1987

Simplus is founded. The

liniment brand Ormsalva

is acquired.

2004

Launch of the pioneering men's grooming line Recipe for men

2002

RFM Brands is

founded.

2012

Acquisition of the Swedish natural ointment brand Natursalva.

2014

Svenska Krämfabriken is founded when RFM Brands and Simplus are merged.

2013

Scandinavia's oldest aloe vera brand SASCO is acquired from its original founders.

2015

Launch of footcare brand Pedicare.

2015

Launch of children's brand Alfons Åberg.

2017

Launch of Antonio Axu – a retail haircare brand.

2021

Divestment of Ormsalva, Pedicare and Sasco

2017

Launch of Raw Naturals, a natural brand concept under Recipe for men.

2020

New showroom and office in Stockholm

2018

Acquisition of the Swedish professional haircare brand Hårologi along with the hair education concept Pivot Point.

2019

Acquisition of CCS

2021

Acquisition of Tangent Garment Care

2021

Introduction of cleaning & garment care brand Five Oceans

2021

Launch of Hickap’s new beauty concept