New health and beauty company REPEATS launches: backed by major investors

On September 3rd, REPEATS, a new Swedish health and beauty company focusing on gummy supplements, will launch. Behind the venture are entrepreneurs André Kvamme, former CEO of Kindly, and Vanessa Lindblad, co-founder of CAIA Cosmetics. The company is launching seven products and has, from the start, secured distribution through Apotek Hjärtat, MEDS, and Apohem, in addition to its own e-commerce.

REPEATS enters the growing market for food supplements with the ambition to build a strong consumer brand at the intersection of health, beauty, and lifestyle. The brand is launched as a pure gummy brand, and the business idea is based on making food supplements easier to understand and use, with products developed to become a natural part of the consumer's daily routine.

– We have from the beginning built REPEATS based on a clear long-term plan. The seven products and our selected retailers are a well-thought-out foundation for how we want to grow and create greater value for the customer, both in and around the products. We want to build a strong Nordic brand that over time can take a natural place in the European market, says André Kvamme, CEO and co-founder of REPEATS.

At the launch on September 3rd, REPEATS will release seven products: Hair, Night, Skin, Pregnant, Immune, Her Daily, and D3/K2. All are food supplements in gummy form and have been developed with a focus on carefully selected ingredients, taste, and design. The products are produced in Sweden.

Vanessa Lindblad joins as co-founder and investor in the company and also holds the role of Brand Director during the start-up phase. With extensive experience from the beauty industry, her focus will be to develop REPEATS' brand position and consumer offering together with the team.

– We want to build a brand that makes health simpler and more inspiring to incorporate into everyday life. REPEATS is built on the conviction that real results come from what we do consistently over time. Therefore, it has been important for me to create products that have a clear purpose, but which also feel well-thought-out in everything from taste and design to how they become a natural part of the daily routine. It is in repetition that progress happens, and there I believe REPEATS can create something truly strong, says Vanessa Lindblad.

REPEATS is backed by several well-known entrepreneurs and investors. Among the investors are Noel Abdayem, with a background from The Humble Group and DentMe, Stadium founder Bo Eklöf, and Tony Jansson and Mats Winterfeldt, former major shareholders in Apoteksgruppen. From the launch, REPEATS products will be sold via their own e-commerce, as well as digitally at MEDS, Apohem, Apotek Hjärtat, and Baby Journey. Additionally, nationwide in over 300 of Apotek Hjärtat's stores.


Presscontact – Redgert Comms
Name: Julia Hoffman
Title: Senior Account Executive Corporate Communications
E-mail: julia.hoffman@redgertcomms.com