Under Your Skin

Under Your Skin is a Swedish clean-beauty brand founded in 2016 by the mother-and-daughter team Christina and Lovisa Hahn [7]. It makes hair, skin and body care built around a "hormone safety" standard, testing finished products rather than only ingredient lists for endocrine activity, and positions itself around plant-derived formulas made in Sweden. In 2022 the US investment firm Tenth Avenue Holdings acquired a majority stake, and the company has continued to operate under its own name, with a US-based chief executive appointed in 2024 [8].

The brand traces back to a personal health question. According to the company, founder Lovisa Hahn developed a hormonal imbalance in her twenties, which led her and her mother, Christina, to examine the synthetic ingredients in everyday cosmetics and to create gentler, non-toxic hair and skin care. That founding story frames how Under Your Skin describes its purpose: "beauty designed for safety—for your body and the water it washes into." Trade press records the company's founding year as 2016 [8]; a secondary press-release snippet places the establishment more specifically in October 2016.

Under Your Skin spans haircare, skincare and body care, along with kits and bundles. Its named products include the Density Drops Serum, the Powder Dry Shampoo, the Leave In Conditioner, and combination sets such as the Clean Detox Kit and Density Kit. The brand highlights plant-derived hero ingredients, among them Capilia Longa — a turmeric stem-cell extract — coconut, milk thistle extract, rosebay extract, pinkberry and aloe vera. Its stated positioning sits, in the company's words, "at the intersection of hormone safety, plant stem cell technology, and scalp and skin care."

The brand carries vegan, cruelty-free, paraben-free and sulfate-free (SLS and SLES free) claims, and says it uses "100% PCR plastics and glass packaging" for recyclability. Products are made in Sweden, and the company states that its ingredients are biodegradable and that it sources as close to its Swedish manufacturing as possible to limit its carbon footprint. Under Your Skin has been distributed online and, according to acquisition-era coverage, featured in high-end hotels across Northern Europe, with a planned entry into the US market from 2023 [7].

A central plank of the brand's positioning is what it calls a hormone-safety benchmark. Rather than assessing ingredient lists alone, the company worked with independent toxicologists to evaluate finished products. Under Your Skin partnered with the Research Institutes of Sweden (RISE) to run toxicological hazard assessments, analysing formulas for endocrine activity, carcinogenicity, bioaccumulation and biodegradability using OECD-recognised methods [8]. The company says all tested products passed, reporting no known endocrine disruptors, no carcinogens, low environmental persistence and full biodegradability within 28 days.

Under Your Skin also states that it bans more than 2,100 ingredients, which it contrasts with the roughly 1,300 restricted in Europe and the far smaller number regulated in the United States. Chief executive Eileen O'Donoghue framed the approach this way: "The clean beauty industry often stops at ingredient blacklists. We wanted proof at the product level" [8].

In 2022 Tenth Avenue Holdings, LLC, a US-based firm, acquired a majority stake in Under Your Skin, reported alongside a $12 million investment [8]. Sources agree on the month but differ on the exact day: BeautyMatter dates the deal to September 17, 2022, while the PR Newswire announcement is dated September 28, 2022 [6][7] — a discrepancy consistent with the gap between an announcement and a close. At the time of the acquisition, Lovisa Hahn continued as chief executive; Tenth Avenue co-CEO Joel Citron described the deal as a shared vision "to build a company with enduring value."

Under Your Skin remains an operating brand rather than a folded one, though ownership has shifted. Following the 2022 acquisition, the founders' majority stake passed to Tenth Avenue Holdings, and in April 2024 Eileen O'Donoghue — previously with the oral- and personal-care brands Hello and Tom's of Maine — was appointed chief executive [8]. The company has continued to publish content and maintain its hormone-safety programme, with wellness-journal posts dated into 2026.