Arctic force of nature Lumene

ARCTIC FORCE OF NATURE

The Finnish cosmetic and skin care company Lumene Oy combines advanced technology with the power of natural Arctic ingredients to create successful products and positive business results.

The Nordic summer is short, intense and filled with extreme light and energy. During this brief season of midnight sun, after many months of freezing temperatures, arctic plants gather strength and energy with incredible speed. Lumene harnesses the power of these berries and plants into effective skincare and cosmetics.

Many wild Scandinavian berries and plants are potent sources of antioxidants with proven benefits for skincare. Lumene’s aim is to use at least 80 per cent natural ingredients in the full product range, with some of the makeup products showing even higher percentage.

The success of Lumene is based on these ingredients in combination with the latest technological innovations and the company’s strong pharmaceutical heritage.

Strong business results

The company name comes from Lake Lummenne, a tranquil lake located in central Finland. Lumene’s cosmetics began in 1970 with the aim of providing women with beauty products that could meet the demands of the harsh northern climate.

Today, the two main owners of Lumene are the private equity funds CapMan and Langholm, and the the number of employees stands at about 530, 330 of whom work in Finland. 50 per cent of the company’s net sales are generated from its home market of Finland and 50 per cent from the international markets. Lumene’s main export markets are the other Scandinavian countries as well as the USA and Russia, where the company has subsidiaries. In Scandinavia, a partnership with Lindex, one of northern Europe’s leading fashion chains, brings Lumene products to over 200 department stores in Sweden and Norway. In the USA, Lumene’s skincare range is available nationwide from grocery chains such as CVS, Walgreens and Ultra. In Russia, Lumene products are sold in approximately 1500 shops around the country, for example through the perfume and cosmetics retailer Rive Gauche.

In 2012, Lumene group’s net sales amounted to €90 million, which, compared to the previous year, represents a net sales increase of 6 per cent. The company’s EBITDA amounted to €13.7 million, which is 15 per cent of net sales.

Two brands, one success story

The synergies across the skincare, colour cosmetics and professional haircare divisions mean that Lumene can bring a total package of beauty and wellbeing solutions to the market. The two key product brands are Lumene, skin care and natural make-up, and Cutrin, which is one of the leading professional hair brands in the Nordic countries. The Cutrin product range offers an extensive selection of innovative and high-quality products designed for hair care professionals.

Colour cosmetics in the Lumene brand enjoy a high market presence right across ages, gender and skincare requirements. With skincare its best-selling area, Lumene offers six types, including Vitamin C+ for younger skin, Time Freeze for age 35 plus and Premium Beauty for older skin; this is penetrated with Arctic heather which is especially effective for skin experiencing hormonal changes.

The Lumene Natural Code range has been developed especially for young skin. The 100 per cent Arctic plantain and plant-based formula fights against impurities and excess shine, keeping skin clean throughout the day.

All Lumene and Cutrin products are developed and manufactured in Finland, but sold and marketed internationally. Both are characterised by their innovative product development practices, their use of unique, Arctic ingredients and their in-depth knowledge of the Nordic climate.

Sustainable by nature

For Lumene, water is of special importance, not least because Arctic spring water is used as an ingredient in the products. In 2010, Lumene launched a new initiative with the objective of making more efficient use of water and highlighting the environmental importance of water resources. The company already has substantially reduced its water consumption through improved production methods and using modern technology.

Lumene also cooperates with The Finnish Association for Nature Conservation (FANC) in protecting Finland’s bogs and peatlands, improving water management and biodiversity. Respect for the environment is built into Lumene’s daily operations, through a system of environmental management that is certified to ISO 14001. The company does not use animal testing and favours recyclable materials, such as glass, paper and recyclable plastic, in its packaging. Trendsetting

There are strong signs from Lumene’s key markets indicating that there is a growing interest in natural ingredients and environmental awareness. Consumers today expect more from business in terms of sustainability, and by utilising the natural benefits of local plants and berries, and by helping to protect the environment, Lumene has undoubtedly created a strong brand for the future that resonates with customers.

As a champion of natural ingredients and ecological sustainability Lumene is at the forefront of the current trend for ‘back to basics’ in cosmetics. There is a growing trend for mineral make-up across the cosmetics industry with selected partners coming on board across the USA and Latin America. There is a potential new market in Asia, where the brand is attracting interest, with Lumene currently assessing new sales avenues and prospective partners in the region. n