Untold BEAUTY is a Nordic beauty destination and distribution house dedicated to introducing distinctive, niche brands to the Scandinavian market. Through Untold Beauty, we curate and represent a carefully selected portfolio of brands that share a commitment to quality, craftsmanship, and authentic storytelling.

Our current distribution portfolio includes Malin+Goetz, Pelegrims, Couleurs de Noir, The Remedy (Laboratories), and Roquebrun—brands that stand out through innovation, integrity, and a strong point of view.

Founded in 2012 by award-winning hair & makeup artist & BEAUTY EXPERT
Sidsel Marie Bøg and her husband Dennis Bøg.
FIRST. UntoldSecretz.DK was created to bridge the gap between emerging international beauty brands and the Nordic market. OUT OF UNTOLD SECRETZ our distribution company UNTOLD BEAUTY was launched. With deep industry expertise and a hands-on approach, we focus on long-term brand building, strategic partnerships, and creating meaningful presence across retail, press, and professional channels.

TO SEE SIDSELS PORTFOLIO YOU CAN CLICK HERE