This article tells the fantastic story about the meteoric rise of two young entrepreneurs who turned a simple idea into a billion-dollar e-commerce empire. From a garage, they built a global brand with the aim of getting people to quit smoking and use nicotine pouches instead. At present day, one of their most prominent brands, Nicokick, leads the charge in the U.S. The story of Haypp Group illustrates how personal characteristics such as ambition and ingenuity can make you powerful – and rich.
The Genesis of an Idea
In a small garage in southern Stockholm, two determined 19-year-olds decided to challenge the status quo. Henrik Nordström and Linus Liljegren, avid users of the traditional Swedish smoke free tobacco product brown snus, were frustrated by the limited choices and poor quality available in local stores. This sparked an entrepreneurial spirit in the two young men.
Armed with just 10,000 kronor and a vision for something better, the duo launched their first e-commerce website. Their strategy was simple but effective: source products from lesser-known manufacturers, ensure fresh inventory and provide user-friendly online purchasing. Every cent earned went back into the business to enable gradual growth.
Scaling Up: From Local to Global
Expanding globally requires precision and boldness. Haypp Group was initially a niche player under the name “Snusbolaget”, but rebranded to signal its ambition – as a declaration of intent.
As Scandinavia’s markets matured, Haypp turned its sights outward. Germany became an early target, offering high-growth potential with less entrenched competition. In the U.S., e-commerce was still sprawling and the challenges were greater – but promised massive rewards. By introducing Nicokick to the US market, Haypp adapted to a new target audience while remaining true to its core business.
Innovation and Consumer Focus
The Haypp Group focuses on innovation, with nicotine pouches as a key product that offer a discreet, tobacco-free alternative to smoking. These products have attracted a growing audience by eliminating combustion and harmful by-products.
When entering the U.S. market, the brand Nicokick was introduced. The main product is nicotine pouches that have an elegant design and come in a variety of flavors. Haypp has “simply” combined technological advances with consumer-centric design to propel nicotine pouches into the mainstream. This has paved the way for smokeless products to dominate the market.
There’s no denying however that regulatory aspects have been a challenge, as legislation often lags behind innovation. Haypp has addressed this by maintaining strict quality standards and advocating clearer guidelines.
Strategic Investments and Partnerships
Haypp Group’s rapid growth is based on strategic investments and partnerships. Early on, the company attracted backing from entrepreneurial investors who recognized the potential of e-commerce in the nicotine market. These investments provided the capital needed to scale operations and expand into new territories.
These partnerships played an important role in strengthening the company’s market position. Collaborations with established distributors and quality conscious producers allowed Haypp to secure a reliable supply chain and to diversify its product range. This enabled the company to meet a growing consumer demand while maintaining quality and consistency.
Professional management brought crucial expertise to the table. The appointment of Gavin O’Dowd as CEO was a turning point. With experience from global tobacco markets, he streamlined operations and positioned the company for international success. Early investors, acting as both mentors and shareholders, further shaped Haypp’s path by ensuring its focus on long-term profitability over short-term gains.
Haypp Group’s ambitions stretch far beyond its current achievements. By 2025, the company aims to convert one billion smokers – quite a bold target. The U.S. market, driven by the growing success of Nicokick, is a key focus. With its huge potential, this market is an important milestone towards the goal of redefining consumer habits on a global scale.
GR8 Ventures, owned by the founders of Snusbolaget, Henrik Nordström and Linus Liljegren, holds 13 % of Haypp’s shares. They have moved out of the garage.
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It’s turned much colder this week so I thought it was time for a winter skincare post. The low temperatures, harsh winds, lack of humidity, hot interiors, and exercising outside all wreak havoc on the skin in the winter. I’m touching on my favorite procedures and products, many of which could be used by men as well as women, to combat dry and flaky skin on your face and body.
I’ve missed a lot of things during the pandemic but facials with Leah at Mario Badescu is a big one. I’ve been seeing her for more than 15 years and while she assured me that they are taking lots of precautions at the spa, I just don’t feel safe going anyplace where I won’t be wearing a mask. So I have to give myself facials at home with the Aira Ionic Facial Steamer which happens to be very on sale now. Steaming is great for hydration or before you want to do your own extractions.
I started using my Clarisonic again during quarantine and shocked to learn that the company went out of business. I think a cleansing brush is great for extra exfoliation and to stimulate blood flow. A great alternative is this Facial Cleansing Brush that is currently on sale right now.
The best new product I bought last year is Le Prunier Plum Beauty Oil. “There’s only one ingredient in this luxe, multipurpose moisturizer: plum-seed oil. It’s quick-absorbing and practically weightless but nourishes and moisturizes like crazy with antioxidants, omega fatty acids, and polyphenols. The oil works brilliantly for face, hair, and body.” I was only using it in the morning but I recently started using it at night and I wake up looking refreshed. It’s sold out but pre-order it now because it’s definitely worth the wait.
If you have any maskne spots, dab this Mario Badescu Healing Powder on them with q-tip. It takes down the redness and heals and can be used over makeup. It’s one of my all time favorite products.
Another thing I really miss are lash tints. They make my eyelashes look so much darker and thicker but they don’t seem safe to get right now either. In the meantime, I’m using RevitaLash to lengthen them and RevitaBrow to grow in my brows while no one is seeing me.
I had my first Clear + Brilliant Laser in a year with Dr. Wade in late October and I really needed it since I usually get them done 2-3 times a year. Winter is also a great time to get a laser treatment. You shouldn’t do them in the summer since sun exposure will negate the effects. They’ve made a huge difference in my skin texture, hyperpigmentation, and the tightness around my jawline since I’ve started getting them in 2013. There is only one night of social downtime for this laser but regular Fraxel might require a week or even two of downtime. IPL doesn’t have any downtime and it’s a great laser for hyperpigmentation and redness. There are also tightening lasers so talk to your doctor this winter about what you should be doing.
I have an appointment with Dr. Wade on Friday for a little Botox between my brows and maybe a little filler. This pandemic has me off my usual schedule but I’m trying to get back on track so I’m ready to face the world again when it’s over.
I’m still using the Newa Radio Frequency Device off and on since I bought it this summer. Radio frequency encourages the growth of collagen which plays an essential role in building smooth and plump skin. I use it in the morning since the Glyderm product is so strong. I don’t think my jawline has been so defined in years. You use the device five days a week for four months and then you transition to two days a week. After I’m finished, I use the NuFace Fix around my eyes to depuff them.
You can use microcurrent and nannocurrent devices in conjunction with the Newa so I alternate my NuFace Mini three days a week and the Ziip Beauty device two days a week. I read that you get great results when you combine radio frequency with microcurrent.
The DMH Aesthetics LED Light Shield Mask was a quarantine present to myself. I love that you can watch tv or scroll Instagram while wearing it unlike other LED masks. LED light has been shown to speed healing, boost anti-aging properties, and kill bacteria. The blue LED light is often used for acne treatment.
More than anything this winter, you need a humidifier to keep your skin hydrated. I usually hate the look of them but the Stadler Form Oskar Humidifier is the least offensive looking model.
Dry brushing is supposed to help detox your body when done before showering. It certainly feels invigorating and wakes you up. Make sure you follow the directions to brush upward. I really wish I could remember to do it every day but I think I’ll make that one of my goals for the rest of winter.
I prefer bar soap to gel body washes so I use a Dove Beauty Cream Bar. It’s recommended by dermatologists and is very hydrating.
At night, I use Advanced Clinicals Retinol Cream. It’s for your face but I use it on my body to combat skin aging. I also use the Augustinus Bader Body Cream which was a splurge purchase last year. It’s supposed to help your skin tone and texture. I don’t use it regularly enough to notice so I’m going to try to use it nightly going forward.
My absolute favorite hand and body cream is Weleda Skin Food. You can’t use it on wet skin so I use it throughout the day and before bed. I prefer the original cream in the tube to the body butter. Some people use it on their face but I haven’t been adventurous enough to try it yet.
When I would go to the CVS in my neighborhood, I would walk down the aisle with all the Gold Bond products. They all sounded very interesting and many were formulated for specific skin issues and were very reasonably priced. I started using the Gold Bond Dark Spot Minimizing Body Cream and Gold Bond Ultimate Neck & Chest Firming Cream at night which both work great. The Softening Foot Cream is a new favorite.
If you have sensitive skin, the Premium Triple Cream is meant for babies so it’s non-irritating and fragrance free, as well as, healing, soothing, and moisturizing. I prefer the tube to the tub since I think it’s more hygienic.
Another pandemic purchase was the Tria Hair Removal Laser. I’ve had real laser hair removal but needed a few places touched up. Since I can’t go to a salon to have it done, I decided to just take care of it myself at home. You have to turn it up to the highest setting for it to work which also makes it sting a little. You can use a cream with lidocaine before you use it to help with the pain. Just make sure you only use it one area at a time and not all over.
I’ve also bought I few products that I haven’t had a chance to use yet.are the JLo Beauty That Limitless Glow Sheet Masks get great reviews so I’m going to try it tomorrow and will post my thoughts in Stories. I just ordered the Dr. Dennis Gross Alpha Beta Exfoliating Body Treatment Peel so I’ll try them once they arrive. Someone on Instagram recommended the Earthen Instant Peel but I haven’t used it yet. I’m wondering if it would be good to use a few days after a Clear + Brilliant Laser to help sloth off the dry skin. I will ask Dr. Wade when I see her Friday.
I know I use a lot of products and devices. I like trying new things and sharing my discoveries with you. I also don’t use them all in one day. But in all honesty, I don’t have a lot of other things going on right now so skincare is my major focus.
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I can’t believe we are nearing the year mark of the start of this pandemic. As we are still spending time at home, I’ve been trying to refresh my apartment with a few new things for spring. I just ordered a new robe and towels and if you need anything, I highly recommend the H&M Home Collection. It’s filled with lovely colors and chic pieces at great prices. I’ve picked out a few of my favorites including some very cute things for kids.
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