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