Purpose & Vision
Working to realising our vision
Ambitious goals need a strong foundation, and we have already laid the groundwork to make our vision a reality. From our strong Nordic core, we have expanded our business geographically through Mergers and Acquisitions (M&A) – within and beyond Europe. We have consolidated our brand portfolio, and our top 10 brands account for more than 60% of our revenues.
The Karo Way is what truly makes us unique. It not only defines how we work and execute our strategy in reality but also how we stand together and live our values in a rapidly changing environment, embracing an entrepreneurial and forward-leaning approach in all that we do.
At Karo, entrepreneurship, collaboration and commercial insight come together and we encourage everyone to stay curious and think beyond established ways of doing things. This is how we uncover opportunities that our competitors overlook or disregard.
“No matter how long you’ve been with the company, you will always have an impact on the future of Karo”
– Petra Jonson, Squad Lead VMS and Healthy Beauty
“Karo is special because it values people and purpose equally. As one of the first hires in the UK, I’ve seen Karo’s commitment to improving lives and fostering a collaborative, inclusive environment where everyone’s input matters. It’s a place where teams thrive together while making a real difference”
– Andrea Valli, Business Support Manager
Strategy
Our strategy is about proactively shaping the future and reacting deftly to changes in the environment around us
Scaled Entrepreneurship
Central to our approach is Scaled Entrepreneurship – our organisational structure which champions brand and consumer-centricity, embracing an entrepreneurial spirit and speed while maximising operational efficiency and scale. This innovative way of working empowers diverse teams to swiftly tackle business challenges and make informed decisions, adeptly responding to dynamic market conditions.
Commitments
Contributing to healthier societies for the future
We are dedicated to enhancing health and wellbeing, protecting the environment, and fostering a fair society. Guided by these principles, we strive to make a positive impact on people’s lives and the world around us.
Geared to Grow
We work to become a European leader in everyday healthcare. To deliver on this ambition, we’re increasing our presence in existing and new markets and expanding our brand portfolio across our categories.
Although growth is on our agenda, it is never at the expense of our culture. We grow together. We want to remain a cohesive company where people feel connected, motivated by our purpose, and inspired by our values.
Karo operates offices across various locations, with its headquarters in Stockholm, Sweden. In Maidenhead, outside London, you can find one of our largest international hubs and our centre for commercial excellence. This hub of high energy and creativity defines and drives our digital marketing and e-commerce strategies.
Sustainability
Karo’s purpose is to create smart choices for everyday healthcare, and to do it responsibly for people, society and the environment
We want to conduct business in a way that meets the needs of today without compromising the needs of future generations.
”After experiencing various workplaces, Karo stands out with its perfect mix of empowerment and support. I’m trusted to make impactful decisions, knowing mistakes are part of learning. My team is always there, offering guidance and creating a collaborative, inclusive space where diverse perspectives are valued. This dynamic culture energises me while giving me the work-life balance I need. That’s what I love about Karo”
– Kavya Balachandran, MTO Order & Project Management Specialist
“Being part of a dynamic consumer healthcare company, we’re all about making a difference, one day at a time. With our amazing brands by our side, we’re on a mission to bring a little extra goodness to people’s lives”
– Jake Holdstock, Head of Digital Marketplace Advertising
Our Leadership
At Karo, our leadership team is composed of experienced professionals dedicated to driving innovation and excellence in healthcare
With diverse backgrounds and a shared commitment to our values, they lead our efforts to deliver high-quality products and services, ensuring we meet the evolving needs of our customers and communities.
