LFG Brands Information

LFG Brands is a growing Nordic beauty and wellness group building leading service brands and the operating platform behind them. Today, our brands include M Room, Blue Lagoon Beauty and Poslin, bringing together around 500 beauty and wellness professionals and nearly half a million customer visits annually. Our brands generate more than €20 million in combined chain revenue across Finland and Estonia. Our model is built around a simple idea: Local brands. Local execution. One operating platform. We believe strong consumer brands should stay close to their customers, professionals and local markets. At the same time, technology, data, products, operational capabilities and other areas where scale creates an advantage can be built and developed together. At the heart of this is our own technology platform, developed through years of operating service businesses ourselves. It supports both drop-in and appointment-based business models and is increasingly becoming the operating backbone across our portfolio. Our ambition goes beyond building individual salon chains. We are building a scalable beauty and wellness platform that can support multiple brands, business models and markets while allowing each brand to retain what makes it locally relevant. Central capabilities where scale matters. Local ownership where proximity matters. Our goal is simple: build better businesses and, at the same time, help make the beauty and wellness industry better for customers, professionals and entrepreneurs.