dashl.se
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Dashl: The Quiet Beauty Player with a Loud Ambition
A $5M revenue, 45-employee Swedish beauty-tech hybrid carving its own path.
In a market dominated by global giants and hyper-local startups, Dashl operates with a quiet confidence. They aren't just selling beauty treatments; they are building a vertically integrated ecosystem of physical touchpoints and proprietary products, proving that you don't need to be a household name to build a $5M business.
"Dashl isn't chasing viral fame; they are engineering a sustainable, closed-loop beauty ecosystem."
The 'Yourself, But Better' Philosophy
Dashl targets a specific demographic: the Swedish consumer who values natural aesthetics over heavy glam. Their product line—vegan and developed in-house by experts—complements their service offerings (nails, lashes, brows). This dual approach creates a sticky user experience: you get the treatment at their bar, then buy the products to maintain it at home. It’s a classic DTC playbook executed with physical retail nuance.
The Traffic Paradox
With only 6,105 monthly visits, Dashl’s digital footprint seems small. However, 20% of this traffic is organic, and 15% is direct. This suggests a highly localized, intent-driven audience. The top keywords—'dashl boka nageltid' and 'nagel mall of scandinavia'—reveal a user base that isn't browsing for inspiration; they are looking for a specific booking slot. It’s a high-intent, low-volume strategy that prioritizes conversion over reach.
The tech stack tells a story of a modern, performance-oriented startup. They utilize Tailwind CSS and Vite for a fast, custom frontend, but they don't shy away from heavy-duty tracking pixels (TikTok, Snapchat, LinkedIn). This indicates a sophisticated marketing operation trying to attribute every dollar, even if the current traffic volume is modest. The presence of reCAPTCHA suggests they are protecting their booking system from spam, a common pain point for service-based businesses.
- Vertical Integration: They control both service delivery (Beauty Bars) and product manufacturing.
- Niche SEO: Ranking for specific mall locations (Mall of Scandinavia) rather than generic terms.
- The Trust Gap: A 2.4/5 rating on Trustpilot with only 10 reviews highlights a critical area for reputation management.
The Verdict: A Sleeping Giant?
Dashl is a profitable, operationally focused player in a noisy market.
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Meta Tags
Dashl - Book treatments & shop beauty products
Dashl lyfter din naturliga skönhet med skonsamma behandlingar för naglar, fransar och bryn och veganska produkter utvecklade av in-house experter. Yourself, but better.
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dashl.se
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Reviews (3)
Not the way to treat your recurring customers
Absolut worst service! I've been a customer for a couple of years up until this year when I couldn't make an appointment as I was stuck in traffic due to a parade going on in the middle of Stockholm. I called them up to at least move it 30 min but no one picked up. I lost all the money on the appointment without being able to book a new one instead. How can you treat you recurring customers like this? Incidents can happen sometimes. I've never come back and will not ever again.
Terrible quality on their gel nails
Terrible quality on their gel nails, didn't even last a week.
DO NOT GO HERE!
DO NOT GO HERE! I have been a true customer for many years, this Saturday I was not able to go to my booking since I needed to urgently go to the hospital due to I was in very bad conditions. I did not get any refund no time change no discount or anything. I can understand that they might do like this when you are sick. But when you urgently need to go to the hospital because of you health care? So they actually think that I should have said to the doctor no I cannot come I have a nail appointment. This is just crazy and very bad customer service
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About dashl.se
Dashl lyfter din naturliga skönhet med skonsamma behandlingar för naglar, fransar och bryn och veganska produkter utvecklade av in-house experter. Yourself, but better.
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Technology Stack
dashl.se uses 15 technologies across their website including Google Maps, reCAPTCHA, Contentful, and more.
Maps
Google Maps
Security
reCAPTCHA
CMS
Contentful
Push Notifications
Pusher
Advertising
Snapchat Pixel, LinkedIn Insight Tag, TikTok Pixel
E-commerce & Payments
Klarna, PayPal
Traffic & Audience
dashl.se receives approximately 6.1K monthly visitors and ranks #3,196,798 globally. The website has a bounce rate of 32% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 1:00 on the site.
The majority of dashl.se's traffic comes from .
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