, while its haircare products are, according to the company, developed and produced in Sweden and are vegan and cruelty-free. The company also says its haircare uses single-material ("mono-material") packaging to make recycling easier. No third-party certifications for these claims appear on its site.

Recognition has largely centred on the founder. Ida Backlund was named Young Entrepreneur of the Year at the Umeå regional Umeågalan awards in 2008 and Female Entrepreneur of the Year by Ernst & Young in 2010, and in 2015 received a business medal from the Royal Patriotic Society (Kungliga Patriotiska Sällskapet) [8]. Her story and the rise of the company have been profiled by the Nordic Business Report.

Rapunzel of Sweden is an active company. Its e-commerce site was live and running promotions at the time this profile was compiled, and it operates salons in Stockholm, Malmö and Helsinki alongside a partner-salon network, shipping across the Nordics and to customers in more than 60 countries. Founder Ida Backlund returned to the business in 2024 [11].