Owners, management and financials
CVR: 36429585
Secondary names: Essence Beauty ApS
Previous names: PURE AND CARE ApS, Best Buy Beauty Group ApS
DKK 12,553,276
Gross profit
Net result: DKK 2,887,963
Dynesen Holding ApS (100%)
CVR · view owners
Vivian Dynesen
CVR · view management
Active
Founded 3 November 2014
CVR · view overview
10 employees
CVR · 2026
Name registered: Pure and Care ApS
CVR · 08/09/2020
View the full event history
Pure and Care ApS is a Danish company of the type Anpartsselskab based in Ry, founded in 2014. The company is registered under the industry Engroshandel med parfumerivarer og kosmetik. The company was previously named Best Buy Beauty Group ApS and PURE AND CARE ApS. The management consists of Vivian Dynesen. The company is owned by Dynesen Holding ApS. The company has 10 employees (2026). In 2025, the company reported a gross profit of DKK 12,553,276 and a net result of DKK 2,887,963 compared with DKK 6,506,050 the year before. Equity in the 2025 report amounted to DKK 29,882,539.
Source: annual report 2025, Danish Business Authority
The financial health of Pure and Care ApS appears strong, with a consistent upward trajectory in gross profit and profit over the past few years. Gross profit increased from 5.88 million DKK in 2021 to 20.38 million DKK in 2023, while profit surged from 2.98 million DKK to nearly 12 million DKK in the same period. Equity has also grown significantly, reaching approximately 29.88 million DKK in 2025, indicating a solid capital position. However, the lack of revenue disclosure may raise concerns regarding transparency and overall market positioning within the cosmetics and fragrance wholesale industry.
AI-generated summary · Generated 15/08/2026
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.
Source: annual reports filed with the Danish Business Authority.
| Period | Gross Profit | Profit/Loss | Total Assets | Equity | Employees | Report |
|---|---|---|---|---|---|---|
| 202501/01/2025 – 31/12/2025 | 12.6 mio. | 2.9 mio. | 54.2 mio. | 29.9 mio. | 8 | |
| 202401/01/2024 – 31/12/2024 | 15.2 mio. | 6.5 mio. | 72 mio. | 28 mio. | 7 | |
| 202301/01/2023 – 31/12/2023 | 20.4 mio. | 12 mio. | 58.6 mio. | 21.6 mio. | 4 | |
| 202201/01/2022 – 31/12/2022 | 7.5 mio. | 3.4 mio. | 20.5 mio. | 9.8 mio. | 3 | |
| 202101/01/2021 – 31/12/2021 | 5.9 mio. | 3 mio. | 23.2 mio. | 6.6 mio. | 2 | |
| 202001/01/2020 – 31/12/2020 | 2.8 mio. | 828 t. | 8.9 mio. | 3.7 mio. | 1 | |
| 201901/01/2019 – 31/12/2019 | 2.3 mio. | 752 t. | 5.1 mio. | 3 mio. | 1 | |
| 201801/01/2018 – 31/12/2018 | 2 mio. | 911 t. | 5.4 mio. | 2.4 mio. | 1 | |
| 201701/01/2017 – 31/12/2017 | 1.5 mio. | 922 t. | 2.5 mio. | 1.5 mio. | 1 | |
| 201601/01/2016 – 31/12/2016 | 793 t. | 564 t. | 1.3 mio. | 628 t. | - |
Compared to 279 companies in Engroshandel med parfumerivarer og kosmetik
Comparison is based on industry median values
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Try the lead list generatorThe CVR number of Pure and Care ApS is 36429585.
Pure and Care ApS is owned by Dynesen Holding ApS.
The management of Pure and Care ApS consists of Vivian Dynesen.
In 2025, Pure and Care ApS reported a gross profit of DKK 12,553,276.
Pure and Care ApS had 10 employees in 2026 according to the Danish CVR register.
Pure and Care ApS was founded on 3 November 2014.
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Pure and Care ApS has published its annual report for 2025. Gross profit came to DKK 12,553,276, and the net result was DKK 2,887,963.
As of August 15, 2025, BDO Statsautoriseret Revisionspartnerselskab has been appointed auditor of Pure and Care ApS.
As of August 15, 2025, A/S PSE 17 NR. 1056 has stepped down as auditor of Pure and Care ApS.
As of June 12, 2025, Bjarne Rasmussen has left the board of directors of Pure and Care ApS.
As of June 12, 2025, Carl Erik Skovgaard has left the board of directors of Pure and Care ApS.
As of June 12, 2025, Vivian Dynesen has left the board of directors of Pure and Care ApS.
Pure and Care ApS has published its annual report for 2024. Gross profit came to DKK 15,246,652, and the net result was DKK 6,506,050.
As of June 25, 2024, Bjarne Rasmussen has joined the board of directors of Pure and Care ApS.
As of June 25, 2024, Carl Erik Skovgaard has joined the board of directors of Pure and Care ApS.
As of June 25, 2024, Vivian Dynesen has joined the board of directors of Pure and Care ApS.
Pure and Care ApS has published its annual report for 2023. Gross profit came to DKK 20,375,565, and the net result was DKK 11,971,536.
Pure and Care ApS has published its annual report for 2022. Gross profit came to DKK 7,460,699, and the net result was DKK 3,382,595.
As of February 9, 2022, A/S PSE 17 NR. 1056 has been appointed auditor of Pure and Care ApS.
As of February 9, 2022, EY Godkendt Revisionspartnerselskab has stepped down as auditor of Pure and Care ApS.
Pure and Care ApS has published its annual report for 2021. Gross profit came to DKK 5,881,139, and the net result was DKK 2,978,522.
Pure and Care ApS has published its annual report for 2020. Gross profit came to DKK 2,783,595, and the net result was DKK 827,909.
On September 8, 2020, the company changed its name from Best Buy Beauty Group ApS to Pure and Care ApS.
On September 7, 2020, the company changed its name from PURE AND CARE ApS to Best Buy Beauty Group ApS.
Pure and Care ApS has published its annual report for 2019. Gross profit came to DKK 2,301,471, and the net result was DKK 751,856.
As of February 5, 2019, EY Godkendt Revisionspartnerselskab has been appointed auditor of Pure and Care ApS.
Pure and Care ApS has published its annual report for 2018. Gross profit came to DKK 1,988,817, and the net result was DKK 911,196.
As of February 1, 2018, Dynesen Holding ApS is registered as an owner of Pure and Care ApS with an ownership share of 100%.
Pure and Care ApS has published its annual report for 2017. Gross profit came to DKK 1,519,001, and the net result was DKK 921,671.
Pure and Care ApS has published its annual report for 2016. Gross profit came to DKK 793,195, and the net result was DKK 564,210.
Pure and Care ApS has published its interim report for the period November 3, 2014 – December 31, 2015.
As of November 3, 2014, Vivian Dynesen is registered as director of Pure and Care ApS.
Pure and Care ApS was founded on November 3, 2014.
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