Prac, a Swedish company focused on vegan and paraben-free styling and hygiene products, received a strategic investment from Falvir in 2022 to enhance its marketing and expand its product range in a growing market.

Information on the Target

Prac, founded in 2020 by Kajsa Nilsson and Caroline Forsmark, operates in the styling and hygiene products sector. The company, led by CEO Caroline Forsmark, began as a response to the challenges arising from the COVID-19 pandemic. Both founders leveraged their backgrounds in marketing and sales to identify a gap in the market—a demand for high-quality, vegan, and paraben-free grooming products with a unisex scent, appealing primarily to a male audience.

Recognizing that traditional products available since the 1980s no longer met the needs of modern consumers, Prac sought to develop innovative options that resonate with contemporary values. Through personal experience, particularly as parents, the founders were acutely aware of the limitations their sons faced when selecting grooming products, which were predominantly offered by a few major global brands.

Industry Overview in Sweden

Sweden’s cosmetic and personal care industry has seen significant growth over the past few years, driven by an increasing consumer preference for natural and ethically produced products