Industry · municipality
The Cosmetics Retail Industry in Drammen: Current Status and Future Prospects
A Detailed Analysis of the Business Landscape in Drammen
Brief Industry Overview
The cosmetics retail industry in Drammen is a mix of established and newer companies with variable economic performance. There are a total of 33 companies registered in the municipality, with 115 employees in 2026. The most significant companies are Rituals Cosmetics Norway AS and Kicks Norge AS, which operate multiple branches in Drammen. The industry shows both strengths and challenges, with large variations in sales and operating results between companies. There are no registered bankruptcies in the industry, but some companies report negative EBITDA or very low sales. Drammen is the main hub for activity, while Mjøndalen and Krokstadelva have smaller, but not insignificant, presence.
Economic Overview
Sales and Employee Development
Sales have shown large fluctuations in recent years:
| Year | Sales (NOK) | Year-over-Year Change |
|---|---|---|
| 2016 | 686.9M | - |
| 2017 | 641.1M | -6.7% |
| 2018 | 562.8M | -12.2% |
| 2019 | 56.7M | -89.9% |
| 2020 | 71.2M | +25.6% |
| 2021 | 81.0M | +13.7% |
| 2022 | 77.1M | -4.7% |
| 2023 | 33.5M | -56.6% |
| 2024 | 96.9M | +189.2% |
| 2025 | 84.9M | -12.4% |
Employees have also been unstable:
| Year | Number of Employees | Year-over-Year Change |
|---|---|---|
| 2016 | 133 | - |
| 2017 | 116 | -12.8% |
| 2018 | 115 | -0.9% |
| 2019 | 115 | +0.0% |
| 2020 | 94 | -18.3% |
| 2021 | 105 | +11.7% |
| 2022 | 122 | +16.2% |
| 2023 | 126 | +3.3% |
| 2024 | 105 | -16.7% |
| 2025 | 94 | -10.5% |
| 2026 | 115 | +22.3% |
The most notable development is a 189.2% increase in sales in 2024, but a decline of 12.4% in 2025. Employees had an increase of 22.3% in 2026 after a decline in 2024.
Companies in the Industry
There are 16 companies registered in Drammen, with the following organizational forms:
| Organizational Form | Number of Companies | Number of Employees | Operating Income (NOK) | Sales (NOK) |
|---|---|---|---|---|
| AS | 11 | 124 | 122.3M | 121.7M |
| ANS | 1 | 1 | 2.4M | 841.0K |
| ENK | 1 | 1 | 0 | 0 |
Key Companies:
- Rituals Cosmetics Norway AS (Guldlisten 35, Drammen): 15 employees, 14.4M in sales, 12% EBITDA margin.
- Kicks Norge AS (multiple branches): 33 employees total, 91.6M in sales, 5% EBITDA margin.
- Africa For World ANS (Tollbugata 9, Drammen): 1 employee, 53% EBITDA margin, 100% sales growth in 2025.
New Companies:
- Arctic Royal AS (founded in 2026) and Apadana Malekifar ENK (founded in 2024) are recently established companies without operating results yet.
Business Geography
Distribution of Activity in the Municipality
The industry is most present in Drammen (11 companies, 68 employees, 82.6M operating income), while Mjøndalen and Krokstadelva have fewer companies:
| Location | Number of Companies | Number of Employees | Operating Income (NOK) | Sales (NOK) |
|---|---|---|---|---|
| Drammen | 11 | 68 | 82.6M | 80.8M |
| Mjøndalen | 1 | 49 | 0 | 0 |
| Krokstadelva | 1 | 9 | 42.0M | 41.8M |
Mjøndalen has one company (Vita Group AS) with 49 employees, but no operating income or sales. Krokstadelva has one company (Kicks Norge AS) with 9 employees, 42.0M operating income and 41.8M sales.
Operational Efficiency and Dynamics
Operational Efficiency and Bankruptcy Statistics
Bankruptcy Statistics: There are no registered bankruptcies in the industry in Drammen. All companies are marked as not bankrupt in the data.
Operational Efficiency: Some companies have negative EBITDA or low sales:
- Cc Parfyme AS (Drammen): -2.0K EBITDA, -4% sales growth.
- Inglot Norge AS (Drammen): -8% EBITDA margin, -1% sales growth.
- Kicks Norge AS (Krokstadelva): 5% EBITDA margin, -6% sales growth.
Positive: Africa For World ANS (Drammen) has a 53% EBITDA margin and 100% sales growth in 2025, demonstrating potential for small companies with specialized offerings.
Outlook for Entrepreneurs
Future Prospects for Entrepreneurs
Opportunities:
- Stable Market: Drammen has established companies like Rituals and Kicks Norge, which can provide experience and networking for new entrepreneurs.
- High Growth in 2024: Sales increased by 189.2% in 2024, indicating increased demand for cosmetics in the municipality.
- New Companies: There is an opportunity to establish oneself in Drammen, especially with a focus on specialized offerings as demonstrated by Africa For World ANS.
Challenges:
- Unstable Sales: Large fluctuations in sales (e.g., -89.9% in 2019) indicate risks of market fluctuations.
- Competitiveness: EBITDA margins vary greatly (from 0% to 53%), requiring efficient operations to compete.
- Low Number of Employees: Many companies have fewer than 10 employees, which can limit scalability.
Recommendation: Entrepreneurs should consider establishing themselves in Drammen, but must be prepared for market variability and focus on differentiation to compete with established companies.
Conclusion
The cosmetics retail industry in Drammen shows both opportunities and challenges. With 33 companies and 115 employees in 2026, Drammen is the main hub for activity, while Mjøndalen and Krokstadelva have smaller, but not insignificant, presence. Sales have shown large fluctuations, but a significant increase in 2024. Entrepreneurs should consider establishing themselves in Drammen, but must be prepared for market variability and focus on efficient operations. SmartGrunder can help entrepreneurs find suitable addresses and develop strategies to compete in this industry.