Priveq – new growth partner for

13 June, 2019

Parfym Sverige AB (“”), one of the largest online players within beauty in the Nordics, has chosen to incorporate Priveq Investment (“Priveq”) as a new growth partner. The founder and the current CEO will continue to be a part of the ownership group. was founded in 2005 as an online challenger to traditional perfumeries. Today is one of the largest beauty e-tailers with three websites and operation in Sweden and Finland. The company offers a complete assortment within beauty – hair care, makeup, skincare and fragrances, with a brand portfolio including both strong international and local brands in different price segments.

“We are very pleased to team up with and contribute to the company’s continued growth journey. We have followed the company for a long time and are impressed by its strong market position and how it since the start of the company has managed to balance high growth with double digit profit margins in a highly competitive segment” says Maria Perez Hultström, Investment Manager at Priveq.

”Our team is looking forward to have Priveq as our partner – strengthening our continued development We are convinced that Priveq with its broad competence will contribute going forward and we are looking forward to an exciting future together” says Darko Drašković, CEO at

“As founder of, I am pleased to bring in Priveq as partner. I am looking forward to, together with Priveq, continue the development that has had up until today” says Per Ejerhed, founder and former majority owner of

For further information, please contact:

Maria Perez Hultström, Investment Manager, Priveq
Tel: +46 (0)70 928 01 42

About is a Nordic online player within beauty offering a complete assortment with over 200 established brands in different price segments. The company was founded in 2005 in Sweden and has since expanded to Finland and has become a favorite among the customers. operates three websites targeting different customer segments and has a turnover exceeding SEK 200m. The head office is located in Stockholm, Sweden.

Visit for more information.




For further information, please contact

Maria Perez Hultström

Partner & Investment Manager

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

Partner & Investment Manager

Maria Perez Hultström is Partner and 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.