Normal has become a retail phenomenon in Sweden and Europe since its 2018 launch, growing to 150 stores in Sweden with a turnover of 3.2 billion kronor, according to sources. According to sources, Normal is on its way to becoming a phenomenon across Europe with over 1,000 stores. This expansion has been fueled by explosive financial growth. Between 2021 and 2025, Normal's Swedish turnover increased by 358 percent and operating profit by 589 percent to 155 million kronor, according to the company's Swedish annual reports. According to reports, the entire group had a turnover equivalent to 22 billion Swedish kronor in the most recent available fiscal year and made an operating profit of 1.8 billion kronor. Sales grew by 65 percent between 2024 and 2025 and operating profit by 260 percent, according to the submitted financial statements for the parent company Normal A/S.
However, this success is now contrasted with troubling allegations from employees. Staff report that used makeup is wiped off and sold to customers at Normal. Employees in about ten stores state this is done routinely. It is common for customers to open and test products directly on the shelves. Despite this, the products are sold on, according to the employees. It is routine to wipe off smudges from makeup that has been opened and smeared. Employees in several stores say this handling occurs on instruction from managers.
The described handling goes against our internal guidelines. We have clear routines for how opened or damaged goods should be handled and they must not be sold in the store.
Additional problematic practices have emerged. Several employees state that products not considered sellable as new sometimes end up in Normal's so-called 'Mystery Bags' – bags with mixed goods at a discounted price. According to information from several stores, customers sometimes notice that products are already used. However, not all Normal stores appear to sell used items, according to an employee.
The company has responded to the revelations. Normal's Sweden CEO Jan Nyberg wrote in an email that used products should not be sold. After 200 Seconds' revelations about working conditions, Normal's CEO Jan Nyberg called a crisis meeting with all store managers early this morning. The meeting lasted about 25 minutes. There were no concrete discussions about the misconduct pointed out by 200 Seconds' sources.
It hurts my heart and I am convinced it hurts your hearts. I think we are good.
Labor concerns have also surfaced alongside the product allegations. According to employees, staff, who are often minors, are exploited. Normal has many young employees who have just entered the labor market. In combination with inexperienced store managers, it does not always turn out well.
External response is now developing. The Trade Union Handels will visit the Normal stores. Key unknowns remain, including how widespread the practice of selling used makeup is across all Normal stores and what specific actions the company will take to ensure compliance with its internal guidelines. The extent of exploitation faced by young employees, such as unpaid work, is also unclear, as are the potential consequences for managers or the company for the alleged misconduct. The impact of the trade union visits and what changes might result have yet to be determined.
We should all help each other to support one another in this matter.
Reach out your hand and talk to your nearest leader.