Founded in 2015, Soél AS is a leading distributor of premium skincare and haircare products, holding exclusive sales rights for several brands across the Nordic countries and Europe. Our products are available in both online and offline stores, catering to retailers that prioritize offering high-quality skincare to their customers. Each product undergoes rigorous testing before being sold and is registered in the CPNP database, ensuring compliance with European safety standards.

Our philosophy is simple: “We only sell products we would recommend to our best friend.”

Soél has experienced significant growth since its inception, consistently maintaining solid revenue. We work closely with our retail partners to maximize product visibility, and in 2020, Klairs—one of our flagship brands—won the prestigious Norway Costume Beauty Award for ‘Best Skincare Brand of the Year.’ We take pride in offering products that meet the highest standards for the Nordic and European markets.

Our business model emphasizes transparency, excellent communication, and a commitment to quality and service. With a robust inventory system, we ensure quick and reliable deliveries to all our partners.

Leadership Team

Soél is led by Founder and Sales & Marketing Manager, Susanne Enger Holm, and Managing Director Agnes Moe. Susanne, who holds a degree in child welfare, has built an extensive network in the skincare and haircare industry, driven by her passion and dedication to finding the best products. Her leadership has been key to Soél’s success.

Agnes, who joined in 2021, brings a wealth of experience from various fields, backed by her law degree. Her commitment to quality and growth has positioned Soél for further expansion into new markets.

Together, we ensure that our partners feel supported at every step, providing exceptional service and high-quality products they can trust.

Soél AS

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Teams

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Soél AS

Org chart

Teams

Offices

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