It all started back in 1983 with two brands

SÆTHER’s rich history began in 1983 when Ellinor Sæther founded the company. She had a clear vision for the company and worked tirelessly to turn that vision into a reality. Her dedication and drive have made SÆTHER a leading player in the beauty industry. Despite our small beginnings, the company has grown and evolved over the years. However, the entrepreneurial spirit and ambition at the heart of our founding, remain just as strong today and the SÆTHER name has now become a promise and a commitment.

An old image of Ellinor Sæther and Mary Quant.

Today, we distribute nearly a hundred of the most desired brands globally

SÆTHER has come a long way since our humble origin as a small start-up. Today, our company has grown to be a well-established and respected player in the beauty industry, with a team of more than 400 dedicated employees. Despite this growth, SÆTHER has remained true to our roots, placing a strong emphasis on building long-term partnerships with our brand owners, retailers, and employees. This approach has helped SÆTHER create a culture of trust, respect, and loyalty, where everyone feels part of ONE SÆTHER.

“What a privilege it has been to work with Ellinor for 30 years up until her passing in 2023. We are now carrying on her business acumen, her values and the SÆTHER spirit she created and encouraged.”

Mette Machon Hayes
Head of PR and Communication at SÆTHER

We find it essential to stay personal as we grow

At SÆTHER, we understand the importance of maintaining strong, personal relationships with our partners. As we grow, we make a conscious effort to support personal and direct communication with our partners. This helps us build trust and mutual understanding, which is essential for long-term partnerships. We also take the time to understand our partners' businesses while staying current on their latest developments and challenges.

We believe that being personal allows us to better understand the local markets and customer needs, which is crucial for the success of our partners. This is especially important in the Nordic markets, where customer preferences and trends can change and vary greatly.