By Veira

By Veira is part of the Maria Nila Group, founded in 1999, and has been partnered with L Catterton, the global consumer-focused private equity firm backed by LVMH, since 2023.

By Veira delivers high-performance, sustainable haircare designed to achieve professional results at an accessible price point. The brand combines proven efficacy with strong ethical standards, holding certifications from PETA and B Lab(B Corp).

The portfolio is built around six targeted care lines, making it easy for customers to find the right solution for their hair needs: Repair, Moisture, Silver, Curl, Volume, and Scalp Care, complemented by a growing styling and leave-in collection and a pipeline of exciting innovations.

A key strength of By Veira is its fully integrated innovation and production model. Located in the south of Sweden is the heart of the Maria Nila and By Veira operation - our own custom-built production facility, enabling fast, scalable innovation without compromising on quality.

Every step of the process is handled in-house, from development to manufacturing, ensuring full control over quality, sustainability, and speed to market. Production adheres to the highest industry standards, including Good Manufacturing Practice (GMP) and ISO 22716 certification.

The factory itself is designed to push sustainable beauty forward. It features solar panels capable of generating energy equivalent to powering 60 households, a water recycling system used throughout production, and circular air condensation technology to minimize environmental impact.

By Veira is built to meet the growing global demand for clean, effective, and value-driven haircare, combining professional performance, responsible production, and scalable innovation.