Kenza’s hair brand loses millions

The numbers fell last year

Published 2026-07-03 10.46

Kenza Zouiten Subosic’s hair care company The Every is going backwards.

Now the equity is in the red.

The influencer Kenza Zouiten Subosics and the husband Aleks Subosics hair care brand The Every makes a loss, writes E-commerce.

Turnover fell during 2025 to SEK 10.5 million, a drop of 24 percent from the year before when the company brought in SEK 13.9 million. That’s according to the company’s recent financial statements, which Ehandel has seen.

The result also turned sharply downwards – from a small profit of SEK 117,183 in 2024 to a operating loss

operating lossOccurs when a company’s operating expenses exceed its revenues

of SEK 2.8 million in 2025.

Still want to continue

At the turn of the year, The Every had an equity of minus SEK 1.6 million.

In the management report, the board writes – Kenza Zouiten Subosic, Aleks Subosic and Dejan Subosic – that they continuously evaluate the situation and implement efforts to strengthen the company’s results, according to Ehandel. Despite the loss of millions, they believe that the conditions are still there to drive The Every further.

This text was produced with the help of AI and fact-checked and edited by Aftonbladet’s editor/reporter.

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