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Pure and Care ApS

Private limited companyCVR 36429585RyActive

Pure and Care ApS is a private limited company, based in Ry, active in wholesale of perfume and cosmetics, founded in 2014. Net profit fell 56% from 2024 to 2025, ending at DKK 2.9m.

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Key figures · financial year 2025

Gross profitDKK 12.6m−17.7% vs. 2024
Net profitDKK 2.9m−55.6% vs. 2024
EquityDKK 29.9m+6.7% vs. 2024
Employees10latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit fell 18% (2024 → 2025), to DKK 12.6m.
  • Net profit fell 56% (2024 → 2025), to DKK 2.9m.
  • Equity rose 7% (2024 → 2025), to DKK 29.9m.

Management and owners, last 24 months

  • Stepped down: Bjarne Rasmussen (board member, 12/06/2025), Carl Erik Skovgaard (chair of the board, 12/06/2025) and Vivian Dynesen (board member, 12/06/2025).

Calculated from the latest two annual reports in sequence and from registrations in CVR. A figure that is missing in either year gives no line, and we derive no figures.

Financial statements

Financial years 2020–2025 · amounts in DKK thousand

Equity and net profit

DKK 0DKK 5mDKK 10mDKK 15mDKK 20mDKK 25mDKK 30m202020212022202320242025
EquityNet profit
Financial figures for Pure and Care ApS
202020212022202320242025Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit2,7845,8817,46120,37615,24712,553−17.7%
Operating profit (EBIT)1,4013,8945,15217,17410,3187,046−31.7%
Profit before tax1,0663,8274,36315,3638,4233,742−55.6%
Net profit8282,9793,38311,9726,5062,888−55.6%
Total assets8,87323,21320,45858,55272,04954,245−24.7%
Equity3,6966,5549,81721,63927,99529,883+6.7%
Liabilities5,17716,65910,64136,91444,05424,362−44.7%
Cash and cash equivalents5671891865−97.2%
Average number of employees123478+14.3%

Source: annual reports filed with the Danish Business Authority (XBRL). Figures for the company (not the group); change is the latest year against the year before. “–” means the figure is not stated in the annual report. Revenue is not stated for 2020, 2021, 2022, 2023, 2024, 2025: smaller companies may omit it, and we do not derive it from other figures.

Download the figures as CSV · free with an account, amounts in whole DKK

DKK 0DKK 5mDKK 10mDKK 15mDKK 20m202020212022202320242025
Gross profitMedian, the industry (126 companies)

Signals from the financial statements

calculated from the 2025 figures

  • Profit for five years in a row

    Net result has been positive in 2021–2025.

    How is this calculated?

    Net result is positive in the five latest annual reports in a row.

The signals are rules applied to the figures in the annual reports. They are not an assessment or credit rating of the company. See Data and method.

Annual reports

6 financial years
Annual reports for Pure and Care ApS
Financial yearPeriodPublishedFigures forDocuments
202501/01/2025 – 31/12/202519/02/2026The companyPDF not statedXBRL
202401/01/2024 – 31/12/202406/03/2025The companyPDFXBRL
202301/01/2023 – 31/12/202324/06/2024The companyPDFXBRL
202201/01/2022 – 31/12/202226/01/2023The companyPDFXBRL
202101/01/2021 – 31/12/202120/01/2022The companyPDFXBRL
202001/01/2020 – 31/12/202008/02/2021The companyPDFXBRL

The figures from all the annual reports are shown on this page. The documents themselves (PDF and XBRL, the machine-readable edition) are downloaded with a Pro account: sign in or create a free account, and then choose Pro. XBRL is the edition the figures on the page are read from.

Employees

monthly figures from CVR
024681008/2309/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

126 companies in the database

Comparison with the other companies in wholesale of perfume and cosmetics based on the latest financial year.

Gross profitDKK 12.6mNo. 37 of 126
Better than 71% of the companies in the industry
EquityDKK 29.9mNo. 19 of 126
Better than 86% of the companies in the industry
Number of employees10No. 50 of 126
Better than 61% of the companies in the industry

Industry median: gross profit DKK 3.4m, net profit DKK 191k, equity DKK 2.6m, 6 employees.

DKK 100kDKK 1.1mDKK 12.2mDKK 134.3mDKK 665.5mHere
Distribution of gross profit for 117 companies in the industry (latest financial year, logarithmic scale). Amber bar: where this company sits.

Compared with similar companies

size, age and company form
Rank among similar companies
GroupGross profitEquity
Companies with fewer than 20 employees69,967 companies in the comparison
No. 3,262of 69,742
Better than 95%
No. 4,482of 69,964
Better than 94%
Same industry and fewer than 20 employees98 companies in the comparison
No. 12of 98
Better than 89%
No. 4of 98
Better than 97%
Companies that are between 5 and 14 years old33,688 companies in the comparison
No. 3,425of 33,588
Better than 90%
No. 1,743of 33,687
Better than 95%
All companies of type ApS66,508 companies in the comparison
No. 4,559of 66,379
Better than 93%
No. 3,176of 66,505
Better than 95%

The rank is calculated among companies in the database with a figure for the latest financial year, and is shown only for groups of at least ten companies.

Compare with the industry

Wholesale of perfume and cosmetics
Gross profit
  1. Pure and Care ApSDKK 12.6m
  2. L'oréal Danmark A/SDKK 1.5bn
  3. Estee Lauder Cosmetics A/SDKK 311.8m
Net profit
  1. Pure and Care ApSDKK 2.9m
  2. L'oréal Danmark A/SDKK 635.6m
  3. Estee Lauder Cosmetics A/SDKK 113.1m
Equity
  1. Pure and Care ApSDKK 29.9m
  2. L'oréal Danmark A/SDKK 897.7m
  3. Estee Lauder Cosmetics A/SDKK 673.6m
Employees
  1. Pure and Care ApS10
  2. L'oréal Danmark A/S660
  3. Estee Lauder Cosmetics A/S171

Latest financial year per company. Choose up to three companies from the largest in the industry.

Owners and group

from the Public Ownership Register
Owners
  • Dynesen Holding ApS100%
Pure and Care ApS

Management

1 active registrations

Executive management

Executive management at Pure and Care ApS
NameRoleAppointed
Vivian DynesenDirector03/11/2014
Founders
Vivian Dynesen
Former management (3)
Former management at Pure and Care ApS
NameRoleAppointedResigned
Bjarne RasmussenBoard member25/06/202412/06/2025
Carl Erik SkovgaardChair of the board25/06/202412/06/2025
Vivian DynesenBoard member25/06/202412/06/2025

Signing rule: Selskabet tegnes af én direktør.

Address and production units

1 active production units

Lundhøjvej 30
8680 Ry

Skanderborg Municipality · Postcode 8680

Production units
Production unitAddressEmployeesP number
Pure and Care ApSLundhøjvej 30, 8680 Ry101019879689

Purpose

Selskabets formål er at udvikle, producere, importere og sælge hudplejeprodukter samt andre lignende aktiviteter/produkter, der efter ledelsens opfattelse er i naturlig forbindelse hermed. Selskabet bruger forskellige salgskanaler, herunder e-commerce, og arbejder med afsætning både til b2b og b2c.

The purpose is quoted from the register in Danish.

Changes year by year

23 registered events
20261 changeaccounts 1
  • Annual report for 2025 published
20254 changesmanagement 3 · accounts 1
  • Bjarne Rasmussen stepped down as board member
  • Carl Erik Skovgaard stepped down as chair of the board
  • Vivian Dynesen stepped down as board member
  • Annual report for 2024 published
20245 changesmanagement 3 · accounts 1 · address 1
  • Bjarne Rasmussen appointed board member
  • Carl Erik Skovgaard appointed chair of the board
  • Vivian Dynesen appointed board member
  • Annual report for 2023 published
  • Moved to Lundhøjvej 30, 8680 Ry
20231 changeaccounts 1
  • Annual report for 2022 published
20221 changeaccounts 1
  • Annual report for 2021 published
20211 changeaccounts 1
  • Annual report for 2020 published
20203 changesname 2 · address 1
  • Name changed from Best Buy Beauty Group ApS to Pure and Care ApS
  • Name changed from PURE AND CARE ApS to Best Buy Beauty Group ApS
  • Moved to Ellemosen 3, 8680 Ry
20191 changeindustry 1
  • Industry changed to Wholesale of perfume and cosmetics (464500)
20182 changesownership 2
  • Dynesen Holding ApS registered as owner (100%)
  • Vivian Dynesen is no longer registered as owner
20144 changesindustry 1 · founded 1 · management 1 · ownership 1
  • Industry changed to Detailhandel med medicin og produkter til personlig pleje via internet (479117)
  • Registered as PURE AND CARE ApS
  • Vivian Dynesen appointed director
  • Vivian Dynesen registered as owner (100%)

Related companies

Same industry in Skanderborg

See all →

Same people in management

Source and updates

The information comes from the Danish Central Business Register (Danish Business Authority) and from annual reports filed with the Danish Business Authority. Last synchronised 24/10/2026. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.

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