Depend Cosmetic was founded in Sweden in 1952 and worked solely with the hairdressing market until 1989. In early 1990 the company changed direction and shifted its focus from hairdressing to the retail trade.

Market research conducted over a number of years provided the foundation for a new area of focus. We realized that there was immense potential within nails and nail care products, as well as in niche products for the eye area. This market was being neglected by stores, and there was inadequate dialogue between end consumers and store staff. Quite simply, there was a lack of knowledge about the products.

An intense period of product development followed, and after an initial presentation to the market we achieved a striking result. We felt that we were on the right path and recorded a fantastic result in a short time on our home market of Sweden, Norway, Denmark and Finland. We now have our own companies operating in each of these countries. The customer group base comprises 2,000 different stores covering the entire retail field.

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