KICKS is a leading player in the beauty market across Sweden, Norway, and Finland. By continuously pushing product development within the category, KICKS stays ahead of changing consumer demands. Offering constant innovation, personal service, strong product brands and a unique consumer experience, KICKS positions itself as a clear market leader.  



With makeup, fragrances, skincare, and haircare, KICKS’ holistic beauty concept is delivered by professional beauty experts through a unique omnichannel model. KICKS provides guidance and inspiration for its customers. There are 228 KICKS stores across Sweden, Norway and Finland, plus localized e-commerce channels in each market for convenience and reach.  

KICKS is home to the largest beauty customer club in the Nordics and the company has also built a strong community with ‘KICKS Beauty Talks’ – a space where all beauty lovers can share experiences and find inspiration. Launched in 2021, the community has become a popular beauty destination with over 180,000 members.