Stockholm, Sweden, September 2025 — Maria Eliasson has recently been appointed as Head of People at Estrid, where she will lead the people agenda across the company’s markets in Sweden and the UK. With over two decades of HR and leadership experience across retail, consulting, and international organizations, she brings deep expertise in building people strategies that drive business growth, employee engagement, and organizational development.
Prior to this appointment, Eliasson worked with BDO Sverige as HR Manager, contributing to strengthening HR processes and supporting the firm’s growth journey. Before that, she served as Head of HR & Payroll for Sweden & Norway at Teknikmagasinet, where she was responsible for the HR and payroll agenda across more than 500 employees in the retail sector.
Earlier, she worked with Appricot Life AB as Head of HR & CSR, setting up key HR processes in a start-up retail environment and serving on the management team. She also spent nearly a decade at Academic Work, where she held multiple leadership roles including Group People & Performance Partner, Acting Head of CSR, and Senior Recruitment Consultant, working across six countries on projects spanning sustainability, leadership training, compensation & benefits, and senior-level recruitment.
In the earlier part of her career, Eliasson was Head of HR at Filippa K for close to five years, leading HR operations, payroll system implementations, and employee engagement initiatives. She also held HR and accounting roles with Manpower and other organizations, which laid the foundation for her career in people leadership.
With a career built on combining strategic HR, operational excellence, and a strong people-first ethos, Maria Eliasson takes on her new role at Estrid with a vision to empower employees and enable sustainable growth across markets.
About Estrid
Estrid is a Scandinavian razor and body care brand offering fairly priced, high-quality products that are 100% vegan. The brand stands for inclusivity, sustainability, and empowerment, redefining beauty standards with a simple mission: hair removal should be optional, but great hair removal shouldn’t. Estrid continues to expand its footprint across Europe, providing products that are ethical, affordable, and designed to fit into the everyday lives of its customers.
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