Estrid hires new Chief Brand Officer for London expansion

Swedish bodycare brand Estrid is opening a second corporate headquarters in London following a period of "explosive growth".

To head up the new corporate base, the brand has hired beauty industry veteran Nico Morga Alden in the newly created role of Chief Brand Officer.

Alden joins Estrid from Makeup By Mario, where she served as Vice President of Brand from 2021. Prior to this, she held various leadership posistions at Hourglass Cosmetics, LVMH, Estee Lauder and Shiseido.

In this new role, Alden will be responsible for continuing to grow and better serve Estrid's community, driving expansion across multiple markets and channels.

The move will also bring Alden to London from New York, where she will oversee the recruitment of a number of new roles in marketing, creative and sales.

Ben Eliass, Founder and CEO at Estrid, said: "With millions of customers across Europe loving what we offer, we’re taking the necessary steps from indie niche upstart to truly challenging the long-standing Goliath in our industry.

"An upcoming London office is a big step in this direction, and we can’t wait to show you what we have in store."

Founded in 2019, Estrid is a Scandinavian razor brand offering body-positive, sustainably sourced, vegan razors on subscription.

The business has exceeded over 60% revenue growth year-on-year and landed partnerships in major retailers including Boots in the UK.