Idun Minerals

In this project, We were a team that conducted a comprehensive strategic analysis of Idun Minerals, a Swedish cosmetics brand specializing in mineral based and sustainable beauty products. The work involved applying several business strategy frameworks to evaluate the company’s external environment, internal strengths, and growth opportunities.

We developed:
A PESTEL analysis to assess political, economic, social, technological, environmental, and legal factors shaping the industry.
A Porter’s Five Forces analysis to map competitive pressures within the cosmetics market.
A SWOT analysis to identify Idun’s strengths, weaknesses, opportunities, and threats.
A Business Model Canvas (BMC) to visualize how Idun creates, delivers, and captures value.
A Value Proposition & Canvas to highlight how Idun meets consumer needs with clean beauty, skin-friendly, and eco-conscious products.

We recommended expanding internationally by leaning into Idun’s “Nordic purity” positioning and partnering with trusted retailers, while localizing messaging and shade ranges. To deepen sustainability and loyalty, we proposed refill systems and circular packaging across core SKUs, and integrated AI tools (virtual try-on, skin analysis) into e-commerce to personalize selection, lift conversion, and reduce returns.
We also outlined a structured influencer strategy that pairs dermatology aligned experts with creator content and social commerce to turn discovery into purchase. Finally, we pushed for broader product inclusivity expanding complexion and blush shades and showcasing diverse representation aligning brand purpose with measurable growth in new markets.