Bluegem III acquires Eccoking & House of Cosmetics

13TH APRIL 2021

On March 30, 2021, Bluegem acquired a 70% stake in Ecooking and House of Cosmetics, one of the fastest growing skincare companies in Denmark (www.ecooking.com).

Ecooking was founded by Tina Søgaard in her own kitchen five years ago. Tina, who is renowned as an exceptional natural talent in detecting substances and fragrances and in assembling them in very innovative ways, was going through a difficult period in her life and started to produce creams for herself as a way of coping with what was happening to her. The creams proved to be extremely effective, and their results were immediately noticed by Tina’s friends, who started asking for them. Tina started to give them away, but, as demand kept on growing, decided to make a business out of them. She produced seven “magic” creams that are the core of Ecooking.

The philosophy behind the brand is simple and effective: only products that truly work, and as much as possible away from unnecessary ingredients and from non-natural products. Each product is named according to its function (a night cream is called night cream), and all its ingredients are clearly explained on the packaging, which is fully recyclable. Most importantly, the products really work, as attested by accolades from many, many customers.

The combination of effectiveness, clarity and attention to the environment, has driven a phenomenal growth in revenues for Ecooking. In 2020 the Group recorded DKK 130 million of revenues, up from DKK 77 million the prior year, and this year management expects a growth in revenues of 50%.

Tina decided to partner with Bluegem (she still retains a 30% stake in the company) because she believes that Ecooking will benefit from our digital expertise, our relationship with various retailers, and our international perspective.

We have just started the journey, but we really like what we see…