Current investments - is a Nordic online player within beauty, challenging traditional perfumeries. offers a complete assortment with over 200 established brands in different price segments within hair care, makeup, skincare and fragrances. is one of the largest online players in the Nordics with three websites and operation in Sweden and Finland. The headquarters is located in Stockholm and the company has 12 employees.
Investment year: 2019
Turnover: SEK 200m
Fund: Priveq Investment V
Ownership: 76%
CEO: Darko Drašković
Members of the Board:
Per Netzell (Chairman of the Board), Per Ejerhed, Fanny Leksell, Maria Perez Hultström
Priveq team:
Maria Perez Hultström, Fanny Leksell

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Priveq – new growth partner for

Parfym Sverige AB (“”), one of the largest online players within beauty in the Nordics, has chosen to incorporate Priveq …

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For further information, please contact

Maria Perez Hultström

Investment Manager

Phone: +46 8 459 67 72
Mobile: +46 70 928 01 42
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Maria Perez Hultström

Investment Manager

Maria Perez Hultström is Investment Manager and her responsibilities extend through the entire investment process, from sourcing new investment opportunities in which Priveq as owner will contribute to growth and value creation as well as implement growth and development strategies together with other owners, the Board of Directors and management.

Maria joined Priveq in 2010 and is currently a Director of the Boards of Lamiflex, and QleanAir Scandinavia.

Before joining Priveq, Maria worked with Corporate Finance at Handelsbanken Capital Markets and Erik Penser Bank.

She holds an M.Sc. in Economics and Business Administration with a major in Finance from Stockholm School of Economics and has studied Industrial Engineering and Management at the Royal Institute of Technology and at Georgia College and State University.