Normal has expanded to 150 stores in Sweden since its launch in 2018, with a turnover of 3.2 billion SEK. Between 2021 and 2025, the company's turnover increased by 358% and operating profit by 589% to 155 million SEK, according to Swedish annual reports. The entire Normal group had a turnover equivalent to 22 billion SEK and an operating profit of 1.8 billion SEK in the last available financial year, with group sales growing by 65% between 2024 and 2025 and operating profit by 260%, according to the parent company Normal A/S's financial statements.
According to Aftonbladet, employees in about ten Normal stores said that used makeup is routinely wiped off and sold to customers. Employees say they are instructed by managers to reduce waste by selling salvageable products. Products that cannot be sold as new sometimes end up in Normal's 'Mystery Bags' at a discount, employees said. Customers have returned used products and received refunds, according to employees. However, some Normal stores do not sell used products; they throw them away, an employee said.
The described handling violates our internal guidelines. We have clear routines for how opened or damaged goods should be handled and they may not be sold in stores.
Normal's Sweden CEO Jan Nyberg said the described handling violates internal guidelines and that used products should not be sold. Normal held a crisis meeting with all store managers after the revelations, according to multiple reports.
The trade union Handels will visit Normal stores and talk to employees, according to multiple reports. According to Aftonbladet, employees, often minors, are exploited and forced to work for free. A store manager at Normal criticized young employees' competence, saying some may not even know how to make a sandwich. Normal has previously been accused of exploiting young people and spying on employees, according to a report.
It hurts my heart and I am convinced that it hurts your hearts. I think we are good.