Our ambitious growth strategy aims to double net sales and quadruple profitability within five years. Launched in 2023, this strategy accelerates our journey towards our vision to be the number one beauty company from the Nordics, recognised as a leader in circular beauty among a wide international consumer group. To reach our vision, we are focusing on five key areas:
- Creating excitement and love to make a difference to consumers.
- Becoming the preferred category partner among our customers across channels.
- Leveraging Finnish production and innovation as our competitive edge.
- Driving profitable growth to secure sustainable business.
- Acting as one winning team: We include everyone, act with integrity and embrace growth. We are curious, and we care.
STRATEGIC FOCUSES 2023-2028
1. Make a difference to consumers
Lumene Group’s strategy focuses on making a meaningful impact on consumers. By creating excitement and fostering love, we aim to build a strong emotional bond between our brands and consumers.
2. Make a difference to customers
For retailers, we strive to be the preferred category partner across all channels, ensuring that they see our brands as their go-to choice. We aim to accelerate growth in E-commerce and expand our international market presence.
3. Make Finnish production & innovation a competitive edge
Finnish innovation and local production are a competitive advantage for the Group. We will strengthen them further, prioritising high-performing circular products and building both a best-in-class supply chain and the best beauty production facility in the Nordics.
4. Drive sustainable, profitable growth
Another priority in our strategy is to focus on sustainable, profitable growth through data-driven decision-making, a unified set of numbers across the Group, and a cross-organisational mindset shift.
5. One winning team
We aim to ensure that the whole Lumene Group can act as one winning team, supported by a strong cultural framework, targeted leadership development, improved HR systems and unified ways of working.
I love working for an interesting domestic brand that offers high quality products. My personal values are in line with the company’s sustainability approach. Working with a team of ambitious professionals brings joy to the work we do every day.
Elina Falck
VALUES that guide our behaviour
We include everyone in our journey
We invite You to the journey of inclusive beauty. We are One Winning Team where everyone’s voice is heard.
We act with integrity
We pride ourselves on being honest, transparent and trustworthy in everything we do.
We embrace growth
We get the right things done by starting with an end in mind, taking the first things first. We embrace opportunities for growth by choosing to see the positive first.
We are curious
We are curious and creative, driven to make a positive impact. We never stop striving to improve and aren’t afraid to push boundaries and pioneer the new.
We care
We are committed to caring equally for our community, our people and nature. We passionately work towards a more circular beauty – a commitment shared by everyone that works for us!